2010 art works 2011 art works 2012 Exhibitions Exhibitions Promoting your Art Visual Jazz



The concept of affordable art has been around for a while. In Argentina there are a couple of main exhibitions dedicated to the idea of bringing a new fresh public into the world of art and getting them to see the beauty, the enjoyment, and most of the times, the great investment that is collecting original art.

Art Sale is one of those two and I am very happy to be a part of it this year.

Located in the very posh Puerto Madero district of Buenos Aires, most exactly in the Madero Mystic River Boat, Art Sale 2012 will bring together some of Argentina’s best artists together with a growing number of emerging artists.


Last year the public took advantage of the prices and the whole event was almost sold out. Long cues of avid collectors and first time buyers flocked over the four days of the Fair and went home with great works at even greater prices. Not all the paintings shown are at “sale” prices, but every artist must present at least one painting at a very affordable price which means that there will be at least 80 paintings at fantastic prices during the event.

If you are in Buenos Aires or are planning to be here next week, I recommend you take a nice scenic walk along these old XIXth Century wharfs converted into a very trendy neighbourhood in the 1990’s and which, with the years, have blossomed into one of the most glamorous areas in town.

I will be there from August 1st (for the pre/sale for sponsors) and then from August 2nd when it opens to the public until the 5th, showing and selling my works. On Sunday 5th of August I will be painting live from 2pm until 8 pm, so anyone interested in having a nice coffee and seeing and talking about what my Visual Jazz is all about, will be most welcomed! I may even let you participate in the painting if you like! 🙂

And talking about the paintings, I haven’t decided exactly which paintings will be there, but here are 3 of the  possible choices (sorry about the quality of the pics but I have not had a chance to get them properly photographed yet!).

If you are going to be in Buenos Aires over the next few days and you would like to receive a listing of my paintings at art sale with prices, just send me an email and I will be more than happy to send it to you.






I hope to see you there over the next few days, from Thursday 2nd to Sunday the 5th.

Until next time!


Exhibitions Promoting your Art What is Art

The whole Circus around promoting your art

There is an old story that compares the cycle of marketing with a circus coming to town. In the times of PT Barnum, the example was a great tool to explain how it all worked. It went something like this:

“If the circus is coming to town and you buy a billboard saying “Circus Coming to the Fairground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local paper picks it up, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, then that’s sales.”

There have been many updates to this story through the years. As a new twist to this account I would like to propose, with much respect to the original author and subsequent updaters whom I owe for their inspiration and clever twists, a new art related version which could go somehow like this:

“If you have an exhibition coming to town and you print a sign saying “Great Art Exhibition  opening on the City Gallery Saturday”, that’s advertising. If you put the sign on the back of a truck together with images of your work, and drive it through town, that’s promotion. If the truck is driven by accident through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations.

If you run the truck through the mayor’s flower bed on purpose, that’s guerrilla marketing. And if you run a contest and ask everyone to send their own videos about artistic generated endeavors that have run amok, that’s user generated content. If they post their videos and forward them to their friends, that’s viral marketing. If they tweet their friends about the contest, that’s micro blogging.

If they post those same videos or pictures on Facebook, that’s social networking. If you have used guerrilla marketing, user generated content, viral, blogging or a social network, that’s word of mouth.

Finally, if you can get people to visit the Gallery, show them your imaginative endeavors, explain your motivations and answer questions, explain what a great investment your art is, and they end up buying and spending lot’s of money on your art, that’s sales.

As an alternative, if they don’t want to leave home to go to the gallery, and you show them your virtual gallery on the internet, and you put 100 pieces when in a traditional Gallery exhibition you may show 20, and provide them with unique views of your work, then that is creativity and allure; and when your paintings look even better on your virtual gallery than live because the visitors have had time to reflect on your art on their own, then that’s the online experience. If at the end of their virtual tour, they spend money on your work, prints and merchandising using a credit card, pay-pall, or other payment methods, that’s e-commerce.

But if they do not want to spend money on your virtual Gallery, you will nevertheless post more advertisements and fancy merchandising like virtual post cards and screen savers and backgrounds, and track their every movement, you will then sell the information to others who will post more advertisements, and that’s behavioral targeting. Those marketers will use the behavioral targeting to send you specific messages just for you; that’s addressable advertising. You’ll even get messages on your iPhone or Blackberry; that’s mobile. You’ll access all this information about you from your terminal that contains no programs; that’s cloud computing.

The lessons from this story are several, but today I am going to concentrate on just 4. These would be:

1.    “Build it and they will come” (Field of Dreams). Never truer than today. But do not expect them to come using the road you planned for their arrival, it does not work that way.

2.    NEVER give up unless you have tried traditional as well as non- traditional methods of promotion, marketing, and sales. And if they didn’t work, there are always ways to profit from all the time invested. It is just a question of looking for the way to do it.

3.    The virtual way is tempting, and it works, but it should be done professionally, thoroughly, and always taking into account that it is not as free as it seems (time in itself IS money and it takes lots of time). Otherwise, you may well find yourself in front of the computer, on your own, wondering where all the time and money you spent has gone.

4. Place yourself in the media to get your buzz going, but to do it you will have to be smart. The press release has been on life support for a long time (I would say at least 10 years) and it does not work. Today’s media require CONTENT, and readymade CONTENT at that. Interesting pieces that bring something fresh and new, and which require little or no work (because they do not have the budgets or staff to do it). Think of clever things to say about subjects you love, mix your work in it, show some magic (we artists are the world’s greatest producers of creative magic), sign it and send it out, ready to print, to online media and traditional outfits. You may be surprised.

In short, today it is like being a one person Circus (wouldn’t PT Barnum be envious if he knew!), becoming an expert in artistic magic (real and virtual), keeping all promotional and publicity balls in the air while we walk the tight rope between traditional methods and new virtual ones. And as always, at the end of the day, it is finally a matter of not letting the lions  eat you.

Good luck!