The Things We Collect
The Things We Collect – Albion, Michigan
photography
Lessons Learned from Artists In Jackson
Now that I’m a few weeks removed from launching my portrait project, Artists In Jackson, I thought it’d be helpful to share a few thoughts on the process – maybe for others thinking about tackling a self-published photo book.
I broke this down into sections, because there is a lot to think about and digest.
To Self Publish or Not To Self Publish
This one was easy for me: self publish!
It’s so easy these days to make and publish a photo book. There are vendors begging you to print with them. I get coupons all the time – 25% off, 75% off, a free book print to try out, etc.
My project was design- and text-intensive, so I needed a specific vendor to get my book finished. But if you just want to make a photo book, there are tons of options. If you have a Macintosh computer, Apple bundles Photos and a book-printing option as a default. VSCO has a super nice (and pricey) option. There’s My Publisher, MPix, Pinhole Press, and Blurb (my option).
You could go the professional publishing route, but chance are, if you’re reading this, that whole world is a mystery to you, too. And besides, who wants a box full of books gathering dust in their basement? Print on demand!
Print On Demand (Kind Of)
Speaking of which, I highly recommend print-on-demand services to keep costs and risk low. To a point.
Print-on-demand publishing means someone goes to a website or storefront and orders your book, and then it gets printed and shipped to them. This avoids the basement-book scenario. You don’t have to worry about inventory or unsold merchandise.
Now, I did it kind of half and half. I wanted an initial small press run of books delivered to me because I wanted to sign and customize them for the first batch of supporters. This involved a small bit of risk, because if I couldn’t sell that complete set of printed books, I’m stuck with the entire bill.
I had enough confidence to buy the initial batch, however, and once that runs out, I will send customers to the Blurb storefront to buy their on-demand copy.
Think of it as offering something special for your die-hard supporters, while still keeping the risk manageable. And through a service like Blurb, you can sell your book through Amazon, potential increasing your audience size.
Thinking About Your Audience
Who are you aiming for? What’s your customer base? Who would buy this thing you’re going to make? Who’s going to care?
It could be the marketing/communications professional in me, but one of the first things I thought about was my audience. I knew that if I photographed a large enough number of artists I could grow my audience base. How? Artists have friends and family, spouses, proud grandmothers, co-workers, etc. Each artist will tell their fan base, and word will spread.
Also, because my project was so community focused, the Jackson community itself became a target audience. If you care about Jackson, or you care about the arts community, you’re a potentially-interested person.
If you’re well-connected and well-known, this may not be such an issue for you. Your art may already have an audience. But if you’re a first-timer like me, this audience stuff matters. I didn’t want to make something and have it flop.
It also doesn’t decrease your artsy-ness by thinking about this kind of thing. If you make something great, and no one knows about it, and you want it to reach people, have you succeeded or failed? Or somewhere in between?
My project had a goal (increase awareness about artistic talent in our community), and so it had to have an audience that cared.
The M-Word
Marketing. I’ll start by saying that whether you like it or not, if you want your work to reach an audience, you have to have a bit of marketing involved. Sometimes, you have to be a megaphone.
For me, my marketing plan was comprehensive and multi-channeled. I used the website, Facebook, social media, email, and personal outreach to get the word out about Artists In Jackson. From there, the network effect kicked in. I had 15 artists who helped me reach a larger audience, and the artistic community took their message and spread it even farther.
I set it up in stages. First, I teased the project with a launch page and an email sign-up form. The artists knew what I was doing, but no one else did, so there was some mystery involved.
Then I published the About page on the website, and sent people there. “Look!” I said. “I have a project that I’m finishing up, and here are the basics!” That’s when the social media part came into play – I had something I could point to and share.
The landing page and about page helped me gather email addresses for my mailing list. These folks were the die-hards, the special ones, who bought in to the project. They got weekly updates from me, with little sneak peeks of the book’s progress.
From there, I published the Meet the Artists page to announce who was in the project. Now people could see faces attached to this project. I did this a week before the book launch to get people really talking. It helped with awareness, because this is the stage where the artists could kick their promotional messages into high gear.
And then it was a slow, steady rollout of the products: book pre-sale, book general public sale, eBook pre-sale, eBook general sale, magazine pre-sale, etc. This gave me a month of weekly promotional messages that gave people a specific way of supporting the project. The book begat the eBook begat the magazine. Boom, boom, boom.
I’ll add that groups like the local arts and cultural alliance and the chamber got word of the project and used their communication channels to talk about it. On and on it went, and the audience grew.
Why An Ebook and A Magazine
Easy: Affordability, and access. Not everyone can afford an $89 art book, so the magazine was a way for people to still enjoy a physical piece and saving some money.
It was a pain to layout the magazine. The size was different than the book, and it makes you reformat the pagination and design. But luckily the hard work – writing the stories, sizing the photos, etc. – was already done when I finished the book.
For the eBook, it was more of a way to experiment with the format. I had a chance to play with the iBook Store (and learn all its peculiarities and rules), which will help me on future projects. And I wanted a portable format for those on-the-go tablet folks.
As a multimedia professional, it just made sense to have different formats for Artists In Jackson. It increased the workload, yes, but I feel like it increased the audience size, too. Call it democratic self publishing.
Inventory and Mailing
My fear, as stated above, was that my basement would become a warehouse for these books. So while I split the difference and ordered some inventory, I kept it manageable.
The United States Postal Service (USPS) helped things by offering free mailing supplies (did you know?) and a great online service to order postage labels. It reminded me of the old days on eBay where you had to become a mailing service expert to move your merchandise.
I ordered 20 padded envelopes (free!) from USPS, and when a book order came in I’d buy a postage label, print it out, stuff the envelope with the book, and slap the label on. I’m lucky in that we have a post office here on the campus where I work, so I could just drop off the packages whenever I wanted.
USPS makes it easy to research shipping costs, too, so you know how much to charge your customers. This was vital – I had no idea what postage would be until I looked it up. Free envelopes, calculate the shipping, and send away. Really easy stuff.
Why USPS and not, say, FedEx? It’s totally political. I think our mail system should be run by the federal government, and I try to support the postage system – flawed and unfriendly as it may be – whenever I can.
Online Store
This was a fun part because I had the right e-commerce site. Gumroad is great to work with, and I got their name from @bleeblu after purchasing his eBook. Their markup is very reasonable, and I love the stats and metrics they offer. It became kind of addicting to see a new email from Gumroad pop into my inbox, telling me I just sold another book. It was very helpful to see where my sales came from (website? email? social media?), too.
For the eBook, Gumroad did all the hosting and handled all the downloading. They also make sending mail tracking numbers and receipts super easy. Gumroad is really made for digital goods, but I found they handled physical goods just as well.
For individual photo prints, I use Society6. They take care of all the printing and shipping, and I get to set my profit amount for each print. I don’t make much from prints, but I wanted to offer them to family members and the artists at an affordable price.
After my initial 25 book order runs out, I’m going to switch my online store to Blurb’s version. It’s not the prettiest, but it will serve my needs for those print-on-demand orders.
And everything – the project, the stores, everything – is hosted with grace and beauty by Squarespace. I can’t recommend them enough for creative projects and professionals.
What’s Next
Next, I’m focusing on getting the word out about the project, either through media outlets or art blogs. This is a step-by-step, methodical process: emailing contacts, submitting press releases, knowing who to get a hold of, etc. But I enjoy the work.
I’m also chatting with folks about hosting some events in town to bring the art and artists together. This area is totally out of my comfort zone. I am not an event organizer.
So I pulled in a few of the artists from the project who are experience in events (Hi, Kaiti and Colleen) to help me think through the logistics. Where to have it? Who to invite? Sell tickets? Have food? How to promote? Etc.
I’m also thinking about some speaking engagements, through local service clubs and the museum, to give some backstory on the project.
The big rush at the end of this year is to get the book in people’s hands and get the word out. In 2016, I’ll be focusing on the social and event aspects of the project.
Final Thoughts
Finally, the project was super fun, and a ton of work. It’s not just the photographing and interviewing that takes time. It’s the writing the profiles, editing the photos, sizing them according to the media, building the website, developing the marketing plan, designing the book – on and on. It was five solid months of hard work and late nights.
But. I’m super proud of how it turned out, and the feedback and support has been great. It’s also fun for me to do this stuff.
I tend to be risk-averse, both financially and in life. I didn’t want to go into this project blind and blow a bunch of money on something that I can’t recoup. Yes, risk is a part of any artistic project, but my ability to tolerate risk is low. So at every step in the project, I made sure that there would be creative and financial payoff.
At the least, I just wanted to cover my costs. This was not a money-making scheme. Far from it. If I calculated the time put in to the payout, I’m probably in the red.
That’s what a hobby is, though. It’s a big time and money sink that’s worth all of that as long as you enjoy yourself. With Artists In Jackson, I had the satisfaction of knowing that not only was I exercising my photography muscles, but I was doing something worthwhile for the community.
And I wouldn’t go broke doing it.
Artists In Jackson: Nicole Cure
“I don’t like to be pushy with my art. If they want to come look, they can come look and bring their own viewpoint.”
Call Nicole Cure a natural. She never studied art, never felt like she worked hard at it, and even took a 10-year creative hiatus when her kids were born.
“I never worked hard at it. I was just born with a natural talent,” she says.
That talent is paying off now that Nicole runs a drawing and interior design business out of her home studio. She named the studio Ardis J Studio after her grandmother, Ardis Jane, from whom she inherited some of her artistic ability.
That natural talent does not mean Nicole doesn’t work hard on her sketches. She often spends 10 to 20 hours on each piece.
Her customers are now asking for more and more of her custom pieces and original work.
“It’s been fun and crazy busy,” Nicole says. “And I have more work than I thought I’d ever get.”
She says word of mouth is what works. After trying the art show scene for a few years, Nicole found it to be a slog, even if she got a custom job or two. Now, she’s called it quits on art shows, and her workload is still doing just fine.
Nicole works in her small studio in Hanover, which she built a few years ago as her kids went off to school. She found her basement studio cramped, and her handy father-in-law built it in no time flat. Nicole’s studio hosts little tots drawing lessons during the summer, where she teaches basic drawing techniques to first through seventh graders.
“It’s a blast,” she says. “You can usually tell within the first session if the child has a natural ability.”
For her work, Nicole draws inspiration from the world around her: kids, family, animals, and the rural setting. Customers ask her for lots of animal drawings, like horses and dogs.
“I think I’ve done every breed of dog 10 times,” Nicole says.
To experiment, Nicole dabbles in other creative projects, like furniture and interior design. The furniture thing came about because she likes to make her own pieces.
“I would rather not pay top dollar for anything. Furniture is really fun to me,” Nicole says. “I garage sale like bonkers. I love it – it’s a total addiction.”
In fact, if she were to do it over again, Nicole would concentrate on interior design work. She does a few projects here and there, using a style she calls “modern shabby chic,” but she really wants to redo an entire house.
“I use crazy colors. I just have an eye for it,” she says. “Like, my kitchen’s a bright teal. People wake up when they go in.”
Nicole’s kids have an eye for art, too, she says. Two may be better than she ever was. Take her oldest daughter, who draws all the time. Nicole calls her “phenomenal.”
Maybe there’s an art gene in there after all. Take a look around Nicole’s studio, and you will see four pieces hanging up created by her kids.
“I’ll never take them down,” she says.
Buy the Artists In Jackson book | Ardis J Studio on Facebook
Battle Creek Watershed Photo Contest
Shine On Benevolent Sun – Kalamazoo River, Michigan
Shared first place in the Battle Creek watershed conservation photo contest with this photo of the Kalamazoo River in Albion, Michigan.
Thanks to the City of Battle Creek for the honor!
Artists In Jackson: Kaiti McDonough
“It’s always related to nature, and silhouettes. I’ve had a love for silhouettes for years now. So when I realized when I put these two things together—bodies, hands, leaves—I was forcing myself to think outside the box. I wanted something that made you look closer.”
When Kaiti McDonough thinks of her photography, or life, or the artistic community in Jackson, she thinks in layers.
She started with art early, as a kid, crafting things with her mother’s materials. That, combined with her father’s love and appreciation of nature, makes her photography rich with depth and overlays.
Together with artists in The Singularity, Kaiti thinks of artists in many layers, too: experience level, professional or hobbyist, optimist or pessimist.
Even her career has taken on layers, from teaching to art curation to event planning.
Kaiti sees her main artistic outlet as photography. That started with a point and shoot camera in high school, posing friends in nature and getting lost on adventures. That all changed when she met Doug Jones. Could she do some live art photos for an upcoming show?
A digital single lens reflex (DSLR – the fancy ones with interchangeable lenses) later, and she was off making art.
Her style comes from, you guessed it, layers: double exposures, overlays, textures, blending one image into another. The idea came after she saw artists working on body paintings – making one idea on top of another. The photos do more than document a scene or a moment. They pull you in and make you think.
“It’s always related to nature and silhouettes,” Kaiti says. “I’ve had a love for silhouettes for years now. So I realized when I put two things together – bodies, hands, leaves – I was forcing myself to think outside the box. I wanted something that made you look closer.”
To achieve her style, Kaiti blends images mostly in camera, with a bit of Photoshop work.
“As soon as I discovered my camera had this option, I went to town,” she says. “This was it.”
Kaiti explores her creativity in other ways, too, like sewing and working with resin on wooden boards to frame her work.
Another form of artistic expression: working with other artists in Jackson and The Singularity to highlight the local creative community. Kaiti was one of the co-founders of The Singularity and has found her calling in organizing and marketing events. The idea of getting artists together and putting on a show – a hang-out session with meaning – was immediately appealing to her.
“I loved the feeling of bringing everyone together and doing something for an evening with all your friends,” Kaiti says. “Four and a half years later, I know what I want to go to college for. I want to know more about event planning and marketing while still working on freelance photography.”
As a fine art photographer, Kaiti recommends getting into local shows as they start, while they’re small and affordable. And to be consistent at getting your work out there.
“If you have a good product, and you can make a lot of it, get into small and big art shows – you have to keep pushing at it.”
She’s also optimistic about Jackson’s home-grown art market. With groups like The Singularity, the How Bazaar show downtown, and the growing collaboration between artists – as well as her own work to get more art in front of viewers – Kaiti sees it as a growth opportunity.
“Just seeing everything grow, artists being taken seriously, there’s a market for art,” she says. “There’s potential everywhere, in our artists and our city. Jackson’s so little, it’s growing right before our very eyes.”
Buy the Artists In Jackson book | Kaiti McDonough Photography
All You Need Is 1
You don’t need a certain number of followers, a “passive income,” a “monetization strategy” or “1000 true fans” to justify sharing your work.
All you need is 1.
1 person liked my writing enough to hire me at my current company (that’s 15 years of salary and benefits so far).
1 person liked my dating profile (which is most definitely a writing and photography project) enough to eventually marry me and start a family.
1 person read my most recent book more than a year ago and decided to publish it to their customer list of 100,000+ people.
1 fan could be your next business partnership, employer or spouse.
1 fan justifies your next book, blog and podcast.
1 fan can give your work all the meaning it ever needs.
So right.
1 fan justifies your next book, blog and podcast.
Having dinner to talk about art with one person. Urbexing with one (or two) photographers. Talking about my big project with one important person in the community.
Person by person. Project by project. Photo by photo.
Artists In Jackson: Cassandra Spicer
“I realized very quickly that being a studio art major would be a lot of fun for the artistic side of me, but I still had practical parts of me that needed to know things about business and finance.”
Cassandra Spicer made art her business. And business? It’s pretty good.
Cassandra owns and operates Beads to Live By on West Michigan Ave. after moving from downtown Jackson. There, she sells beads, materials, and jewelry-making kits, and holds classes to teach others how to make jewelry.
Along the way, she’s found success in embracing the practical side of her artistic talents, from taking advice from local business owners and from years of building a knowledge base in her particular art.
The art part wasn’t always so clear for Cassandra. In college, at Spring Arbor University, she pivoted from a fine arts major to taking classes in business and marketing.
“I realized very quickly that being a studio art major would be a lot of fun for the artistic side of me,” she says. “But I still had practical parts of me that needed to know things about business and finance.”
Cassandra also found that she was too much of a social butterfly to sit in a studio alone, working on art.
That, combined with years of working at Bead Culture in downtown Jackson, helped prepare her to be the artistic entrepreneur she is. Now she sells beading supplies and teaches classes to enthusiasts, and that tickles the social part of her artistic nature. Running a business is a bit of an art, too, because there are always new people to reach and convert to the beading hobby.
It wasn’t a sure thing in the beginning, but Cassandra thinks running Beads To Live By (with her husband Chris) is what she was meant to do.
“I always felt led – there was a directional pull to open this business,” she says. “And every turn we took, a door opened.”
Cassandra doesn’t just do beads and jewelry. She keeps the creative part of her brain busy with artistic projects. She finds inspiration in the works of others, trending fashions, and even Moroccan influences.
“Seeing a pattern, or texture, or something in nature – it’s one of the ways I come up with a design,” Cassandra says.
And no matter how much she tried to get away — at one time, she was an admission counselor for Career Quest — she always came back to beads.
“It’s a gravitational pull,” she says. “Some kind of need. Everyone has that in life, whether it’s artistic or not, to leave their mark on the world. This is my way.”
Buy the Artists In Jackson book | BeadstoLiveBy.com
Artists In Jackson: Andy McCrory
“I’m making Jackson better, one tattoo at a time.”
It’s just that simple for Andy McCrory, owner and tattoo artist at Ye Old Skull Tattoo in downtown Jackson.
For one, he sees himself as a classical tattoo artist, preferring traditional American motifs and style. And second, Andy feels like tattoo repair work could keep in business in perpetuity.
“I see so many tattoos in need of rescue,” he says.
It was his first tattoo, at age 14, that got Andy started down this path. He remembers getting a small cross by a questionable character in a trailer, using a contraption that was the scariest thing he ever saw.
“I got in trouble for that when I got home,” Andy says.
That night, a teenage Andy went home and figured there’s got to be a better way. He built a tattoo machine there on the spot.
From there, he worked at Underground Ink in Michigan Center for a few years and opened up his own shop on the corner of Morrell St. and Brown St. soon afterward. Then he found the downtown location, on Mechanic St., and has run Ye Old Skull Tattoo there ever since.
No bones about it: When done right, Andy sees tattoos as an art form.
“My customers are allowing me to put my art on them,” Andy says. “That’s flattering. It’s like putting my name on their arm.”
His style comes from a background in graphic arts and screen printing, combined with comic books, horror movies, and dark art.
“If I got to do what I want to do, it’d be skulls and crossbones for everybody,” Andy says.
If you want an opinion about tattoos and come-lately tattoo artists, Andy will readily volunteer a few. He calls tribal tattoos a “waste of black ink and real estate.” He doesn’t cater to trends, like dolphins and (lately) watercolors. And he doesn’t think just anybody with a few art skills should be doing tattoos.
“You can draw anything on paper, but skin is not paper,” Andy says. “Everyone thinks they can do it with a machine from the pawn shop. It’s a slap in the face of us guys who have been doing it forever.”
Andy doesn’t just do tattoos. He’s what you call a creative busybody. Like when he took up painting, just to try it. Or when he sings in a band. Or tackles rebuilding his ’51 DeSoto Spartan Coupe and ’94 Harley-Davidson FXR.
“I don’t sleep much. I need a lot of hobbies,” he says. “I have excessive creative energy.”
Jackson is a good town for all that artistry, Andy says. There is plenty of opportunity, and it’s easy for someone to find their niche.
“Say what you will about this town – I’ve made a pretty good living,” he says. “Not many artists really make money on art. No one buys it until they’re dead. Tattoos aren’t like that.”
Buy the Artists In Jackson book | Ye Old Skull Tattoo