Are artists non-profits or are they small businesses?  Many artists are confused because they work with so many non-profit art spaces that they begin to identify with the non-profit model.  Artists also receive grants, which causes the artist to think they are non-profit – regardless of the type of grant or the grant rules.  Artists are also supported by government funds.  The reality is that few individual artists are or qualify to be a non-profit.

This means that artists should have a business plan, should examine their markets and should do some level of promotion – i.e. advertising.  There is always a tension in creating work that speaks to a need or a cause – but also sells.  If your goal is to only create conceptual, performance-based work that might not be purchasable or collectable – consider how you are going to survive and thrive in that model.