I created Alex Chavez after conducting extensive research with artists, I realized that most online marketing courses offered abstract instructions without making the lessons feel real.
Artists shared that while they learned the 'how,' they couldn’t visualize applying it to their unique art journeys. So, I introduced Alex – a living, breathing fictional artist whose path mirrors the practical, hands-on marketing approach I wanted to teach.
Alex’s journey through the Artist’s Launch Academy was crafted to reflect real-world experiences artists encounter as they grow their businesses. From transitioning from New Mexico to New York, to launching her first online gallery, Alex’s path offers tangible lessons in art marketing. Let me take you through her story and show you how it can inspire your own marketing growth.
I created Alex completely and her image and art are created by AI.
Honestly, I felt a little weird about that with the recent issue with artist not being happy about their art being used for Instagram's AI. However, I also wanted to create a realistic person that stock photos couldn't give me. I also will not be selling any of the images. I feel like it's a fine like I am walking but for the benefit of the education of artist, I took the leap. Leave a comment about how you feel about it.
It's also important to note that I used an Ai called Artbreeder to create these images, their images are sourced from consent from artists and public works.
Alright, now that my guilt is completely out there....

Meet Alex – The Artist at the Center of Artist’s Launch Academy
Alex Chavez is an oil painter known for her vibrant use of neon colors inspired by the landscapes of New Mexico. Her work reflects the glowing hues of desert sunsets and the bright, pollen-hunting insects she admires. Raised by an artist mother, Alex's painting style blends cultural heritage with a modern, bold aesthetic.

She often draws inspiration from the intricate patterns of desert wildlife and the dramatic interplay of light and shadow found in nature. This distinct style allows her work to stand out in competitive urban galleries while keeping her rooted in the traditions of her upbringing.
When Alex decided to move to New York, she knew she needed more than just talent to break into the larger art scene. She was entering a market saturated with incredible artists, and standing out required more than just producing beautiful work.
I created Alex’s journey to reflect the real hurdles artists face – understanding that being seen is often just as important as the quality of the art itself.

Through her story, I wanted to show artists that success isn’t just about having exceptional skills – it’s about learning how to position your art in front of the right people and speak to their emotional desires. Alex’s experiences are crafted to resonate with artists who feel unsure about navigating the online world or unsure of how to translate their physical presence into digital growth.
Through the academy, Alex became the example for real-life marketing scenarios, guiding artists through modules that show exactly how to apply these lessons to their own art businesses. Alex represents the everyday artist – someone balancing passion with the desire to make a sustainable living, and searching for clarity in a complex market.
Marketing Through Real Scenarios – Alex in Module 1 and 2
In Modules 1: Introduction to Marketing Ecosystem and Module 2: Search Engine Optimization, Alex’s story introduces artists to foundational marketing concepts through scenario-based learning.
These modules highlight Alex’s early challenges in defining her audience, structuring her booth display, and developing a pitch that resonates with potential buyers. By walking artists through Alex’s real-time decisions, they witness how marketing happens in the moment and evolves organically.

One pivotal exercise in Module 3: Research before the launch, focuses on Alex’s first art booth in Brooklyn, where she connects with three distinct types of collectors with varying motivations and backgrounds:
A young woman, recently moved into her first apartment, seeking unique decor. She gravitates toward Alex’s Central Park painting in neon to add a personal, creative touch to her space.
A couple originally from New Mexico, now living in New York, eager to pass on memories of home to their child. They purchase a piece from Alex’s hiking collection for their nursery, evoking nostalgia and connection to their roots.
An older woman who discovers Alex’s work while visiting a coffee shop hosting a local art showcase. She purchases a painting as a gift for her grandson, a college freshman, believing the art will inspire and comfort him during his transition.
These scenarios aren’t just exercises in sales—they represent the emotional and psychological layers of art buying. Artists learn to craft their marketing around their collectors' stories, fostering deeper engagement. Beyond simply completing a transaction, Alex builds relationships that lead to repeat customers and word-of-mouth referrals.
The goal is to shift artists from thinking in purely transactional terms to understanding the long game—creating lasting connections with their audience. This approach helps artists envision how small, intentional moments during interactions at markets or exhibitions can shape the growth of their art careers over time.
The Deep Dive – Planning with Alex in Module 3
Module 3 takes artists deeper into the research phase, spanning over 111 pages of worksheets, psychographic breakdowns, and SEO planning. Alex’s story plays a critical role here, showcasing how she researched her ideal collector persona and structured her website to reflect their preferences.

Artists are guided through:
Identifying their ideal collector’s lifestyle and values.
Crafting website messaging that resonates with emotional investors.
Structuring their homepage and product pages for easy navigation and engagement.
Alex’s marketing research provides a practical template for artists looking to build their own audience-focused websites. This phase is essential because it’s where the foundation of any successful art business begins.
By following Alex’s example, artists create not just for themselves but with their audience in mind, making every brushstroke purposeful.
Turning Research into Action – Alex’s Marketing Plan in Module 5
By Module 5, Alex’s journey shifts from research to action. Artists learn to create marketing plans by setting realistic goals based on Alex’s strategies. This includes mapping out quarterly plans, planning product launches, and organizing local events to engage her community.
One of Alex’s biggest wins came from her goal of launching a new collection tied to a “Sip and Paint” community event. This not only boosted her sales but created a loyal local following. I wanted artists to see that marketing doesn’t have to be cold or impersonal – it can be a celebration of community and creativity.
By mirroring Alex’s step-by-step approach, artists are able to set their own SMART goals, track progress, and refine their strategies for long-term success. This module transforms abstract ideas into actionable plans that artists can immediately implement in their own businesses.
Why Alex’s Journey Matters for Your Art Business
Alex’s story isn’t just an exercise—it’s a reflection of real artists navigating the complexities of marketing. By following her path, artists see firsthand how structured planning can transform creative passion into profitable ventures. I believe that every artist deserves to feel empowered in marketing, and Alex serves as a reminder that with the right tools, marketing can become second nature.
The Artist’s Launch Academy ensures that artists walk away not just with theory, but with actionable steps tailored to their art and audience. Alex’s journey highlights the importance of balancing creativity with business, inspiring artists to take control of their marketing future.
Watch the Artist's Launch Academy in Action
Want to see how all this works in real life? Our pilot artists are putting these systems into action right now! From December to mid-April, they're transforming their art businesses using these exact strategies.
If Alex’s journey resonates with you, it’s time to take the next step. Enroll in the Artist’s Launch Academy or sign up for our newsletter to gain early access to our upcoming sessions.
Marketing doesn’t have to feel like a mystery. With real-world examples, hands-on exercises, and guidance from artists like Alex, you’ll be equipped to confidently showcase your work and grow your art business.
Let Alex’s story inspire your next big move.
Want to learn more about building your own art marketing ecosystem? Sign up for our newsletter and join a community of artists who are learning to thrive, not just survive, in the art world!
Comments