Interview with Adam Natale

Adam Natale is the Director of Membership and Program Development at Fractured Atlas, New York, NY.Fractured Atlas is a non-profit organization that provides services and support to artists and arts organizations. It includes a community of over 50,000 artists and arts groups from every discipline across the country and around the world. It seeks to be an innovator in the use of technology and 21st century business models to empower the community of artists they serve.

Since Natale joined Fractured Atlas in December 2005 he has created innovative audience development and arts insurance programs, formed partnerships with over 30 arts organizations, presented at multiple national conferences, and has helped the organization grow immensely, with over 4,000 artists joining in the past year. 

 

Adam was interviwed by three students in Moore's BSA program, Sara Stenton, Amanda Corropolese and Haoren Yu.
 

Can you give us any advice on time management for people who may have jobs, school, etc. and are trying to break into the art world as well?
AN: Focus on one task at a time, and use opportunities to network.

Playing the balancing act and multitasking has become quite popular in recent years.  I do it myself.  But, in all reality, this is not the best way to get things done.  It's really important to focus on one task at a time as best as you can.  If you're still in school, I encourage you to focus on that -- learn as much as possible, shine with talent in your courses, network with others in your field (especially at NET Nights!), and take advantage of the MANY resources your school offers you.

Integrate school, job and art, if possible.

Understandably, many of you will also have to work to pay for school and for your activities.  Just keep in mind that there are A LOT of arts jobs out there that are part-time and allow you to work in your field.  Granted, you may not make as much money as you would working as an executive assistant at a law firm or even waiting tables or temping, but you will make many more valuable connections and will learn a lot more about your field. Maybe a gallery owner or individual artist needs an assistant.  Maybe there is a studio space that needs someone to man the front desk.  These jobs not only allow you to work in your field, but could also provide you access to tremendous resources and connections (and some might even allow you to get your school and/or artistic work done while you're at the job!).  Basically, the best thing you can do for yourself is find natural links between everything (school, job, art) so you can get them all done in one fell swoop instead of trying to stay awake in your studio at 3AM amidst paint fumes. 

Seek opportunities to exhibit your work.

If you have the chance to exhibit your work in your school's gallery, take advantage of that and market the exhibition as best as possible to people you think would be interested in your work.  Follow up with the people who have attended -- you never know that a gallery owner might be interested in your work.  But, keep it local while you're in school.  If you're at Moore in Philadelphia, don't start trying to hit up galleries in Los Angeles.  This will just be too strenuous to do. 

Always save time for yourself.

Be careful how much you stretch yourselves -- you'll soon feel stretched too thin and will be burnt out before you graduate.  And remember that you should always save time for yourself -- whether that's to work on your art, watch TV, talk a walk, or take a nap!

Were there any fears you had to overcome to be successful? If so, what was one fear that you remember the most and were able to overcome?

AN: Don’t be scared. Show yourself, not just your works.

You can't be afraid to show your interest in climbing up the ladder.  Granted, this differs from person to person and job to job. … Feel out your own bosses and see how receptive they are to talking about this.  Ask them how they got where they are in their career.  Develop a loosely-based mentor-mentee relationship if you can. Don’t be surprised by how much you'll learn just by listening to their anecdotal career stories --- they'll be happy to discuss them with you! … Expressing and demonstrating your talent and interest in your day-to-day work will show your boss that you're a go-getter. 

Overcome your fear for networking

This is not an uncommon fear, but you definitely need to overcome it if you are going to move forward in the arts world.  It's very important that you can speak to other people about your work and that you simply make friends and connections within your field. 

Start with being able to give a firm handshake, looking someone in the eye, and delivering a thirty-second summary of your artistic work and how it's unique as compared to other artists.  It's great to attend an arts conference and learn about different things happening in your field, but if you don't introduce yourself to those sitting around you, who is going to remember you when it's most important (i.e., when you want to start exhibiting or selling your work)?  And don't forget unstructured mingling time during events -- the perfect time to start informally striking up a friendship with someone who you've never met before!

 
Once you have established a "Network", what do you then do to maintain the relationships?

AN: Treat people in your network as friends.  A network is not about your future!

Don't treat people in your network as those who can help you get ahead -- if you do, those people will see through you very easily. They are your friends as well! Be involved and stay in-the-know with what other people are doing and they will naturally continue to be involved with what you are doing. Visit their gallery openings, volunteer at their events, invite them to your own and to your friends' events, shoot them emails from time to time to see how things are going, or just take them out for a meal or a drink, as you would a friend.  If you want them to attend your events and talk you up to their colleagues, just remember to "do unto others."  If you expect them to help you get ahead, be sure to offer them your assistance whenever you can.  Just be involved and stay in-the-know with what they are doing and they will naturally continue to be involved with what you are doing.

As far as Fractured Atlas' services go, what do you think will be a need of artists in the future that you hope to be able to provide?

AN: Do you “DIY”?
People that go to school to get a degree in a particular artistic discipline generally aren't also getting an MBA on the side, so they need proper business training.  Fractured Atlas is poised to help with this in the future.  As we've only just begun offering online courses concerning the business of art, I believe that in the future we might be able to offer some type of accreditation for these courses.  I also foresee more artists helping artists than ever before. We will probably see more instances arise where a theater artist who knows about marketing might trade their knowledge with a sculptor who is talented with fundraising.