Nov 19, 2014 By David Singer 4 min read

John Hinderliter has to hustle to sell his art.

“They don’t teach that in art school … 60 percent of my time is getting the work rather than actually doing it,” the 58-year-old told a roomful of Bethel Park high school students.

Hinderliter’s talk on what it takes to become a freelance artist and actor is one of the many presentations being offered to students Tuesdays-Fridays, Nov. 6-Dec. 10.

“We piloted this last year, and instead of having kids spend all day at a career fair, we’ve hand-picked Bethel Park residents who are professionals in everything from trade professions and business – and let them select what professionals they’d like to hear for 40 minutes during the school day,” said counselor Kristen Michaels, “and this is a great forum because the professionals can talk about the realities of their line of work, and answer questions students wouldn’t be asking until their second or third year of training or school.”

And Hinderliter did not shy away from talking about the realities of being self-employed for 40 years.

“It does not mean you’re the boss, being self-employed. It just means you can say yes or no when all the negotiating is done,” he said. “And, don’t get married to your work. Clients will always want changes, additions and, especially in advertising, the whole thing could go away in a day.”

The Bethel Park resident, who has art in scores of publications including Penguin Books, Bob Evans commercials and UPMC pamphlets, taught for five years at La Roche College.

“What they don’t teach you in art school is the business side. One of the best things you can do is take an accounting course. Learn budgeting, preparing invoices … because typical amount of time for a client to pay you after you send the invoice? Ninety days. Three months you’ll be waiting on a check.”

Hinderliter also offered practical advice for negotiating and lessons in persistence.

“The more of a bind a client is in, the more you can charge. Similarly, if it’s something they’ve never dealt with before. Advertising makes you the most money, and it’s lucrative, but it also goes away the quickest … bookwork is steady, and magazine work can be, too, but it took me a year of sending out promotions until I got a magazine to contact me,” he said.

The ongoing career talks sometimes feature three speakers each day, and two of the roughly 30 students in attendance had been signing up for others as well.

“I’ve always been involved in art, so the opportunity to hear John speak, I’m just glad I was able to,” said 16-year-old Nick Bench, whose Art II class was in attendance.

“I attended another talk earlier for fine arts and teaching art,” said 18-year-old student Victoria Nee, who’s looking to enroll in art programs at Carlow University. “I really like painting, whether it’s digital or on canvas.”

Hinderliter told one story of a client who had a tight deadline for him: turn in an oil painting in a week.

“I mean, I could do that for you,” he said laughing, “but the paint’s still going to be wet when it gets to you.” The alternative, he said, was to produce a digital oil painting.

“You need to learn digital art. Whether you’re in photography, a painter or a producer, learn Photoshop. Everyone uses it and every other photo and video technology is based somewhat on it.”

For Hinderliter, his biggest advice for aspiring artists is to not stop working hard and to keep pitching your work to clients.

“I went to school with artists who are way more talented than me, but they’re not working it anymore. Why? Because they didn’t realize how much work it is to get work … no one cares about where you went to school. They only care about how good your work is.”