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Community Highlights: Meet Katerina Touchon of FRWART

Today we’d like to introduce you to Katerina Touchon.

Hi Katerina, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I’ve been doing marketing since I graduated from University, but I was into art even earlier. After completing my Master’s Degree in Sociology (the building block of Marketing), I was invited to join an Advertising Agency, where I started working with big brands like Marlboro, Parliament, and Jagermeister as a project manager.

Luckily for me, at that time I was already plugged into developing Art-Advertising projects, like creating branded kinetic sculptures and art promo screens. Then I switched to PR for art exhibitions and art projects. That’s when I fully fell in love with the idea of working on Marketing for art and cultural project for individual artists, gallery owners, companies, organizations, and brands. This led me to career growth from a PR manager to a Marketing Director. Along this path, I have been working with government and private projects, with museums, galleries, and commercial brands. Among the most established names I was working with: International Museum Festival «Intermuseum», Street art festival «MOST» in Moscow, «Moscow City Galleries Network», State Russian Museum in Saint Petersburg, and art center EXPOSED. Then I moved to the USA in 2018, where I continued combining two of my favorite spheres, Art and Marketing. I was working at the DCI Marketing agency and started organizing art shows SELECTION Art Show in parallel. That’s how I met my husband – an actor, musician, and gallery owner Zach Touchon. I came to his gallery when searching for a space for my first show (and never left).

Since I came to LA I was lucky to work with some other big names in art and culture: Pow Wow Long Beach, NCSFest Huntington Beach, and Musica Angelica Los Angeles projects. So in total in both countries, I had a chance to work with artists from the USA, Great Britain, Japan, the Republic of South Africa, Iran, Vietnam, Russia, Belarus, Ukraine, Latvia, and many others. I worked in collaboration with commercial brands: Schwarzkopf, Calvin Klein, Phillips, BMW, Dulux, Cosmopolitan, Swatch, Jules Pansu, Dot, banks, retail chains, etc In 2020 I launched an online-program FRWART the goal of which is to help artists with promotion.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
Every long path comes with struggles, I think. Struggles lead to growth. Immigration to another country was very desirable but definitely not easy. After years of experience and work as a Marketing Director and being in charge of many projects, I moved to LA and started from an Intern position. That’s quite a big step back – or a step forward as I see it. Many things I had to start over, from the beginning. Life-wise and career-wise. But I’m more than happy that I did it. A huge step that led to amazing growth and a whole new phase of life.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
I’ve created an online guide named FRWART for artists: painters, photographers, sculptors, illustrators, and other creators teaching the basic techniques and secrets of ART MARKETING that artists can use for self-promotion, better exposure, and art sales.

This is a step-by-step program that helps artists to go from a complete lack of understanding of what to do with their artwork to a well-defined marketing strategy, excellent online and offline presentation, partnership with galleries, publications, and sales. And the most amazing thing is that all of the steps, all the promotion artists can do by themselves, without PR agents, dealers, and galleries.

There are several similar programs like this but almost always they are created by an artist who gained success in their art career and decided to share their knowledge. FRWART, in its turn, is created by a specialist in art marketing with years of experience in different parts of the art sphere. In my program I’m revealing real marketing secrets that are rarely known to artists, explaining in detail what psychology should be behind each step, and teaching how to think like a marketer, gallerist, pr agent, dealer, and a buyer.

We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
Absolutely! When COVID hit and everybody was locked down, my husband and I took a week of doing nothing, and then we started to think about what could we do online. Our partnership as a gallery with a big space right on the 3rd Street Promenade in Santa Monica froze due to the inability to do anything offline. My husband started actively writing a book (the launch of which will be this year on September 1st). And I (you won’t believe it) got a dream about the program, and after – another one about the name. I sat down and in 4 months I had my online guide ‘’FRWART’’- a 10-step program, 100 pages of A4 format, and more than 20 hours of marketing material for artists. I’m very proud of this and I am honestly not sure that I’d be able to do that if it was not for this break due to COVID. So I definitely took advantage of the lock-down situation!


Contact Info:

Image Credits
Katerina Touchon, Eugeniia Gul, Alice Pau, Alex Sher, LA Art Show

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