Victoria Helena, the visionary behind Artist Money Matters, is at the forefront of a movement to empower artists through financial education. Drawing on her unique background spanning two decades in both finance and studio administration, coupled with her personal journey as a sculptor, Helena brings an unparalleled perspective to the financial challenges faced by the art community. Her initiative aims to demystify financial concepts for artists, enabling them to navigate the often-opaque and volatile art economy with confidence and strategic foresight.
Helena’s journey into this specialized field was shaped by her upbringing and early career experiences. Growing up with a single mother who diligently managed finances instilled in her a pragmatic understanding of money. Later, an accounting course became a pivotal moment, revealing a logical and calming order in numbers that resonated with her. Simultaneously, her commitment to her artistic practice led her to pursue an MFA at the Royal College of Art. It was during this period that she recognized a recurring need among her peers: a desire for clear, actionable financial guidance that was conspicuously absent within the art world.
The genesis of Artist Money Matters was organic, evolving from informal advice given to friends and colleagues. Helena became the trusted confidante for artists grappling with contracts, exhibition budgets, and the broader financial implications of their careers. This persistent demand highlighted a significant void: artists were making crucial financial decisions in an unpredictable market without adequate independent support. Her consultancy was thus formally established to address this gap, providing bespoke financial guidance free from commissions or sales-based incentives, ensuring unbiased advice tailored to artists' best interests.
A core aspect of Helena's work involves addressing the psychological barriers artists often encounter when discussing money. She points out the pervasive "starving artist" myth and the societal pressure to prioritize artistic authenticity over financial well-being. This creates a difficult dilemma, where vulnerability in art is celebrated, yet open discussions about financial survival are often shunned. Helena emphasizes that initial conversations frequently delve into an artist's personal and familial relationship with money, recognizing that understanding these underlying attitudes is key to unlocking practical financial planning.
Helena frequently observes common pitfalls as artists' careers advance. Many artists, she notes, are unaware of what they are entitled to ask for, whether in contracts, budgets, or institutional invitations. Prestigious opportunities can often come with vague or unrealistic financial terms, potentially leading artists into debt if they don't fully understand the true cost of their artistic production. She strongly advises artists to prioritize clear payment terms and intellectual property rights in all agreements, seeing them as fundamental safeguards against exploitation and uncertainty. Her work adapts to various scales, from guiding emerging artists in establishing basic financial systems to assisting established international studios in restructuring and resolving complex financial issues, always upholding the same core principles of clarity and empowerment.
Ultimately, Helena views her work as a form of economic justice. She argues that financial illiteracy is not accidental but rather a systemic issue that leaves artists vulnerable to exploitation, allowing others to extract value while artists shoulder disproportionate risks. By offering independent, fee-for-service consultancy and accessible resources like her upcoming book, Helena aims to equip artists with the tools to understand their financial realities. This understanding empowers them to protect their work, negotiate equitably, and build sustainable careers on their own terms, transforming financial literacy from a privilege into an essential component of the art world's infrastructure. Her message is clear: clarity in financial matters is not an impediment to creativity; it is its essential enabler, fostering the resilience needed for artists to thrive over the long term.