About the Author: Jason Horejs

Jason Horejs is the Owner of Xanadu Gallery, author of best selling books "Starving" to Successful & How to Sell Art , publisher of reddotblog.com, and founder of the Art Business Academy. Jason has helped thousands of artists prepare themselves to more effectively market their work, build relationships with galleries and collectors, and turn their artistic passion into a viable business.


  1. Thank you for this great podcast! You guys are so right! I have a double whammy challenge: I am quite shy and introverted and paint primarily portraits. How do I promote my portraiture service better and reach these very small target market? My work appeals to a very specific type of person, is very personal and ultimately “invisible” to the public once it’s done, because it goes directly from my studio to private homes.
    So, I have no actual artwork to show. Just photos of the pieces. It’s very hard to generate an interest in portraiture that way.
    Do you promote portrait artists in your gallery?
    Thanks for any ideas.

    1. Hi Ariane;

      I think you would benefit by posting your portrait work on Facebook, and also a site called http://www.paintingsilove. Paintings I love is hosted in Australia, but artists all over the world view the site and comment on uploads. They have categories for portraits, oils, pastel, watercolor, pencil, charcoal, etc. You also get wonderful feedback on your work.

  2. Hello Jason. I found interesting suggestions from your podcast. I have had a college student photograph my art at a craft fair. In the fall of that year, the local newspapers covered a story on the college’s screen play and showed their stage backdrop in their photo. Guess what. There was my painting enlarged beyond belief on the backdrop for the entire play. I was and I am still astounded by the nerve of the student. I do not feel I had any recourse, since no attorney on earth would take the time to listen to me. So twenty years later, when I thought of the incident, I tore up the painting. What good was it to me at that point? After all, it actually appeared that because of his notoriety that I copied his work. I do not worry about these things today, because it is a form of flattery, and anything important to me is now documented in various ways. This has been my experience with copyright.

  3. Thank you so much for this podcast. I love that you pointed out that takeaways ~ like postcards ~ should be well designed. An illustrator or painter, for example, isn’t always a designer, and when you put your art on a poorly designed promo piece, it can close a door before you even knew it was open. You definitely don’t want your postcard to look like junk mail.

    Am relieved to see you carry a digital portfolio with you. It has been hard for me to figure out how to categorize my art (some people think they’re looking at paintings), so I just have an album on my iPhone. Ultimately, my goal is to have a single, concise sentence ready to answer the simple question, “What kind of art do you create?”. Working on it.

    Re: Social Media ~
    Another thing that can be helpful, especially if your audience doesn’t get to see your FB posts for whatever reason (they only reach a fraction of your followers), is to send new art straight to their inboxes through Constant Contact or Mail Chimp or whatever. And make it super easy for new people: you can offer a text option or a simple QR code scan to sign up for your email list. If you loan your art to a local restaurant or inn, put this info in the artwork description so people don’t have to wait until the next time they’re at their computer to stay connected with you.

    P.S. The violinist Mr. Davey is talking about is probably Joshua Bell. He’s a Sony artist. (I worked as a graphic designer at Sony Music back in the day.) Neat experiment.

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