The Art of Self-Promotion: Building Identity and Crafting a Legacy

The Power of Being Yourself
Self-promotion often feels like an uncomfortable task for artists, but my first rule is simple: be yourself. There is no one way to self-promote, and the key is to find an approach that aligns with your personality. Authenticity is what draws people in—it’s not about forcing a persona but rather amplifying what makes you unique.

Let’s address social media, the most obvious self-promotional tool. Over the past half-decade, its impact has declined as big businesses have taken over. That doesn’t mean it’s useless—it just means you must use it wisely. Instead of treating social media as an advertising outlet, think of it as a storytelling tool. Show your process, your inspirations, and the personal side of your work. People connect with authenticity, not just finished products.


Establishing a Personal Brand: The Western Hat
As early as 1976, I retained a publicist to help advance my studio’s works—a daring and uncharted move for an artist-craftsman at the time. I understood early on that having a strong, recognizable identity was crucial. For the next 20 years, I was rarely seen without a Western hat in public, crafting a distinct visual style.  A simple article of clothing helped shape a career, tying the American Southwest to my studio influences. The result? An urban cowboy-like mystique was born.

This personal branding strategy worked. Within five years, national press was featuring me as that guy from Amish country, traveling across the U.S. and Europe, always seen in my signature Western hat with a red sash as a hatband. It wasn’t just a look—it was a story, a conversation starter, and a distinctive mark. National magazines featured me, NPR invited me for an interview, and I found myself riding the wave of an American West aesthetic alongside brands like Calvin Klein and Ralph Lauren. More importantly, my handmade works supported and justified my unconventional self-promotion, as they were ahead of the design trends by several years. It was proof that an authentic personal style, combined with creative innovation, could help forge a career.


Storytelling as a Marketing Tool
Timing is still everything.
/ Ivan Barnett
 
In the mid-1980s, MTV revolutionized the music business with music videos—ten years before the internet and two decades before social media. Even then, storytelling was the key to client engagement. This understanding would later become the foundation of my Serious Play creative mentoring platform. With the help of my father and his videographer friend, we crafted a 10-minute VHS loop that told the story of my rural Pennsylvania studio, nestled in rolling hills 60 miles west of Philadelphia.



Andreas Vollenweider, Behind the Gardens, 1981.


In the video, wearing my hat and denim work jacket, I walked through my farm’s meadow.  I fed my pet sheep while the soothing soundtrack of Andreas Vollenweider played in the background. This carefully curated footage was not just about my art work—it was about me, my creative life, my process. I played the loop in my art fair booth over a three-day period, allowing visitors to step into my world. The response was overwhelming. Collectors lingered, drawn into the story. They wanted more than just a piece of art; they wanted a piece of my world.

Within a day, I had created a controversy with the video, but not before the entire hall of visitors had made a beeline for my booth, generating record sales. That year, I sold nearly everything I had brought to the fair. It was a powerful lesson in how interactive storytelling could shape perception, generate excitement, and translate into tangible success.  It was also risky and not for the faint hearted, yet, established me as an outlier to be watched.  This would become a constant hallmark in my career for decades.


Always Creating “A Stir”: Patina Gallery’s Porsche Event
Fast forward to my tenure as creative head of Patina Gallery, starting in the late 1990s, and I applied the principles of self-promotion at an entirely new scale. Unlike my earlier personal branding efforts, this was about elevating an entire gallery and its roster of artists. The goal was to create events that would not only attract attention but also cultivate long-term goodwill and engagement, something that is still rarely done.

One of the most ambitious promotional events I orchestrated was in 2016 when I took the gallery, quite literally, to the streets of Santa Fe. For one unforgettable weekend, I assembled 25 world-class Porsche automobiles right in front of the gallery, transforming the street into an open-air museum of design and engineering. It was an event a year in the making, bringing together auto collectors from across the country. With the help of these collectors, I even secured one of the rarest Porsche hybrids—the coveted 918—as the event’s showpiece.


2015 Porsche 918 Spyder.
© Michael Furman.



The timing was perfect. Inside the gallery, we were showcasing Porsche Portraits, an exhibition featuring the stunning automotive photography of Michael Furman, drawn from his newly released book Face of Change. The synergy between the event and the exhibition was seamless. The buzz leading up to it was electric, and over 300 people visited the gallery over a two-day period. The event did more than just bring people through the doors—it created an energy that resonated long after the weekend was over. Even today, nearly a decade later, I am still approached by Santa Fe locals who remember and reminisce about that car event.


The Timeless Power of Buzz
The Porsche Portraits event was just one of many promotional initiatives that defined my 25-year tenure at Patina Gallery. Over the years, the gallery became known for its happenings—blockbuster events that went beyond the traditional gallery opening.  There was a reason our collectors kept coming back. We weren’t just offering beautiful works—we were offering an experience, a story, a moment in time that people wanted to be a part of.  After many years of repeated “out of the box” promotions, Patina had reached the rare status of “cool.”
In today’s fast-moving world, where trends can shift overnight, one thing remains unchanged: excitement and anticipation are the lifeblood of great promotion. The methods have evolved, but the essence of creating buzz remains the same. The most effective promotional efforts are those that feel rare, unusual, and even a little daring. Whether it’s a hat, a video, or a fleet of world-class cars parked in front of a gallery, the principle is the same—create something unforgettable, and people will come.



Chinese artist Ai Weiwei holds some seeds from his Unilever Installation, Sunflower Seeds, at The Tate Modern on October 11, 2010, in London
[Peter Macdiarmid/Getty Images].



I always want to be confused, to be shocked or realize something later.
/ Ai Weiwei


Personalizing Your Strategy
Experimentation is key. Try different approaches and track what works. Do not hesitate to embrace your gallery as a promotional partner—coordinate your marketing efforts with them so they align with your overall brand story.  When artists and galleries work together, the results are far greater than what either could achieve alone.

Great self-promotion is done naturally with dignity and style. Yes, you are promoting yourself and your talents, yet it should always feel natural. Being humble is an essential quality, and the story behind the works you promote will have the most impact. Most jewelry artists, in particular, have a unique advantage—their work is meant to be worn. When you wear your own pieces with pride, you transform yourself into a walking gallery, an exhibition in motion. Family and friends can also be great ambassadors, introducing your work to new audiences organically knowing that a third-party promotion carries much weight.

Ultimately, self-promotion is about more than just visibility—it’s about building authentic connections. Foster individual relationships with collectors, galleries, and admirers that will strengthen the foundation of your career and business. When approached with sincerity and creativity, self-promotion ceases to be a chore and becomes a playful, integral part of your artistic journey. The more you embrace it as a natural extension of your studio or gallery practice, the more rewarding and effective it will become.


© Ivan Barnett 2025, All rights reserved.

 

About the author

Ivan Barnett
I stir souls. And I know, from decades of experience, how to scale an art business from good to great. I live and work in the oldest capital city in America - “the City Different.” After 25 years, I have stepped down from being the founder and creative director of Santa Fe’s world-renowned Patina Gallery, best known for its soul-stirring works and “Beauty over Time” exhibitions. In my 25 years, I grew Patina from an unknown brand to a global storyteller, exhibiting the works of the most talented artisans in the world.
Here’s what I’d like you to know about me: - I’m a man of my word. - I deliver on my promises. - I’ve produced and directed exhibitions and events that have never been done before. - I have collaborated with some of the world’s most famous opera stars. - I love the Pareto 80/20 principle created by Italian economist, Vilfredo Pareto. - My favorite quote is “Less is more.” - I’m an INTJ. - My favorite movie is Zorba the Greek with Anthony Quinn. - My best ideas come at 3 am. - I like taking the long way around and do not believe in shortcuts. - I was taught to arrive at all meetings seven minutes early. - I make friends for life. - My forte is connecting dots and telling stories about artists.

creativemornings.com/individuals/ivanbarnett
seriousplaysf@gmail.com