ART LIKE A BOSS because if you create art and plan on selling it, you are in business and you are the boss. REGISTER HERE

Saturday, November 14th

Ray Beldner  artist, educator, co-founder of the stARTup Art Fair  joins us to teach professional art practices and answer questions about running your art business.

Beldner taught Art Practical, a course at UCSF for many years. It was a 16 week course on all the practical stuff about being a professional fine artist. Pricing, goals, marketing, studio, art world concerns etc. Take advantage of this opportunity, he is very well known in the Bay Area art scene and beyond.

This lecture offers various perspectives on careers for practicing artists. Discussion includes how to locate and set up a studio as a solo or cooperative enterprise: resources, financing (the importance of trade and barter), technical skills, studio safety, and insurance. In order to continue making artwork and support a studio, artists often need another source of income. In covering the economic side of being an artist, I address “the day job”, careers in and out of the art world, apprenticeships, grant writing, patronage, open studios, foundations, residencies, teaching and other forms of financial and professional support.

In addition to talking about the traditional artist/gallery relationship, we look at alternative scenarios. The course will also cover the “portfolio” and the ways it can be organized for different presentations to: non-profit spaces, galleries, private patrons, media, public commissions, consultants, etc. I discuss how to write and design professional cover letters, resumes, biographies, and artist statements, image lists, and proposals. We also examine the importance of documenting one’s artwork.

Promoting your work to the public and the media will also be addressed. In addition to marketing and promotion, topics covered will include: creating and sending HTML emails, assembling a mailing list, how to network, how to organize and promote an exhibition, how to collaborate with existing venues, how to value, price and insure work. Developing and maintaining relationships within the art community–with gallerists, critics, curators and collectors–are vital to a successful career. Ultimately, Professional Practices addresses how artists find their place within the art community at large, as well as to build communities of their own peers for a satisfying career.



Finding workspace

Financing space


Part-time vs. full-time work

Non-art world jobs


Artist Packet

Cover letter, statement, resume, biography, work samples, slide list


Types of press coverage

PR and Marketing plan


Sources of Support





Artworld Concerns


Artworld etiquette

Exhibition Venues

Art fairs

Approaching galleries

Dealing with rejection

Public speaking

Good documentation

Artwork Pricing

Archiving and storing work


Studio Safety


Over the last 19 months of operating the gallery, working with artists, collectors, outside agents and the average person that wants to buy art but does not know where to start, has taught me a good deal. All the mistakes I’ve made and continue to make become valuable lessons that I am eager to pass on to you. Let’s take out the mystery and get down to business. This is a great time to get your art out in the world. 

ART LIKE A BOSS at the Jennifer Perlmutter Gallery

3620 Mt. Diablo Blvd. Lafayette, CA 94549


3:30 Gallery owner and artist Jennifer Perlmutter talks on the gallery artist relationship, self representation and the commitment to one or both scenarios. FloContent will be on hand to document and talk about the value of video in your art arsenal.

4:30 Ray Beldner

Saturday, November 14th

$20. per person. Please RSVP