Executive Summary

I aim to introduce unique and original oil paintings to art enthusiasts and collectors alike. As a lifelong artist with a passion for exploring classical and abstract techniques, I am excited to embark on my entrepreneurial journey as a professional art studio.

My paintings showcase a diverse range of themes—from landscapes and still life scenes, to portraits and abstract art—reflecting my versatility as an artist. Each piece is imbued with my vivid and graphic style, offering viewers a unique experience.

Through strategic marketing initiatives that include online promotions, exhibitions, and partnerships, I aim to reach a global audience of art enthusiasts and collectors using online tools and in-person opportunities. With a commitment to excellence, integrity, and innovation, Swingler Art Studio seeks to become a premier destination for discerning art lovers seeking timeless treasures to enrich their spaces and inspire their souls.

Join me on this journey as we celebrate the power of creativity and imagination, one brushstroke at a time.

Market Opportunity

My target consists of Collectors, Art Dealers, Galleries, and Interior Designers. The principal demographics are currently in the Americas and Western Europe with the potential of expansion thanks to internationally accepted online platforms, such as Saatchi Art.

Collectors are individual art buyers, and buyers range vastly in age group. They tend to be (or be related to) successful entrepreneurs or professionals who enjoy luxuries such as leisurely travel, international entertainment and culinary experiences, and the collection of other fine objects such as jewelry, vehicles, designer clothing, memorabilia, etc. Art world statistics indicate that sales via Art Dealers and Gallerists have shift sharply since 2019 in place of online sales. Younger collectors are shown to frequent online art platforms, making quicker decisions and sharing their purchases via social media—increasing artist visibility and perceived value.

Art Dealers act as intermediaries between a collector and the artist and/or the gallery. They have to know and understand art world trends and prices, and constantly be able to think ahead. As such, they are always looking for rising artists. So in order to engage them, we have to investigate which platforms they are using.

Galleries also work as intermediaries between the buyer and the artist. Traditional brick-and-mortar galleries provide a physical space for artists to show their work while networking with a specific selection of connected Collectors and Art Dealers. Online galleries, such as Saatchi Art, provide virtual space for artists to show their work with a much broader international, yet ambiguous, audience of Collectors and Art Dealers.

Interior Designers are more numerous than galleries in the United States and tend to purchase artworks for the sole purpose of covering wall space (hotels, resorts, corporations, etc.) effectively at an efficient cost. As a result, they do not lend to the public value or importance of an artist’s work, but they can ultimately help the bottom line.

According to Grandview Research, although traditional brick-and-mortar galleries suffered due to imposed quarantines and social distance mandates in 2019 and 2020, online art sales doubled in 2020 over 2019. The global online art market size reached $9.18 billion in 2022 and is expected to reach $9.72 billion in 2023. The global online art market is expected to grow at a compound annual growth rate of 9.0% from 2023 to 2030 to reach $17.76 billion by 2030.

According to The Art Market 2023 published by Art Basel, the global art market totaled $67.8 billion in 2022, growing by 3% year-over-year and reaching its second-highest level to date.

Services Offered

Swingler Art Studio offers museum-quality original oil paintings and commissioned artworks in Realist, Surrealist, Abstract, and mixed styles of various themes, sizes, and price ranges.

Financial Highlights

In progress… summarize:

1) the total number of exhibitions, 2) the total number of artworks in private or museum collections, 3) the total sum of revenue generated via sales, 4) the total estimated value of artworks pending sale.

Company Overview

Ownership and Team

In progress… include: 1) Micheal as Artist and Owner, 2) Sebastian as Artwork Photographer, 3) Saatchi Art as primary online art gallery, 4) Elliot Bostich of Q Gallery as secondary online art dealer.

Vision and Mission

Michael wants his artworks to be respected for their level of skill, spark conversations due to their content, and be worthy of remembrance by remaining visible in public collections (such as museums) where they may appreciate in value.

To achieve this, it’s his mission to concrete his style and therefore create, show, and sell his unique paintings to an audience of posterity-minded collectors, curators, and exhibitors.

Artist Statement

Michael Diniz Swingler is a Brazilian-American painter inspired by the Baroque, Surrealism, Abstract Expressionism, Islamic tiling, and calligraphy. His training includes an undergraduate degree from the Academy of Art University in San Francisco, over a decade as an expatriate artist in Colombia, work as an animator for a Disney film, and years of experience as a graphic designer.

Michael is rational, but generally feels that there is something more to existence just beyond his understanding. As a result, his work is firmly rooted in realistic figures, objects, and landscapes that detour into various abstractions. He uses classical oil painting techniques on canvas or panel and usually pulls his ideas from sketchbook wanderings and academic re-workings. He does not always begin with a specific plan, so his processes vary. Live models and photographic references are employed when realism is important. His brushwork tends to be refined and premeditated, even when trying to work loose and spontaneously. An artwork is finished when he says so and will usually not be considered as "completed" until it has been varnished and framed.

Ultimately, Michael wants his artworks to command respect for their level of skill, spark conversations due to their content, and be worthy of remembrance by remaining visible in public collections where they may appreciate in value.

Business History

In process…

Future Goals

In progress…

Market Analysis

Target Market & Growth Potential

Michael’s audience is to be comprised of collectors intent on acquiring artworks as part of permanent collections for public appreciation; i.e., clients whose collections are often acquired by museums. Museums usually being the result of a client’s extensive collection; e.g., Solomon Guggenheim, J. Paul Getty, Norton Simon, etc.

In progress…

Current Demographic Analysis

Based on 2023 data from social media platforms, the majority of Michael’s audience is currently composed of adults between the ages of 25-54, with a follower base of 43% men and 57% women. Of that demographic, 41% reside in the United States followed by 15% in Colombia; both countries in which Michael has spent most of his life and networked the most person-to-person relationships.

Michael’s private collectors are currently in 13 cities spread out in the USA, Canada, Colombia, Chile, and England; specifically, Los Angeles, San Francisco, Phoenix, Raleigh, Boston, Atlanta, Winnipeg, Toronto, Montreal, Barranquilla, Bogotá, Santiago, and London.

Competitive Analysis

In progress…

Market Trends

In progress…

Marketing & Sales Strategies

Until adequate funding is achieved, the use of free or economic marketing resources is essential:

• Social Media Posts - Free

• Social Media Ads - Less than $100 per Year

• Saatchi Art Online - Free Profile with a 40% Sales Commission

• Saatchi Art Other Art Fair - Free Application, $2,000 to 4,000 per Booth, 15% Sales Commission

• Portfolio Website and Google Business Suite - $275 annually via SquareSpace

• Artwork Archive - $8 to $24 per Month (Complete Business Management Suite)

Michael is actively researching strategies to better identify and target collectors, including: galleries and art dealers, local artist unions, and art fair participation.

Inventory

Incubadora

This compendium of 17 drawings and paintings precede Michael’s coursework at the Academy of Art University. Varying in media and scale, the pivotal artworks depict humanoid figures set into graphic-laden backgrounds made by use of voluntary and involuntary techniques. Artworks are completed, although some still require framing. Of the series: 7 are in private collections, 1 is in a museum collection, 1 was stolen, 2 have been damaged, 3 require framing, and 3 are available for purchase.

Academia

This body of over 50 drawings and paintings in charcoal and oils are a sample of Michael’s training at the Academy of Art University. The majority of these intimately scaled works depict freehand renderings of figurative and still life studies using classical techniques. Of the series: more than half of the series is pending frames and photo documentation, 8 have been sold into private collections, and 8 are currently available for purchase.

Modificada

A collection of academic and earlier pieces that have been re-worked as to better align with Michael’s current stylistic preferences. This series of over 80 paintings is in its final stages of production and nearing completion.

Topografica

These intimately-sized oil paintings depict Michael’s ongoing relationship with rendering landscapes and cityscapes en plein air and alla prima. Of the series: 1 has been sold into a private collection and 1 is kept by the artist, with the remaining 20-something artworks pending frames and photo documentation.

Polaridade

A proposed body of 100+ mixed media artworks intended for all price points (a full range of sizes) in which Michael explores his dual appetite for contrasting loose abstract and tight classical techniques. This collection is started, but on pause while focusing on concluding the Modificada collection.

Naturezas

A proposed body of 50+ paintings intended for moderate price points (medium sizes) in which Michael focuses on floral and food themes using Classical and Surrealist techniques. This collection is proposed and is pending conclusion of the Modificada collection before production can be started.

Disagreeable

A proposed body of approximately 10 paintings intended for a larger price point (large size) in which Michael expresses his observations on complex social narratives using a variety of techniques in a Baroque-Surrealist style. This collection is proposed and its initiation is pending conclusion of the Modificada collection in conjunction with adequate funding.

Commissions

More than just pretty pictures, these are custom paintings for private collectors. Unique works of fine art that will become heirlooms and inherited as cherished historical items. Currently accepting commissions.

Financial Plan

Michael is actively researching and applying for grants from a variety of foundations—although he has not yet been awarded any—nor does he have a cash reserve. Currently, all expenses are out-of-pocket.

Minimal Existence Financial Needs

A grant or investment in the sum of USD $20,000 would allow Michael to frame, photograph, prepare shipping materials, print Certificates of Authenticity, and initiate the marketing of 115 already-existing artworks belonging to his Academia, Topografica, and Modificada collections. Once placed onto the Saatchi Art and Q Gallery platforms, online sales are enabled. The aforementioned 115 artworks represent a projected net revenue of approximately USD $65,000.

Funding would allow for the following expenses only:

• Framing services

• Photography services for portfolio marketing

• Print services for COAs

• Shipping materials

Start-up Existence Financial Needs

A grant or investment in the sum of $300,000 would be ideal to feasibly cover Michael’s living costs, business and studio costs, and taxes for a period of up to four years of full-time work. The first 3 years would concentrate on the creation of one or two large-scale artwork series. The final year would focus on actively showing, marketing, and selling those collections via galleries, art dealers, art fairs, or other venues while beginning simultaneously an additional series. ROI strategies can be discussed, developed, and negotiated.

Funding would allow for the following expenses:

• Artist costs; e.g., studio, housing, food, etc.

• Production materials; e.g., paints, brushes, etc.

• Framing materials; e.g., wood, gesso, tools, etc.

• Photography materials; e.g., gear, apps, etc.

• Marketing materials; e.g., website, fairs, cards, etc.

• Shipping materials; e.g., boxes, padding, tape, etc.

• Network opportunities; e.g., meetings, entry fees, lunches, etc.