Artist Coaching 

Philosopher Frederick Nietzsche once said, "He who has a why to live can endure any how."

Knowing your why is an important first step in figuring out how to create the artist's life you enjoy living.

Do you know your why? Do you struggle with your art career? Do you have trouble defining goals for yourself and taking action to achieve those goals? 

My coaching for artists is based on a deep understanding of the challenges you face. I am an artist, an autodidact and I have ADHD (which I believe is simply being wildly curious about everything!) I struggled for years to understand why I couldn't make a living off of my creative ingenuity. I was confused and depressed, wondering what direction to go in and then one day I reached out. I reached out to others who had walked this path before me and guess what...I started to get answers! I learned that there were effective, proven ways to focus all of my energy, passion and creative intelligence - and earn a living! 

My persistence to find my why led from the road of uncertainty to a path of greater clarity, direction and self-awareness. My journey has provided me with an abundance of knowledge, tools and resources which I will lovingly share with you.  I customize my coaching program to help you meet your goals.  I don't just give advice, my coaching style is practical, personal, and hands-on. The ideas, techniques, and approaches I offer are designed specifically to help creative people at any stage of their career.

As an art business coach, I help artists like you develop the skills and knowledge that enable you to effectively and courageously run your art business.

Here is how we can work together: 

  •   Formulate and clarify your career goals. Learn to be accountable and focused in your career. 
  •  Learn how how to promote your unique artistic talent and value your personal strengths. 
  •  Learn how to build professional relationships and reach your targeted audience. 
  •  Enhance your promotional materials: artist's statement, biography, website) and get your message out there. 
  •  Identify alternative exhibition options: juried exhibitions, group shows, nonprofit art spaces, pop-ups. 
  •  Demystify commercial gallery procedures and guidelines (payment, contracts, shipping, framing).
  •  Refine your professional art practices: pricing, hanging, framing, documentation, editions, reproductions.
  • Identify your core values and learn how to use them as a framework for establishing healthy boundaries and better     communication in your personal and professional life. 


 90 minute session = $150.00 ($100/hr) 
5 - 90 minute sessions = $675 ($90/hr) 
10 - 90 minute sessions = $1200 ($80/hr)
Sessions are in-person, by phone or Skype. 


"The sense of creative self-discovery and connection that Jennifer brings to our calls is authentic and encouraging. I look forward to talking with her each week and hearing her supportive words.  Jennifer’s coaching helped me identify my core values and she uses a process that’s both fun and exciting. The process feels like an adventure of self-discovery, where we find the gold in each situation, leading to the core values.  Afterwards, I feel empowered and witnessed, accepted and understood. All of these feelings lead to a more clear and grounded space where I can plan out my next steps. I see values development and goal setting as essential skills for any creative entrepreneur. " - Jill Banting, Artist, Masters of Applied Arts - ECUAD

"Jennifer Johnson's guidance to strategize my goals for a recent exhibition was key to a breakthrough in how I perceive myself as artist and entrepeneur. We looked at efficient planning, setting a financial goal, and some details around promotional strategies. I even surpassed my financial goal! Jennifer has wonderful energy and an obvious passion for art and helping artists shine. I highly recommend her as an artist coach--you won't be disappointed!" - Val Nelson

"I first heard about Jennifer through an artist referral. She reached out to me through my website and set up a phone conversation.  I felt an instant connection over the phone and decided to go ahead with some sessions.  This was the first time in my art career that I was opening up to a complete stranger and felt like she was responding in a way that made me feel comfortable, heard, and valued.  I am a self representing artist and want to continue in that way as long as I can and with Jennifer's support I was able to really embrace that desire.  Sessions with Jennifer allowed me to dig deeper into WHY I have chosen this path and HOW I will stay on the path of success.  Jennifer was clear on her intentions for each of our talks and I looked forward to every session with her.
My sessions with Jennifer coincided with the busiest and most successful season I've experienced so far in my art career.  Knowing I had our session each week helped keep me accountable and grounded."  - Nikki Balfour

"Ms. Johnson has an incredible drive to help artists succeed, whether they are emerging, mid-career or well established. Her energy and enthusiasm, paired with a strong sense of professionalism and a proven head for the art market, make her a valuable contact for artists, collectors and curators alike." - Lacia Vogel - artist, MFA - U of Regina, BFA - UBCO

"We met last year when you came to UBCO and did some studio visits. Just thought I would drop a line and let you know how your visit sparked a flame that ultimately turned into a killer body of work that I am quite proud of. Thank you!!” - Kelsie Balehowsky

“Whether dealing with young artists or mature, successful veterans, Ms. Johnson is clearly adept at what she does.”  - Dr. Hussein Keshani - Art History Professor, Faculty of Creative and Critical Studies, UBCO

“You have a great talent for remembering details about people and making them feel important. You are very inspiring, and I appreciate a positive voice directed at those with creative aspirations.” - Nadine Bradshaw