What is the best approach to marketing art? What is the most effective approach to getting an artist taken seriously?

Exhibitions, invitations, guest lists, and catalogues are all necessary elements in getting an the name of an artist known. The aim of marketing is to sell a piece.

Marketing pervades every aspect of life nowadays - even the highest office in the land. So what's involved in the marketing of art?

'Arts Express' explores the relationship between art and marketing with contributions from art expert Ciaran McGonigal, artists Michael Kane and Pauline Bewick, gallery owners Peter McKenna and Josephine Kelliher of the Rubicon Gallery, and Killarney gallery owner Frank Lewis.

Peter McKenna and Josephine Kelliher comment on the importance of the art launch and inviting the right people. Peter McKenna describes the nuances in the use of language when it comes to marketing art.

Josephine Kelliher talks about the need for building an awareness of the artist and their work, which then leads to "adoption" or sales. Attendance of Taoiseach Charles Haughey at a recent exhibition of Michael Kane's work at the Rubicon, is a good example of how getting the guest list right can really help to project the profile of an artist in the public domain.

According to Peter McKenna,

When there's a good buzz about work, we usually sell more.

Kerry gallery owner Frank Lewis sees the location of his gallery as having advantages and disadvantages, and therefore has to take a different approach to the galleries in bigger towns and cities.

It's almost impossible to get the Dublin-based critics down here.

When it comes to pricing art there are many factors at work. Michael Kane feels that it is important to understand the real value of art. Pauline Bewick says,

It is possible to be too cheap

An 'Arts Express' report broadcast on 16 April 1991. The reporter is Mary O'Sullivan.