Target Audience & Market Research for Artists

As artists (musicians, writers, painters, sculptors, all of us), we create primarily for ourselves.

Or at least, we should. The act of creating, the joy (and sometimes chaos) of pulling an idea out of your brain and turning it into something that exists in the real world… that’s the magic. That’s why we do this.

But the moment you decide to sell your art, it becomes a product.

Your art doesn’t stop being art, but now you’re selling a product, and you have to think about who that product is actually for.

And please… don’t say “everyone.”

Your Art Is Not for Everyone (and That’s a Good Thing)

It’s simply not possible for one piece of art (whether that’s a painting, a piece of jewelry, a novel, a song, etc.) to deeply resonate with every single human on the planet. Emotional connection doesn’t work that way.

People don’t buy art just because it’s “good.” They buy art because it resonates with them. They might not even be fully aware of why they like something, but they will be most drawn to art when it reflects something about who they are, or who they want to be.

For your brand to work and your art to sell, it has to speak to the person your art is meant for.

So… Who Is Your Art For?

Start simple. Try finishing these sentences:

• “My work is for people who…”
  

• “The kind of person who would love my art is…”
  

• “I can imagine this piece hanging in the home of someone who…”
  

Look at your art, the style, the medium, the size, the mood, the price point... then build a little character in your mind. Flesh them out by giving them an age and gender, a personality, a list of interests and values, where they live, what they do, etc.

This character is your ideal customer. They represent a big chunk of your target audience.

What Is a Target Audience?

Simply put, your target audience is a specific group of people who are most likely to be interested in (and purchase) your work.

They share things in common: interests, values, lifestyles, needs, aesthetics, etc. When you know who they are, you can stop shouting into the void and start having an actual conversation.

How Do You Figure Out Your Target Audience?

Ask better questions:

• Who already buys your work?
  

• Where do they live?
  

• What kinds of spaces do they hang out in?
  

• What other things do they enjoy?
  

• What does your art do for them?
  

• Does it solve a problem?
  

  • If yes, what problem?
    

  • If not, what value does it add to their life?
    
    

And don’t just guess. Look at who already follows you, who actually buys from you, and who engages most with your posts.

Don’t have a lot of data yet? No problem! Check out artists with a similar vibe or style. Who’s in their comments? Who shows up at the markets, galleries, or shows that feel aligned with your work? Pay attention to who’s drawn to that kind of art in real life.

Congrats! You’re doing market research.

Market Research (Artist Edition)

Market research doesn’t have to be as scary or stuffy as it may sound. It really is just gathering information about your customers, your competitors, and what’s currently going on in your niche.

It helps you understand:

• Customer needs and preferences
  

• Buying behaviours
  

• Price sensitivity
  

• What other artists are doing well (or not)
  

• Where opportunities exist
  
  

There are two types:

• Primary research: what you observe, ask, and experience yourself
  

• Secondary research: info you find online, in reports, or by studying others
  
  

Most artists who are successfully marketing themselves naturally do a mix of primary and secondary market research (even if they don’t call it that).

Why This Actually Matters

Once you know who you’re talking to, everything gets easier.

• Describing your art becomes clearer
  

• Writing captions feels less awkward
  

• Choosing platforms makes more sense
  

• Selling stops feeling pushy
  
  

Instead of casting a wide net by trying to talk to everyone, you can start talking to the people your art is actually meant for. These are your people! This is your community! And getting to know them will help you choose HOW to talk about your work and WHERE to go to talk about it.

As a fellow artist, understanding the idea of a “target audience” made me feel a lot better, because it means I don’t have to change myself or my art in order to sell it. I just need to connect with the group of like-minded people whom my work is already meant to resonate with.

Your job isn’t to convince everyone to love your work; it’s to find the people who already will!