Michael Korcek is the Marketing Director of ArtLifting, a social enterprise connecting artists with disabilities to the art market. With over a dozen years of marketing and brand-building experience, Michael forges innovative creative partnerships with companies like JanSport, LinkedIn, Hallmark, Hines, MillerKnoll, and Dropbox, creating mainstream visibility for talented underrepresented artists.
LinkedIn: https://www.linkedin.com/in/michael-korcek/
About ArtLifting
ArtLifting advances access to the art market by connecting artists impacted by disabilities and housing insecurity with socially conscious customers to create meaningful spaces and products. Through partnerships with over 500 corporate clients, ArtLifting artists share their talents and stories with the world while earning an income from art sales and royalties.
Since its founding in 2013 by former social worker Liz Powers and her brother, ArtLifting has generated tens of millions of dollars in art sales and royalties for disabled artists. As of 2024, ArtLifting represents over 190 diverse artists in 35 states. ArtLifting has partnered with companies like Bank of America, PayPal, Google, Bain Capital, Starbucks, Pfizer, Hallmark, CBRE, and Hines to create meaningful spaces with social impact.
As a next-generation art consultancy, ArtLifting provides scalable art solutions and curation services for any environment. Clients work with ArtLifting to differentiate the design of their spaces, promote brand values, and inspire communities. ArtLifting makes tangible social impacts with corporate partners by reducing stigma and stereotypes, and creating economic opportunities for artists who are traditionally underrepresented in the contemporary art market.
To learn more, visit ArtLifting.com or follow @ArtLifting across social platforms.
Interview
What unique strategies set your business apart from the competition, and how have they contributed to your success?
At ArtLifting, we’re always looking to innovate how to expand our impact and create opportunities for and with disabled artists. We set ourselves apart by partnering with our clients on in-depth storytelling and PR about ArtLifting projects and the incredible artists behind them.
By centering the careers and lived experiences of ArtLifting artists in our storytelling, we build meaningful connections while combating stigmas and stereotypes about people with disabilities. Our focus on partnerships and authentic storytelling positions us to expand our impact while staying true to our social mission and the artists we serve.
What challenges do you anticipate facing in 2024? How do you plan on meeting those challenges?
A key challenge as we scale and expand our impact will be to keep our eye on the target. As a growing social enterprise, the opportunities are limitless, but it’s essential to be strategic about our focus. Sometimes saying ‘no’ can be as powerful as saying ‘yes’!
Tell us a little about your approach to marketing.
For me, marketing is about facilitating connections and telling stories. I also consider what value we are offering in exchange for our audience’s attention.
No matter the format, I want our marketing to connect deeply with our audience. When marketing offers something meaningful and of value, you’re encouraging brand affinity and building loyalty. This type of brand building is essential for small and medium-sized businesses that often have less resources and reach. Cultivate loyalty and your champions will market your brand for you. Plus, your champions will help you gain insights about what motivates your audience.
Which marketing channels are you using currently? Where are you seeing most success and how has this evolved over time?
As a fast-growing and innovative company, we’re always testing new channels. Right now, we’re finding LinkedIn is a powerful place to create meaningful connections with our clients, artists, and the wider community.
Participating in industry events has also been especially impactful in building relationships and celebrating our innovative partnerships with companies like Bank of America and Amazon.
Licensing partnerships with brands like Hallmark, Pottery Barn, and JanSport have helped build mainstream brand awareness and share the talents of ArtLifting artists with the world.
How much or how little are you using A.I. or automation in your marketing efforts?
I use AI tools every day. AI has become essential in my workflows to create content and agendas, analyze data, edit visuals, and plan tasks. I’ve been experimenting with training modules to create image descriptions, draft accessible content, conduct sales research, and brainstorm. I’m excited to continue to find ways to incorporate AI into our workflows to empower our team, increase accessibility, spark creativity, and scale our impact.
Plus, using AI to help working artists earn income is pretty cool.
What is something you’ve learned in your career that you would like to share with young SMB marketers entering the industry?
Ask a lot of questions–curiosity is your friend! Most folks are more than willing to provide resources, feedback, and support.
Never be afraid to suggest something unique. Sometimes the best way to solve a problem or reach an audience is to try something unexpected. Other times you strike gold! It doesn’t always work out, but whenever you try something new, you’ll gain insights and be able to grow.
