Transitioning from an individual artist to establishing an art outsourcing studio is a significant challenge. With the increasing uncertainties working for AAA studios as a stable career option, many motivated artists with entrepreneurial ambitions are setting up their own external studios and becoming service providers. This provides artists with the opportunity to build teams of like-minded professionals who share similar values and have greater control of the projects they want to work on.
While attending in-person conferences is ideal for connecting with and meeting new clients, it’s not always feasible. These events may not be held locally, and traveling can be expensive or you may simply not have the option to leave your home for a few days. The good news is that there are ways to build your online presence and attract your very first client.
At our studio, Jacob Norris, successfully founded Sierra Division after working with industry giants like NVIDIA, Kojima Productions, Naughty Dog, and Insomniac Games. Below are some of his strategies to help build your online presence and attract your first clients as a new art outsourcing studio.
Sell Digital Products on Marketplaces
Selling digital assets on popular marketplaces is an effective way to showcase your skills and gain exposure. By researching market demand, creating high-quality assets, and promoting them, you not only practice marketing skills but also increase your visibility among potential clients. Positive reviews and high sales can lead to recognition by studios of all sizes, from indie to AAA, who purchase digital assets from these marketplaces.
Sierra Division’s asset packs can be found on their website and the Unreal Engine Marketplace.
Jacob first established his reputation under the handle PurePolygons selling digital assets and tutorials. Back in 2015, the Unreal Engine marketplace team took notice of his products and featured him on their blog, driving traffic to his page. Through hard work and continuously creating highly-rated products, he was eventually approached with his first major outsourcing project and was able to build his team.
Sierra Division's first Art Outsourcing project was for Snoop Dogg's "Crip Ya Enthusiasm" music video. Our studio was responsible for creating various props and environments, such as the pool scene and Astro's Donut Shop.
Build Your Own Website
Creating your own website is essential. While some studios opt to only have an online portfolio page or LinkedIn profile, a website serves as a central hub that you fully control and demonstrates that you are a professional and legitimate company.
On your website, you can tell your story effectively by showcasing your portfolio, describing your services, and providing contact information for potential clients to reach you at. Utilize website builder tools to create a clean, user-friendly website that best represents your brand and what you offer. You can then link your website to other platforms where you showcase your work.
On your website, include testimonials from former employers, colleagues, or satisfied marketplace buyers to build credibility and trust with potential clients.
List Your Studio
You'll want to be as visible as possible to attract potential clients. Studio art outsourcing managers are busy folks, and from experience, will often begin their search for a service provider through word-of-mouth. But, if they are looking for further options or for a particular skill set, they might go to an online directory where they can filter studios by location and skill. For example, Sierra Division is listed on ArtStation and on Game Caviar.
Broadcast Your Knowledge
To stand out, be active on social media and share your expertise. It helps if you've previously worked as an in-house artist at a AAA or Indie studio, as you will have a ton of experience and lessons learned to share with others.
Studios value not only talent, but also strong communication and problem-solving skills. Make it easy for them to see if you are the right fit by starting a YouTube channel or blog where you can easily showcase your knowledge and attract an audience.
An example of a tutorial created by Sierra Division artist, Niels Couvreur, demonstrating his expertise while sharing some insights of our studio's game asset pipeline.
We hope these tips help you on your journey to establishing a successful art outsourcing studio. We won't deny that it takes a lot of hard work and there is some luck involved. But, by ticking off the above boxes you have a greater chance of being seen, and being at the right place and at the right time to lock in your first client.
At Sierra Division, we’re working on exciting projects and always looking for new collaborators. Whether you’re interested in co-development, outsourcing, or joining our team, feel free to reach out!
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