emerging visual artist

You create art. But somewhere along the way, the desire to make a living from it begins to grow. There comes a moment when something shifts. You’ve been creating work for years. Maybe you went to art school, maybe not. Maybe you sell something every now and then, maybe not at all yet. But suddenly that thought is there, growing clearer and clearer: this is what I want to do.

Becoming an artist and an entrepreneur isn’t a choice for the sake of ease. It’s a choice for freedom—and for everything that comes with it. For uncertainty. For paperwork. For the question of whether you’ll sell enough this year to pay your rent and cover the cost of your materials. But also for something else: the freedom to create what you want to create. On your own terms.

Lucebert writes: “Everything of value is defenseless.” That applies to your art. And it also applies to you, as a creator trying to make a living from it.

What does being an entrepreneur actually mean for an artist?

The word “entrepreneur” feels uncomfortable to many artists. It conjures up images of suits, spreadsheets, profit margins, sales, and promotion. It feels superficial. 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 undermines it. A foundation on which your creative practice can rest, even when things get tough.

That demands something of you. You learn to send invoices without shame. You learn to say no to commissions 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’s one question that’s more important than all the practical steps combined. Why do you want to do this? Not why you make art—you already know that—but why you want to make a living from it.

Being a freelance artist means living with uncertainty. Your income fluctuates. Some months are good, others aren’t. You’re responsible for your own retirement, 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 that.

But it also means you manage your own time. That you can turn down assignments that don’t suit you. That you work on projects that matter. The question isn’t 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 Structure

In the Netherlands, as a starting artist, you have three realistic options. The sole proprietorship is by far the most popular. It’s easy to set up, requires little paperwork, and you can get started right away. The downside is that you’re personally liable for business debts. Legally speaking, you and your business are one and the same.

A general partnership is a good option if you collaborate regularly with, for example, another artist. In this case, you share profits, losses, and liability.

A private limited company offers more protection but also requires more effort. This includes double-entry bookkeeping, annual financial statements, and notary fees upon incorporation. For most artists, this only becomes relevant once revenue grows substantially. Therefore, it’s usually best to start with a sole proprietorship. You can always switch later.

Registering with the Chamber of Commerce

The registration process itself is simpler than you might think. You make an appointment online, fill out your information in advance, and pay a one-time fee of around fifty euros. You’ll receive your Chamber of Commerce number within a week.

It’s helpful to know your SBI code in advance. This is the official description of your activities. For visual artists, it’s often 90.031, “creative arts.” For arts and crafts, it’s 90.032. The Chamber of Commerce can help you choose, but being prepared saves time.

Your business name can simply be your own name. Many artists choose to do this. It’s 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 produced in a limited edition and are signed.

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

In addition, there is the small business scheme. If you expect annual revenue of less than twenty thousand euros, you can register for this scheme. You will then not charge VAT and will not be required to file a VAT return. The downside is that you also cannot claim a VAT refund on your expenses. For artists with high material costs, this is therefore not always advantageous.

Bookkeeping Made Easy

Bookkeeping doesn’t have to be a nightmare. A simple system often works best. Keep your receipts for materials, travel expenses, and studio rent—digitally or physically—as long as you’re consistent. Track what you invoice and when payments come in.

Set aside money for taxes every month. A quarter of your profit 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 filling out forms is time you can devote to your work. A good accountant often pays for themselves in saved time and tax deductions you might otherwise overlook.

Where do you find your first buyers?

This is perhaps the question that concerns emerging artists the most. There are no set formulas. What works for one artist doesn’t work for another. But there are definitely specific places to start.

Art fairs and markets offer immediate visibility and direct 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. Participating costs money and energy, but it yields immediate feedback.

Open studio tours are accessible and local. Almost every city organizes them—weekends when artists open their studios to the public, such as on the Westelijke Eilanden in Amsterdam, the Arnhem Studio Tour, or “Kunst in de Kerk” in Utrecht.

Online platforms also play a role. Not just Instagram, but also Artsy, Saatchi Art, and Dutch initiatives like Affordable Art Online. They charge a commission, but they bring your work to the attention of buyers you’d never reach on your own.

Galleries are more difficult and take longer. But when it works out, you get more than just sales. A gallery helps build your story. Don’t start with the established names; instead, look for young galleries that are still figuring out 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 needed five to ten years to build that foundation.

What You Need to Protect and Why

As an artist and entrepreneur, you’re building more than just your work. You’re building 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. Starting in 2027, a form of this insurance will be mandatory for all self-employed individuals in the Netherlands, but waiting until then means going without protection right now.

Think about liability. What if someone trips in your studio, a piece of art is damaged during transport, or a client claims your work doesn’t meet the agreed-upon standards? Professional or general liability insurance covers these kinds of risks.

Also think about your belongings. Tools, materials, and finished works are often not covered by standard personal property insurance. That requires a separate solution.

These aren’t pleasant topics. But protection isn’t about fear. It’s about the freedom to keep creating, even when things go wrong.

Help That’s Already Available

You don’t have to figure this out on your own. In the Netherlands, there are organizations that work specifically for artists. Cultuur+Ondernemen offers free consultations, workshops on pricing and negotiation, and legal information. Their Artist Fee Guidelines help you determine what you can charge for your work.

The Kunstenbond is the union for artists and creatives. They offer model contracts, legal advice, and collective advocacy. Platform BK advocates for the interests of visual artists and monitors the actual income situation of creators.

In addition, there are local initiatives such as artist hubs, studio associations, and municipal assistance programs for those just starting out. Often, there’s more support available than you think—if you know where to look.

And then: get started

You don’t have to figure everything out at once. There’s no such thing as perfect preparation. Register with the Chamber of Commerce. Set up a simple accounting system. Say yes to that first commission, even if you haven’t quite finalized your rates yet.

You learn to be an entrepreneur by doing it. Just as you learn to create by creating. Paul Valéry wrote: “A work is never finished, only let go.” That applies to your business as well. You’ll never be completely ready. There’s no point at which everything is perfectly in order.

But you can get started. Today. With what you have. And again tomorrow. And the day after that. That’s ultimately what being an artist-entrepreneur means: keep creating, despite everything. The rest will fall into place.

Oddny understands that creative condition. We’re here to help you protect the value you create—legally, financially, and professionally—so you can keep creating.

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