Create. Contemplate. Create some more. Then market your work.
These are the steps 1XRun co-founder Jesse Cory recommends to emerging artists, to any artists who want to advance their work and themselves. Artists must understand and articulate their message, their why, he said. They learn that from contemplation – and by creating a lot of work. Cory was the guest expert at a Mint Artists Guild workshop on pricing work confidently.
“Be bold. Tell people why you make art,” Cory said, giving his best advice to emerging artists.
He and the 1xRun team select new artists based on three main factors:
- Build your talents. They want to be able to see the time dedicated to improving an artist’s craft.
- Develop a defined aesthetic , or a cohesive color palate.
- Know your mission. Artists must be clear about why they make the art they create.
“You have to make hundreds and hundreds of pieces of art work,” he said. His art print company 1xRun needs 30 to 40 pieces from one artist to create an edition or series.
Among the dozens of artists whose prints sell through 1xRun are Jon Burgerman, Carly Chaikin, Copyright, Bob Dob, Naturel and Tatiana Suarez. Denial, the Canadian artists also known as Daniel Bombardier, recently had a month-long takeover of 1xRun Its artists are local and international, creating fine art, illustration, street art and many other genres.
1xRun was established in 2010 by Cory, whose background is in marketing, video production and documentaries, and Dan Armand, who previously worked as a web designer and artist. The two developed two art galleries, both now closed, and much more. In its first five years of business, 1xRun sold more than $5 million in art prints, original art and services. Sales are rising, even during the pandemic, Cory said.
During the Mint workshop, he gave a simple formula for pricing limited edition prints: Set the price for your original piece, then divide it by the number of prints you plan to make. That’s the price of the prints. So a $300 painting with 15 prints means each print is worth around $20.
1xRun’s model calls for a 50-50 split with artists on print sales, after the company recoups its production costs. Cory suggested artists “don’t hold on too tight” to their work.
“You have to humanize yourself to the collector,” he said, by sharing photos of yourself as well as your work on Instagram. His collection was built with wife Roula David, who worked in restaurants and now leads their Murals in the Market festival. They buy work mainly from artists they work with on the festival or in 1XRun, because Cory said, they have meaning or “memorialize” a relationship or moment in time.
© Vickie Elmer, 2020 for Mint Artists Guild