In our digital world, it is easier than ever to learn a language. Duolingo offers a skill tree of lessons that use listening exercises, flashcards, and multiple choice questions to drill you on new words, phrases, and sentences. Most questions have a comment thread where users can discuss a particular question in detail. The service also has community features that let you connect with other people who are learning the same language you are

However, while Duolingo is the world’s most downloaded education app and has been praised by many, what sets them apart is their incredible marketing, through the humanization of their brand. 

As many of us know marketing can be one of the hardest aspects of creating a brand, company, or small business as the tides are always changing and social influences seem to be out just as you thought they were in. 

So what has set Duolingo up for success and what can you learn from them? 

Duolingo's claim to fame began when they hired 23-year-old, Zaria Parvez, to take over their Tik-Tok platform. Zaria’s main goal was to humanize the brand thus putting their now star “Duo”, the companies mascot at the center of their marketing plan. Zaria gave Duo a hilarious personality that connected with the younger audience on TikTok. Duo loved drama, memes, and participated in any new trend, as if Duo was a normal user on the platform.  After introducing Duo as a regular character in October 2021, Duolingo’s viral content took off. There was an uptick in people reporting they’d discovered the language-learning service via TikTok, something the team learned via a “How did you hear about us” survey and anecdotally on Twitter with “TikTok made me download it” tweets. Duo’s character has humanized the brand, giving a face to Duolingo on TikTok and ultimately catching the attention of NBC News, Insider, and even Rolling Stone. The key to the team’s success is that the account is less about selling Duolingo to TikTok audiences, who notoriously don’t want to be sold to, but entertaining them.

While digital marketing apps are always changing and shifting, if a company can humanize their presence, they too can shift and change with the times, just as us humans do. While the character Duo is not meant to be for everyone, understanding the minds of your audience and creating a character, persona, or even sharing more intimately with your audience is an incredible lesson Duo, the big green bird has taught us.

At Artist as Brand® we challenge you to connect and share with your audience more, even if it seems untraditional!

Abstract: The Art of Design 

Abstract: The Art of Design is a Docu-series on Netflix that in each episode tells the story of an artist and their passion. From Stage Design to Typeface design, to so many more fundamentally important  design genres, this series does not fail to inspire its viewers. Watching these high-renowned artists talk about their passions and showcase their creativity is special. A lot of the design is seen constantly in our day to day life but without being a designer, you may not even realize its presence in communities world-wide. 

Wow Worlds of Wonder 

We live in an experience economy where the curious mind yearns to experience the new and now. Erik Bär, and Stan Boshouw, the authors of the book “WoW Worlds of Wonder” engage, inform, and inspire those curious minds through the art of Experience Design. The book walks you through the process of a big idea, sometimes a seemingly unattainable idea, and the steps that must take place to be turned into an art masterpiece driven by the experience it gives its audience. One aspect that is ingrained in the reader's understanding of experience design is that it must tell a story. Creating a space that tells a story to its audience is a key part of it’s success and ability to captivate. The book also has an ability to engage readers through it’s illustrations. The photography of art experiences from around the world are eye opening and reaffirm that in the world of experience design, ‘thinking big’ is customary. 

Design Better Podcast

The Design Better Podcast is a podcast that centers around stories of  successful artists and their path to  prestigious achievements. With episodes titled, “Creativity is a team Sport” and “Leading with Curiosity and Humility” The recurring theme in the podcast is leadership and creativity and how two can co-exist. Listening to Design Better is an empowering way to learn about Design and provides an insider perspective on the challenges and obstacles that a designer may face and how they came out on top.

In our society, athletes are known for pushing physical boundaries, while artists are known for pushing creative boundaries. While the sectors of art and athletics tend to feel far apart, especially with plots in movies, tv, shows, and skits being made about the divide, their similarities are far more powerful than their differences. When they exist together, they are force to be reckoned with.

Both are extremely dedicated, passionate, and curious. They are dependable, problem solvers, and do great under-pressure. They tend to be a bit outcasted in comparison to the normal day-to-day people, as their skill, expertise, and hours in the gym/studio are out of the ordinary. They are focused and always have something to prove.

So while society puts athletes and artists in separate boxes, what happens when those lines get blurred and they work together? What happens when athletes utilize artists and visa versa?

Well, one of the biggest examples of that is Nike, an international brand and athletic company, a leader in their industry. Nike has always been ahead of the game because of their emphasis on the athlete, but what has set them apart has been their collaboration with designers and artists to create top of the line performance gear and beautiful products. One of the biggest successes is their collaboration with Michael Jordan, who was not satisfied by the shoes he was wearing and began developing designs that would fit his performance and stylistic needs. Air Jordan Shoes grew into one of the most successful companies created by an athlete, because of his love for good design and his collaboration with some of the most influential artists in the industry.

Jordan Artist Series by Jacob Rochester.

Nike recently has even stepped into the NFT space, using digital, graphic, and interaction designers to create digital elements that exist with their brand and sponsored athletes. The success of Nike is not just their athletes, but their willingness to blur the lines between athletics and art.

An incredible collective, community, and initiative centered around the beautiful things that can happen when athletes and artists work together is The Abstract Athlete. The Abstract Athlete, was created by Ron Johnson, a college/pro baseball player turned artist and now professor at Virginia Commonwealth University. The goal - to create a space where athletes and artists can exist and intertwine together. To create a space where athletes and artists can learn from each other about their strengths and weaknesses, growing each group in the process. The Abstract Athlete offers a class to VCU Division 1 athletes and VCU art students that focuses on the power of creativity, and allows for athletes to develop an outlet other than sports to improve their mental health and gives an opportunity to artists to share their expertise. The Abstract Athlete also creates exhibitions highlighting athletes, that are exploring the creative world, hosting gallery events with college and pro athletes and allowing art and design students to help in the process.

The combination of athletics and art doesn't always seem like a cohesive bond, but when you look deeper at the different industries you begin to realize how alike and influential they both are. Looking at the progress and ideas that have blessed our world with their collaborations, may give people inspiration to explore other industries that work well together.

Nico Morris for Artist As Brand

Creating video trailers for your book whether you are pitching the product directly to an audience or not is now an expected promotional tool.

Take a look at this promo for James Lovelock's, The Earth and I, from Taschen. They had a nice budget to produce this video but with a little imagination you can do the same. In addition, the book's design and illustrations add an interactive touch adding to the experience of a scholarly subject that could otherwise be fairly dry.

The Earth and Iis a book of world-class contributors include quantum physicist Lisa Randall, Astronomer Royal Martin Rees, Pulitzer Prize–winning biologist Edward O. Wilson, and Nobel Prize–winning neuroscientist Eric Kandel. With lively illustrations from British artist Jack Hudson, the result is an inspiration for curious minds young and old, and a trusted tool kit for an informed and enlightened future.

Fear prevents us from living life to the fullest. Through her experience of facing 100 fears, Michelle Poler learned about the types of fears we face in life, and the process through which we are able to manage anxieties and accomplish great things.

Michelle Poler, originally from Caracas, Venezuela, is a graduate from the School of Visual Arts. What started as a school project turned into a life-changing experience. Her project, 100 Days Without Fear started with the plan to become a braver person. What she didn’t plan was to inspire millions of people along the way.

This was a project from 2015 but its spirit of empowerment is timeless.

This interview with life/art business coach Maria Brophy will open your eyes and heart. Maria touches upon art promotion, the importance of believing in yourself and your artistic vision, finding your audience, success, NFTs, and a challenge of life and death.

Recently, Maria and her family went through a tremendous trial when Drew became very ill. She had to dive deep into her spirit to rally the forces of healing and keep balanced throughout the ordeal.

Maria Brophy is an art agent and life coach with a passion to help artists implement new strategies so that they thrive financially!  

I have known Maria for over a decade and am always impressed by her commitment to inspire creative individuals on how to prosper in art, business and life. She has been a master at promoting her husband, Drew Brophy and weaving many of his commissions into traveling the world, bringing the family along for the adventure. Sharing her knowledge freely has taught us how to create and live a fulfilling and prosperous life.

Recently Maria and her family went through a tremendous trial when Drew became very ill. She had to dive deep into her spirit to rally the forces of healing and keep balanced throughout the ordeal. I am looking forward to the pearls of wisdom she may share with us. Join us Saturday May 14th, 12:00 PM MST on the Artist As Brand Facebook Page.

The Artist As Brand® Forum is a webcast interview of professional artists who are making a living from their talents, on their own terms.

This session we interview Botanical Perfumer, Roxana Villa. We learn the history of her artful journey, and how she sells a product that cannot be experienced (scent) to customers around the world. Enjoy.

See more of Roxana and Illuminated Perfume HERE.

The Artist As Brand® Workshop is a two day event held live in Santa Fe, New Mexico and on Zoom. Day 1 brings clarity to your creative quest and produces an entrepreneurial strategy. Day 2 focuses on your career compass, marketing blueprint, and business practices. Get ready for transformation!

Visit the workshop page to learn more.

Each day is 10:00 AM- 5:00 PM with an hour break for lunch. This class is presented live in Santa Fe and also via Zoom. More details, instructions, and the Artist As Brand® Workbook will be sent after registration is complete.

REGISTER HERE!

ARTISTart·ist [ahr-tist]–noun1. a person who produces works in any of the arts that are primarily subject to aesthetic criteria.

2. a person who practices one of the fine arts.

3. a person whose trade or profession requires a knowledge of design, drawing, painting, etc.: a commercial artist.

4. a person who works in one of the performing arts, actor, musician, singer; dancer, public performer.

5. a person whose work exhibits exceptional skill

BRAND[brand]–noun and verb1. kind, grade, or make, as indicated by a stamp, trademark, or the like.

2. a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc.

3. a kind or variety of something distinguished by some distinctive characteristic.

4. to impress indelibly.

5. a brand name.

What do Michelangelo, Ralph Lauren, Geogia O’Keeffe, Andy Warhol, Clint Eastwood, Auguste Rodin, Apple, Sting, Frida Kahlo, Porsche, Picasso, Damien Hirst, Mark Ryden, Annie Leibovitz, Henry Moore, Greenpeace, Maxfield Parrish, Ray Bradbury, Joseph Beuys, and Elizabeth Taylor, all have in common? They are all brands.

A brand is a purpose transformed into a product or service that connects to people, the planet, and beyond. The key word here is purpose, and specifically your purpose. This is where the heart of your essence resides, where your most potent art manifests, and the strength of your perseverance matures. The purpose inside you aligned with your personal vision is the foundation of your creative power. When your heart is joined with your art, a vital one of a kind signature is formed. This brand is unique to you and your intimate product.

The word “brand” is derived from the Old Norse brandr, meaning “to burn.” It refers to the practice of producers burning their mark (or brand) onto their products. In the beginning, before multi-national corporations, before boards of directors and proxy fights, before mergers and franchises and takeovers, there were family businesses founded on individual enterprise or invention. Before the corporate image or the company logo, there was the individual name stamped on a product, a service, a laborsaving device, or a form of entertainment, usually because it was the proud handiwork of one individual.

The artist’s mark is unique to its owner even if its a copy of something else. However the ambition of most artists is to make a mark that touches their so audience deeply, it burns this symbol into memory. The lifetime of a creative mind can burn a series of meaningful marks into the mindset of a generation, but if their passion is great its possible to start a fire that contributes a brighter light to the world.

Peace and passion, Greg Spalenka

FEBRUARY 17, 2022

This past Saturday we had the honor of interviewing Carla Morrow of Dragon Lady Art. A self guided dragon artist specializing in Oracle deck creation with 3 decks currently released and a 4th on the way. Carla is also exploring the children's market with children’s books, plush, and toy designs including her line of rambunctious baby dragons, the Little Wings Dragons.

Carla has been in the art world professionally for about 15 years. She a great example of being a self driven artist with a love for a subject and able to literally soar into her dream career!

With her consistency and drive, Carla has been able to grow her Facebook page over the years with 110,00+ followers. Her dedication takes her traveling across the states to different art shows and conventions. She talks about how important it is to not give up, to push through the imposter syndrome and keep throwing things at the wall to see what sticks.

Be sure to check her out on her website.

Instagram: @dragonladyart

Facebook

Check out the whole interview below!

This month you may feel a tug on your heart for a change. Or hear a call to make some much needed changes in your life. There are higher energies supporting you in this time!

Astrology is a tool that weaves it’s self in all aspects of your life. When you surrender to the bigger picture and listen to what is written in the stars, you can find a sense of flow in your life. This can effect your personal life, relationships, even your art career! It’s all inner connected isn’t it.

I wanted to share this energy reading for the month of February with you in hopes that it can help you move in the direction of your dreams.

Some of my takeaways I’ll share with you:

The planet Pluto may seem like a heavy energy because it makes you face your fears and makes permanent changed in your life. Ultimately that’s what we must do to really get where we are meant to be. The transits that Pluto is going through are pulsing through us to help detox what is no longer serving us. Now is a great time to ask questions like “What do I want to do next?” “What do I need to say goodbye to in order to make room for more?”

This is a supportive time to end cycles. Are there low energies in your life? Take a real look at your inner world and see where the stagnant, low, or toxic energies are that are holding you back. Release them with love by thanking them for what they have taught you and let go with love. You will be amazed with what can fill that space in your life. It can be the very thing you have been praying and working for but there wasn’t any room before.

Maybe take sometime to journal on these thoughts and see how they effect you!

Much love and light in the direction of your dreams!

What is an NFT ? To really understand NFTs’, making the necessary connection NFTs’ have to cryptocurrency is needed. You need a basic knowledge of cryptocurrency down to the definition. If you are already on that train, you can skip to  the next paragraph. If not, the Merriam-Webster definition stands as:

“any form of currency that only exists digitally, that usually has no central issuing or regulating authority but instead uses a decentralized system to record transactions and manage the issuance of new units, and that relies on cryptography to prevent counterfeiting and fraudulent transactions”

NFT is an acronym for Non-Fungible Token. Non-Fungible means there is no other one like it and can’t be replaced. Just like you! However, these tokens, like cryptocurrency, are digital and can be a multitude of different digital items. Sometimes even going as far as being turned into physical objects but always taking form as a digital rendering first. An image file, a song, a tweet, a video, a digital of your painting or of your dog can all be NFTs’ Sounds silly to most but this can be the most lucrative movement of generational artists and wealth ever. A Renaissance of sorts in Art. 

An example of a very popular and early NTF is the Nyan Cat meme, which sold on February 19 2011 for $590,000. You can still use that meme but someone now OWNS it as a digital asset and has the rights to that NFT as said digital rendering. Most NFTs are part of the Ethereum blockchain (Blockchain being a more complex word for Public Ledger). Ethereum is a cryptocurrency, like bitcoin or dogecoin, but its blockchain also supports these NFTs as “smart contracts”. The owner of an NFT owns the underlying right to that “block” (transaction) in the blockchain and can't ever be replicated or replaced. With a 10% perpetuity FOREVER as a bonus to the original creator and every seller after.

In the world of blue verification marks, bragging rights and status symbols, don’t be surprised at how people will jump on the chance of owning a one of a kind item. This is the natural progression from baseball and pokemon card trading and the underlying value they can carry through their rarity and the passion of their owners .

If you can remember back when the Internet first became a “thing“ a lot of people didn’t believe in it. It bred new forms of communication and connection. When social media first came around a lot of people laughed at it…it bred new forms of communication and connection. If we have learned anything in this fast progressing digital world, it is that digital breeds new forms of communication and connection and NFTs’, as the future of digital assets, will breed a new form of communication and connection. It’s best to understand it and, if you’re lucky enough, be ahead of the curve. 

If this small intro to NFTs has piqued your interest and/or educated you, keep an eye out for this blog as we will be diving deeper, taking note of, learning and sharing all in helping your art career blossom in new places.

I also encourage you to seek out other well researched, and experienced influencers on the topic. Gary Vee is someone who has a head on his shoulders about NFTs’ and takes time to research and be involved in something before he speaks on it. This is a great interview he had on NTFs for Beginners: https://www.youtube.com/watch?v=4se4_ZqkcKw&t=225s

If you are more visual, as some artists can be, this video is helpful in understanding just how NFTs work with Crypto: https://www.youtube.com/watch?v=Oz9zw7-_vhM 

Stay curious, creative and open minded!

“I have no fear of making changes, destroying the image, etc., because the painting has a life of its own.”

–Jackson Pollock

I end many of my conversations with people these days with the words, “Be Brave. Be Audacious.” When others admonish me to, “Be Safe,” it makes me cringe. It goes against my philosophy for living… and making art. My life’s path beckons me to stretch my experience, to push my boundaries of what I can still accomplish as a soul living in a physical body and as an artist.

Being safe, is playing it safe. Take no chances, be conservative, do not offend, drive the speed limit, create art that will sell. What I am writing about here is the concept of risk. Being fearless doesn’t mean doing something crazy. Sometimes being fearless is saying I love you, or picking up the phone and talking to someone you had a falling out with. Being fearless can be facing cancer or moving through a divorce. Driving your vehicle a little over the speed limit is a small risk, however speeding at 100 mph with other cars around you is taking a risk that could end tragically.

Every time I make art, whether it is drawing, painting or digital I confront my fear of failure. I have developed techniques to overcome this feeling of being judged. One of these ways is to let spirit take over the process so the end result is not mine! Another path is to distress the image with paint, sand paper or do something randomly with the digital tools to break the logic. Allowing the art to dictate more of the happy accidents allows me to wander in the serendipity, without getting too precious.

It is easy to play it safe and remain in a limited mindset. Let go of everything not aligned with your purpose and start listening to your intuition, even when it’s uncomfortable. Silence the inner critic, so you can step into the power of finding the truth within your art.

You are the master of your life, and can decide to live it carefully, safely, and uneventfully, or you may live it mindfully with a healthy dose of adventure. As an artist we have this choice in how we approach our creations. Life is short! Whereas, art can be long! What makes art worthy to leave a lasting impression for generations? I believe it is a commitment to the fearless power of ideas combined with a mastery of craft. The art spirit is infinite… and fearlessly tenacious.

Be Bold. Be Brave. Be Audacious.

What are crypto currencies, FTPs, and creator coins? There is much that can be explored in the world of Bitcoin and the blockchain. How can artists use it to leverage their talent and income? I will be sharing aspects of how this new technology can expand the reach of your art business in upcoming blog posts.

Take a listen to the Copyblogger Podcast hosted by Tim Stoddart. The show focuses on the benefits and potential hazards of crypto creator coins. You will learn a bit about what the blockchain is and how it works. Check it out HERE.

Who is interested in a free one day Artist As Brand Workshop?

 Write a simple book review on Amazon for the 2021 Artist As Brand Workbook and I will gift you a free one day workshop to be held in January, 2022. You can leave a review HERE. If you purchase a Kindle version of the Workbook at the Amazon link your review will have more clout. Thank you for helping raise the ratings on my book!

heart of the rose- spalenka

Sovereign: Supreme Power. Entrepreneur: from the French- “one who undertakes." If you are an artist making a living from your talent you are a Sovereign Entrepreneur. You are the royal authority of your visionary domain.

Knowing who you are in the context of your art creations is the foundation of its authenticity. Your unique voice is the cornerstone of its value. Fans, collectors and clients know the difference you are making in their world, and it is different from any other artist. KNOW THYSELF. It is a sustaining strength that upholds your visionary domain.

In the Artist as Brand® Online Workshop we reveal the profound quality inside the heart that informs our art. The Heart Virtue introspection technique, allows us to see this power hidden inside us. I have taught over a thousand students in this method and what a beautiful moment it is to see and hear the results.

Then we create the blueprint for making income from your art! It’s awesome… and it works.

This is an evergreen online course which allows your to work at your own pace. For a one time payment of $295, you will have lifetime access to the course including any future updates!

To find out more click here.

To your art and sovereign success!

~Greg

“Greg’s class helped me to clarify my vision and build confidence in my goals. Deciphering my Heart Virtue has given me radical entrepreneurial energy!”

-Katy Betz, Artist, Professor at Ringling College of Art and Design, FL

Welcome to the updated version of the Artist As Brand® Website, Workbook and Workshop!

The concept of Artist As Brand® started as an artist entrepreneur workshop at the Universidad San Francisco de Quito, in Ecuador eleven years ago. Since then, the Artist As Brand® Workshop has been presented at colleges, and universities around the U.S.A and in South America. The Artist As Brand® Workbook continues to inspire artists around the world.

Now we have an updated version of the original vision. The core of this program is based on an ancient Greek inscription prescribing its reader to, “Know Thyself.” Living from the inside out, connecting your art to your heart is the vital first step to infusing your talent with your prosperity. Then we connect the clarity of your creations with promotional strategies to connect with your audience. This special method reduces the anxiety most artists have with the business of making income. See for yourself.

Stay tuned for the new 2 Day, Career Clarity & Prosperity Workshop on September 18 & 25 via Zoom with a live class in Santa Fe. See the Calendar for details. Registration is coming soon.

Artist As Brand® has been on hold for a year and a half to revise and update the entire curriculum as well as finish many of my personal projects. Look for a new Website, Workbook, Online Workshops, and Forum. It is a major overhaul of the site so it is taking longer than expected, but will be worth it in the long run. The new Artist As Brand® Workbook will be the foundation for this renovation. To be released as a PDF, Kindle, Nook and other digital versions. The classic material is there along with new strategies for promotion.

You will absolutely love coming here to Santa Fe to take classes. Look for the roll out in July 2021! It will be a renaissance for art career prosperity.

Artist As Brand Workshop at Brigham Young University.

Great group at Brigham Young University! BYU consistently inspires tremendous creativity with an entrepreneurial spirit. Thank you to Robert Barrett who saw the benefit to bring a workshop to the school.