Date of Award

2026

Document Type

Thesis - Open Access

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Lawrence Motz

Second Advisor

Judith Prowda

Abstract

Pursuing a career as an artist comes with no clear path nor directions. The first years after graduating are filled with confusion and uncertainty. Emerging artists are oftentimes unequipped with the necessary resources to create sustainable and profitable careers. In a saturated market where only a select few are able to make a living solely from art, artists need to gain autonomy and control over their practices. This thesis provides emerging artists with no gallery representation with the tools to create an independent career that prioritizes artistic authenticity and sustains profit. Through a dismissal of the negative perceptions placed on commercial art, it shows how artists can work within the commercial and fine art worlds and gain recognition and financial security. An examination of the fashion industry provides the framework of this proposal. An analysis of the strategies used by Pop Artist Andy Warhol, hyper-realistic artist Cj Hendry, and stationery artist Ofelia Botella provide a well rounded overview of how artists outside of the traditional art system have created and sustained independent practices. Finally, an autoethnographic research allows the author to test the validity of the strategies on her own artistic practice. This thesis culminates in a playbook that incorporates the framework, strategies, and research presented. Through the implementation of this playbook, artists will gain direction and resources to find a unique voice and style, build an audience, and sustain their practices.

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