Lonny Kocina’s letter to artists







Dear Artists,

I’m 55 and started out as an artist but didn’t end up one. I’ve been substantially enriched as the owner of Kocina Branding & Marketing Companies so my regrets are limited, but they are still there.

I have a few thoughts about the commercial aspects of your involvement with this site that I would like to share with you. I’m an artist at heart and a good businessman so I write to you from a position of understanding.

1. The demand for art is huge. All walls have art, and there are lots of walls. In addition, everyone has something they love and will spend money on memorializing; a cat, a cabin, a souped-up car, a grandchild, or a memorable event. The market is enormous.

2. The masses don’t have much money and they have a strong desire to keep it. Getting them to desire your artwork more than their money is a high bar to get over. Most folks can afford a few hundred bucks as a splurge but not much more.

3. Don’t put yourself on a pedestal. Thinking your artistic talent is worth more than people will pay is a mistake. If you can make money while you develop your skill, you are much more likely to persist and maybe become wealthy or at least earn a comfortable living as an artist.

4. Along the same line, you need to be fast. Art isn’t purchased by the hour. Take too much time and you can’t make money. If you can figure out how to make money doing what you love, you’ll never have to work another day in your life. Personally, I haven’t been to work in over twenty years. I love what I do. That’s why my regrets about having a career as an artist are limited.

I hope this site becomes a place where you can make money doing what you love. I also think the world would be a more beautiful place with more original artwork.

Have fun creating and selling your art!


Lonny Kocina

P.S. What makes a good painting, and have you ever wondered why your artwork stirs such emotion in the viewer? I have some thoughts about these questions. If you are interested, read on;

All paintings are not created equal. Good paintings are created by talented artists, just as good music is created by talented musicians.

A mistake some people make is to believe any painting is a valid artistic expression. Believing this makes no more sense than believing that any keys struck on a piano are a valid song. This belief is both insulting to artists who have worked to hone their skills, and telling of the people who espouse it.

I consider an artist’s ability to draw and paint near photographically, the baseline of talent. Anyone who has ever put brush to canvas knows how difficult that can be. But how else can you trust that a painter has enough command of the medium to accurately capture abstracts such as thoughts and feelings if they don’t have the skill to paint what can be plainly seen? Really good artwork happens when a person who is talented enough to paint photographically, doesn’t.

The magic of art is its ability to transcend photography. That’s why the best photographs in the world pale in comparison to paintings. The reason paintings move us in a way photographs can’t is paintings are created by a human, and photos are created by a machine. Through the act of artistic expression, reality is depicted not as it exists, but influenced and altered by human perception. In the process, the artist’s spirit is interwoven with the subject. When you look at one of Renoir’s paintings, I believe you are not only looking at the subject Renoir painted, but hidden in plain view, you are seeing Renoir himself; his spirit is masterfully infused in his art.

Each human being experiences every instant of life differently from everyone else. The sum of these instances creates a soul that gives you a one-of-a-kind view of the world; a single view that has never before existed and one that will never exist again. Unlike a camera that is restricted to see reality exactly as it exists, a human’s sensory perception of reality (sight, sound, touch, taste, smell), interpreted by intellect and emotion, and then communicated as art, is a profoundly human expression.

It’s pretty cool when you think about it: your spirit hidden in plain view in each piece of artwork you create. No one could ever have created the work of art exactly as you did and no one will ever create it that way again.  Is it any wonder artwork evokes so much emotion.

P.P.S. I’ve used some my paintings as examples for the site. If you want to view them they are 1000A, 1003A, 1004A, 1005A, 1006A and B.