Artists use social media to sell their work

When Collins Okello drew a pencil portrait of President Uhuru Kenyatta, he was not quite prepared for the fame that would follow.

The picture went viral on social media barely three hours after the 24-year-old posted it on Facebook, and would soon prompt a call from the Office of the President as the director of digital communication Dennis Itumbi informed Mr Okello that President Kenyatta had expressed interest in the photo.

Prominent people had ‘liked’ and shared the photo with other Kenyans. For the next several hours the pencil drawn portrait and its architect were the theme of discourse by thousands of Kenyans on social media.

The little-known artist was suddenly thrust into limelight over the flowing masterpiece. Calls came in droves. He was on demand by those who wanted to buy the picture, those who wanted to be drawn, those congratulating him and those who wanted to interview him.

This was, however, not the first time he had received such responses on his art, although to a lesser scale.

Mr Okello, a fine artist, employs social media marketing for his handiwork, most of which is pencil drawn. He has two major strategies: First, he draws portraits of influential personalities which he then posts on the social media for his followers to share with their friends. The effect of this is a free advertisement that draws him clients.

“I also use groups on the social media to drive traffic towards the picture. This way, the picture gets shared severally by those impressed by the photo,” he said.

He says he meets 90 per cent of his clients through the social media. He plans to start selling his creative works on OLX, a social marketing site. He sells the portraits at anything between Sh4,000 and Sh15,000 depending on the size, complexity and material used.

“A simple portrait on ivory board (a manila-like paper) of A3 size costs Sh4,500 while an A1 equivalent fetches Sh6,000. A0 costs Sh12,000. If done on canvas, the prices double. The type and size of frame used also dictates the price,” he says.

Apart from pencil works, he also paints. An oil paintings cost between Sh8,000 and Sh15,000, depending on the size and nature of the piece. Earning a livelihood by strategically placing his art in the market, Mr Okello is just one of hundreds of artists of various genres in Kisumu who have embraced social media to expand their market reach.

Angela Ahenda, a jeweller and the brainchild of Janeqo Creative Minds, has over the past two years used the online platforms to sell her themed jewellery and communicate on planned exhibitions. Through Facebook pages Janeqo Krietiv Mainds and Janeqo’s Jiwelari, she has been able to arrest and maintain a wide market that frequents the page to make orders.

It is through the fan page that the idea of jewellery for brides was born. An enquiry on a theme traditional wedding created an opportunity for her to venture into ornament pieces that for weddings.

“Mostly I just creatively design the jewellery and post pictures on the site. Those impressed by them make enquiries and just like that a piece is sold,” said Ms Ahenda. Her friends have been supportive, helping broaden her market reach.

Brian Nyamanga, a member of the SoulAfrique music band, says Facebook and Twitter have helped the band popularise coffeehouse music, a genre that is little known in Kenya. The band performs Afro-fusion songs live in restaurants while patrons enjoy their evening.

“Out of 100 people who say they will attend our event on Facebook, over 15 show up. This is a good number because there is always an audience at the restaurants already,” he said. Their Facebook page has a huge following, with constant enquiries on their next performance, he says.

“Afrobeat is picking up in Kisumu and we use social media to market it. Whenever we are to perform somewhere, we notify our followers through Facebook, Twitter and bulk Whatsapp messages. After the event we also post pictures of it to let those who missed have a glimpse,” saysMr Nyamanga.

Several musicians who spoke to us said they are increasingly using the platform to hype events for massive turnouts. Diana Akisa, a graphics designer and painter, says she uses her page Kisaa Arts to extend her market reach.

Although the page is still new with just over 1,000 followers, she says she has met some of her best clients through Facebook.

“Some of them say they were referred by people who had been impressed by my work.”

The artists also converge under associations such as the Kisumu Artists Network, Kisumu Arts Gallery and Kisumu Art House to further broaden the market. These groups offer common social media platforms to market the art pieces.

Eunice Ogot is the brainchild of the Kisumu Art House, the umbrella organisation for most artists in the region. Mr Okello is part of the gallery as is Willis Otieno, who is famous for his egg shell artwork. He has since opened his own shop and houses several budding artists.

The art house markets art products at a commission and Ms Ogot’ says social media is one of the platforms that best sells. The page has more than 3, 000 followers with a “good number being repeated visits and making enquiries on new art,” said Ms Ogot.