Verdieping More than six years of Artist Guide: what do artists gain from it?

A business boost. Breaking old habits and choosing a path that suits you better. That is what the Artist Guide is about. For over seven years, this programme has helped artists become more professional, sharpen their story and discover what their own path in the art world could look like. And it works: participants see more opportunities, gain confidence and take real steps forward during the sessions and especially afterwards.

Visual artist Daphne Glasmacher smiles as she remembers her work hanging next to Sol LeWitt’s at PAN Amsterdam, a renowned Dutch art fair. Her art was shown by gallery Meijer, alongside work by Andy Warhol, Roy Lichtenstein and Willem de Kooning. “The gallery owner placed my work next to LeWitt because he knew I admire him,” she says. “Without the Artist Guide, I would never have approached Meijer.”

An approach that works

The Artist Guide started in 2017 in response to the needs of mid career artists facing professional questions. Since then, over 400 artists have joined in 23 different groups. The impact is clear: in 2023, research agency Sinzer Grant Thornton measured the results. On average, participants gave the programme a score of over 8 out of 10. More than 80% said they had a clearer view of the challenges and next steps in their practice, and just as many felt more able to explain their work to others.

One of them is Noor Wentholt, a designer of luxury leather goods. She had been wanting to focus more on her craft but wasn’t sure how. “I knew I needed a new impulse for my practice and this was it,” she says. Thanks to the programme, she is now rebranding her business with a clear plan. “If you’ve been doing things a certain way for years, it’s hard to step back and see the bigger picture. After the training, I had that story. I now know what drives my entrepreneurship.”

Heart and mind: shaping your own path

The Artist Guide covers it all: from personal leadership to marketing, and from the core of your work to acquisition and networking. It includes six meetings over six or seven weeks. “It’s much more than tips or theory,” says Krista Heijster, programme maker for professional development at Cultuur+Ondernemen and founder of the Artist Guide. “It’s about finding out what suits you as a person and as an artist. That mix, feeling where you want to go and learning how to get there, is what makes this programme so strong.”

That is the power of the Artist Guide. It stays with you. Not just for a week, but maybe even a whole career. It gives artists a lasting boost to help them work more independently and with more clarity. But that only works if you also take a step back first to reflect on what you’ve been doing and where you want to go.

Take action

Each edition begins with a session on personal leadership, led by coach Wendelien Koop. “The main outcome of the Artist Guide isn’t what you do, it’s that you do it,” she says. Being an artist can be a solitary job, which makes reflection difficult. “That’s why we start with it. You take the time to zoom out from your daily routine. That helps you clarify what you want and what’s needed. Once you know that, things like finances, your website or your network become more logical. You don’t need tricks, your personal goals show you the next steps.”

Krista adds, “A training is only effective when it becomes part of your daily practice. Then entrepreneurship is no longer something you also have to do, but a natural step towards your goal, driven by your own motivation. My favourite moment is when someone says, ‘Hey, this is actually fun!’”

Artist, photographer and chef Carina Hesper knows the feeling. For a long time, she tried to fit into boxes, doing what she thought she should instead of what she wanted. “On paper, I was successful, I’m in major international collections. But I wasn’t sure if this really made me happy,” she says. After each session she applied what she learned directly. It brought a flow of new ideas. Now she’s planning a new life abroad, combining hospitality and art with her partner. “I never thought about combining those two passions before. But this plan excites me, the ideas keep coming.”

Learning from each other

Each group in the Artist Guide is carefully composed. “That group dynamic is a big part of the programme’s success,” says Krista. “People often arrive cautiously. But at the end of day one, they’re already a group. Every time.” That bond matters, because participants learn so much from each other. Everyone is at a similar stage in their career and wants to grow. They reflect not just on their own goals, but on each other’s too. “And it helps to hear stories from peers, it brings recognition and inspiration.”

Noor still keeps in touch with her group. “We were all so curious about each other’s stories and eager to help and reflect,” she says. “We often continued talking during breaks, the feedback was that valuable.” The first session, with Wendelien, sets the tone. “You’re asked to dive right into your personal challenges and goals,” Carina recalls. “That’s intense at first, in a group of strangers. But Wendelien creates a safe atmosphere. You hear each other’s stories and that builds trust.”

Change is never easy. “As an artist, you have to do everything yourself,” says Daphne. “It takes courage.” Encouraged by the session on acquisition, she approached two galleries at PAN Amsterdam. “They didn’t say yes right away, but they were helpful. My story was clear thanks to the training. They gave me tips, and that eventually led me to gallery Meijer. My work ended up hanging beside artists I admire deeply,” she says. “That’s the biggest lesson I took from the Artist Guide: just go for it. Every step brings you closer to your goal.”

The Artist Guide programme will run in two regions this year (2025): Groningen (registration closed) and Rotterdam. The Rotterdam edition is in English and is still open for applications until 8 August 2025.

Sign up here