How to Choose the Right Coaching Program as an Artist

I remember the first art show I EVER got into. It was a small gallery in Washington and I only got one piece in - but, man, did that spark something in me.

I knew from the moment my dad and my friends sent me pictures of them next to my artwork, that THAT is what I wanted to do. I wanted to be an artist.

I didn’t know where to go, or how to start. So, I did what most people do. I went to school.

Fortunately, school taught me how to paint better. Unfortunately, it didn’t teach me how to BE an ARTIST. Because becoming a professional artist isn’t just about talent—it’s about skill development, business knowledge, and networking.

I knew that a coach or structured art program could provide valuable guidance that could help me refine my craft, develop marketing strategies, and build a sustainable career.

So, I looked for a program to join and ended up trying FIVE different coaching programs. I realized that I needed to figure out WHAT I needed coaching on BEFORE I looked for a coach.

And, I am not the only emerging artist with the same issue.

With so many programs available, how do you choose the right one?

Below, we’ll explore how to find the best coaching program, highlight some of the top online options, and help you determine what’s best for your unique artistic goals.

First, Let me Introduce Myself!

My name is Kayla and I am a visual artist. More importantly, I went to art school and got my Master of Fine Arts in Painting and after I left, I still felt like I didn’t know anything.

Don’t get me wrong, I could paint better - but, I didn’t know what to do with my art.

So, I joined program after program…after program. I spent $150,000 on art school and THOUSANDS more on programs.

One day I saw a Facebook ad for the Art of Selling Art and met Jason Matias. 

I realized, what I was missing was not knowledge - but someone to hold me accountable and reframe my thinking.

So, no hesitation, I ended up spending a few thousand more (at this point, what was the harm?) to work with him.

Today, my art is much stronger - but what matters more than that is I am painting more. My website is up, and I am not afraid to talk to people about my art anymore.

Even FURTHER I know there are people out there who will buy my art.

When I was in art school I was repeatedly told that nobody would by my art because it was dark and made people uncomfortable. But, there is a place for weird and unusual art - I just had to find them and I do that through telling my story. 

Here’s the thing. I went through so many programs to finally find the right one. Here is what I wish I knew before jumping into programs.

How to Find a Good Coaching Program

Not all coaching programs are created equal. Some are focused on technical skills, while others help artists market their work. Here are a few key factors to consider when choosing the right one:

1. Look for High Reviews & Testimonials

Programs with strong student success stories, high ratings, and positive testimonials are more likely to be effective. Research online reviews and see if past students have achieved results similar to what you’re seeking.

2. Check the Coach’s Experience

A good mentor should have real-world experience in the area you want to develop. If you want to sell in galleries, find a coach who has been successfully represented. If you want to build an online brand, look for someone who has done it themselves.

3. Evaluate the Course Materials

A well-structured program should include video lessons, live Q&A sessions, assignments, and access to a community of artists. Consider whether the program aligns with your preferred learning style—some artists thrive in a structured course, while others need one-on-one mentorship.

4. Compare Pricing & Value

Coaching programs can range from a few hundred dollars to thousands. Make sure you’re investing in something that aligns with your goals and provides actionable knowledge you can use immediately.

I ended up investing about $3000 in my favorite program - and following the assignments, listening to my coaches feedback, and doing the work returned that investment EASILY.

Part 2: Top 5 Online Coaching Programs for Artists

Here are five excellent online programs tailored to different artistic goals:

1. The Art of Selling Art

• Best for: Artists who want to sell their work in galleries, at events, or online.

• Why it’s great: Taught by Jason Matias, this program is designed to help artists develop a sustainable art business, understand pricing strategies, and market their work effectively.

• Type of Art: any visual artist can join this program. 

• Website: The Art of Selling Art

2. Evolve Artist

• Best for: Artists who want to master oil painting techniques.

• Why it’s great: This structured program teaches traditional oil painting through guided lessons and personal critiques.

• Type of Art: Oil painting

I took this program while I was in art school, and you learn the same fundamentals as you would in traditional painting classes. If you do not know how to paint and want to be a painter - this is a great place to start!

• Website: Evolve Artist

3. Netvvrk

• Best for: Mid-level artists seeking gallery representation.

• Why it’s great: A networking-focused platform that helps artists connect with gallery owners and art professionals.

• Type of Art: contemporary fine art of any kind

This program is good IF and ONLY IF you already have a portfolio of gallery-ready work and have had art shows before.

• Website: Netvvrk

4. MoMA Art Courses

• Best for: Artists who want to deepen their understanding of art history and theory.

• Why it’s great: The Museum of Modern Art (MoMA) offers free and paid online courses in art history, contemporary art, and design.

• Type of Art: art history

• Website: MoMA Online Courses

5. Academy of Art University

• Best for: Artists who want a formal art degree.

• Why it’s great: This accredited institution offers bachelor’s and master’s degrees in fine arts, illustration, and design.

This is where I got my MFA. I recommend to artists that the only reason you get an art degree is if you want to be hired as a curator, graphic designer, OR professor. If you are looking to learn how to sell your art online or in galleries, you are better off finding a coach!

• Type of art: there are multiple degree tracks

• Website: Academy of Art University

How to Determine What You Need

Before investing in a program, it’s essential to assess your skills and career goals.

1. Do You Have the Skill to Sell Your Art?

There are buyers for EVERY level of art and EVERY style of art so, instead of focussing on your artwork, ask yourself:

• Have you had interest from collectors, even if informal? 

• Have you priced your work appropriately for your market? Do you know how to price your work?

If you’re unsure, getting a critique from a professional or joining a foundational skill-building course may be a good first step.

2. What Type of Career Do You Want?

There are many paths in the art world, and choosing the right program depends on your end goal:

• Independent Artist – Focus on marketing, online sales, and gallery representation.

• Instructor – Learn teaching techniques and curriculum development.

• Gallery-Represented Artist – Develop a strong portfolio and networking skills.

Why You Need a Coach or Program

1. Artists Thrive with Guidance

Many artists try to "figure it out" alone, but the truth is, even the most successful artists have mentors. A coach or structured program can accelerate your growth, helping you avoid costly mistakes and stay motivated.

2. A Program Helps You Stay Accountable

Self-taught artists often struggle with consistency. A coaching program provides deadlines, assignments, and support to keep you on track.

3. You’ll Gain Access to Industry Connections

Many art coaches and programs offer access to exclusive networks, including galleries, collectors, and successful artists. These connections can be invaluable in launching your career.

4. Success Requires More Than Just Talent

Great art alone isn’t enough—you need to know how to present, market, and sell your work. A program that teaches both artistic skills and business strategies will help you create a sustainable career.

Choosing the right coaching program is a crucial step in building a successful art career. Whether you’re looking to master oil painting, sell your work online, or gain gallery representation, the right mentorship can make all the difference.

My life changed when I found the right mentor. Not only have I been learning how to talk about my art, how to find the right audience, and how to close sales - I learned how to improve my skills and be more motivated to paint.

Now it’s time to take action. You are here reading this because you have a dream - stop ignoring that little voice in your heart, explore the programs listed above, assess your current skills, and invest in the education that will bring you closer to your artistic goals. 

With the right guidance, your art career can thrive.

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Feeling overwhelmed? I am happy to chat with you (though I am biased towards The Art of Selling Art as it is my favorite program out there) You can book me for 15 minutes here.

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