We were lucky to catch up with Sarah Pickard recently and have shared our conversation below.

Sarah, thanks for joining us, excited to have you contributing your stories and insights. Can you talk to us about a risk you’ve taken – walk us through the story?

Back in 2019 I decided to make a big career change. After working for a government agency for twelve years, and following a traditional career path, I decided to venture into something that was more aligned with my passion. A few years prior I had fallen back in love with my passion for art. I think for many of us, we lose our creative endeavors as we get older and as we become distracted by work, families, school, and other priorities. In 2016, I experienced some traumatic events back to back, which led me to dig out my art supplies from the closet and sit down at a table to create something, anything, to help me process my feelings. I was doing a little bit of everything from painting, mosaic art, wood engraving, drawing, you name it. I suddenly remembered why I loved art so many years ago. I started selling my art online, and eventually did my first art showcase in 2019, with a company called RAW Artists, Inc. That show changed my trajectory almost overnight. I became more confident in my art, and I found a new skill in social media marketing. I set up my own business as Artsy Sarah, LLC. I couldn’t decide on a name since I was really dabbling with anything artsy at the time, and it’s stuck ever since. I started marketing my art, along with my newly found marketing skills. Before I knew it, I was building a client list and my full-time job was being overshadowed by my new side gig. I had decided to move to the Tampa area to be closer to family, and so I took the plunge and quit my job. I went full force into the life of a Contractor, picking up projects and clients, and still focusing on my art. I knew this was all very risky and terrifying, but I figured I owed it to myself to at least give it a chance. That was in 2019, and I’m sure I don’t need to remind people what 2020 looked like. Talk about bad timing to take a risk like that, but how could anyone have seen that coming? I’m happy to say that after some hurdles with the pandemic setting me back, I found a new opportunity that aligned even more with my passion and my goals. I became an Event Director with that art company I mentioned earlier, RAW Artists, and now I’m creating my own life-changing events in Tampa. So, you see, this wasn’t an easy journey by any means, but one I would go on again and again. I never would have ended up where I am today, if I hadn’t stepped out of my comfort zone with my art and participated in my first art show. It’s all come full circle.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

In 2019 when I participated in my first art show, with RAW Artists, Inc. I was terrified. I had never stood in front of my art and had conversations with strangers about it before. But, that night changed everything for me. I left that event with a newfound passion and mission to revive the arts in my own life, and to search for opportunities to one day make it a sustainable career path. I remember thinking to myself how amazing it would be to create events like that for artists, and how rewarding it must be, and probably a little stressful. Nonetheless, I started following their company looking for any opportunity to get my foot in the door. When the pandemic hit in the beginning of 2020, I was struggling with my new business, but I knew it wouldn’t last forever. I kept following RAW Artists, and one day I saw an announcement for potential stakeholders. RAW was changing their model and now, people like me, had an opportunity to hop on board. I applied to their new licensee program, which hands the reigns over to local businesses and creators to create showcases in their area that are specific to the needs of the community. I was new to the Tampa area, and so I knew this would be risky, as I was building my network and getting my bearings. RAW Artists, Inc. brought me on as their very first licensee for their newly developed PLATFORM model.

RAW Tampa Bay had its first show in December of 2020, and it was mind-blowing. The talent in this community is astounding, and the people that this event attracted absolutely renewed my faith in the arts, and why art is so important. With four events behind me now, I’ve learned a lot along the way. I think the most important thing that I’ve learned is to revisit my “why” for pursuing this opportunity. Art is profoundly connective, bringing people together from all backgrounds, who join together in the act of self-expression. What I love about these events is that it’s all inclusive, from beginner artists, to established artists, and it includes every genre in the arts you can imagine. These events are one night of celebrating visual art, music, dance, film, fashion, and everything else in between. With each show I am reminded of why these events are important when I get the opportunity to talk one on one with the artists. I’ve met some incredible people, who have inspired me and others, and I can’t wait to meet more.

What do you think helped you build your reputation within your market?

Being new to the Tampa area when I started RAW Tampa Bay, I first had to get to know the local art community and connect with local artists. I did a lot of this through social media, since that’s where many artists hang out displaying their work and showing off their talents. I think reputation comes down to being genuine. What do I mean by that? The art world, specifically, attracts a lot of people who want to take advantage of artists. Artists, musicians, fashion designers, and the like, are on a mission to get exposure and ultimately make it their full-time job. Unfortunately, this desire to be seen can often attract people who are out to make money, by soliciting them for events, opportunities, and social media tactics that are not in their best interest. As an artist myself, I know a lot about these tactics and how to steer clear of them. I’ve made it my mission to show artists that my events are nothing like these other false promises. I genuinely care about the artist, and want them to have the best experience possible when they participate in one of my shows. I do a lot of my own marketing, and promote each artist individually, highlighting their unique skill. I try to find ways to tell their story, and bring their art out in my marketing, so I take a lot of time following them on social media and getting to know their stories. It takes a lot of time, and effort to do this, but it’s something that is incredibly important to me. My events are crowdfunded, which means each artist helps fund the event through selling their own tickets to the show. Ideally, this method means that artists don’t have to pay anything to participate in the event, since artists already put so much of their money into creating their art. Building a trustworthy reputation can mean putting in a lot of time and effort, but in the end, it’s worth every second. I want people to know that my shows are a safe place for artists, where their best interests are at the forefront. I think being an artist, and having a background in marketing has helped, but more than anything else, I think reputation comes down to the genuine intent to help others.

How did you build your audience on social media?

Social media is a huge part of my business. As an artist, I started growing my social media audience from the ground up, and I’m proud to report that I’ve done it all on my own. I may not be ranked on the top of the list of influencers, but every follower was earned and not bought. Many people want to create a social media account and attract followers instantly. While there are some “pay to play” techniques to do this, it ultimately comes down to time and effort. One thing I’ve learned about social media is that you get out of it what you put in. To get followers, you have to follow people, and to get interactions on your content, you have to interact with others. The more interactive you are with people, and the more content you share, the more exposure you will get in the end. It’s not an overnight process, but if you’re building a business, then it’s worth taking the time to learn what works and what doesn’t. For anyone reading this, my first advice is to never pay for followers or likes. This does not build the target audience that you want for your business, and quite honestly, I don’t think it’s sustainable. You want to attract the right audience for your product or service. If you are running a local business, then getting followers from other countries may not be ideal. If you’re trying to sell a product, then focus on who would be interested in that product. In my experience, social media is about quality over quantity. It’s better to have fewer followers who will actually engage with your business, than an abundance of followers who have no vested interest in what you’re creating.

Contact Info:

• Website: www.artsysarah.net
• Instagram: instagram.com/artsysarah
• Facebook: https://www.facebook.com/artsysarahdesign/
• Linkedin: https://www.linkedin.com/in/artsysarah

Image Credits
I retain all rights to these images.