“Just Make Some Merch”: What it Actually Means for Artists

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“All I have to do is just create a line of merchandise.”

When I was invited by artist Michael Owen to help him produce the Baltimore Love Project, I thought it was a yearlong endeavor. It took us nearly five years to “just” paint the word LOVE on 20 walls. There was so much more involved than purchasing paint, having equipment on-site, and proceeding through the process of painting a large-scale image on concrete. To accomplish the artistic vision that Michael had, there were hundreds of decisions to be made—many had to be made beyond our own cognitive reach.

Converting ideas into reality is not easy, especially if there is a desire for the vision to endure and impact in the way that art has the power to do.

Merch is not a shortcut.

It is easy in thought to grow sources of income, particularly in 2025 with manufacturing seemingly a click away and influencers telling us it’s simple (especially if you hire them to tell you how). But developing a line of merchandise requires much more than the thought of doing it and clicking that link. Much like a painting is more than paint on canvas, producing a bag that someone will live with is a cascade of decisions with consequences that will cost time and money. That click often includes a lot of stress—the only cost that actually kills us—and potentially hundreds if not thousands of dollars we may not ever see again.

What goes into translating our studio practice into an object that someone can live with every day, and potentially a source of stable income for our creative practice?

—A LOT, but if we step back we can see some general patterns that every artist might experience in the process of developing a new stream of revenue. Below are a few mile-high prompts that emerge in the journey, and of course on the ground, the nuance and depth for each adventure will be different.

Not a checklist—but some starting points.

  1. What object? What art?
    Likely the first decision made is linking the fine art form to an everyday object.
  2. Who will make the object?
    Although a 3-year-old engaging Alexa might think you can yell into the air and get what you want, we are not quite to the space of AI that allows a bag with our design on it to appear. Someone, somewhere, will need to produce the vision.
  3. How do you build a relationship with the maker?
     Makers are available! Connecting with them and aligning ambition with skill takes a relationship that requires translation—at a minimum from art to object, but potentially more.
  4. How does the thing in our head become a thing in our hand?
    A drawing on a napkin requires a bit of interpretation. Materials need to be defined, and specifications for production need to be articulated.
  5. How do you know that what is made by someone else is what you want?
    It takes time to trust. Quality control with samples to inspect gives confidence to all parties. Saying yes to 500 starts with saying yes to one.
  6. How does the object get from the maker’s hands into the visionary’s hands?
    There is a good chance that our neighbor is not a manufacturer. Along with the space of geography (maybe even an ocean), there is likely a good bit of paperwork and numerous middlemen that must be navigated before an object can be felt for the first time.
  7. How does the object get from the visionary into the hands of the future steward?
    This is likely a familiar question, just a different artifact. After all the journey of producing, you still need to have an audience ready to receive.

My analysis here is still too simple. It is not comprehensive, but it gives a flavor for the complexity that one will step into in order to JUST make merchandise.

Merchandise is a medium too.

The abstract insight to translate art into income by way of merchandise, leads to many different paths. The reality is more robust and daunting. Creating a new line of revenue is not as easy as saying, “THAT would look great on a shirt.” It is many small decisions with lots of risks. 

However, it doesn’t need to be an unknown path. Others have trod and have ample insight on the corners to peek around, the places to stop for refuge, the shortcuts you might utilize, and the kind people you can count on along the way.

If you are curious about the experience, the Burkholder Agency is compiling resources that might assist you for your journey. We have discussions about various aspects of the pursuit, and we have compiled resources (other posts and tools you can request) to help. And of course, we are always open to a cup of coffee.

Banner Art Credits: Woman Weaving a Crown of Flowers (c. 1675/1680) by Godefridus Schalcken is a quiet portrait of preparation. In the act of weaving—delicate, intentional, symbolic—the subject captures the tension between imagination and form. Digitally recontextualized here, the image echoes the work of translating fine art into functional objects. Like the crown she builds, merchandising requires care, craft, and a willingness to shape beauty into something meant to be worn, held, and lived with.

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From Canvas to Product: An Artist’s Journey into Merchandising

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A Guest Blog from WSS Fine Art by Wendell Supreme Shannon

 

For over a decade, I dedicated myself to the world of fine art and large-scale public murals. My work has always centered on transformation—of spaces, of stories, and of self. But as time passed and conversations with collectors, clients, and students grew, I began to realize something deeper: people didn’t just want to see my art—they wanted to carry it with them. That simple insight planted the seed for what would become my foray into wearable art and product-based merchandising.

The Spark: Turning Artwork Into Tangible Experiences

The idea came naturally, but not immediately. I had completed murals that transformed neighborhoods and created paintings that filled gallery walls—but during exhibitions and conversations, people would often ask, “Do you have anything smaller I can take with me?” At first, I thought that meant prints. But the more I listened, the clearer it became: people were looking for ways to integrate art into their daily lives—not just display it.

That’s when I began exploring what it could look like to turn my original geometric abstract artwork into products: bags, apparel, accessories—functional pieces that carried the essence of my creative identity into the world.

The Beginning: Trial, Error, and Dropshipping

I started small, curious and cautious. My first step was experimenting with dropshipping platforms. The upside? I didn’t need inventory. I could upload a design, order a sample, and launch a product with minimal upfront cost. It was a great way to test the market.

But it also came with its own set of challenges. Dropshipping limited my control over quality, fulfillment timelines, and brand presentation. Some samples looked nothing like my artwork—colors were off, materials felt flimsy, and packaging was nonexistent. What I saved in convenience, I paid for in brand dilution. That was the first big lesson: not all visibility is good visibility if the product doesn’t reflect the integrity of your art.

Learning the Language of Product Design

The next evolution came when I decided to take manufacturing into my own hands. That meant finding suppliers who could bring my visions to life—from custom-embossed vegan leather to multi-functional straps and detailed hardware. It wasn’t just about printing on a T-shirt anymore—it was about designing a product from scratch.

This stage required a whole new set of skills. I had to learn how to:

  • Professionally photograph and digitize my art at high resolutions
  • Create color-corrected files suitable for printing on multiple surfaces
  • Develop spec sheets and tech packs outlining dimensions, stitching, and placements
  • Navigate minimum order quantities, production timelines, and shipping logistics

Each of these came with hard-earned lessons. Some early samples were unusable due to vague instructions on my part. I learned to overcommunicate. I also discovered that pushing a manufacturer to go beyond their standard offering (like embossing textured artwork onto leather) could create standout results—but only with patience and persistence.

The Easy Parts (Yes, There Were Some)

What came easiest was the vision. I always had a strong sense of how I wanted my brand to feel—bold, intentional, and rooted in both story and quality. Once I began receiving samples that met my standards, content creation became second nature. I used them to build anticipation, create preorder campaigns, and connect more deeply with my audience through storytelling.

Another surprisingly rewarding aspect was packaging. Designing branded dust bags, custom boxes, and inserts allowed me to treat each order like a collector’s experience. For many customers, opening the product felt like unboxing a limited-edition artwork—and that’s exactly what I wanted.

The Hard Parts: Cost, Communication & Creative Fatigue

What’s hard? Pretty much everything else.

Cost is always a reality. High-quality materials and ethical manufacturing aren’t cheap. Add in packaging, shipping, and my own time as the designer, and it becomes clear that pricing is both an art and a science. I had to learn how to calculate true cost of goods sold (COGS) and price in a way that honored my work while remaining accessible and profitable.

Communication across time zones and languages was another hurdle. Some manufacturers overpromised and underdelivered. Others disappeared mid-project. I learned to vet partners, request references, and document everything.

And then there’s the creative fatigue. Designing products pulls from a different part of the brain than painting or murals. It’s iterative, technical, and requires patience. There were weeks where I was neck-deep in shipping timelines and spec sheets, far away from my studio. But I never lost sight of the bigger picture.

Has It Been Worth It?

Absolutely.

Merchandising gave me a new way to tell my story and connect with people who may never step into a gallery. It created multiple revenue streams, helped fund larger projects, and allowed me to reinvest into my practice and community. Most importantly, it showed me that my art doesn’t have to live in one format. It can travel, adapt, and evolve.

I’ve even had the joy of seeing my work in retail spaces—like Different Regard and Live! Maryland Casino—where it stands alongside other innovative brands. That’s something I never imagined when I was first painting on canvas in a small apartment.

Who Should Explore Merchandising?

I’d recommend merchandising to any artist who:

  • Has a strong, recognizable visual style
  • Is willing to learn about product development, supply chains, and pricing
  • Wants to expand their reach and connect with new audiences
  • Understands that quality and consistency matter as much as creativity

But it’s not for everyone. If you’re looking for quick cash or passive income, merchandising probably isn’t the answer—at least not in the beginning. It requires time, investment, and a genuine love for design. You have to treat it like building a brand from the ground up—not just slapping art on a tote bag.

Final Thoughts

The journey from canvas to carryall wasn’t easy—but it was transformative. It pushed me to grow not just as an artist, but as a designer, entrepreneur, and storyteller. Through every lesson—good, bad, right, and wrong—I’ve built something I’m proud of: art that lives in the world, not just on the wall.

If you’re an artist with a vision bigger than the frame, merchandising might be your next step.

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Crafting Your Brand Voice to Boost Newsletter Engagement

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A Guide from Valle Creative Consulting, by Arianna Valle

If your inbox is anything like mine, newsletters can sometimes feel like a snooze-fest. 

Yet, when done right, they have the potential to engage, entertain, and even convert. If you’re ready to ditch the bland and level up your newsletter game, your brand voice is one of the most powerful tools in your marketing arsenal. A strong brand voice doesn’t just set you apart from your competitors, it also builds trust and keeps your readers coming back for more.

Your newsletter should be as unique as your business. So, let’s talk about how you can craft a brand voice that resonates with your audience, boosts engagement, and keeps your subscribers eagerly awaiting your next issue.

Understand your brand voice

Your brand voice is the personality that shines through all of your communication. Just like how you talk to friends, your brand should have a tone and style that feels authentic. When your newsletter reflects your unique voice, it builds a stronger connection with your audience.

Here’s the kicker—newsletters don’t have to be dry and corporate. In fact, they shouldn’t be! 

Whether you’re snarky, inspiring, playful, or formal, find a tone that suits your brand and speaks to your audience. Ask yourself:

  • Who do you want to read your content?
  • What makes your perspective unique?
  • How do your friends describe you?
  • If your business could talk, what would it’s personality be?

These questions will guide you in defining your voice and ensuring it aligns with your overall brand strategy.

Identify your audience—speak to the right people

Identifying your target audience, aka the specific group of people you want to reach with your products, services, and marketing is crucial to every aspect of your brand. 

So it’s no surprise that it also plays a key role in shaping your brand voice. Your audience will guide how you craft your content, what language you use, and what stories you tell.

To make sure your newsletter is resonating with the right people, ask yourself:

  • Who do you want to read your content?
    Imagine a real person when you’re creating your content. This is your ideal reader, and every word you write should be directed toward this person. This vision will make your writing feel more personal, relatable, and genuine.

  • What are your audience’s interests?
    What’s your audience passionate about? What topics are they constantly engaging with? If you understand what matters to them, you can align your newsletter with their interests to create content that truly resonates.

  • What are their desires, and how do your offerings meet those desires?
    Every audience has a deep-seated desire they want to fulfill. Whether it’s gaining more freedom, improving their work-life balance, or finding the best solutions for their business challenges, your brand must speak to those desires.

  • Describe your favorite clients to work with.
    Think about the clients you enjoy working with most. What makes them tick? What kind of personality traits do they have? By envisioning your favorite clients, you can start shaping a voice that connects with people who share similar qualities and characteristics.

By identifying your audience, you can fine-tune your brand voice to create a more meaningful connection with those who matter most to your business.

Find your differentiators

To help solidify your brand voice, you must understand what sets your brand apart from the competition. Why are you different? Why should your audience care? Uncovering your brand’s differentiators will help you identify your tone and position your brand as a unique solution for your audience. To dig deeper, ask yourself:

  • Why did you start your business?
  • What motivates you?
  • What are your core values?
  • How do your offerings benefit your audience? 

The answers to these questions will give you clarity on how to infuse your brand’s unique personality into your newsletter content. Maybe you’re a designer who’s passionate about sustainability, an artist who loves documenting your inspiration, or a consultant who thrives on helping businesses unlock their potential. Whatever it is, let it shine.

Write with intent & repurpose like a pro!

When it comes to crafting content, working smarter, not harder, is key. Your newsletter doesn’t need to be a full-on production every time. Think of it as a recap of what’s going on in your business. You’ve already created plenty of content, so use that to your advantage!

 Here’s how:

  • Intro Story/Hook Paragraph: Start with a personal anecdote, a recap of what’s been happening behind the scenes, or a recent discovery. Don’t be afraid to get personal! Newsletters are an excellent form of nurture marketing, where the foundation is trust-building. People want to connect with you as a human, not just a business.

  • Repurpose Blog Posts: Share a brief recap of your latest blog post, along with a link. This lets your newsletter subscribers stay in the loop and drive traffic to your website.

  • Social Media Highlights: Give your subscribers a peek into your recent social media content. Be sure to include a call to action to follow you on those platforms to stay connected.

  • Behind-the-Scenes Sneak Peek: Show your subscribers what’s in the works. Transparency builds connection and keeps things fresh! Whether it’s a new project, a studio tour, or something inspiring you, share it.

  • Event Recaps and Teasers: Got an upcoming event? Or maybe you’ve just hosted something exciting? Share it in your newsletter! Offering exclusive updates will make your audience feel like VIPs.

  • New Products or Services: Let your newsletter subscribers in on any new products, services, or offers before anyone else. Give them first dibs! Remember, your newsletter is a marketing tool, so treat it as such.

Link it all together with a common thread

One of the most effective ways to engage your audience is to weave a common thread throughout your newsletter. Think of this thread as the unifying idea that ties all the different sections together. Whether you’re talking about a personal story, upcoming events, or repurposing social media content, keep the tone and theme consistent.

For example, if you’re sharing about a new service offering, your intro could be about how you’ve been inspired to add this service after hearing customer feedback or discovering a new passion. This approach creates cohesion and keeps your readers engaged from start to finish.

Don’t forget a CTA to drive action! 

A well-crafted call-to-action (CTA) can be a game changer for your newsletter’s engagement. Whether you’re directing readers to your latest blog post, encouraging them to follow you on social media, or inviting them to an upcoming event, make your CTA compelling and aligned with your brand voice.

But here’s the trick: don’t be afraid to have fun with your CTAs. Instead of a simple “Follow me on Instagram,” try something playful like, “Come see what’s going on behind the scenes on my Instagram—you won’t regret it!” Play around with your CTA language to keep it consistent with the tone of your newsletter.

TL;DR: 

When you craft a brand voice that’s distinct and authentic, you create a newsletter that your audience actually wants to read. Your newsletter will be engaging when you: 

  • understand your brand voice, 
  • position your brand’s differentiators,
  • speak to your ideal audience,
  • and keep things authentic.

 

From our guest:

At Valle Creative Consulting, we believe in helping businesses like yours connect with their audience through thoughtful, creative marketing.

By implementing these tips, your newsletter will stop being just another email in the inbox and become an eagerly anticipated communication tool. So, let’s get to work—your next great newsletter is just a few clicks away!

Do you need help finding your brand voice or perfecting your newsletter strategy? Let’s chat! Reach out to Valle Creative Consulting, and let’s make your marketing as vibrant and unique as your business!

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Making Myths and Luxuries: Branding Lessons for Artists

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You can sign up for our Business of art newsletter to get great content in the comfort of your own inbox.

 

In the corporate world, we talk about “brand” to discuss a company’s identity. Much like human identities, there are many brand possibilities for companies. Brands can be fun and playful, irreverent, serious, etc.

While the word brand might be too stiff or formal for an artist’s business, artists still have an identity. And developing your identity is key to being successful. For artist entrepreneurs, it can be fun and valuable to explore what identity they want their business to have. Artist branding doesn’t have to be a bad thing.

 

What Is a Brand?

We often think of a brand as a logo, but it’s a lot more than a stylish symbol. A common phrase in corporate marketing is, “A brand is what your customers say it is.” In other words, a brand is the emotional connection between the company, its products, and the customer. A brand is complex; it is the essence of a company and the relationship of that essence to its audience. 

When customers buy something from a brand they like, they’re not just buying a product or a service. They’re buying meaning, something that goes beyond function and reflects on how the customer views themselves. 

 

Something similar can be said for art. 

 

Certainly, most people don’t buy art for its functional value the way they buy, say, a pair of shoes or a car. They buy art for how it makes them feel. A big part of that is the storytelling that happens around the art, what I like to call the Myth.

 

Myth Making for Artists

What makes one artist more well-known than another? Is it that their work is better than others? 

Sometimes a revered artists work IS better, but likely what makes an artist more well known than another is differentiation! More often than not, it’s the myths created around the artist and their artwork that heighten the audience’s value of the creative output. In branding, we call this “myth” a brand story.

 

What is a myth, exactly? 

 

It’s more than a story. Myths often have some common characteristics, including:

  • A story with a nearly unbelievable—but still possible—arc. 
  • An origin, a transformation, and an expansive possibility

Myths are created to teach us, to inspire us, and to help us understand our own experiences in the world. The ability to craft and articulate a myth can be very valuable to an artist seeking to sustain themselves through the sale of their artwork.

 

For artists, this usually translates to:

  • An origin story somewhere between truth and fiction, but that showcases the artist’s humanity. It is where you are from in all aspects. Your hometown, your family, your friends and colleagues, and all the unique things and experiences that make you, YOU.
  • A transition where they experience concepts and learn skills to turn ideas into things. It is how you emerged as an artist. Your early experiences. The teacher that recognizes your talent. The training that refined you. The critique that made you. The transition is the awareness of you as a creative force.  A vision of things yet to exist. The artist has dreams of concepts, ideas and inventions that will enrich them as a creator.

 

So how does myth making translate to selling art? To understand this, it’s important to understand what type of business you want to be and to develop a myth that embraces the type. 

 

Three Types of Businesses

There are essentially three types of business: Commodity, Premium, and Luxury. Let’s take a quick look at what each of these are. 

 

Commodity Business 

Commodities are interchangeable goods or services. Their price is controlled by the customer, who can buy any number of products or services that are nearly the same  from a selection of vendors. For example, it doesn’t matter whether they buy the store brand of sugar or a name brand. The product is essentially the same and the creator has no control over the price.

 

Fine art is rarely sold as a commodity, though there are certainly websites where artists can sell various quality prints of their work as a commodity. This might be most akin to an unlimited print run.

 

Premium Business

A premium business sells differentiated products or services based on quality of material, skill, or customer support. The prices are often tied to what the market will bear, but is also greatly influenced by the quantity and expansiveness of offerings that supply has created in the marketplace. The creator has some control over the price, although the peers that they are competing with will influence price as well.

 

For an artist business, a premium business model can make a lot of sense. The artist often selects ideal materials for their creations and their skill is often high caliber. Together, the quality of materials and expertise of craftsmanship to make a work of art can command premium pricing, although your price may be influenced by your fellow premium peers.

 

Luxury Business

Luxury businesses are distinguished from the other types based on often irrational, subjective reasons. Products and services in this category are driven by scarcity, usually manufactured, and priced much higher than the value of the materials or skill needed to create them. In some ways, luxury products transcend reality by enabling the customer to be, think, say or do something beyond themselves. 

 

Think of almost any high-end luxury clothing brand where it’s all about the designer’s name and the brand rather than the material of the product or the skill of the person actually making the goods (either by hand or using machines). 

 

Art easily lends itself to this category, and much of society also sees art as a luxury. Not only is art a perspective, expression or manifestation of an idea that reflects the buyer, but its supply is greatly limited, it is usually unique, and only the artist has the skill and experience to create it. As a luxury brand, the artist and their business team can have significant control of the price.

 

Where Does Your Artist Business Fit In?

So what do these three types of businesses have to do with making myths? Oftentimes, the myth defines the business type. In other words, your art might be totally differentiated from every single piece of art out there. But it is your myth—your story, your skill, your experiences, etc.—that defines whether your art is a commodity, a premium product, or a luxury experience. How accessible your myth is to your audience also plays an important role. If no one knows the myth–or understands it–it kind of doesn’t exist!

 

Keep in mind that you may work through all three of these types of businesses over your art career. You might start at the commodity level, maybe churning out similar, less differentiated work at first. Then, as both your artistic vision and business skills mature, you might morph into a premium business, making fewer pieces (i.e. reducing supply) and growing the perceived value of your work. Finally, you might further refine your model to develop luxury pieces and services, such as painting commissioned murals in a customer’s home or designing Diadora’s next show line.

 

Ultimately, the direction you choose to take your business is yours. But if you need guidance in refining your vision and understanding how to build a business that supports your art, I’m here to help. Contact me to discuss how to build your income as an artist in a way that aligns with your artistic vision.

 

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