Yes, You Can Be a Creative and Monetize Your Passion—An Artist Explains

Success and creativity feed off of our environment: the things we see, hear, and feel around us while we work are incredibly impactful as they influence our mood, creativity, and focus. For many, workspaces directly affect one’s ability to create and inevitably, those special spaces begin to reflect the people that work in them, too. It might be a cubicle, an art studio, a home office, a co-working space—or even something we haven’t thought of, but it got us wondering, what does the relationship between our workspace and success look like? For us, the answer lies with modern disruptors. Stepping inside their spaces is like peering into their mind. It might be clean or messy, colorful or plain but above all, it's personal and tells their unique story. That’s why we launched the How I Work series. Follow us as we highlight the creative people we admire, the spaces they work in, and how they monetize their passion.

Photo: @geoffguich

"Find what you love to do and make a living doing it."

We've heard the phrase over and over but is it really achievable? Sometimes it can feel like a pipe dream but we found proof in Miami-based artist, Nicole Salgar. She turned her creativity into a business and is now a highly sought after muralist who's worked with some of the world's biggest brands including Starbucks, Absolut, Tanqueray, and Create & Cultivate—she painted and installed the stunning murals for Steve Madden and BoxyCharm at our 2019 Vision Summit.

So how did she do it? How did Salgar create a demand for her artwork and secure valuable contracts with major brands? If you want to know how to be an artist and make money too, then keep reading because we sat down with Salgar to find out more about her creative path, how she hustled and cold-emailed brands to build her business, her advice for artists who want to do the same, and so much more.

Can you begin by telling me a little bit about yourself, your style of artwork, and the space you work out of?

“I began drawing and painting at a very young age, which led my parents to encourage me to attend art magnet schools in Miami for my entire education. Initially, my focus and passion were targeted at fashion design, which carried me to NYC as soon as I was 18 years old to enroll in and eventually graduate from FIT—Fashion Institute of Technology—with a bachelor’s degree. 

“My ‘style of artwork’ is something that I can’t entirely describe. Having experimented with so many mediums, subjects, and intentions with visual art; I can’t say that I have a specific style. I have aesthetics that I’m naturally attracted to, as well as themes and color stories, but my style is a continually evolving and changing thing. Currently, I have a studio in my home with my partner which we both work out of." 

To be our most inspired and successful selves, it takes being in a certain headspace and workspace—and your space is wonderful. That being said, your studio is crucial to your artwork. Why do you think that is? Can you walk me through its nooks and crannies and why is it the optimal place for you to create new pieces? 

“The studio I work out of needs to be a perfect balance of organization and chaos. While I prefer to have materials and tools in places where I can always find them, there is an inevitable amount of clutter that makes a workspace ‘yours.’ When I am in the studio working I have a bit of a ritual before I begin where I light a scented candle and listen to a podcast. It helps get me in the zone. 

“I keep quite a few plants in our space, and we are fortunate to have a great deal of natural light from two large windows. Our studio also has stacks of older paintings, as well as those which cover the majority of the walls. Eventually, we will move our studio out of our home and into a larger space, where we can make larger work and bigger messes.” 

Nicole Salgar hand-painted this mural for Boxy Charm at the Create & Cultivate Vision Summit in Miami.

Photo: Jessica Bordner Photography

Art is a wonderful outlet and vehicle for self-expression. How have you managed to monetize your passion and creativity in a noteworthy way? Can you run through your most pride and joy projects with clients that you were excited to work with? 

“The monetization of any artistic or creative endeavor is a tricky thing. When working with corporate or commercial clients, I try to put as much of my own creativity into it as possible, but the very idea of ‘commercial art’ usually comes with very specific colors, themes, and branding. Potential clients will say things like, ‘we want _____, but in your style’. However, that is almost entirely impossible.

“In my personal work, I don’t incorporate branding or merchandise, nor do I use any text so, while I appreciate the interest in my ‘style’ I don’t think it’s a realistic request 99% of the time. So, when the design parameters get really narrow, there is often very little room for my own creativity to be allowed into the work. When I am approached for a commission, the commissioning company or marketing group usually has a very clear vision of what they want.

“So, in terms of monetizing my work, I have learned to primarily focus on my skill level. Even if my own ‘creative vision’ doesn’t find its way into the commercial work, I feel confident that I can execute any project, in any style, because I am constantly trying to expand, explore and perfect my skill level. I think there is value in having the physical ability to paint anything, no matter how far outside of your own vision it may be. A job I had this year that I was really excited about was working with Hope murals which is a nonprofit organization that brings art to young kids at detention centers. That for me was a really incredible project, although I did not get compensation for it, it is doing something that is bigger than myself and meaningful to the kids.

“Another client I worked with this year was  Starbucks where we painted a siren inside a new store they opened here in Miami, Florida. We work with them a lot and they are one of my favorite clients. I love my clients and I always find a way to collaborate with them.”   

What was the vision/direction for the studio space? What did you think about when decorating?

“When decorating our workspace, my greatest intention was efficiency. I work out of a small space, which is nice because it feels more like home, but obviously comes with its own limitations. Ideally, I feel it’s best to have a workspace away from home. It’s a similar concept to studying in a library as opposed to your bedroom. Being away from home in a workspace can put you in much more of a working mindset. Your home is a place of comfort, which can often be distracting and too relaxed to get into a serious work mode. With that being said, I think being surrounded by your own work can be a great motivator to learn from past mistakes and to see your own evolution and progress on a daily basis.”   

How important is the design of your studio for conjuring the creativity and inspiration for your work?

“I don’t think the design of my studio determines much of my creative process. Having done so much public work, I’ve learned to get into a productive headspace wherever I am at the moment. There are times (particularly painting murals) where the weather, equipment, or other work conditions are far from optimal, but you have to learn to work around it. I feel it’s important to avoid specific conditions or rituals in order to do your best work, that should be something you can channel and execute at any time, from any place.” 

"It’s important to avoid the idea of branding yourself. You can’t bank on one style, one image, one thing—diversity is key."

—Nicole Salgar, Muralist and Founder, NS/CB Studio

What is your biggest inspiration? And how does the factor into your work?

“Oddly enough, I think my biggest inspiration is cinema. Although it’s an art form that I have no experience with, it is definitely the thing that motivates me the most to create paintings. In cinema, life is captured through very specific compositions and color schemes for maximum effect. In recent years I have been very influenced by the films of Panos Cosmatos, Peter Strickland and Nicolas Winding Refn as well as classics such as Almodovar, Hitchcock, and Argento.” 

What is your favorite piece/place in your studio and why?

“It’s very difficult to say which my favorite piece is. I must admit, my favorite work of my own will almost always be my most recent. I have been working on a series of portraits that play with the idea of inter-dimensional existence, or multiple realities. Those would be my favorite currently, but I’m sure that will change soon.”   

How did you decide on the color scheme?

“Color is an obsession of mine. I most often lean toward vivid colors with abrupt contrast accents. Lately, I have been using a cooler color palette as the majority of the pieces, while filtering in an accent of an extreme red or hot pink to offset the composition and draw the eye to where I want it to focus.” 

Do you have any tips on how somebody might be able to accomplish what you’ve accomplished... in regards to working with a client that they’re striving to work with and finding someone that aligns with their vision?

“People ask me this question a lot. The way I’ve gone about making a career out of art was entirely through my own diligence. Every opportunity I’ve been given, came because I was consistently emailing companies, interior decorators, property owners etc. At times, it is tedious and exhausting, but I will spend entire days/weeks/months contacting companies I would like to work with. Now, I may only hear back from 5% of these potential clients, but that 5% may lead to a job, which makes it possible for me to continue living and working as I do. This is the only path I know toward monetizing my work. I have no experience with agents, managers or galleries. I have single-handedly managed the business and creative side of my career." 

“So my advice would be to identify your intention first. If your primary motive is to make money, then you need to do extensive market research in order to price properly and to identify the clientele who are going to generate that revenue. If your intention is more for yourself and your own creativity, I think it’s important to try everything, and over-think nothing. Of course, we would all love to make money while doing work that comes from the heart, but business and creativity are often polar opposites from one another. So, it’s important to work in both realms equally in order to keep the lights on, while still developing your own work and voice. 

“I also think it’s important to avoid the idea of branding yourself. If you provide yourself with specific parameters because you’re trying to brand yourself, you automatically limit your own work, and you give your work a shorter shelf-life. Branding is often based on trends, and trends are always shifting. You can’t bank on one style, one image, one thing—diversity is key.” 

Photo: @vacostudio

Your art is a full-fledged business and being an artist is your full-time job. Can you highlight some obstacles that you’ve faced on your way to where you are now? And how did you surpass them? 

“When discussing art as a career, there are several obstacles that will affect you, as well as the greater creative community. One of my largest issues is pricing within the art community. Outside of the gallery system, the art business is basically the Wild West. For example: If a property owner in Miami wants to commission a mural, they might get 15 different submissions or proposals. Of those 15 proposals, there will be a wide variety of prices, ranging from tens of thousands of dollars to nearly nothing. The price someone else quotes, doesn’t always reflect the quality of their work or their skill level, but for the clients, it can turn into a bidding war where the lowest bidder gets the job. That lowest bidder might do an amazing job on the mural, but they are now known as the ‘cheap muralist’, and when they do decide to start pricing appropriately a new ‘cheap muralist’ will underbid them and so on.

“It’s extremely important to know the value of your work, to price it appropriately (professional industry standards), and to stick to that price. We are not used car salespeople, we are creatives and our creativity needs to be used in our work, not our negotiating skills. It is a constant struggle to surpass this issue but I stick to my prices and I still get clients so I am grateful that the clients I work with now value me and my work.”

Who is your favorite artist right now?

“Currently, I’ve been really inspired by a painter by the name of Mr. Aryz. His recent work is absolutely beautiful in composition, color, and execution.” 

Where can someone buy and support your art?

“I have several avenues which potential clients contact me through, but our website nscbstudio.com is the most efficient way. I can also be easily contacted through Instagram @nmsalgar or @nscbstudios.

MORE FROM THE BLOG

Work Notes: Textile Designer Ellisha Alexina

Textile designer Ellisha Alexina in her studio

While restoring hand-painted silk scarves for Boston's Isabella Stewart Gardener Museum, Ellisha Alexina was inspire to turned her fascination with art, fabrics, and history, into a full-fledged textile business. 

After experimenting with the effects of layering watercolors and natural plant dyes on textiles, Ellisha developed her own mixed media process that blends screen-printing and hand-painting, winning over clients like Johnny Depp and garnering critical success—all before her 30th birthday. Here, the 26-year-old shows us her studios and shares her notes on making it work. —JM

 

On getting started

I launched my first textile collection in Fall 2013. I have always had an inclination toward textiles, design, and working with my hands. It was my final year in college when I discovered a way to print fabric by hand painting on silkscreens, and became drawn to the technique.

After college, I opened my studio in Easthampton, Massachusetts. Mentorship was essential in the beginning stages and I found a great one in Peter Fasano. When building my studio, we would meet and discuss the industry, inspiration, and the handmade process of textiles, and Peter introduced me to other designers in the trade which was extremely helpful.

On her breakout moment

Having the first collection accepted into the Holland & Sherry New York showroom has been one of the most rewarding experiences so far. I loved their showroom and remember calling them directly and managed to schedule a meeting to show my work. It was so nerve wracking, since I knew they'd never heard of me! At the meeting, I could tell they were really intrigued, and about a week later I received an email saying the brand had been accepted for representation. That moment was groundbreaking for the company, and me personally.

Inside Ellisha's studio

On Challenges

Balancing the business needs along with the creative side has been the most challenging experience so far. I am always wanting to create new designs, new methods, and new fabrics—that's what I'm drawn to as an artist. I find myself always asking two questions: "what's next?" and "how?" I think a lot about evolving the brand, but I also realize that rapid growth in the beginning stages isn't actually always what's best.

On Lessons Learned

I have learned about the importance of discipline, keeping focus, and having a clear vision to build a solid foundation. With that said, I just launched my second collection in May, which I'm very excited about. I have been exploring product design as well as a collection of wallpaper. While I can't wait to see where this all goes, I'm constantly reminding myself to take note of the beauty of daily achievements. It can be easy to lose sight of when you're always thinking ahead.

“take note of the beauty of daily achievements...it’s easy to lose sight when you’re always looking ahead.”

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Advice to others getting into the textile business

My best advice is to keep true to your perspective. There is a world of prints, colors, patterns, scale, and decisions out there. Don't let what other people have done alter your style. Your vision is the most important to keep while creating a fabric collection. Inspiration and an understanding of trends is important, but you need to find a way to use those only as a tool to help you create and not let them overpower your originality as a designer.

On her process

The most natural aspect of design to me is creating movement within the pattern. When developing a print, I often start with a blank piece of drawing paper and black pen. I use my inspiration and references to guide the style of the print I am creating. While looking at my references, I create a simple black and white drawing. I do this over and over, rhythmically, until I have achieved something that bounces to the eye. Adding color to the print and choosing color stories takes me a lot of time. Part of me thinks it is because I gravitate toward neutral colors, so adding too much saturation changes my vision of the print. I have to set strict deadlines for these kinds of decisions, otherwise I would never choose!

On what's next

Very recently, I've gone back to my original paintings from my first collection, Mendel, and began experimenting with them for an Archive Collection of wallpaper prints. The original colors of these paintings are harmonious with gemstone tones, which is exciting and new to the brand. I have also been traveling to antique trunk shows and finding vintage chairs to reupholster, which is leading the way to the beginnings of an e-commerce store.

On age in business

My age has impacted my business in a few different ways. Undoubtedly, being a young designer allows me to come into this field with a vision that has not been colored by opinions from the industry. I love coming out with new prints and working with designers because I do not have any preconceived limits on what is or is not possible. That might sound risky, but to me that is so exciting! On the other end, being young can also give people the idea that they can walk all over you because of your inexperience. So my advice there is: stay confident, and do your research. Those people who treat you negatively because of your age aren't people you want to be doing business with. Know your market, and let your age serve as part of the development of the brand.

Follow Ellisha on Instagram for everyday inspiration and view her line at ellishaalexina.com

Q+A: Making Magic & Feeling Feelings with Louise Androlia

Louise Androlia is a writer, inspirational speaker, life coach, artist, tarot card reader and general magic-maker in the truest sense. In short: she does a lot, and makes it all work beautifully. Originally from the UK, she's now based in Los Angeles, CA, where she works with clients one-on-one, in groups, and through writing, and believes in empowerment through self-awareness.

At age three, her parents found her casting spells in the backseat of the car and growing up, she was—and forever will be—enraptured by magic and miracles. She is on a constant quest to honor her inner weirdo and loves teaching people how to feel their feelings.

We know it's easy to get bogged down in the day to day hustle of work (and even play), but a shift in perspective can make it all worthwhile. Seeing (and reading about) the way Louise walks through life radiating positivity, good health, mindfulness, and creativity (I mean, just look into those eyes and tell me you don't see the spark!?). Her work and monthly Tarotscopes will give you a whole new perspective on life, sharing your gifts with the world and being good to yourself. Read on for a Q+A with this world wonder. —JM

Name, @username, day job/craft(s):

Louise Androlia (@louniverse), Magic Maker at louiseandrolia.com

Writer, Life Coach, Tarot Therapist + Tutor, Artist, Jewellery Designer, Public Speaker. I write monthly Tarotscopes for The Numinous (*Editor's Note: We live by them!) and recently started a weekly tarot video-forecasts as well! 

What tools and/or apps are essential to your work? 

Post-Its, a collection of pens and notebooks, my Macbook Air for writing on the go, and my diary for scheduling clients and meetings. This year I’m trying out the Filofax but I have to say I think I miss my Moleskine! And of course, my tarot decks. My favourite artwork is The Cosmic Tarot deck that I’ve had since I was a teenager. My fave iPhone apps are KitCam and Afterlight.

A lot of your Life Coaching clients are young creatives. What advice do you find yourself giving most often?

To trust in the timing of your own life. Young people tend to fear that they're "wasting time" while everyone else is succeeding or comparing themselves to other people in general. All of your work, present and future, is fueled by your life experiences. Trust that every moment is giving you something to pull from later. My own career started relatively late, due in part to health issue in my youth. I was obsessed with the idea that my time had been stolen, but it turns out my illness is the very thing that gave me the foundation to do what I do now! So take action, but don’t compare and jump off your own track to peer through someone else's window. Trust that you're perfectly designed to be you and that you'll have everything that you need, when you need it.

When your work is so directly linked to your own feelings and energy, how do you manage balancing clients, income, and yourself?

The very last thing I want is to wake up and not want to help someone.

My work is very energetic, so boundaries are important. I schedule clients only 2 days of the week, and make time for personal projects and writing throughout the week. I wouldn't be fulfilled do one single thing all the time.  It’s a choice, but everything I do is prioritized by my health and wellness, not by money. If I saw clients 6 days a week, I’d feel drained of energy—I know because I've tried it—and I’d sacrifice my health and my other projects. I also want to give each client my very best and with so much information to take in about each individual, I have to strike that balance. 

So while my main income comes from one-on-one sessions, I supplement that more passive income from my yearly horoscopes, which are most popular at the start of the year, but written to be relevant throughout, as well as contributing to various publications, collaborations like my jewelry line with Jessica de Lotz, my digital works and physical artwork. I get to do all of the things I love, which fuels my need to create—it’s most important that I enjoy my work. My goal isn’t to make millions, it’s to feed my passion and earn a little extra.

Louise's Astro Girl Zodiac series (prints available) 

Your Instagram is a constant stream of inspiration and color, and quickly gaining traction. It always feels organic, but it there a strategy to it?

There's no grand strategy, however I do try to post content that relates to how I'm feeling that day, with a goal of helping others who might be feeling similarly. I don't post in real-time, but I do make a point of posting 3 times per day, since I'm aware my audience is different time zones, and I'm more interested in inciting a dialogue through comments than my follower count. 

Where do you like to go on a day off? 

It’s important for me to feel expansive so I like to get up high—living right by Griffith Park right now is a dream. I also am happy walking and people watching, so it’s common for me to just grab my keys and purse and march out of the house. I just moved to LA from the UK so everything is new and interesting, I want to see and do everything!

Who do you look to as an example of success? 

For me it’s really important not to think of success as a destination or at the top of a ladder. I feel the most successful when I feel inspired and balanced. All my heroes are my friends who are following their dreams and making sh—t happen! I am inspired by anyone who gets up and says "YES" to his or her day. That's what success is, it’s not about being approved by anyone else or earning a set figure. My friend Gabby Bernstein says she measures her success by how much fun she’s having and I wholeheartedly agree.

What’s something you know now that you wish you’d known when starting your business? 

That even though you can, in theory, work 24/7, it’s essential and OK to take time off. Also, there is no ‘right’ way to do anything, it’s all about what works for you.

What other businesses/artists are you excited about? 

Everything that Lulu creates at Of the Wolves—she has octopus hands like me and dives into all sorts of different projects.

Jessica de Lotz who I recently collaborated on a jewelry collection with. I’ve never seen anyone so unique in both their style and the way they work, she really embodies her unique, authentic self and is never sidetracked from that. 

Ruby Warrington who is the creator and curator of The Numinous is an Aries with more ideas than you can shake a stick at. I love working with her and always feel more excited about my work after we have had a brainstorm. She has so many amazing projects in the works.

I am also enchanted by every single one of my friends, so constantly enlightened by how each of their journeys shift and develop. I think it's important to immerse yourself in a community that feels supportive to you and I am really loving the creativity and collaboration that is coming from LA right now. I'm so happy to be a part of it!

A few favorites from As Above, So Below, Louise's collaboration with Jessica de Lotz

What’s the next thing on your to-do list today?

Prepping a writing schedule. I'm not much of a list-maker or a planner, but all good writers that I know have some sort of writing guide and as I'm just starting a book proposal, I'm excited to really commit to dedicating time to this new project.

Sometimes procrastination is a virtue—what are you putting off right now?

Writing my book proposal! It is a virtue because I know that the moment I start writing, everything will be perfectly aligned and I will be speaking from my most authentic self. I really trust in timing.

What was your career catalyst?

I was seriously ill with chronic pain and then PTSD for most of the first half of my 20s, 2001 to 2006, and in the end that was a real gift for me. It took away any of my fears about what I ‘should’ do and caused me to trust my mind, body, spirit and value my journey. One year after my recovery, I had opened up my first business, a lingerie and accessories brand called Loulou Loves You in 2007. By coming face to face with all my darkness at quite a young age, I learned so much that I am grateful for. I never fear failure and I don’t compare myself to others—I’m too excited about what I might come up with next and too excited about helping others to hold myself back.

What are you obsessed with? 

Animals, hearing other people’s big dreams and ideas, finding other weirdos to compliment my weirdo, self-discovery, and helping other people feel fearless.

What do you wish you knew more about? 

What my cat is thinking.

Best piece of advice for someone who wants to follow in your footsteps?

Your journey is not about trying to be what you ‘think’ you ‘should’ be. You are here to discover what lights you up and what you are impassioned by. Trust that if you move forward based upon a desire to feel good and pursue your dreams, you will make it work. Make goals but ones with stretch, no restrictions. Trust that everything is aligned well, there is no such thing as failure, if something doesn’t work then it is clearing a space for something better. Show up for your day, make intentions, take action and surrender ALL outcomes. Oh and be kind to yourself, every day - self care + compassion are the solutions to everything.

Louise's desk in her Los Feliz apartment

Now go forth, feel your feelings, and follow Louise's work at louiseandrolia.com, her monthly Tarotscope at thenuminous.net, and her adventures on Instagram @louniverse.