How to Make it like Michael Soi

We see Michael Soi’s work everywhere we turn. We aren’t sure if he is the most successful artist in the country but he sure is among the few at the top. With that in mind, we decided to give him a call and see if he had any insights he wanted to share with us regarding the secret to his success.

Here is what he had to say:

What is commercial art?

It’s art made solely for the market. Created so as to be sold.

My art IS NOT commercial. I do have a commercial side to my work. I sell the tote bags and the 30 by 30 cm portraits. That is merchandise that now makes me be in a position to create paintings of whatever I want without thinking of the market.

What’s the deal with the condoms and where can they be found?

The condom deal is still a work in progress so I can’t say much about it right now. When it all becomes clear, I will tell you more.

What was your first objective when you started creating art?

To be honest, I wanted to create art to tell stories. It was a great way I wanted to tell my stories through painting.

What strategy did you use when you started selling art?

I have done serious marketing on social media. Facebook has been a great tool for my work.

Did you use an agency or your own strategy?

I market my own work mostly but occasionally there is a few people who have represented me like the Circle Arts Trust and Mali Ya Mali which deals with the merchandising part of my career.

How long after you started making art, did you get recognition?

I have been a painter for 19 years. It takes time and sweat and most important of all, patience. All I can say is that I am not where I want to be as yet but forever grateful to anyone who forms an audience to my work.

What’s your secret?

My working hours are 7am to 7pm. That is the seriousness I give to my career. My studio is my office and if I don’t respect what I do, no one will.

How hard is it to sell art in Kenya?

Its not easy. Considering the locals need a little sensitization about cultural events that don’t involve athletics and the Maasai culture. Culture is very broad and painting or 2D art is just a part of it. People would rather buy a Mercedes Benz than a work of art. The bulk of the market is still expats and diplomats and tourists. Locals have started buying which is very encouraging. For me, I’d be happy if it my work stays here in this country.

What are the biggest obstacles facing Kenyan artists?

Appreciation. If the recent circus with the artists who represented Kenya in the Smithsonian cultural festival is anything to go by, then I think people need to realize that there are people who rely on the art they do to educate their kids, pay rent and buy food.

What will the industry be like in ten years?

I will not worry about the industry for now. I will worry about my art. Let’s just wait and see.

Advice for upcoming artists who want to sell their art…

Art is not easy to sell. Think very carefully if your main aim is money. Invest time in what you do and people will see it. It took me 4 years to sell my first piece.

 

 

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