Overview

The Work of Art is an essential twenty-first century roadmap for turning your creative work into a thriving business. Featuring brass-tacks useful information for creative entrepreneurs of every skill set, this book covers topics from personal branding, budgeting, and mental health, to guidance on clearing the hurdles that come forth as you rise to steady success. Heidi Luerra is the Founder & CEO of RAW: natural born artists, the world's largest independent arts organization. For almost 20 years, Heidi has worked with artists of all creative genres. Starting her own clothing line at a young age, she earned her business stripes the hard way. Over the past decade, Heidi has grown RAW to a worldwide operation in over 80 cities with over 200k artists in the RAW community (so she's got some stuff to say). Heidi offers no-nonsense advice (because who needs the fluff?), warnings against common creative pitfalls (because we don't have to fall for them), and real step-by-step action guides (because creative success takes planning). Heidi uses her own personal stories and sloppy mistakes (perhaps even oversharing) to demonstrate key lessons for creatives, including patience, persistence and best practices. She also profiles 15 working creative entrepreneurs from an array of artistic fields who have arrived at their own rewarding success. You'll travel along the path of what it really looks like to charge in the direction of your dreams. The Work of Art is cheeky, fun, and as honest as it gets.

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9781733224703

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Reviews

The Work of Art is a must-read for any entrepreneur in the creative field! An excellent guide that gives you a crisp picture of what it honestly takes to be a success in the world of creativity. - Fashion Designer, Rebecca Minkoff You should defintely read this! It's a real page-turner! - Author's Mom RAW founder Heidi Luerra distills a lifetime of experience as an artist and entrepreneur into a thorough and personable workbook and advice primer that is an essential companion for any independent creative planning a professional career in today's shifting economic and social media environment. - Shana Nys Dambrot, Art Critic & Arts Editor, LA Weekly

Author Information

Heidi Luerra is the founder and CEO of RAW: natural born artists, the world's largest independent arts organization. For almost twenty years, Heidi has worked with creatives and artists of all types. Originally a Northern California native, Heidi moved to Los Angeles at age eighteen to fulfill her dream of being a fashion designer, in turn, earning her business stripes the hard way as an independent creative entrepreneur. Over the past decade, Heidi has grown RAW to a worldwide operation in over eighty cities with almost two hundred thousand artists in the RAW community. She currently oversees a team of sixty from RAW headquarters in downtown Los Angeles, where she also lives with her husband (and their bulk order flats of La Croix). The Work of Art: A No-Nonsense Field Guide for Creative Entrepreneurs (written by a creative entrepreneur who has endured her share of nonsense) is Heidi's first book.

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