Ask me anything about Art Marketing on Social Media and beyond.

Emma Kaufmann
May 14, 2018

My name is Emma Kaufmann, and you can learn more about me in my AMAfeed profile or on my site... but in short, I'm a home decor designer and children's book illustrator. After achieving a degree in Art History I worked in London galleries, PR and journalism whilst honing my art skills. I launched my own home decor business called Studio Emma Kaufmann which creates cute nursery decor and stylish and fresh designs.

I'm an Austrish, that is I am British and Austrian. Born in Britain in London but hopped the pond to Baltimore, USA 18 years ago!! I usually paint animals in bright splashy colors. I am an animal lover even though I am allergic to many animals!! Ask me anything about creating art and also about art marketing as I love to market my art.





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What do you think is the future of the online art market?
May 21, 10:57AM EDT0
What do you think the use of Twitter? Why isn’t Twitter necessarily the best choice for artists?
May 21, 7:31AM EDT0
Could you give us some useful tips on art collecting on a budget?
May 21, 7:13AM EDT0
If you could meet any artist: past, present, or future, who would it be and why?
May 20, 6:10PM EDT0
How should an art buyer choose art for a particular space?
May 20, 4:59PM EDT0
If your work could be displayed anywhere in the world, where would it be and why?
May 18, 6:00AM EDT0

I really find Times Square so thrilling with all it's glowing billboards. Would love to have one of my artworks displayed in huge glorious technicolor some day in Times Square.

May 18, 8:08AM EDT0
Is the movement of your own career path indicative of broader transformations in art markets over the same period?
May 18, 1:29AM EDT0
As an artist, what do you do to ‘give back’ or ‘pay it forward’ to your community?
May 17, 11:42PM EDT0

I donate several art works a year to animal welfare organizations and animal conservation charities. The items are auctioned off or given as prizes for donations.

May 18, 8:06AM EDT0
What do you perceive to be the key changes in the general structure of art market?
May 17, 7:15PM EDT0
What, in your opinion, is the surest and simplest way to create a truly competitive advantage?
May 15, 9:43PM EDT0
What are your rules with regards to changes and artwork revision?
May 15, 6:01PM EDT0

I set out terms for revisions in my contract. Usually I specify two revisions on each illustration. Make sure you set out your terms before you start a project to avoid any points of contention.

Last edited @ May 17, 5:04PM EDT.
May 17, 5:04PM EDT0
How long does it take to complete the illustrations for an entire book?
May 15, 12:35PM EDT0

It depends on how much detail you will be including in the illustrations. Also sometimes you will go back and forth with the publisher for a while, first with character sketches, they will be edited until they are to the publisher's liking. Then you will produce a storyboard and that will be modified before you complete the illustrations. Taking all of the variables into consideration it takes 4-6 months to illustrate a children's book.

May 15, 4:35PM EDT0
How often should one post new content on social networks?
May 15, 10:19AM EDT0

It is best to try and avoid over-posting and try and give each post some space and time to stand alone. I find that the most engaging posts on Instagram are dynamic and spaced apart. Post as much as you want, whether that’s 3x a week or once a day, but stay consistent. If you post everyday, avoid multiple shots of the same place or work over and over, unless you’re showing your process. WIPs (work in progress), for example, are an engaging way to show your fans your progress and how you work. It also keeps people interested and looking forward to your finished product.

May 15, 12:46PM EDT0
How do you come up with a profitable pricing structure for your art?
May 15, 9:28AM EDT0

Pay yourself a reasonable hourly wage, add the cost of materials and make that your asking price. For example, if materials cost $50, you take 20 hours to make the art, and you pay yourself $20 an hour to make it, then you price the art at $450 ($20 X 20 hours + $50 cost of materials).

May 15, 9:36AM EDT0
Do you think it is necessary for an artist or illustrator to copyright their work and what are the reasons for your answer?
May 15, 4:32AM EDT0

I think one should copyright one's children's books. If someone copies a character in one of your books for example, and there is a dispute you will have to prove that you have registered copyright with the Copyright Office.

In an ideal world you should copyright all your artworks although this is too expensive to be practical.

May 15, 12:34PM EDT0
What are the most common misconceptions that writers have about the publishing process or the market for children’s books?
May 15, 1:15AM EDT0

I don't think people realize just how much time you have to spend marketing your books, even if you are published by a traditional publisher. Be prepared to market your book in some capacity - be in reading it out at schools, doing book tours, blog promotions etc - for several years. 

May 15, 12:28PM EDT0
What should one use to measure marketing investments?
May 14, 7:55PM EDT0
What steps should one follow to get started as a children’s book illustrator?
May 14, 6:50PM EDT0

You need to set up an online portfolio on a site such as Create many different illustrations in your signature style, featuring different characters, animals, settings to show your range. If you are approaching traditional publishers check on their website that they accept unagented submissions. Then each publisher will also specify when they are open for submissions, which means that during a period of a few weeks or months that they indicate you can submit your materials. Then email them and tell them a bit about yourself and link to your online portfolio and then see if they take you on as an illustrator.

May 14, 7:48PM EDT0
Which particular design or illustration are you most proud to have created and what were the circumstances that lead to its creation?
May 14, 6:27PM EDT0
Why is it important for an artist to determine their ideal customer prior to developing a marketing strategy?
May 14, 5:05PM EDT0
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