As artists, we’re often told to follow our passion. But what happens when that passion is consistently underpriced?
In the growing world of live wedding painting, a concerning trend has begun to ripple across the industry: new artists undercharging for their work, offering unsustainably low prices in hopes of building a portfolio or securing early bookings. While it may seem like a harmless move or a way to “get a foot in the door,” the long-term effects are harmful not only to the individual artist, but also to the health and sustainability of the industry as a whole.
The Undercutting Dilemma
If you’ve been in this space for even a short time, you’ve likely noticed it. New artists are entering the scene offering live wedding paintings for a few hundred dollars, prices that barely cover material costs, let alone hours of labor, skill, and service. While we all start somewhere, these heavily discounted rates send a clear and dangerous message to clients:
“This is what live painting should cost.”
But it’s not.
When artists charge $600 or $1000 for a service that demands 10 to 15+ hours of total time (including live painting, travel, preparation, communication, studio work, admin, and delivery), they’re not just undervaluing their own time; they’re devaluing the profession as a whole.
Let’s Talk Guest Portraits: The Shocking Undervaluation
One of the most problematic areas of undercharging is happening in live guest portraits.
Professional artists who are experienced in this type of work typically paint 8 to 10 people per hour, while interacting with guests and delivering consistent, high-quality work under time pressure. The standard industry rate for this service is around $500 per hour, which equates to approximately $40 to $50 per person, a fair reflection of the labor, skill, materials, and service involved.
However, we’re seeing more and more new artists offering guest portraits at $100 to $200 per hour. Unless they’re painting only 2 to 3 people in that time, this simply doesn’t add up. In many cases, it works out to $10 to $15 per guest before tax, materials, travel, or admin are even considered.
This level of pricing is not just unsustainable; it distorts client expectations and makes it significantly harder for professional artists to charge fairly for their time. It devalues the art form, and ultimately, harms both the artist and the industry they’re trying to grow in.
How It Affects You (Even If You’re Not Undercutting)
Even if you’re a well-established artist who knows their worth and prices accordingly, undercharging still impacts your business.
You might find that:
- Clients begin questioning your prices, comparing you with artists charging a fraction of the rate
- You spend more time justifying your value than celebrating your craft
- You lose bookings to unrealistic offers, even if your work is stronger and your experience more robust
- You feel pressure to reduce your prices, even if it means compromising your quality or your boundaries
Undercutting might feel like a shortcut to getting booked, but in reality, it creates an unstable foundation, one that can’t support a long-term career.
The Bigger Picture: Why It Hurts the Industry
If this trend continues unchecked, the ripple effects could reshape the industry in damaging ways. Here’s what we risk:
- Clients start expecting more for less, thinking live art is a budget-friendly novelty rather than a skilled luxury experience
- Artists burn out trying to deliver high-quality work at unsustainable rates
- Live painting becomes undervalued in the eyes of the public
- Collaboration and community give way to tension, competition, and confusion about value
In other words, we all lose.
How to Price Like a Professional Artist
Whether you’re just getting started or reassessing your business, here’s how to price your services sustainably:
1. Account for All Your Hours
Painting on the day is just one part of the job. Don’t forget communication, preparation, travel, studio touch-ups, admin, marketing, and delivery. Every task takes time and time is your most valuable resource.
2. Know Your Numbers
Factor in all business costs: art supplies, insurance, tech, software, website maintenance, subscriptions, postage, travel expenses, and superannuation. If you’re not covering your overheads, you’re essentially paying to work.
3. Understand the Industry Standards
Do your research. Currently, in Australia:
- Live wedding paintings range from $2,000 to $5,000+, depending on style, experience, and package size
- Live guest portraits are typically $500 per hour, with a per-portrait value of $40 to $50
Charging far less than these benchmarks doesn’t make you competitive; it makes the service seem less valuable.
4. Use “Starter Pricing” Strategically
Offering a limited-time discounted rate to build your portfolio is totally fine, just don’t stay there. Cap the number of events you do at that rate and gradually increase your pricing as your skills and experience grow. Communicate this clearly to clients so they understand the value you’re building toward.
5. Educate Your Clients
If someone asks why you charge more than another artist, don’t panic. Instead, explain what goes into your process, the experience you provide, and how your rates reflect your professionalism and dedication. Most people are happy to pay for quality once they understand what they’re paying for.
6. Talk Openly With Other Artists
Pricing shouldn’t be a secret. The more we speak openly about rates and expectations, the more we strengthen the industry for everyone. At Live Artist Collective, we believe in transparency, fairness, and supporting fellow artists to grow strong, sustainable businesses.
Final Thoughts
You are not “just” painting on-site for a few hours. You are creating emotional heirlooms, building meaningful experiences, and offering an unforgettable service. And you deserve to be paid accordingly.
So the next time you’re tempted to cut your prices to get the gig, ask yourself:
“Is this sustainable? Is this helping me build a long-term, fulfilling career or am I just trying to survive this month?”
At Live Artist Collective, we’re committed to raising the standard, supporting our community, and encouraging all artists, new and established, to charge with confidence.
Because when we all value our work, the entire industry thrives.
Written by: The team at Live Artist Collective
www.liveartistcollective.com.au
For credible benchmarks and guidance on setting fair rates for creatives, refer to Creative Workplaces’ Australian rate guides creative.gov.au+2creativeworkplaces.gov.au+2artsupport.com.au+2, an essential resource from Creative Australia supporting ethical and sustainable pricing across the arts.