The MOOD Podcast

Do you need a massive following to build a sustainable creative career?

• Matt Jacob

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Welcome to another episode of Moments of Mood, this time about how to monetise - even just a little bit - the wonderful parts of us that are creative. 

Turning your creative passion into a sustainable career possible, it's probable if you know where to focus and how to work smart. In this episode of Moments of Mood, I explore how to make money as a creative professional without selling out your soul, and in the meantime dispelling the myth of the 'starving artist'. Whether you’re a photographer, designer, filmmaker, or writer, this video breaks down real strategies to monetize your art, diversify your income streams, and build a creative business that lasts.

Learn how to:

  • Build multiple creative career income streams
  • Develop a brand and portfolio that attract real clients
  • Balance art, money, and meaning without burnout
  • Build a portfolio career for artists that gives you freedom and stability
  • Take your creativity from passion to plan — and get paid doing what you love


References from this episode:

  • My conversation with Chris Do https://www.youtube.com/watch?v=5QrdCEH5TXA&t=37
  • Amie McNee https://amiemcnee.substack.com
  • University of Zurich Study – “Happiness in the Arts: International Evidence on Artists’ Job Satisfaction” https://www.bsfrey.ch/wp-content/uploads/2021/08/happiness-in-the-arts-international-evidence-on-artists-job-satisfaction.pdf
  • University of Warwick Study – Follow-up on Creative Job Satisfaction https://theartcareerproject.com/link-between-happiness-art/
    - Nesta UK Report – “Creativity vs Robots” https://www.nesta.org.uk/report/creativity-vs-robots/
  • Nesta UK Working Paper – “Creative Occupations and Subjective Wellbeing” (Fujiwara, Cornwall, Dolan) https://www.nesta.org.uk/documents/412/creative_employment_and_subjective_wellbeing_1509_1.pdf

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SPEAKER_00:

Everywhere I look, I see creatives asking the same question. How do I actually make a living doing what I want to do? Not just chasing likes, not just creating for free, but building a career that truly supports one's life. The truth is, talent alone doesn't pay bills, right? And too many photographers and artists are still waiting for someone else to give them permission to go pro. But let's stop for a minute and imagine this instead. Waking up each day, knowing your creativity isn't just your outlet, it's your livelihood. That your art isn't something you squeeze around a job, it is the work. And I'm here to tell you that future is possible. So we're going to talk about how to take your passion and turn it into a plan and some action and a sustainable path where your art funds your life, fuels your purpose, and gives you the freedom to keep creating, to keep on doing it. And yes, regardless of AI. So don't talk to me about that. I've actually addressed that in a separate video. Link in the description. Anyway, let's get into it. So welcome back to another episode of Moments of Mood. This is a good time for me to just ask you to please be so kind and hit that subscribe button, give this video a like, leave a comment, or whatever people do these days. It really does help grow this channel. So I can give you hopefully even more value, even more of the time. So I hear from a lot of artists all the time, especially those coming into my community and mentorship program, because they really want to try and find a way to monetize their art without losing the heart and passion for their work. In fact, a lot choose not to come and work with me because they adamantly believe there is no future for creatives to go full-time and live that dream of time and money freedom through their craft. Right. But a lot of us just want to rewrite that narrative and cling on to the belief that we can and push away that narrative of a starving artist and figure out what the necessary steps are. Right. I've been there. I still go through this all the time. It's almost a, you know, a perpetual process. When I first started charging for my work, I had no idea how to price it or even how to talk about money. It was almost an icky subject. I remember doing so many favors or free collabs, and that was for specific reasons at the time, mostly to build a body of work. But it was a huge amount of work, you know, planning, shooting all day, editing hundreds of images and for no money or very little money, right? I was always grateful for the opportunities, of course, but by the time I delivered any kind of final work, I realized I had been working for well under minimum wage, or worse, at a cost to myself, right? This quickly led to like disillusionment, embarrassment, and sometimes resentment for the work and the industry itself. Not towards anyone or anything, but more towards myself and not valuing my time and my skills. My time, so important. And that was the start of the realization that even when at hobby or curiosity stage of your craft, often the uncomfortable truth that passion and desire alone doesn't pay rent is apparent, right? I had to learn how to integrate business skills that I learned at school into artistry and how to do something I loved without degrading the skill itself or my passion for it. I needed to find a way to do it and a way that I could always still love to do it and never resent it for it to become just another job. Isn't that all we want anyway? So over the years, I've been fortunate enough to have gathered insights from fellow creatives, mostly through this podcast, but also by creating my own community. You know, from photographers who exhibit in galleries and publications around the world to writers who crowdfund their books, to illustrators who license their work. There, of course, isn't a one-size-fits-all plan, but there definitely are common principles that keep appearing again and again. So I wanted to take a look with you, take a look at them and see if they might work for us. At this point, it is good to remind ourselves that, of course, everyone is different and every individual's situation, perspectives, and experiences are very different from one another. There is no one size fits all, as I say, but hopefully we can identify the most common denominators in people who have been there before, are still doing it, and are doing it successfully and have been adaptable and flexible throughout the years that they've been doing it. So let's start by debunking a myth. You do not need a massive following to make a living with your art. You don't now, and I believe you never will have to have that. Many professional creatives I know have fewer than, say, 5,000 followers on something like Instagram. Some sell their work through local galleries, others build membership communities that provide steady income, and others just work with commercial entities. What they share is not viral reach, but when they do share, it's clarity about what they offer and persistence in sharing it. I should say consistency, really. And all of them have those true fans, you know, thousand true fans, people who will follow their journey and bite into it. And here's the encouraging part research actually backs all of this up. Studies from universities in Zurich and Warwick in the UK found that people in creative roles report much higher job satisfaction than those in non-creative fields, certainly in employment, even after adjusting for income and hours of work. And while we're taught to see safe jobs, we're kind of conditioned into it, as more secure. This evidence suggests the opposite can be true. And it's obvious to me. You know, creatives who diversify their income and build strong relationships often enjoy more stability and flexibility than people locked into a single employer. This is because I think many creators build portfolio careers, you know, a mix of projects, a mix of teaching, commissions, products, services, etc. That diversity itself makes them more resilient when everything else shifts around them. Other studies have also shown that creative industries are among the most resistant to automation and hopefully things like AI, precisely because they sit at the intersection of technology, storytelling, and human connection. What a place to be, right? In other words, the old starving artist story is a misnomer and it's outdated. A creative career done with intention can actually be one of the most fulfilling and sustainable careers you can ever build. But rather than get ahead of ourselves, let's actually break down concrete steps that you can take to move from passion or hobby to plan and professionalism. I've organized them into practical categories. I hope so you can implement them one by one. And the first step is really to just get into the weeds and map out your potential revenue streams. You know, start by brainstorming all the ways you could earn money from what you want to do, from your art or your craft or whatever it might be. Common streams might include actually selling the work itself, you know, the prints, paintings, photo books, whatever it might be, or licensing your images or your work for use in advertising or editorial publications or outlets. Yeah, that's still a thing. Or something like commissions or portraits or teaching workshops or courses or creating digital project products, you know, presets, ebooks, templates, or running memberships or subscription communities, or speaking, or hosting live events, uh, receiving grants and scholarships. The list is pretty much endless. So try not to feel overwhelmed. You don't need to obviously tackle them all at once, but pick out the ones that resonate with you most. And then you can experiment. They may not be those forever, but it's a good place to start. For example, you might start by selling prints online, right? If you can get that running smoothly, maybe then you can add a seasonal workshop to your portfolio. The goal is to build a portfolio of income sources so that if one slows down, another picks up. All right, the next step is for us to find a way to make one's work visible and market it consistently. You'd be surprised how many talented creatives say, no one's buying my work, only to discover they've never actually made it obvious that their work is for sale. You don't know who is out there or who wants your stuff until you try. So visibility is the first step, and consistency is the second. You need both. So start with the infrastructure, create a clear, user-friendly website or pitch deck or portfolio online presence, whatever it might be, and present your work professionally and learn how to create impactful portfolios, especially if you're in the visual arts industry. And if you sell services like commissions, portrait sessions, workshops, whatever it might be, outline those packages somewhere and what clients receive specifically in plain language. Add those call to action buttons like book now or purchase prints, etc. Offline, you can carry simple printed materials, whether it's a postcard or a QR code to your shop or a small portfolio booklet. If someone asks what you do, they should know how to support you within 30 seconds. You should be able to tell them immediately what you do, how you do it, and where they can find you. Then you can add the communication there. Marketing is not about shouting louder, it's about repeating your story with sincerity. So share behind-the-scenes insights, process videos or client testimonials to make your work relatable and human. Then you can think about building a sticky brand. Your personal brand is the narrative glue that holds your creative identity together. It's not about commercial entities or logos or fonts. It's the story you tell through your work and more importantly, the way people feel when they encounter it. So start by reflecting on your core values and what draws you to create in the first place. Are you passionate about preserving fleeting moments, for example? Or do you have a playful visual style? Start to write down these adjectives that actually describe your work and why you do it. Then you can audit your online presence. Are those qualities that you've just written down evident on your website, in your work, or on your social media and in your portfolio? So consider creating a mood board of aesthetics as well, colors, textures, and themes that inspire you. Use consistent language when you articulate your work. Your captions and your bios should convey your values. And when you receive feedback, whether it's positive or negative, make sure you pay attention to what people mention about your style and preferably your voice. Those recurring themes can guide how you present yourself. And over time, your brand becomes this beacon that helps audiences find you amongst all of the noise. A sticky personal brand is the most important thing to get people to resonate with you and your work, whatever it is. So dig deep inside, find your voice. Don't think of branding like companies do. Feel the humanity and the vulnerability, the authenticity and the transparency within it. This is where the value will lie. And this is where your freedom will lie. And with marketing and presence, just make sure you're going to be explicit. Post my prints are available here, or I'm opening the three commission slots this month. People won't actually act unless you ask them to, right? Clearly and repeatedly. Even if you don't feel you have an audience, someone's watching. Then you can build a rhythm. This could mean sending, I don't know, a monthly email newsletter or blog or posting one Instagram carousel per week or doing a quarterly project launch, whatever it might be. Consistency builds trust and keeps you in people's minds. It is such an underrated trait. So remember that people often need to see an offer several times before acting. I can't remember the statistics, but what feels repetitive to you feels reassuring to them, right? It garners authority and trust. Think of it this way: your brand and your presence is the stage. Your marketing is the invitation. So if you only build the stage but never invite anyone in, you'll just be standing there alone, right? But if you only invite people without a clear stage, they'll show up and it'll be mayhem. They'll just leave confused. But when you do both together, you create this path that guides interest into support and support then into sustainable income. Then I want you to think about transitioning from free to paid intentionally. Free content builds trust, and I'm not against it, but many creatives share tutorials, time-lapse videos, or essays as a way to serve their community, and that's a great start. But when you decide to introduce a paid offering, like a subscription newsletter, Patreon tier or a premium course or something, just make sure you think about sustainability. Ask yourself, how much can I realistically deliver each month at the highest level without burning out? Start with the fewer deliverables and over-deliver on that quality, right? For example, instead of promising weekly videos, maybe you create one in-depth tutorial a month plus a behind-the-scenes QA. These are just random theoretical examples, but just communicate clearly about what's included and don't feel compelled to add endless bonuses out of guilt. Your time and expertise are extremely valuable. Speaking of value, pricing is often a big hurdle. It's all about measuring the value of your time first. You know, how do we actually measure the value of our time? Well, we can start pragmatically by calculating your cost of living and business expenses, you know, rent, mortgage, utilities, insurance, gear, subscriptions, et cetera. And then what we can do is determine how many hours you can realistically devote to paid work each week. You may still have a part-time job, right? So this is, again, not one size fits all. Divide then your monthly expenses by your available billable hours to get a minimum hourly rate. And I'm not an hourly rate kind of guy, but it's it's a it's a useful tool to find that out. Then research market rates in your area and adjust based on your skill level demand and the unique value that you offer. Consider tiered pricing with whatever you want to offer, maybe a basic package, mid-level package with additional deliverables, and then, you know, a premium package with extra perks or something like that. But really, where value is important is in the pricing. So value-based pricing, charging on the impact your work has for a client is the best approach and something that someone like Chris Doe has campaigned for and educated creators for many years about it. And if you're not sure who he is, go and look him up and just binge all of his YouTube videos. For example, if a corporate portrait helps a company close a million-dollar deal, your fee should reflect that value, right? But put your rates in writing and don't be afraid to say them out loud and stand behind them. Practice in front of the mirror or with a friend if necessary. That kind of consistency really helps. And of course, goes without saying keep accurate financial records, right? Treat your art like a business from day one. And that word business can often intimidate us, can be a dirty word. And I get it. But when I say treat it as a business, it's just a mindset shift. That's all it is. You don't have to like physically go and do things or go and open a load of registration documents and suddenly find an accountant and just get investors and shareholders and a lawyer, et cetera. Of course not. Just start small and, you know, maybe open a separate bank account for your creative income and expenses or a portion, part of your bank account for those things. Maybe use accounting software like QuickBooks, Wave, or just a simple spreadsheet to track every dollar that comes in and goes out. These little things really help you shift the mindset. Set aside a percentage of each payment for taxes, right? At the end of each month, review your numbers. Which products or services generated the most income? And as long as it fits within what you want to do, then you can adapt. Which expenses were higher than expected. This information will guide your decisions, right? Maybe you'll discover that your, I don't know, online print sales are booming and decide to expand that product line. You can obviously consult a tax professional or accountant at least once a year, maybe to ensure you're kind of doing the right thing. I wouldn't recommend that to begin with, but we obviously want to make sure we're compliant and taking advantage of any deductions legally if we can. Speaking of money, explore grants and scholarships and alternative funding for what you want to do. Not all creative income needs to come from selling yourself and selling something. Many artists fund projects through grants from arts councils, foundations, and government programs, right? There are loads of opportunities out there. So go ahead and research opportunities, maybe in your region or just online. Often arts organizations have mailing lists you can join. There are so many more than you think, actually. Universities and cultural institutions sometimes offer residencies that provide retainers or even just like regular fees and studio space in exchange for something like teaching or community involvement and community engagement. The possibilities are endless. It just doesn't get talked about enough. If you enjoy research and writing, consider graduate programs or fellowships that support that type of artistic work. Granted, there's not much money in it these days, but you never know. Make note of deadlines and application requirements and build a spreadsheet for that alone and allow yourself time to craft thoughtful proposals and pitch decks. Applying for these things can be time consuming, but even in the application process, and even if you're not successful, receiving or not receiving a grant can promote your work and your brand in so many ways just through networks alone. Next thing we want to do is build horizontal networks and nurture real-world connections, right? Super important. Collaboration and referrals are the lifeblood of many creative businesses. Instead of focusing all your energy on networking up, though, like with industry giants in their space, maybe invest in relationships with your peers. Attend gallery openings, art fairs, local meetups, whatever it might be. Join or start a critique group, book club. Offer to assist on another photographer's shoot. And in return, they may refer clients when they're booked up, right? So it all just kind of goes round and round. When you meet people in person, share what you do with enthusiasm. And this is where the brand comes in and the presence. Hand them your business card or your postcard or your QR code or your IG profile, whatever it might be. Word of mouth from a single satisfied client can lead to a chain of opportunities. Don't underestimate your existing network either. Family, friends, colleagues. Let them know about your work. I know it's difficult to shout about yourself, but just ask them to spread the word. Don't be scared, don't be ashamed. Offline connections often convert to sales faster than thousands of anonymous, online, attention-seeking followers. Then we want to balance our creative and financial stability. And what I mean by this is that you might feel pressured to become a full-time artist immediately. But it's okay and often wise, actually, to maintain a part-time job if you have it or take it slowly. Maybe that job supports you when you first start out. You know, this romance of handing in your notice at your place of work and then dancing out the door to become a full-time creative immediately, earning bucket loads of money is, of course, not real life. Especially not these days. And I won't encourage anyone to be that reckless or irresponsible unless you literally have nothing to lose. But on the other hand, you do need a level of drive and a level of commitment, part-time or otherwise. Initially choose work that is flexible and adjacent to your field and to your lifestyle if possible. For example, I don't know, assisting in a gallery, teaching at a community center, working in a photography studio, especially in your local area, or getting the odd collaboration. This is a great springboard and starting point. It can provide a steady baseline income and industry insights without costing you too much. Be mindful of the shadow career trap, though, where the side job consumes all of your energy, right? Set boundaries and reassess them regularly. Is this role still serving my creative goals? Gradually reduce your hours as your income grows, maybe. That's the dream. There's no shame in taking a slower, more secure path. We also want to embrace uncertainty, embrace that fear and reframe failure because the path to sustainable creative income isn't linear. There will be months where sales are slow. There'll be months where projects just fall through all the time or clients ghost you. So just prepare mentally and financially for these dips by building an emergency fund and doing mindset practices. And ideally, with your emergency fund, maybe enough to cover three to six months of living expenses, depending on your situation, sometimes even a year, or if you're risk averse, even more, right? So when setbacks happen, just view them as data and learning experiences. What can you take away from that? Maybe that market wasn't right for your product, or your marketing message needs reframing and refining. Celebrate the small wins, though, and iterate often. You're always one degree away from success. Remember that big problems, like a project collapsing or a grant rejection, often lead to breakthrough ideas and resilience. It's difficult to think about that at the time, but it's true. So hold uncertainty with curiosity and don't let it paralyze you. You are only ever one degree away from the next opportunity. Last but not least, protect your joy and personal practice. We're all scared of the world when your art becomes your income and you start to lose the spark that drew you to it. We want to prevent that at all times. It's easy to get there if you're not cognizant and mindful of a clear plan before you start. Create boundaries between the work you sell and the art you make purely for yourself. Maybe you keep a private journal of poems or a series of abstract sketches or a series of images that you've never released and will never monetize. Or maybe, like me, you actually feel more excited when you know your work will have resonance with an audience. The key is self-awareness. So make sure you check in with yourself. You know, is monetization adding joy or is it adding stress and adjust accordingly? I know I'm making it sound easy. It's not, but creativity thrives when you give yourself permission to play, whether or not a dollar sign is attached. So always bear that in mind. All right. I know it can feel overwhelming to talk about this, let alone implement it, especially if you're alone and especially in this world of distractions and fast-moving social media and AI and news, et cetera. So if you're looking for more of a personalized guidance and accountability, feel free and I invite you to reach out to me regarding my mentorship program and my community called The Voice Alchemy. As part of this community, we really try hard to tackle everything from the business side of things like pricing and product development to the more mindset side of things when it comes to time management and philosophies, right? You'll join me and a community of artists who support one another in building sustainable businesses while staying true to their craft and their art. We celebrate wins all the time. We brainstorm solutions to challenges and of course share resources. So if that sounds like the support system you do need, just get in touch with me using links in the description, of course, or leave a comment or shoot me an Instagram DM and I'd be delighted to chat with you. All right, let's just think about this again. Making money as a creative isn't about selling out, it's about giving your art the nourishment and respect it has always deserved. When you diversify your income, make your work visible, price with confidence and with value, build community and embrace uncertainty, you definitely start to begin to stitch together a life where passion and livelihood don't have to compete. They dance together. There is this symbiosis that will work if you follow that type of structure. And it takes patience, it takes courage and it takes the willingness to keep showing up, even when the path isn't clear. And that is most days. But every small step you take, every print listed, every pitch sent, every conversation where you say, Yes, this is what I do, and it's for sale, is a seed planted in the ground of your future. You never know what's around the corner unless you try. The world doesn't just want your art, it needs it. It needs your vision, your perspective, your way of seeing it, your story. And when you honor that by building a life around it, you give permission for others to do the same. And that's more meaningful and fulfilling than anything else. So don't wait for perfect conditions. They never arise. Don't wait for certainty. Just begin now. Begin with what you have, begin where you are, because the truth is a sustainable creative life isn't built in these leaps, it's built in small layers. And with each layer, you'll find yourself closer to the world you've always imagined for yourself. Thank you so much for being here with me. I wish you the best of luck. Keep creating, keep daring, and trust that your art can and will carry you forward. I'll see you in the next one. Happy shooting.

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Matt Jacob

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