Vincent Matthews

CASE STUDY
Vincent Matthews SGFA, Grow Your Art Business Programme

Can you give us a brief description of yourself and your background?

I am 61 years of age and my career for most of my life has been in interior architecture and furniture design, producing all my designs and details by hand on the drawing board. I have been practising as a serious artist in the professional art world part time since I finished my contemporary fine art course in 2007. Although a versatile artist, my focus has been drawing and etching for a long time, exhibiting with Pure Arts Group (being part of the team since 2013), taking part in SEOS until 2016, exhibiting with SGFA since 2011 (now serving on their council as curator). I have exhibited in various events in different parts of the country with them, as well as in 9 galleries as an independent artist (not with the SGFA).

Severely deaf from birth, I was drawing from a young age due to not being able to speak properly until about 7 years of age.

Can you tell us briefly about the status of your practice when you started the programme?

I was producing Indian ink drawings from my sketchbook and adding watercolour to them. I had produced 110 daily sketches during lockdown. Due to the pandemic, all my exhibitions had been cancelled or postponed. My most successful art sales year to date was 2019 (£2200 of picture sales). I had been juggling my time with design and during this period became fed up with the tiring and disruptive “super urgent” culture in my design world, wanting to retire from it. This had made it hard to get into my creative art flow and a struggle to get my art off the ground properly, which I had been trying to do since 2007. Gradually, I was balancing my time better until the design work largely dried up for a while. I was enjoying spending much more time on my art, without the distracting deadlines. I wanted to do more with my art and to have a better life balance. To do what makes me happy. I needed to slow down, to create thinking time and to get into more of a creative flow.

How did you first hear about Pure and the programme?

I first knew about Pure through their call for entries for the Autumn Art Fair in 2010. Lesley suggested that I try the programme.

What challenges/problems/situation necessitated you undertaking the programme?

The frustration with the ‘super urgent design deadline culture (which made me feel like a slave to money and to other’s whims) and it constantly interrupting my artistic aspirations; wanting to do more with my art, as well as a happier and better life balance. I had always wanted to pursue art professionally from a young age. It has always been important to me to do the things that I love doing. I had been trying to get my art off the ground properly since 2007.

What were you looking for as an outcome?

To get into my flow with my art, to focus on it much more, to get into galleries and to enter more big events/venues, to make it my main profession/occupation. To be a proper artist and to achieve a happier life balance. To also get some income from it and to help me with the next chapter of my life.

What made our programme stand out from the others on offer?

More tailored to the individual, with a more personal approach. One does not learn the business side or marketing side on art courses, which the programme helps with, as well as helping me to understand why I want to pursue art and to honestly evaluate what I want from it. The course helps with mindset and confidence, which are both vitally important.

What feature of our programme was most appealing?

The kind of support that one does not usually get in the art world, to progress to the next level. It was also good to hear how other participating artists were progressing during the course. I found that reassuring. I loved my chat with Rowena, when I met up with her in Smallhythe Studio during this time, as we were both buzzing and excited about our new art journeys. All too often in the art world, the focus is on the young emerging artists and this programme helps people of any age.

What is the biggest transformation, idea, or lightbulb moment you experienced while undertaking the programme?

Rediscovering my love of oil painting on the making module and painting from imagination, which has been so freeing. I have stopped worrying about what type of work that I should be producing for contemporary exhibitions and just doing the kind of work I like doing, that interests me. That way, I will connect with it more.

How have you implemented the learning made from the programme?

I am producing a series of oil paintings from imagination for a proposed exhibition in 2023. I signed up for Instagram and use it regularly, created an art Facebook page, have a new professional website, writing regular blogs. Signed up to Linktree, Mailchimp and Artwork Archive. Dropped out of Tenterden Artists, where I was no longer getting anything out of anymore. I am enjoying the journey and have changed my routine. Design on Mondays and Tuesdays only, with art for the rest of the week. I have cut out the distracting “super urgent” design culture, so that I have a better flow. I no longer feel that I must justify my art.

What was your initial reaction to the programme when you started?

I approached it with an open mind. I saw it as an opportunity for personal growth, as well as professional art growth.

How has the programme helped you during the learning journey?

It made me feel calmer, less stressed, and more confident. It helped that there was no pressure, which is also important for creativity, as well as helping to think things through clearly, with time to reflect.

How has working with Lesley helped you?

With Lesley knowing me well, this is a big help. Making changes in direction can very daunting and stepping up to the next level is huge. Lesley, patiently guides, with objectivity and experience, making sure that I stick to my goals and keep my focus. It is especially challenging when one tries to do things alone, so the support is much appreciated and valuable. The non-judgemental approach is so helpful.

Has this solution saved you time and helped you grow and progress faster?

It has given me a timely honest review of where I am and where I want to go. I had reached a crossroads, so in that sense it has helped me to grow and to move forward, instead of being in an ongoing rut.

Can you share your tangible outcomes from the programme?

I am living a daily art life and I have had a big more positive response to my new art direction and paintings, with two local galleries and a disliked art “dealer” expressing interest in them, which is affirming.

What have you been most impressed with?

The objectivity, encouragement, and support. The process of growing as an artist and a person.

How do you feel about your career and future potential?

I am loving my new life and feel happy. I will never retire from my creative art career. I am more confident, less daunted about my new chapter in my career/life.

What plans do you have now that are new?

Painting a series of new oil paintings from imagination for an exhibition next year.

Is there anything else that you would like to share with us?

I no longer feel that I must justify my artwork and worry about the types of work that some people tell me that I should do to conform with their ideas of contemporary art. I largely do the art for me now and feel freer, as a result. Too often in the past, I have been the man behind the scenes, compensating for the weaknesses of others. I am now calmer.