Some creative types are great with ideas, but not so great with promotion. That's where
Philly Side Arts steps in to offer career building marketing and promotional services for individuals and businesses in the world of art. It's run by C. Todd Hestand, who is also a part time instructor at
The Corzo Center for the Creative Economy at The University of The Arts.
"About five years ago, a group of friends and I would get together to talk about our artwork. None of us had a website or representation," says Hestand.
Hestand put up the starting capital to build a site in which every artist had his or her own page with images and contact information. "We found opportunities at a better pace as a network than being frustrated individually," reports Hestand, who has just relaunched the Philly Side Arts site with tiered
membership levels. Basic membership is still free. For individuals, the initial entry level allows you to upload five images, contribute to the blog, write your own profile and identify yourself as a Philly Side Artist. Businesses, such as galleries and collectives, can post basic information and a logo. A Premium level upgrade, which is just $5 a month for artists and $10 for businesses, greatly increases the amount of information on member pages.
Growth since the tiered launch surprises even Hestand, who reported that during our short interview, two new premium members signed up.
"Membership doubled in April 2011," says Hestand, who counted at the time of the interview 500 artists and 100 businesses on the roster, with about 25 percent at the premium tier. "The point is that the economy is changing. We have to accept what the new economy is going to look like, and where the growth potential really is," says Hestand. "The easiest thing for people to approach as a new source of revenue or employment is to be creative and just make something. It's a huge emerging section of our economy."
Side Arts allows people to spend time creating, not looking for opportunities. As for the name, Hestand drew inspiration from Tony Hawk's skateboarding video game series. One of the skate parks in the game is based on Philadelphia's JFK Park, but for legal reasons, was renamed Phillyside Park. Hestand separated the word because he envisions a future where there will be a multitude of cities in the Side Arts franchise. Watch out, Chicago Side.
Source: C. Todd Hestand, Philly Side Arts
Writer: Sue Spolan