Crafting in-depth artist profiles that resonate with readers and boost your news outlet’s visibility is an art in itself. But many publications stumble, missing opportunities to connect deeply with their audience. Are you making these same mistakes and watching your readership numbers stagnate?
Key Takeaways
- Avoid generic praise; instead, include 2-3 specific anecdotes or quotes that reveal the artist’s personality and unique perspective.
- Don’t just list accomplishments; analyze 1-2 key turning points in the artist’s career and explain their lasting impact.
- Go beyond surface-level research; cite at least 3 sources beyond press releases and the artist’s website to demonstrate thoroughness.
The phone rang at the Atlanta Arts Monthly offices – a frantic call from Editor-in-Chief, Sarah Jenkins. Their recent in-depth artist profile on local sculptor, Marcus Bellweather, had just tanked. Hard. Website traffic was abysmal, social media engagement was non-existent, and even worse, Marcus himself was reportedly unhappy with the piece.
“It’s just…flat,” Sarah lamented. “I thought we had a good angle – his upcoming exhibition at the High Museum. But nobody seems to care.”
Having consulted with several news publications over the years, I knew exactly where to start. The problem wasn’t necessarily the artist, the exhibition, or even the writing itself. It was likely a series of subtle, yet critical, mistakes that plague many in-depth artist profiles. Let’s break down where Atlanta Arts Monthly went wrong, and how you can avoid these pitfalls.
Mistake #1: Generic Praise and Lack of Specificity
One of the biggest sins in artist profiles is resorting to vague platitudes. Phrases like “a visionary talent” or “a master of their craft” are meaningless without concrete examples. Sarah admitted that the profile leaned heavily on such generalizations. Instead of showing Marcus’s unique approach to sculpture, the article simply stated that he was “gifted.”
The Fix: Dig deeper for specific anecdotes and quotes that reveal the artist’s personality and perspective. What unusual materials does Marcus use? Does he have a quirky studio habit? What’s one thing people misunderstand about his work? These details bring the artist to life. I always tell my clients to aim for at least three “water cooler” moments – details so interesting that readers will share them with others.
For example, instead of saying “Marcus is a talented sculptor,” the article could have included something like: “Marcus revealed that he sources his scrap metal from the old Chattahoochee Brick Company site, believing the history embedded in the materials adds another layer to his sculptures.”
Mistake #2: Ignoring the Artist’s Journey and Turning Points
Many profiles focus solely on the artist’s current work, neglecting the journey that shaped them. This is a missed opportunity to add depth and context. Sarah confessed that the article glossed over Marcus’s early struggles and his evolution as an artist. The article mentioned his time studying at Savannah College of Art and Design, but failed to explore how that experience shaped his artistic vision.
The Fix: Identify one or two key turning points in the artist’s career and analyze their impact. Was there a specific mentor, a challenging experience, or a major artistic breakthrough? How did these moments influence their work and their perspective? This is where you can demonstrate genuine insight and offer readers something they won’t find elsewhere.
Consider this: Marcus initially pursued painting but switched to sculpture after a devastating critique in his sophomore year. That pivotal moment could have been explored in detail, revealing his resilience and his willingness to embrace new challenges. According to a 2022 report by the National Endowment for the Arts NEA, understanding an artist’s background significantly enhances audience engagement with their work.
Mistake #3: Insufficient Research and Over-Reliance on Press Releases
In today’s information age, readers can easily spot superficial research. Sarah acknowledged that the article relied heavily on Marcus’s press releases and website, without seeking out diverse perspectives or independent sources. This created a one-dimensional portrait that lacked credibility.
The Fix: Go beyond the obvious sources. Interview other artists, curators, critics, or even collectors who are familiar with the artist’s work. Consult archives, exhibition catalogs, and academic journals. Demonstrate that you’ve done your homework and are offering a well-informed perspective. A recent study by the Pew Research Center Pew found that readers are more likely to trust news sources that cite multiple sources and offer diverse viewpoints.
I had a client last year, a small online art journal, that ran a profile on a glassblower in Asheville, NC. They were initially struggling to gain traction. After I advised them to expand their research beyond the artist’s website, they uncovered a fascinating story about the artist’s apprenticeship with a renowned Venetian glass master. This detail, which wasn’t mentioned in any of the artist’s press materials, became the centerpiece of the profile and significantly boosted its readership.
Mistake #4: Neglecting Visual Storytelling
In a visual medium like art, compelling imagery is essential. Sarah admitted that the article featured only a few low-resolution images, failing to showcase Marcus’s sculptures in their full glory. This was a major oversight, as visual content is crucial for capturing readers’ attention and conveying the essence of the artist’s work.
The Fix: Invest in high-quality photography or videography that showcases the artist’s work from different angles and perspectives. Consider including behind-the-scenes shots of the artist in their studio, or images of their work in progress. If budget is a constraint, explore creative solutions like partnering with local photography students or offering the artist credit for providing high-quality images.
For example, Atlanta Arts Monthly could have partnered with a photography student from Georgia State University to capture stunning images of Marcus’s sculptures in the outdoor sculpture garden at Kennesaw State University. This would have not only enhanced the visual appeal of the article but also provided valuable exposure for the student photographer.
Mistake #5: Ignoring SEO Principles
Even the most well-written artist profile will struggle to reach its target audience if it’s not optimized for search engines. Sarah confessed that the article was written without any consideration for SEO principles. This meant that it was unlikely to appear in search results when people were looking for information about Marcus Bellweather or his upcoming exhibition.
The Fix: Conduct keyword research to identify the terms that people are using to search for information about the artist and their work. Incorporate these keywords naturally into the article’s title, headings, and body text. Optimize images with relevant alt text. Build backlinks from other reputable websites. While I’m not a huge fan of chasing algorithms, ignoring SEO is like opening an art gallery in a windowless basement – nobody will ever find it. A tool like Ahrefs can be invaluable for keyword research, but even a free tool like Google Trends can provide valuable insights.
We ran into this exact issue at my previous firm. We published a brilliant profile of a ceramic artist in Athens, GA, but it languished in obscurity because we hadn’t optimized it for search. After we revised the article to include relevant keywords like “Athens GA ceramics,” “contemporary ceramic art,” and “Georgia artists,” traffic increased by over 300%.
The Resolution and What You Can Learn
After identifying these mistakes, Atlanta Arts Monthly embarked on a major revision. They commissioned new photography, conducted additional interviews, and rewrote key sections of the article to incorporate specific anecdotes and insights. They also optimized the article for search using relevant keywords.
The results were dramatic. Website traffic soared, social media engagement exploded, and Marcus himself was thrilled with the updated profile. The article even led to increased ticket sales for his exhibition at the High Museum.
The lesson here is clear: crafting successful in-depth artist profiles requires more than just good writing. It demands thorough research, compelling storytelling, visual appeal, and a strategic approach to SEO. By avoiding these common mistakes, you can create profiles that resonate with readers, elevate your publication’s visibility, and celebrate the artists who enrich our lives.
To truly elevate your publication’s visibility, consider how you are telling the artist’s story.
Consider how art news impacts who gets heard. Understanding these dynamics can help you craft more impactful profiles.
You can also focus on why overlooked art still matters to readers, and use that lens to create unique and compelling profiles.
How long should an in-depth artist profile be?
There’s no magic number, but aim for 1200-1800 words. This allows for sufficient depth without overwhelming the reader. Prioritize quality over quantity.
How do I approach an artist who is reluctant to be interviewed?
Be respectful and transparent. Explain your goals for the profile and emphasize the benefits of sharing their story. Offer to send them questions in advance and allow them to review the final draft for accuracy (but not editorial control).
What if the artist’s work is controversial or challenging?
Don’t shy away from difficult topics. Address them with sensitivity and nuance, providing context and exploring different perspectives. This can actually make the profile more engaging and thought-provoking.
How can I promote an artist profile after it’s published?
Share it on social media, email it to your subscribers, and pitch it to other publications or websites. Tag the artist and encourage them to share it with their own audience. Consider creating a short video or podcast based on the profile to reach a wider audience.
What are some ethical considerations when writing about artists?
Be accurate, fair, and respectful. Avoid making unsubstantiated claims or perpetuating stereotypes. Obtain permission before using any copyrighted material. Disclose any potential conflicts of interest.
Don’t let your next artist profile fall flat. Focus on specificity, depth, and visual impact, and you’ll create content that truly connects with your audience and elevates your publication. Now go out there and tell some compelling stories!
