We’re excited to introduce you to the always interesting and insightful Adrian Ferguson. We hope you’ll enjoy our conversation with Adrian below.

Adrian, looking forward to hearing all of your stories today. One of our favorite things to brainstorm about with friends who’ve built something entrepreneurial is what they would do differently if they were to start over today. Surely, there are things you’ve learned that would allow you to do it over faster, more efficiently. We’d love to hear how you would go about setting things up if you were starting over today, knowing everything that you already know.

I would define my target market sooner than later. It has taken me awhile to really understand my target market instead of making assumptions about it. If I were to start over today, I would do things such as create customer profiles based on demographics, conduct thorough market research to see what is currently being done and where, and assess the competition to help me determine who my customers are and what they’re willing to spend. My advice to anyone starting out is, after they get the vision, start figuring out who is it for. When asked, do not say it’s for everyone.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

What does Art Of Noize mean?

/ɑːt-ɒv,(ə)v-nɔɪz/
noun

Art: The first word in our name.

Of: “Of” stands for film—the bridge—between “Art” and “Noize.” Film links the arts and people.

Music: The “Noize” in our name. Music, spoken word, acting, these are all forms of noise.

What is Art Of Noize?

Art Of Noize is an art and event space that provides artists a place to showcase their talents in an intimate setting. We utilize our walls as gallery space for emerging and established Artists. We change exhibitions regularly and assist Artists with selling work to collectors and enthusiasts.

In addition to exhibiting and selling artwork, patrons rent our space for things such as:

Rehearsals

Seminar / Class

Auditions

Private Screenings

Photo / Film / Video Shoot

Readings

Meetings / Workshops

Performances

Patrons and organizations also utilize our space for parties and various private events.

Rates vary based on the nature of the event, and quotes can be obtained on our website at: https://www.artofnoizedmv.com/rentals

What sets us apart is that we accommodate a variety of disciplines, whereas traditional spaces limit themselves to one. Artists of all disciplines are moving away from the traditional spaces and are seeking more eccentric, intimate, and affordable spaces to create, collaborate, perform or showcase.

I was recently recognized in the June 2023 issue of the Washingtonian “Black Art In DC: Our Guide to 100 Years of Innovated and Enduring Work”

What’s been the best source of new clients for you?

Honestly, it has been word of mouth.

People are impressed with the caliber of art and artists we are working with, and they love our space.

How about pivoting – can you share the story of a time you’ve had to pivot?

At our initial location, about halfway through the lease, the landlord approached me and said they had other plans for the building. Had I known that initially, I would have not signed the lease. Just as we were catching our stride, we had to uproot and move. Luckily, we found a new location and we’re able to remain in the neighborhood. Everything was going great! Our patrons loved our new site. We began to ramp back up. Just as we were getting back to our stride, Corona hit.

During the pandemic we lost a major revenue stream of space rentals. At the beginning, we were required by the local government to shut our doors. When we were allowed to reopen, we had restrictions on the number of people who could be in our space at one time. We had to pivot, and rely solely on art sales and government assistance to stay afloat. Every month we were switching out artwork, in hopes of making enough to pay the rent and stay relevant. We used our social media and various outlets to promote the work. We created an online store where people could purchase art and have it shipped. When your back is against the wall you will find a way to get out.

Contact Info:

• Website: www.artofnoizedmv.com
• Instagram: @artofnoizedmv
• Facebook: Art Of Noize
• Twitter: @artofnoizedmv17
• Youtube: Art of Noize (@artofnoize7186)

Image Credits
Joli McTerrell