Every fresh and sparkling artist faces the same problems when starting out: where to start? what to do?–who to schmooze? The only place to start is in your studio creating art, doing whatever you want to do. But artists need people who will pay money for their stuff.
Let’s get to the bottom line. Art is meant to be seen, sometimes heard, sometimes felt (rarely smelt.) The most important first step is the creation of a portfolio. This seemingly innocent collection of information is the best way to garner attention and represent yourself and your art. A professional portfolio is important when approaching potential clients, galleries, art directors, and judges.
Here to give the basics in portfolio development, as well as some useful tips and tricks, are some experts. Angi Sullens is the creator and curator of the Duirwaigh Gallery. Eric Lofgren is an accomplished illustrator with a long list of published credits. His focus is the RPG and gaming industry. Judith Metzger is owner of the Alvida Art Gallery as well as an Art Director with Coastal Empire Media. These three wonderful people were willing to accept the punishing array of questions I threw in their paths. They were all able to pass on their knowledge with panache and with very few broken bones.
Let’s just dive right in, shall we?
1) What is a portfolio?
Angi: It is commonly said that first impressions last a lifetime. The same can be said for an artist’s portfolio. In many instances, your portfolio is the only chance an art director, gallery, publisher, or corporate buyer is going to have to meet you and discover your work. Therefore, presenting a portfolio that showcases your talent both attractively and accurately becomes a necessity. You can’t get the job if you don’t interview well, and your portfolio is your first chance at that interview.
Eric: Your portfolio is what visually tells an interested person just how capable you are. It can speak volumes to someone who knows what they are looking for. Therefore, it’s always important to expend time and effort in putting together a portfolio that represents you as best it can. It can be costly, but it is an extension of yourself when you are trying to sell your ability, so it better be as good as it can be. Think of putting it together as your first professional art assignment.
Judith: A portfolio is a representation of an artist’s best pieces; giving a variety of subjects, mediums, and related variables. It is a true resume for the artist.
A portfolio should include:
- An introductory letter
- Artist’s Resume
- Artist Biography / and or Artist’s Statement
- Ten to twenty examples of your work in slide or print form
- Any reviews / articles about your work, should you have them.
2) Should a range of styles and mediums be represented?
Angi: If an artist works in a range of mediums, it is advantageous to have separate portfolios for each. Some artists prefer to make several sections within one portfolio. Consider the client when putting together your portfolio. Select work that will be most impressive for the arena you’re seeking to conquer. Choose the strongest pieces that most accurately depict your chosen style (s) and medium (s). Photographic slides and/or colour paper reproductions of your work should not be enhanced or altered in any way. Nothing is worse than reviewing a fantastic portfolio only to discover the actual art doesn’t match. Let your portfolio represent the AUTHENTIC you. That makes your artwork a unique and rare commodity.
Eric: Only include styles and media that reflect the very best artwork you can do, reflecting the extent of your ability with the media you work with. Do not include experimental pieces, or older works in media/styles you don’t work with any more. The portfolio should always be as current as possible. You absolutely don’t want to be mastering a technique, completing a job on time, as well as pleasing an AD for your first assignment. You want to be sure that when you are chosen for a job, it’s in a style and medium you already know inside and out.
Judith: Absolutely! A potential customer wants to know that the artist can modify their style to fit whatever needs are present.
3) Investing money in the portfolio. Good idea?
Angi: Let’s go back to the first impression concept. If someone shows up on your doorstep for a first date and they haven’t showered for six days, they smell like yesterday’s yogurt, and they’re wearing something inspired by Elvis’s Vegas days, you’re going to have second thoughts. Give your audience the same consideration. Invest in quality reproductions, (slides are often preferred over prints, though paper reproductions are acceptable too) attractive stationery, and a sturdy and well-manicured binding.
Eric: What is most important is that the portfolio actually works for you and the AD. After the artwork, the most important aspect of your portfolio is that it’s as neat and organized as possible, and as presentable as it can be within your budget. Make a budget allowance for your portfolio, factoring in all the costs, and buy the best materials you can. Make sure your colour printouts are as close to the originals as they can be. If not, consider that you are misrepresenting a piece of artwork to an AD. A good binder that holds the copies firmly in place is a must. All your artwork should be labeled and in order, with your name and contact info on the back of each page (another must). Your portfolio should be of a type that’s easily handled by the post office. Actual paper quality isn’t so important.
Judith: Professionalism through a quality portfolio best represents a highly efficient and quality oriented artist.
