When I first saw Justin Gignac’s New York City rubbish in a box for sale I thought it was funny. I thought some more about it and thought it was silly. But after doing even more thinking and after having a look around his website, I now think he’s pretty smart.
Most artists could learn a lot from Justin’s website and how he markets his art or rubbish, depending on which side of the fence you sit. Rubbish won’t sell itself, just like most paintings won’t sell themselves. They’re products and people need to know why they should hand over their money for the product.
A big part of the value that Justin has created is of a gimmicky nature, and may not be very relevant to an artist painting portraits, but any artist can benefit from his Press Page online. Firstly he has a list of publications and television programs that he has appeared on, which is great for blowing your own horn and letting people know how famous you are (something a lot of artists have problems with). But he also has a pdf file Press Kit that can be downloaded. Just have a look at it here (pdf file) and ask yourself if yours is as creative and interesting as his!
I’m sure he probably contacts a lot of media organizations to let them know what he does, but even if they just turn up to his website while browsing the web, he has everything there for them on his Press Page to go forward with a story about him. He has given them the story behind his art, so the journalist doesn’t even have to try to come up with an interesting story. Journalists can be lazy or they can have short deadlines to meet, so if you give them a story to make their life easier, they may just publish it.
A lot of artists leave their creativity at the easel, which is not a good way to sell paintings. Creativity should extend to the marketing of art too.
It doesn’t surprise me to learn that when Justin Gignac isn’t picking up New York rubbish, he is an art director in the advertising industry.