How to Write an Artist's Brief to Attract The Best Artists (For You)

Have you ever been tasked with writing an artist's brief and felt unsure about how to approach it? Or perhaps you've written them before but feel they could be improved? Maybe you're part of an organisation or business seeking clarity on the process? 

We're here to guide you through writing a transparent and concise brief that has the creative potential to attract the right artists for you. This guide aims to define project parameters, expectations, and resources, attracting artists who resonate with your project's ethos. Along the way, we'll also share some best practices for managing artist commissions, making the process rewarding for everyone involved.

Characteristics of a good brief:

Clarity: Offer enough detail for artists to grasp the project while leaving room for their creative input.

Practicality: Present factual information upfront, including logistical details and available resources.

Inspiration: Showcase the project's potential to inspire artists' interest and creativity.

When presenting a commission opportunity to an artist, clarity and transparency are vital. Artists, like any professionals, require essential information upfront to evaluate the project's viability in relation to their own income streams, art practice, and experience. Start by clearly outlining these four key elements:

Artistic Area: Define what you are asking the artist to actually do along with the practicalities such as location, supports systems, and team.

Budget: Specify the financial resources allocated.

Timeframe: Provide clear deadlines and project duration.

Values: Articulate the project's underlying principles.

With these pillars upfront, artists can quickly determine if the project aligns with their interests and whether it's worth exploring further.

Remember, artists need to make a living like everyone else, so they will of course  prioritise projects that make sense financially, assessing whether the time-to-income ratio fits within their projections. Therefore, be clear early on about the fee for the artist, along with the allocated budget for materials and other expenses. Also, consider the time commitment expected from the artist and ensure it aligns with the compensation offered. What can seem like a sizable compensation, will quickly feel less impressive if you break it down into days and hours. So think about what you expect from the artist and make that clear in the brief. 

It is good to state the project values early. Everyone is excited about collaborating with like-minded individuals, and by presenting this early you will attract the right artists for you. Aligning values leads to better outcomes, as artists feel invested in the project's success.

You need to make sure to provide all the relevant information such as: where the artwork will go; who lives in the area; why the project is being done; what is significant about the location and why it was chosen; any materials they cannot use; materials you favour. State your expectations on the artist in terms of forms of engagement. It is a good idea to attach images of the location and surrounding areas. Any extra maps, photographs, and even drawings, showing different viewpoints of the area the artwork will be situated can be really helpful, as well as archive materials and other resources that the artist can utilise. 

Finally, consider your application requirements. We recommend structuring your open call process as follows:

Initial Expression of Interest: Request a brief overview of the artist's background and interest in the project.

Shortlisting Process: Review expressions of interest to identify suitable candidates.

Detailed Proposal: Invite shortlisted artists to submit comprehensive proposals, including specific responses to the brief and budget plans. It is best practice to pay for the artist for their time to produce a developed proposal.

By organising the application process in this manner, you ensure fairness and efficiency, minimising unpaid labour associated with proposal submissions.

Writing an artist’s brief is not complicated. The important thing is to make it clear what you are looking for and what you have to offer in as transparent a way as possible. Let them know who you are and why this project matters and you will soon find that the right artists are applying to work with you. And not only that, but they are excited to work with you and to realise your brief with exciting and imaginative proposals.