Preparing for your Artist’s Profile

One of our favourite services we provide at Caulfield-White is the Artist Profile. We love meeting creatives of all types, learning about their work, what makes them tick, and creating a custom profile that shows the creative and their work in the best light – literally and figuratively. Let’s get down to what you can do to get the most out of your Artist Profile.

Carefully select the work you wish to showcase

Whether you are a 2d/3d visual artist, performer, musician, or digital media artist you will have a selection of different work that you can show. It is important to choose pieces that best represent where you are currently at in your practice, and reflect the direction you are looking to take your work in the near future – we do want your Artist Profile to be relevant to your work for as long as possible.

Visual Artists

For those of you who make 2d/3d work, we would set up a day to document individual pieces either at your home, studio, or ours. It is also helpful to document you working on your practice, this can be scheduled on the same day as the documentation of your finished pieces, or can be scheduled seperately.


There are a number of ways we can document performance work. For a musician or band we might document a live performance as well as rehearsals and/or recording sessions. For actors and other kinds of performance artists, we can document live performances, and we can do some re-enactments in a studio space. These can be as simple or as complex as you like. 

Know your values

Knowing who you are at your core, what you value, and what you want to share with the world through your art will help you distill down your answers to our interview questions into clear and engaging ideas. For our clients, we have prepared a worksheet that will help you dig deep into your practice and yourself to allow your interview to best represent your ideals, persona, and work.

Feel at your best

In the week or two leading up to your on-camera interviews, try to get enough sleep, eat well, and most importantly drink lots of water. When you are well hydrated your skin looks healthier, your eyes are clearer, and the whites of your eyes are whiter. Feeling good on the inside helps your best self shine through.


If you are relaxed, you will appear more comfortable and confident on camera. If you are a bit camera-shy, don’t worry, we can help! Through our work in documentary and community arts engagement projects, we have coached many people through on-camera interviews. One way to help yourself prepare is to record yourself on your webcam answering basic questions about yourself, watch the video back* and notice things like:

How you hold your body: slouching, leaning to the side, and ‘alternative’ sitting positions can look much more awkward on camera than they do in real life.

How much you move around: if you are fidgety, or talk with your hands it can be distracting for your audience. Find gestures that are more contained, they will appear much more natural on camera.

What you do with your eyes: darting your eyes from side to side, looking down, or away from the camera will make you appear untrustwory, or just plain creepy. Keep your eyes focused near the camera, but not on the camera – that will make you look overly intense. Even though in regular, in-person conversations, most people only look their conversation partner in the eye about 1/3 of the time, on-camera is different. Train yourself to keep focused on a point while speaking, and not letting your eyes wander around the room. Don’t worry, at your actual interview, you will be talking to an actual person set up so that your eye line looks “normal”

*It is important to remember that just because a behaviour or affect looks strange on camera, it doesn’t mean you look strange in your day to day life. Try not to let this exercise end in neuroses!

Let’s get started on your Artist Profile!