Germany, Berlin

Self-Marketing in the International Art Scene

when 1 August 2016 - 3 August 2016
language English
duration 1 week
fee EUR 370

Self Marketing means knowing your work and communicating it: what makes it special, why buy? We will deal with the do's/don’ts of formal sales and informal networking situations, money talk and negotiation, as well as different cultures and communication styles.

How do you present yourself and your work without sounding self-satisfied, pretentious or insecure? What role do different communication styles and values play if the gallery owner, the art collector, or the curator you are speaking with is from another culture? What is your art about and what is special about it? Why should people want to see it, buy it or show it to others? And why should they pay as much for it as you would like to get?

Self-marketing is essentially about knowing your work and communicating it. As visual artists, your preferred medium of expression is your art, but sometimes you cannot let it speak for itself; you have to talk about it too.

In this seminar, we will work on getting the message across in words as well as on your negotiation and intercultural communication skills.


Your art, what makes it special, why buy it?
Self-marketing dos and don'ts
Dos and don’ts in informal networking situations
Negotiation pitfalls & best practice
Money talk: When and how to talk about it
Different cultures and communication styles


This will be a seminar (two-way communication), interspersed with small lectures and group and individual exercises

Course leader

Ida Storm-Jansen, grew up in Denmark, Switzerland and Japan, studied and taught communications at universities in the US, Denmark and Germany. She came to Berlin in 2000 and freelanced for cultural institutions, spent 5 years at an advertising agency and

Target group

Visual artists who are interested in the international art scene and don’t want to wait for the perfect agent or gallery owner to find them.

Fee info

EUR 370: .


More information: