Art, Inc.: The Essential Guide for Building Your Career as an Artist

by Lisa Congdon, Meg Mateo Ilasco (editor)

You don't have to starve to be an artist. Build a career doing what you love. In this practical guide, professional artist Lisa Congdon reveals the many ways you can earn a living by making art—through illustration, licensing, fine art sales, print sales, teaching, and beyond. Including industry advice from such successful art-world pros as Nikki McClure, Mark Hearld, Paula Scher, and more, Art, Inc. will equip you with the tools—and the confidence—to turn your passion into a profitable business.
LEARN HOW TO: • Set actionable goals • Diversify your income • Manage your bookkeeping • Copyright your work • Promote with social media • Build a standout website • Exhibit with galleries • Sell and price your work • License your art • Acquire an agent • And much more

Genres: Art, Nonfiction, Business, Design, Self Help, Reference, Creative

184 pages, Paperback

First published August 12, 2014

About the author

Fine artist and illustrator Lisa Congdon is best known for her colorful abstract paintings, intricate line drawings, pattern design & hand lettering. She works for clients around the world including the MoMA, Harvard University, Martha Stewart Living, Chronicle Books, The Land of Nod, Simon & Schuster, and Cloud9 Fabrics, among many others. She exhibits her work around the country, including in shows at the Contemporary Jewish Museum and Bedford Gallery. A selection of her abstract works are currently available through New York’s Uprise Gallery. Lisa writes a popular daily blog about her work, life and inspiration called Today is Going to be Awesome. She is the author of five books, including the starving-artist-myth-smashing Art Inc: The Essential Guide to Building Your Career as an Artist, and illustrated books Fortune Favors the Brave, Whatever You Are, Be a Good One, Twenty Ways to Draw a Tulip and A Collection a Day. She was named one of 40 Women Over 40 to Watch in 2015. She lives and works in Portland, Oregon.

Reviews

[Mai M Ibrahim · Rating 3 out of 5]

الكتاب بياخدك ك فنان illustration من البداية لغاية البيع والتسويق وهكذا بس بالنسبة لي الكلام عارفاه ف كان ممل شويتين تلاته ، يمكن علشان الكتاب من ٢٠١٤

ده الكتاب التاني اللي اقرأه للكاتبه واللي ماشية فيه ع نفس الشكل وهو كلامها ونقط نصائح + انترفيوهات وأسئلة لفنانين ف نفس المجال وده كان اكتر جزء شيق ف الكتاب وعرفني ع حاجات جديدة بعد شويه سيرش وكده 😁😁🧐

[Lastoadri · Rating 4 out of 5]

I love this book. A comprehensive intro to the process of becoming an artist, ever since the very start to selling out. I believe I need to re-read later in the future, one more time.

[اليازية خليفة · Rating 5 out of 5]

أتساءل..
كيف سأكون لو أنّني استمعت لهذا الكتاب قبل ١٥ عامًا.. مؤكد لن أكون كما أنا اليوم..

الكتاب ممتاز لكل سيبدأ حياته العملية كفنان ومصوّر..
وأستطيع أن أضيف كُتّاب قصص الأطفال والروائيين..
تحديدًا يسهّل عملية التفكير في هذه المواهب كوظيفة مستقلة وكيفية تنظيم الحياة حولها..

[John’aLee · Rating 4 out of 5]

Great book that lays foundation work for any creative person that wants to turn their art into a business.

[Divya · Rating 2 out of 5]

Full of platitudes. I liked the artist interviews - I wish that with each artist - the interviews were focussed on a particular aspect as opposed to asking all the artists the same thing. I learned a little, but I was hoping for a deeper book.

[Микола · Rating 3 out of 5]

Дуже інструктивна, і від того заспокійлива книжка про справу ілюстрації.
Власне, про те, що в ілюстрації—не малювання.

Про постановку цілей, організацію роботи, сплату податків, організацію архіву, вибір сканера, пакування тощо.
Якраз розділ щодо податків мені був дуже цікавий, не в практичному сенсі (у нас різне законодавство), а більше як напрямок думки: у нас досі чимало людей не знає і не хоче нічого про це знати.
Кожну тему супроводжує інтерв’ю з художницями, ілюстраторками, галеристами.

[Cindy Richard · Rating 4 out of 5]

Excellent primer for anyone interested in starting an art business. I liked that the advice was concise and that she included interviews with artists who have started successful businesses. It was a quick read that is well-organized so you can find the information you need when you need it. I will keep this one handy on my creative bookshelf.

[Kayla · Rating 5 out of 5]

Exactly what it promises to be - a great overview of the industry and basics across a wide range of creative industry topics. Because of the wide range of topics it covers, it cannot be a deep dive but it provides resources and terms that are easily googled. I'll know be flipping through to review a paragraph here and there, a good basic resource book.

[Lena Nechet · Rating 1 out of 5]

Reads like a compilation of superfluous books on entrepreneurship, no honest insight of any depth, to follow the advice you would need to hire 2-3 professionals full time; partly outdated or misleading, some possibly useful info on illustration.

[Sarah]

J'ai commencé ce livre parce que j'avais trouvé Find Your Artistic Voice absolument super, dans le sens où ça donnait envie de créer, tout de suite, maintenant. Mais n'étant pas une artiste pro, et ne souhaitant pas le devenir, je n'étais pas le bon public pour ce livre-ci.
J'aime toujours ses entretiens avec les artistes et j'ai appris des choses qui m'ont franchement surprise : dans beaucoup de contrats avec les galeries, elles prennent 50% sur chaque vente par exemple ! Mais j'ai eu un peu de mal à m'intéresser aux détails techniques. Par contre, il offre certainement des pistes intéressantes aux artistes qui souhaitent développer leur activité.

[Denise みか Hutchins · Rating 5 out of 5]

Just as I hoped, this book was a great overview of the visual artist career, covering all kinds of topics from essentials that all artists should know to various avenues (that may or may not be applicable to every reader) for selling and profiting from one's work. Much of the information was already known to me thanks to other art career books I've read, but this one was more digestible than any other book in my library. Some of the most useful things I got out of it were practical steps that any visual artist, regardless of focus, could take, right then and there, like starting a daily art journal, or exploring and breaking down one's career goals. Although this information is generally out there in other forms, other books, this particular book is one of the most accessible and attractive, small enough to carry around with you, well-organized visually and conceptually, easy to read both due to the approachable language and the way sections allow frequent breaks if the reader wishes. The book is also short, so it's not overwhelming, but it still contains a wealth of information so it's a valuable asset, especially to anyone who hasn't yet read a book like it.

[Cintya · Rating 2 out of 5]

The book is outdated and even though it says “building your career as an artist”, it focuses mostly in illustration.

It has good tips and some information is valuable but I don’t think is a book I can recommend.

[Tammie Painter · Rating 4 out of 5]

Wonderful, usable and concise information about organizing your art career. The resources at the end provide a wealth of extra info (although I have come across few dead links)

[Stacey · Rating 3 out of 5]

Very informative!

[Ivonne · Rating 4 out of 5]

Siempre lo he dicho: este tipo de guías nunca tienen todos los secretos para ser "exitoso" en los negocios, pero sirven de orientación para aquellos que no saben por dónde empezar. Leí este libro con mucha curiosidad y ganas de agregar cosas nuevas al repertorio de mi negocio personal y gracias a las entrevistas de Lisa, encontré muchas cosas importantes en el camino, obstáculos que no he considerado y que debería.
Art Inc. va desde encontrar esa labor artística que nos mueve a todos hasta convertirla en algo que no solo disfrutamos, sino que nos reporta ganancias. Claro, el trabajo es largo, de años y nadie puede esperar que leer el libro lo gradúe de un business school. Pero funciona para empezar.

[Nicole Miles]

This is more directed at someone looking to break into the creative industry rather than someone already actively working in the industry, but there are still a few little tips here and there to glean from it for the (somewhat) initiated. I liked the titbits on work-life balance, ways to grow, how to say no to too much work and deciding what to say yes to. I’d recommend this for anyone wanting to start a career in art at any age, particularly (but not only) if you’re interested in gallery shows, online shops or prepping traditional work for web display.

[Cindy · Rating 5 out of 5]

Full of practical advice for artists about social media, galleries, juried art shows, craft fairs, illustration and graphic design work, licensing, whether or not to work with an agent, artists residencies, contests, creating your artist statement and bio, having too much work and what to do when you have too little, inventorying your supplies, and maintaining work-life balance. Not in that order. If, like me, you have considered doing your art as a side hustle or are trying to make it as a full-time artist, this brief book will be helpful.

[Tash · Rating 3 out of 5]

Very good overview and detail of how to start taking an art business/career seriously for beginners / clueless artists haha.

Had everything art school should have taught me in this book.

Highly recommend if looking for a non scary or intimidating way to think and learn about how to "make it".

Would have liked some more provocations throughout the book but I liked that there were interviews interspersed within.

[Hannah · Rating 4 out of 5]

feelings so #motivated now

[Sarah · Rating 4 out of 5]

Very useful and informative. I wish it had more specifics on time tables for work production and how much work to have ready before preparing to sell.

[Arli Pagaduan · Rating 5 out of 5]

To all aspiring artists and those who are in the field already, I would like to share a book that’s for keeps: Lisa Congdon's Art Inc. The Essential Guide for Building your Career as an Artist.

Edited by Meg Mateo Ilasco and with illustrations by Karolin Schnoor, it’s filled with practical tips and ideas in starting and maintaining your career from first changing your mindset to that of the thriving artist to the other critical particulars like setting goals, marketing, finding ways to earn income, joining galleries, and managing as well.

There are also generous people who were interviewed to share about their work and business, so readers can get an insight about how they started, operated, and thrived.

I’ve just started my freelance career last year in January, but it is only this 2018 that I’m finally getting familiar with the ebb and flow of this path; this book definitely helped clarify and even expand my views on being a full-time artist. What I learned from it, I shall apply in my own career. Get this book too to get important insights! Lisa Congdon shared lots of valuable information, and I also took away the vital lesson of balancing work and play. I agree too that life is more than just our work; we are not just artists, but we are also daughters, friends, partners, neighbors, and colleagues. Creative work puts a lot of heart and mind and time into the process, and we wouldn’t want to burn out by just working straight hours without even being with our families and friends and enjoying our time with them!

So yes, I recommend Art Inc. highly to you! Thank you, Lisa, for your generosity in teaching artists in such an informative, practical, and fun way! Another thing I like about this book is that even though I’ve finished it already, it’s the type that you can open and read again and refer to a specific chapter or section. I was able to buy my copy at a Barnes and Noble, but I think you can also buy it through Amazon. Hoping local bookstores can carry it soon too, so many more can access the book easily.

[Melissa Jeanette · Rating 5 out of 5]

I’m certain this book will save me from 10 years of lessons learned the hard way once I begin selling my art. It’s jam packed with practical guides for how to handle every aspect of being a professional artist. I listened to the audible version, which was a whirlwind of eye-opening information, and immediately bought a print copy after finishing it. I’ll be perusing it again and again.

[Jeannette · Rating 4 out of 5]

This was a most excellent read - I'm docking a star because it wasn't 100% relevant to my interests, but the majority was. I took notes, I was inspired, I realized I needed to take more action and put my goals on paper and get moving. It's well put together and super helpful for a working artist or art industry entrepreneur.

[Lacer · Rating 4 out of 5]

I think a good sign as to how useful a book like this is, is how often it's highlighted and my copy is highlighted a lot! Lisa Congdon is a big hero of mine, I love her work and I love her classes on Creativebug, so it was fascinating getting an insight into how she manages her work. This book is very comprehensive but if you're not US based, be warned that some sections are less relevant.

[Brandi · Rating 4 out of 5]

Comprehensive, informative, inspiring, supportive.

Covers the nuts and bolts of art as a business without being intimidating. Encourages research, provides examples of how some artists do it while emphasizing doing what feels right for you.

A great book.

[Lia Marcoux · Rating 3 out of 5]

This was a like a sandwich with goofy feelings talk for the bread but lots of good information in the middle.

[Anya · Rating 5 out of 5]

2023 re-read via ebook

[Elizabeth · Rating 5 out of 5]

Very thorough and informative

Love the organization and the concise index of this book as well as the interspersing of current, successful artists’ experiences.

[Spellbind Consensus]

*Art, Inc.: The Essential Guide for Building Your Career as an Artist* is a practical, empowering handbook designed to help artists navigate the business side of their creative careers. Written with clarity and encouragement, the book aims to dismantle the myth of the “starving artist” and replace it with a roadmap for artistic and financial success. It is targeted toward both emerging and established artists who want to make a sustainable living from their work without compromising their creative integrity.

The book is structured around key principles for transforming artistic passion into a viable business. It begins by addressing mindset—encouraging artists to embrace the idea that they are entrepreneurs as well as creators. The author stresses that professional success is not reserved for a lucky few but is attainable through planning, persistence, and informed decision-making.

A central theme throughout the book is the importance of treating art as a business. This includes setting clear goals, developing a personal brand, managing time effectively, and understanding the basics of marketing and sales. Readers are encouraged to think of themselves not just as makers of art but as active participants in the marketplace.

The book covers a broad range of practical topics: building a professional portfolio, pricing artwork, managing finances, licensing work, exhibiting in galleries, selling online, and working with clients. Each section offers clear advice, real-life examples, and actionable steps, making the information accessible and easy to implement.

Special attention is given to diversifying income streams. The author outlines multiple avenues for earning money as an artist, such as commissions, illustration work, art fairs, product licensing, online shops, and teaching. This approach empowers artists to create financial stability by combining different revenue sources rather than relying on one uncertain path.

Networking and community-building are also emphasized. The book encourages artists to connect with peers, collectors, and industry professionals through both online platforms and in-person events. Building relationships, maintaining a professional online presence, and communicating confidently are portrayed as key skills that support long-term growth.

Throughout, the tone remains optimistic and supportive. The author shares insights from personal experience as well as interviews with successful artists, offering readers not only how-to guidance but also motivation and reassurance. Creative fulfillment and commercial success are presented not as opposites, but as goals that can be achieved in tandem.

The final sections of the book focus on maintaining balance, avoiding burnout, and staying true to one’s creative voice. While business skills are essential, the author reminds readers that authenticity and passion are at the heart of a thriving artistic practice.

Overall, *Art, Inc.* is both a strategic manual and a source of inspiration. It equips artists with the tools they need to confidently pursue their goals, take ownership of their careers, and thrive creatively and financially in the modern art world.

[Abi Joyce-Shaw · Rating 4 out of 5]

Since taking on my current position as a full-time graphic designer, I have let my artistic practice fall to the wayside. For the last couple of years, I have wanted to reengage with my creativity and reignite my art business. In my early 20s, I pursued fine art, participating in gallery shows and selling art prints. However, I lacked a business mindset. I thought being business-minded took away from what I felt art “should” be: free, expressive, and unconcerned with monetary gain. I suffered as a result of this. I had no clear plan, and I was always lowballing myself, leading to constant financial stress.

It took time, but I finally accepted that capitalistic pursuit is essential to transforming one’s artistic practice into a viable career. With this grounded perspective, I wanted to reimagine my relationship with my creative practice. I wanted to find a way where it could be expressive, joyful, and profitable. My research on potential resources to guide me in this pursuit led me to Art, Inc. As a fan of Lisa Congdon’s work and podcast (The Lisa Congdon Sessions), I was excited to learn from someone I already admired.

As someone whose artistic experience has been confined to the fine art world (selling prints and showing work in galleries), I really benefited from the chapters on illustration licensing and contracts. I have a tendency to be overly trusting, which gets me into hot water when agreeing to contracts I don’t fully understand. Art, Inc. highlights the importance of understanding what you are agreeing to, with professional help if necessary. The book also emphasizes the benefits of being strategic, tailoring contracts to maximize your work’s mileage. I will undoubtedly be coming back to these chapters as I move forward in my career.

While Lisa Congdon’s podcast feels conversational and personal, Art, Inc.’s focus on clarity and structure drowned her engaging and vibrant voice. This dry language also made the information less memorable because it was rarely grounded in personal anecdotes. The artist interviews spaced throughout the book provide a little more life, nuance, and context, but I would have loved to see more personality sprinkled throughout the book.

While not a fan of the book’s language, I am very happy to have read and absorbed Art, Inc.’s lessons. It will undoubtedly be a great resource as I move forward and begin reimagining my creative career. I would recommend Art, Inc. to anyone looking to transform their artistic practice into a profitable business venture. Although the book’s tone may be dry, Lisa Congdon’s podcast, The Lisa Congdon Sessions, provides insight into the interpersonal parts of being a working artist and showcases the artist’s wonderful personality. The podcast includes conversations between Lisa Congdon and other artists in which they discuss their relationships to their creativity and artistic business. I’d recommend this podcast to those who also desired more personal flair in Art, Inc. and want a more interpersonal perspective on being a working artist.