Group marketing gives emerging artists a big boost

Art Business News, Dec, 2003 by Debbie Hagan

Sculptor Manuelita Brown lives and works in Encinitas, Calif. That's 3,000 miles from Artexpo New York. She couldn't imagine sending her bronzes such a distance, setting up her booth and marketing herself at the show on her own. But thanks to a little help from her friends, she displayed her work there last year as part of Art on Tour, and she connected with several galleries and industry pros.

"I wouldn't have clone it without the advantage of Art on Tour," Brown said. "Having the opportunity to exhibit was safer in a group than if I had to do Artexpo alone."

Each year, Art on Tour, the brainchild of artist Charles Bibbs, opens doors for 40 African-American artists and small publishers who need exposure but can't do it on their own. It's a marketing umbrella under which artists and publishers share exhibition and shipping costs and experience. What's more, it's a marketing tool that reaches out to affluent collectors and a broad mix of art lovers.

Bibbs is an artist who achieved success in the mid-1980s for his poetic figures that seem to sway to their own spiritual melodies. In 1985, he formed B Graphics & Fine Arts to self-publish his work. Over the years, he took on a variety of emerging artists, and today he is recognized as one of the country's most successful ethnic publishers and distributors.

"From doing the trade shows, I came to see that there was little or no representation of African-American artists, at least in the numbers that one would expect to see," said Bibbs. "The only way artists are represented at trade shows is if they haul their art on their backs. Major publishers and distributors are reluctant to handle African-American artists."

Thus, Bibbs created Art on Tour to "equal the playing field." Through this organized marketing concept, he brings talented African-American artists into the spotlight through a traveling exhibition team that goes to various venues around the county. His objective is to give these artists the same exposure a major publisher would. Tucked away on a big show floor, an individual artist might feel lost. But one can't miss Bibbs' artists in a big pavilion, under the Art on Tour banner.

Art on Tour has attracted both big-name and emerging artists, including Alonzo Adams, Larry "Poncho" Brown, Roederick Vines, Varnette P. Honeywood, Paul Goodnight, Synthia Saint James, James Holyfield and Kathleen Wilson.

Art on Tour was was scheduled to debut in September 2001, opening concurrently with DECOR Expo Atlanta. Because Bibbs wanted to attract both retail and wholesale buyers, he chose to hold the show outside of the expo, in the Renaissance Hotel. But because of the terrorist attacks on Sept. 11, DECOR cancelled its show. However, with so much time and money already invested, Bibbs decided to go ahead with Art on Tour anyway.

Despite set-backs, the success of Black Art on Tour [now called Art on Tour] 2001 was overwhelming," said Nedra Myricks, editor of Images magazine, a publication about African-American art. "Over 400 people attended the gala opening night reception, and impressive sales followed the three-day trade/retail show," she said.

One success has followed another for this dynamic group. "Some of our lesser-known artists have started their careers because of the opportunities of Art on Tour," said Bibbs.

Manuelita Brown sold sculpture to three Northeast galleries at Artexpo last year and networked with many others. "I would not have made those connections had I not been with Art on Tour," she said.

Synthia Saint James said, "Art on Tour's unique program has made it possible for me to reap the benefits of being showcased in many high-end art industry shows, without the expense of travel and the high costs usually associated with booth rentals."

More than just a marketing tool, Art on Tour serves as a boot camp for artists who need to learn the marketing skills necessary to take their work to the next level. "New artists are taken by surprise," said Bibbs. "I work very hard in marketing and publishing my own work, and I train other artists to do the same."

One of those trainees is Woodrow Nash, an accomplished ceramic sculptor who works in a style that he calls African Nouveau. "I give him credit for the aggressive marketing of himself," said Bibbs. "He has found out several things through Art on Tour. One is that he can do as well on the wholesale side as the retail side."

Bibbs' ultimate goal is to catch the eyes of major publishers and distributors who will represent his artists. Image Conscious and Bruce Teleky are among several publishers who have picked up some of these artists.

"It's a message to these publishers and distributors that they need to tear down racial barriers," said Bibbs. "We've already proven that there is a cash benefit [to carrying these artists' works]."

Regarding his experience with Art on Tour, artist Larry "Poncho" Brown said, "We stand together as advocates for the longevity and viability of African-American Art. May this unification trend continue as we embark on our next historical decade."