We launched Art4Art because we love art. We’ve said that before, and we’ll say it again.
But I want to emphasize the fact that we truly launched it because we noticed that a lot of our friends who are artists, were struggling with things we tackle on a daily basis. And we realized we could help them with our expertise.
Because Paulus and Feline, as co-founders, originally come from a business background. We are essentially business consultants. We specialize in marketing, legal matters, strategy, and growth. Feline went to law school, and Paulus studied European Studies, with a focus on history, politics, and international relations.
Through FARM Solutions, we have experience managing and growing small companies. We’ve helped start-ups, worked with data, built strategies, and have always been focused on growth and trying to support (young) founders.
At some point, we started thinking: where is the bridge between what we do and the world of artists? Because data, software, start-ups, it can get boring and we wanted to do something fun. So it did not take long for artists around us to notice that we could genuinely help them.
So we started brainstorming: could we turn this into a program? Could this become something that helps people outside of our own network? Because one of the most important things is your network. Your network often determines what opportunities you get access to. Of course, hard work matters, but networking opens doors.
So we asked ourselves again and again: how do we find artists completely outside our own network?
That’s where the Art4Art Program came in. (I recall we hung our first posters at the Florence Fine Art academy)
First, we started by supporting artists. Then we realized they needed a medium. A way to share their work. So we thought: let’s create a magazine, let’s open an exhibition space, let’s build something bigger.
And honestly, we always give it 100%. So we thought: let’s just go all in.
Short story, long story, either way, the conclusion is that over the past months we have been absolutely going crazy with everything we’ve launched. And in the back of our minds, it has always been and will always be about the artists. Even though you see streetwear fashion, print reproductions, a magazine, art cards, and all these different projects, the core is always the same.
We talk to artists. We meet with artists every week. We ask them: “Hey, what do you need?”
There’s an artist who wants to create a streetwear collection. Do you know it can cost not only a lot of money, but mostly effort to launch something like that? To design it, produce it, market it, and bring it to life?
And we are soooo proud to be able to say: “Don’t worry. We’ll take care of it, but let's do it together, make sure that you know how to do this inm the future too!”
We fucking love doing this. We love it, we adore it, and we keep pushing.
And while on the side we’re still a little chaotic, busy, building software, helping startups, and working with data clients, we’ve built amazing connections through that work, connections that can also create opportunities for artists.
Then there’s our startup hub, our creative hub in Amsterdam, where artists have already exhibited.
Everything is starting to come together. Everything is becoming connected.
We’re also working with artists on projects like Project Rowan, focused on domestic violence prevention. We’re teaching them about law, marketing, positioning, and even economics. And pretty soon another really cool thing; launch will follow!
Because even though this sounds like invaluable knowledge for someone who just wants to paint, that’s completely fine. But if you want to make money from your art, if you have a goal, if you want to attend a specific school, residency, or exhibition, how are you going to reach that goal?
We just ask: where do you want to be in two weeks? Where do you want to be in eight weeks? How can we help?
Something Rodrigo Torres said to us this week really stuck with us:
“One way or another, sooner or later, one of the doors will open.”