Working in the Phoenix art community for more than a decade, Justin Germain saw first-hand the many obstacles local artists faced trying to develop their careers and build their businesses. He set out to change that.

Armed with a Master’s degrees in Art History and Public Administration from ASU and University of Phoenix, respectively, the longtime valley resident had held a series of art gallery positions, both formal and informal, before finding a new calling. “It’s not uncommon at smaller galleries for staff to work as curator, marketing director, and operations manager, all rolled into one job position,” chuckles Germain.

Wearing many hats, however challenging, proved to be invaluable training. While he was adept at addressing many of the issues that came up in his day-to-day gallery work, Germain saw something he didn’t have time to address. “So many artists would simply send me a link to their work, or sometimes to a poorly designed website or Facebook page, and somehow expect me or someone else to ‘discover’ them; meaning that an artist would somehow soar to success overnight,” says Germain. “This can happen, but more often, it takes years to be ‘discovered,’ if it happens at all.” Some of the major challenges for artists are their lack of professional skills and materials to meet the standards of high-level gallery programs and their inability to directly market their work themselves,” says Germain.

Finally doing something about a gnawing feeling that he could do more to help artists, Justin became founder and chief consultant of his own freelance company, Art(ist)serv, dedicated to helping artists think of themselves and their art as a business.

“Today, with a little know how, an artist can market to the world while building an impressive resume and sales record that will attract gallerists and collectors. We can help artists at any stage of their career market themselves to increase their growth, recognition and success.  In this way, artists have a greater opportunity to expose their art to a bigger audience,” says Germain. “By developing their business professionally, artists can increase their opportunity for gallery showings, potential representation, and create a greater market to sell their work,” he explains.

Those past years of multiple art gallery positions now provide invaluable industry insight that Germain uses and shares with artists as they establish and build the commercial side of their craft.  While a handful of museums and other organizations offer some ‘ways to succeed’ for artists, Germain’s company is one of few locally offering specific marketing support for art and artists in the Phoenix area, according to Germain.

Now, in partnership with Xico, Arte y Cultura, a non-profit arts organization and gallery in Phoenix, Germain will lead a series of three Professional Artist Development (PAD) workshops on marketing strategies and must-haves, just for artists.

Donna Valdes, executive director of Xico, selected Germain for the series because she feels he offers an in-depth, hands-on review of marketing for a group of professionals most focused on the process of creating something, often without the tools, resources, or training to sell it. “The intent of our professional development workshops is to help our artists be successful,” says Valdes. “The PAD series, offered at an affordable price point, holds the promise of real net returns for the participants,” she adds.

The workshops will be from 6 to 8 p.m. July 24, 31 and August 7 at the Xico Galería, 1008 E. Buckeye Road, Suite 220, Phoenix 85034. Cost is $50 for all three workshops, or $20 each. Artists should attend all three as each builds on the other.

For more information, or to pay for workshops, please contact Xico by emailing info@xicoinc.org or by calling Xico at 480-833-5875.