When artists become entrepreneurs: the first steps

You create art. But somewhere, the desire to make a living from it grows. There comes a moment when something shifts. You have been creating work for years. Maybe you studied, maybe you didn't. Maybe you sell something now and then, maybe not at all. But suddenly that thought is there, becoming clearer and clearer: this is what I want to do.

Becoming an artist and entrepreneur is not a choice for convenience. It is a choice for freedom, and for everything that comes with it. For uncertainty. For administration. For the question of whether you will sell enough this year to pay your rent and cover your materials. But also for something else: the space to create what you want to create. On your terms.

Lucebert writes: "Everything of value is defenseless." That applies to your art. And it also applies to you, as a creator trying to build a life out of it.

What does entrepreneurship actually mean for an artist?

The word entrepreneur makes many artists uncomfortable. It conjures up images of suits, spreadsheets, profit margins, sales, and promotion. It feels shallow. Far removed from what your art is about.

But entrepreneurship as an artist means something else. It's not about scaling up or market share. It's about sustainability. About the ability to keep creating. About building a structure that supports your art rather than undermining it. A foundation on which your creative practice can rest, even when things get tough.

That requires something from you. You learn to send invoices without shame. You learn to say no to assignments that drain you. You learn to price your work in a way that does justice to what you create, not to what you think others are willing to pay.

Are you ready to become an independent artist?

Before you register with the Chamber of Commerce, there is one question that is more important than all the practical steps combined. Why do you want this? Not why you make art, you already know that. But why you want to earn a living from it.

Being a freelance artist means living with uncertainty. Your income fluctuates. Some months are good, others are not. You arrange your own pension, insurance, and taxes. No one pays for your vacation days. And if you get sick or have an accident, your income stops, unless you protect yourself against it.

But it also means you manage your own time. You can turn down assignments that don't suit you. You work on projects that matter. The question is not whether you can handle this. The question is whether you really want to.

The practical side: from the Chamber of Commerce to taxes

Choosing your legal form

In the Netherlands, as a starting artist, you have three realistic options. The sole proprietorship is by far the most popular. It is easy to set up, requires little administration, and you can start immediately. The disadvantage is that you are personally liable for business debts. Legally, you and your business are one and the same.

A general partnership is interesting if you work together with another artist on a structural basis. You then share profits, losses, and liability.

A private limited company offers more protection, but also requires more. Think of double-entry bookkeeping, annual accounts, and notary fees upon incorporation. For most artists, this only becomes relevant when turnover grows substantially. Therefore, it is best to start with a sole proprietorship. You can always switch later.

Registering with the Chamber of Commerce

The registration itself is easier than you think. You make an appointment online, fill in your details in advance, and pay a one-time fee of around fifty euros. You will receive your Chamber of Commerce number within a week.

It is useful to know your SBI code in advance. This is the official description of your activities. For visual artists, this is often 90.031, creative arts. For crafts, it is 90.032. The Chamber of Commerce will help you choose, but preparation saves time.

Your company name can simply be your own name. Many artists choose to do this. It is personal, clear, and legally straightforward.

VAT and regulations for artists

Special VAT rules apply to artists in the Netherlands. If you sell original work that you create yourself, such as paintings, sculptures, installations, or original prints, the reduced VAT rate of 9 percent applies. This also applies to photographs that you take and print yourself, provided they are limited edition and signed.

Commissioned work, workshops, or the sale of reproductions are usually subject to the standard rate of 21 percent.

In addition, there is the small business scheme. If you expect to have less than €20,000 in turnover per year, you can register for this scheme. You will then not charge VAT and will not have to file a VAT return. The disadvantage is that you cannot reclaim VAT on your costs. This is therefore not always beneficial for artists with high material costs.

Administration without drama

Administration does not have to be a monster. A simple system often works best. Keep your receipts for materials, travel expenses, and studio rent, either digitally or physically, as long as you are consistent. Keep track of what you invoice and when payments come in.

Set aside money for taxes every month. A quarter of your profits is a safe rule of thumb. Many artists choose to work with an accountant. Not because they can't do it themselves, but because it gives them peace of mind. Time you don't spend on forms can be spent on your work. A good accountant often pays for themselves in saved hours and missed deductions that you would otherwise overlook.

Where can you find your first buyers?

This is perhaps the question that most concerns starting artists. There are no fixed formulas. What works for one artist may not work for another. But there are concrete places to start.

Art fairs and markets offer direct visibility and contact with the public. Think of the Affordable Art Fair, Art Rotterdam with its New Art Section for young talent, KunstRAI, and many smaller local art markets. Participation costs money and energy, but provides direct feedback.

Open studio routes are accessible and local. Almost every city organizes them. Weekends when artists open their workplaces to the public, such as on the Westelijke Eilanden in Amsterdam, the Atelierroute Arnhem, or Kunst in de Kerk in Utrecht.

Online platforms also play a role. Not only Instagram, but also Artsy, Saatchi Art, and Dutch initiatives such as Affordable Art Online. They charge commission, but they bring your work to the attention of buyers you would never reach yourself.

Galleries are more difficult and slower. But when it works, you get more than just sales. A gallery helps build your story. Don't start with the established names, but look for young galleries that are still discovering who they want to represent.

The common thread is always the same. You have to be visible. Consistent. Year after year. Most artists who now make a living from their work have needed five to ten years to build that foundation.

What you need to protect and why

As an artist and entrepreneur, you build more than just work. You build a practice, a reputation, and a way of life. These are vulnerable.

Think about your income. What happens if you can't work for three months due to illness or an accident? For many self-employed people, disability insurance is the most important form of protection. From 2027, a form of this will be mandatory for all self-employed people in the Netherlands, but waiting until then means being unprotected now.

Think about liability. What if someone trips in your studio, a work of art is damaged during transport, or a client claims that your work does not meet the agreed specifications? Professional or business liability insurance covers these types of risks.

Also consider your belongings. Tools, materials, and finished work are often not covered by standard home contents insurance. This requires a separate solution.

These are not pleasant topics. But protection is not about fear. It is about the freedom to continue creating, even when something goes wrong.

Help that is already available

You don't have to figure it out on your own. In the Netherlands, there are organizations that work specifically for artists. Cultuur+Ondernemen offers free consultations, workshops on pricing and negotiating, and legal information. Their Artists' Fees Guideline helps you determine what you can charge for your work.

De Kunstenbond is the trade union for artists and creatives. They offer model contracts, legal advice, and collective representation. Platform BK represents the interests of visual artists and monitors the actual income situation of creators.

In addition, there are local initiatives such as incubators, studio associations, and municipal help desks for start-ups. There is often more support available than you think, if you know where to look.

And then: getting started

You don't have to arrange everything at once. There is no such thing as perfect preparation. You register with the Chamber of Commerce. You set up a simple administration system. You say yes to that first assignment, even if you don't have your rates completely figured out yet.

You learn to be an entrepreneur by doing it. Just as you learn to create by creating. Paul Valéry writes: "A work is never finished, only released." The same applies to your business. You will never be completely finished. There is no point at which everything is perfectly arranged.

But you can start. Today. With what you have. And tomorrow again. And the day after that. Ultimately, that is what being an entrepreneur as an artist means: continuing to create, despite everything. The rest will grow along with it.

Oddny understands that creative condition. We are here to help you protect the meaning you create, legally, financially, and professionally, so that you can continue to create.