From Canvas to Brand: Lessons from Mentor XAV & Artist Dan McAuley

I currently live in Poble-Sec, a low-key neighbourhood from Barcelona which has been associated with the world of arts and entertainment, with such emblematic theatres as El Molino and Apolo. Its proximity to El Raval and Montjuïc mountain, where the MNAC, the Joan Miró Foundation and the amazing El Mercat de les Flors — Casa de la Danza are located, among others, make Poble-Sec a special area.

Within contemporary arts, it’s no different. Whenever I leave the house for a walk, I’m extremely likely to pass by the glass door of Homessesion, a visual arts non-profit organisation founded in 2007 that supports emerging and mid-career artists from all over the world with its 2-month international residency programs.

Whether I’m walking up or down the hill, I’ve developed a kind of hobby: paying attention to the next artist in residence and following their creative process and progress. It always begins with an empty white room, just like a blank canvas, and throughout the weeks, you see the creation unfold: papers on the walls, buckets of paint and pencils on the floor, drafts on the table. It is as if artists were inside an aquarium in which they slowly fill in with creativity, eventually giving birth to artworks. And, I confess, there’s a certain appeal to the act of being the ‘voyeur’ and never being seen, but I will leave this amusing topic for another article.

On one of those sunny Barcelonese Sundays, I was just coming back home from a talk with artist Teresa Gancedo at the RocioSantaCruz gallery and I saw an artwork hung on the wall of Homesession that impacted me in such a way that this time, I had to get off my observer hat and speak to the artist and express to them the beauty I saw with my own words.

That’s when I met Daniel McAuley, a New Zealand artist who was then participating in the residency program. His artwork depicted a strong, intense horse with splashes of red and a lot of movement around it. Dynamic and tireless, the horse boldly fought its way through life’s hurdles. The image resonated deeply with me as I always felt spiritually connected with these animals (yes, one of my favourite animation movies is Spirit: Stallion of the Cimarron by Dreamworks).

Curious about the inspiration behind the piece, I asked Daniel why he chose the horse. He explained that he was studying the representation of masculinity in the information age, as well as historical iconography that conveyed masculinity. The horse, he said, was one such symbol. Used in wars and depicted in statues of heroes, horses have long been revered across many cultures as symbols of power, strength, destruction and freedom.

I thanked him for the explanation, and we exchanged contact information. After a few weeks, Dan showcased his final solo exhibition “Characteristics of an Unspoken Code of Behaviour”, featuring several artworks he had produced during his residency. Feeling unsatisfied with our brief conversation during the show, I invited him for a more in-depth discussion on his concept and artistic brand the next day. Thankfully, he accepted.

My Unorthodox Path: Marketing x Artistic Vision

With a background in Marketing & Advertising and a Master’s in Arts & Cultural Management, I found myself wanting to bridge the gap between artistic passion and market success. So, I became a business mentor for artists, helping them refine their artistic brand and develop career strategies to foster genuine business opportunities and career paths aligned with their artistic expression.

Branding for artists goes beyond logos and slogans. It’s about empowering them to embrace their authentic selves: their unique artistic voice, the techniques they cherish, their biography, and the philosophies that fuel their work. Delving into their interests, values, and stories we translate their essence into a powerful presence in the art scene. But, how to make this work in the real world?

“It’s already difficult enough to make something I am happy with and then on top of that trying to sell it, it’s complicated” — Daniel McAuley

The Double-Edged Sword of Social Media

Dan, fresh off the residency program, was grappling with this very conflict. Initially seen as a golden marketing tool, social media has become a double-edged sword. “My art started to suffer after a few months (3 months) of creating and uploading content” Dan confessed, “as soon as you start to consider who it is for, you start to take fewer risks. It compromises the authenticity of your work because when you talk about selling, you talk about clients. I guess the ultimate goal is to have someone who can do it for you (brand, social media, sales)”

XAV Analysis: Dan’s experience highlights a common pitfall for artists in the digital age. The pressure to constantly generate content for social media can lead to a disconnect between the artist’s creative vision and the demands of the online audience.

What Clients Crave

Today, potential clients seek more than just the actual artwork, music album or the goods you are selling them. They crave a deeper and more authentic connection to what they buy and consume. People want to understand the artist’s story, experiences, and values so they can assess if they want to be part of this with you or not. Naturally, this focus can vary depending on your target market and who you are as a person and an artist.

Finding financial sustainability as an artist often involves a balancing act. While some artists might resist compromising their artistic vision, there are successful strategies that allow them to generate income without sacrificing their core values. Artists like Maria Gurikhina exemplify this balance. She showcases her work at traditional art fairs and shows but also creates and sells more affordable merchandise like tote bags and postcards while giving workshops around her concept and technique. This allows her to spread her work, credibility with collectors and institutions, and build a community of supporters, while still generating income to support her artistic endeavors.

Dan, on the other hand, found his solution in the unexpected world of tattoo artistry, tattooing for 8 years before solely focusing on paintings.“The steady income allowed me to dedicate most of my time to personal work, ensuring my artistic vision remained uncompromised.”

However, he doesn’t necessarily have to abandon tattooing entirely to become a successful artist. In fact, his tattooing skills could be a valuable asset. The market for high-quality tattoos is growing, and the wider public might be more likely to invest in a permanent piece of Dan’s art on their body, rather than a larger, more expensive painting. This approach allows Dan to explore his artistic vision while also achieving financial sustainability.

XAV Analysis: Dan’s skills with tattooing demonstrates that artists can find creative ways to supplement their income with creative services and goods without compromising their artistic integrity. In this case, they are actually exploring the potentials of their creative universe in several ways.

Clarity is Key: Setting Goals As An Artist

“Self-awareness is key,” No matter what type of work they create — whether it’s painting, music or sculptures —, that’s what I tell to all my pupils who attend my self-developed mentorship. “Knowing your goals is essential. Are you looking to sell your work now? Are you looking to refine your artistic voice? Or simply gaining wider recognition?”

Clarity of purpose, and short-term and mid-term goals, is a powerful tool. It allows artists to choose strategies that align with their objectives and fuel their creative fire.

“Good creative work means you’ve got to find a balance between thinking about it, asking questions, evaluating what you are doing and not thinking too much to the point it freezes you. I like to go for long walks to figure something out. (…) It’s interesting because I’m always changing. I like to change the course of things, have tunnel vision for some time and then be open to new influences and adapt. It’s like a pendulum. ” — Daniel McAuley

Dan’s journey itself reflected this concept of artistic evolution, a fascinating path of continuous exploration. “I’m always trying to figure out what my thing is.” He had experimented with various styles and mediums, his artistic core constantly pushing him forward while remaining true to his thematic focus. External influences, he admitted, enriched his work without sacrificing his unique identity.

Self-doubt is a familiar foe to many creatives, and Dan was no exception. “There are so many fantastic artists out there, especially on platforms like Instagram,” he admitted. However, Dan’s concern wasn’t career-driven; it was a yearning to refine his artistic voice and technique. He saw social media as a source of inspiration, a place to gather the “ingredients” that would shape his unique artistic identity.

Interestingly enough, his exhibition “Characteristics of an Unspoken Code of Behaviour” explores exactly this idea of how social media influences our opinions about the world and ourselves.

XAV Analysis : Dan’s artistic journey illustrates the importance of continuous exploration and experimentation. By staying true to his core values while being open to external influences, he continues to develop his unique artistic voice.

You x Them: How to Differentiate Yourself

Finding your voice as an artist is crucial, and I prompted Dan about how he differentiates himself in a crowded field. “Theme, perspective, and expression,” I suggested. “A unique theme can set you apart, or even a fresh take on a popular one. Look at pop art — Warhol, Lichtenstein, Haring — all explored pop culture, but each with their own distinct style.”

Dan, however, was drawn to a more conceptual theme: “formed opinions.” He finds it fascinating how seemingly objective opinions are often shaped by a multitude of sources and perspectives. His artwork delves into this concept, using sculptures and platforms to represent the act of solidifying an idea on a platform like social media.

“I like to explore this topic throughout history, using sculptures and statues in my work. They were platforms used to immortalise an idea about something, whether it being good or bad. And it’s ironic how the platform today is called social media and how different and similar they are.” — Daniel McAuley

The theme of “formed opinion” resonated with Dan on a personal level, particularly in relation to masculinity and the evolving public discourse surrounding it. He grappled with how to express these ideas through his artwork. As he delved deeper during his residency at Homesession, the concept became clearer, and his personal experiences began to connect with the broader social conversation. This internal conflict — between individual experience and societal opinion — became the core of his exploration. Mirroring this process, Dan utilizes layering techniques reminiscent of British painter Jenny Saville and Irish Francis Bacon. These layers visually represent the accumulation of information, akin to how public opinion is formed through the constant addition of new perspectives.

As I looked at Dan’s work hanging behind him during our conversation, the imposing male sculpture immediately captured my attention. This figure represents the “formed opinion” — solidified and powerful. Beneath this imposing figure lie layers of loose, fragmented information. These layers symbolize the ongoing process of opinion formation, where various pieces of information accumulate over time, eventually coalescing into a more rigid viewpoint.

Communication to Bridge Your Self-Expression and the Public

Our conversation wasn’t just about artistic exploration; it was about the bridge between self-expression and public connection. As Dan’s work matures, the ability to articulate his vision will be key. “The story behind the art is just as important as the art itself,” I reminded him. “It allows you to connect with your audience on a deeper level.”

“I think there’s a time to focus on exploration, but there’s also a time to be more career-based. If you put time and effort into your work it is no different to self-exploration, it is one of the most therapeutical things you can do. Sometimes, I have a blind spot and people spot it before I do.” — Daniel McAuley

Either way, the creative process can be quite unconscious. Dan himself mentioned this during our conversation, revealing that even after a two-month residency, he was still uncovering the deeper meaning behind his work. Initially, he believed it focused solely on masculinity, but later realized it explored the broader theme of “formed opinions” in the public sphere. This offers valuable insight: the artistic process is often, if not always, an unconscious exploration where emotions are expressed through the artwork. However, there comes a crucial later step — connecting those experiences and emotions to a wider audience. This is where the artist’s duty lies: to delve deeper, unearth the core message, and bring it to the conscious surface, what was once hidden becoming the driving force behind the artist’s communication strategy.

“In Art School, I really struggled to embrace the idea of having a concept behind the art but when you find it authentically, you kinda started to realise that everything you do has a reason it’s just a matter of if you noticed or not. You can do a piece of art that means nothing, but does it really mean nothing?” — Daniel McAuley

XAV’s Final Take

Building an artistic brand is a journey, and there’s no single right answer. By understanding the key considerations explored in this article, you can develop a strategy that allows you to share your artistic vision with the world while building a sustainable career.

Dan’s artistic journey is a testament to the power of self-discovery and constant evolution. Through his bold brushstrokes, evocative imagery, and powerful metaphors, he masterfully translates his vision of “formed opinions” into intriguing works. Whether it’s the symbolism of the horse in motion or the layered sculptures representing social media’s influence, Dan’s art compels us to question and engage.

Keep an eye out for Daniel McAuley; his artistic exploration is a captivating journey worth following. Find him on social media to witness his artistic evolution firsthand.

Curious about how I help artists like Dan bridge the gap between artistic passion and market success? Visit my webpage to learn more about my work mentoring artists and developing their artistic brands.

By XAV XAVIER