COFFEE ART IN COMMUNITIES, SOCIAL MEDIA AND THE ART

MARKET

by

Abigail D. Albino

A report of a creative project submitted in partial fulfillment of the requirements for

the degree of

Bachelor of Arts in Multimedia Studies

Faculty of Information and Communication Studies

University of the Philippines Open University

Approved by Dr. Grace Javier Alfonso

Advisor, UPOU Chancellor Endorsed by Al Francis Librero

Special Projects Faculty-in-Charge Date 27 October 2015

UNIVERSITY OF THE PHILIPPINES OPEN UNIVERSITY

ABSTRACT

Coffee Art in Communities, Social Media and the Art Market

by Abigail D. Albino

This creative project is designed to be a multimedia package about Coffee Art for

artist communities, social media platforms, and the current art market. This project

has produced artworks, articles, videos, informational guide (eBook), and social

media materials for the public to learn more about the art of coffee painting.

Interviews and surveys have been conducted to coffee painters and art enthusiasts

to get a general view of how they view coffee painting and their endeavors in using

coffee as a painting medium.

In the pursuit of promoting coffee painting as a unique and creative art form, the

author has discovered ways on how an artist can be sustainable through his or her

art in the present era. Social media has been a powerful tool for present-day artists

to promote their work, build a following, and connect to a larger customer base.

Online and offline methods have been tested on how they can be effective in

promoting oneself as an artist and how they can be a source of livelihood for

creative individuals.

The culminating activity of this project was held at the gallery of the National

Commission for Culture and the Arts in Intramuros, Manila. The author got an

opportunity to observe people’s interest in coffee painting and collected survey

data during the exhibit period.

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TABLE OF CONTENTS

List of Figures ...................................................................................................................... ii List of Tables....................................................................................................................... iii Acknowledgments .............................................................................................................. iv Glossary................................................................................................................................. v Chapter I: Introduction ...................................................................................................... 1 Chapter II: Background ..................................................................................................... 3

Coffee Painting ............................................................................................................. 3 Thriving as an Artist .................................................................................................... 7

Chapter III: Project Goals ............................................................................................... 10 Chapter IV: Methodology................................................................................................ 14

Requirements of the project ..................................................................................... 14 Likert-type response anchors ................................................................................... 15 Summary ...................................................................................................................... 24

Chapter V: Results ............................................................................................................ 25 Official Website .......................................................................................................... 25 Coffee Musings on Social Media ............................................................................. 27 Coffee Painting Book ................................................................................................ 29 Consignment of Paintings ........................................................................................ 30 Online Commerce ...................................................................................................... 32 Coffee Paintings Exhibit ........................................................................................... 33 Art for Communities ................................................................................................. 34 Online Statistics .......................................................................................................... 35 Surveys ......................................................................................................................... 36

Chapter VI: Reflections .................................................................................................... 38 Developing an Artist’s Career .................................................................................. 38 About Coffee Painting .............................................................................................. 39 About the Project’s Activities .................................................................................. 40 The Hard Questions .................................................................................................. 41

Chapter VII: Discussion .................................................................................................. 43 Chapter VIII: Conclusion ................................................................................................ 45 Appendix A: List of Content .......................................................................................... 47 Appendix B: Coffee Painting Surveys ........................................................................... 50 Appendix C: Coffee Painters Interview ........................................................................ 53 Bibliography ....................................................................................................................... 56

ii

LIST OF FIGURES

Number Page 1.1. - 1.4. Coffee paintings by the Saurs, Eland, Plata, and Yi .................................... 5

1.5. - 1.6. Coffee paintings by Abigail Albino ................................................................ 6

1.7. Online and Offline Income Channels for Artists .................................................. 8

1.8. Proposed Online Business Model for the Project ................................................. 9

5.1. Coffee Musings on Paper website .......................................................................... 26

5.2. Website statistics from Jimdo .................................................................................. 27

5.3. – 5.4. Coffee Musings on Facebook and Twitter ................................................ 27

5.5. – 5.6. Coffee Musings on Instagram and Tumblr ............................................... 28

5.7. The Joy of Coffee Painting on Amazon................................................................ 29

5.8. The first few pages of the coffee painting eBook ............................................... 29

5.9. – 5.10. Coffee paintings stall at the Philippine Eagle Center ............................ 30

5.11. Consignment of Coffee Paintings at South Lounge ......................................... 31

5.12. – 5.15. Coffee Musing on Paper at Redbubble .................................................. 32

5.16. – 5.18. Exhibit Opening at NCCA Gallery ........................................................ 33

5.17. Saluhan ng Mga Kaibigan ...................................................................................... 34

5.18. – 5.19. Klout Metrics of Coffee Musings on Paper .......................................... 35

5.20. – 5.27. Survey Results from SurveyMonkey ....................................................... 36

iii

LIST OF TABLES

Number Page 4.1. Likert-type scale response anchors for the surveys ............................................ 16

4.2. Methodology Strategy for the Year-Long Creative Project ............................... 17

iv

ACKNOWLEDGMENTS

The author would like to express her sincere gratitude to her parents, Victor and

Felicidad Albino, for supporting the endeavors of this creative project from start

to finish. For her siblings, Vikki Fe and Angelo Albino, for being her happiness

buddies whenever she hits a stump.

A heartfelt gratitude to the Philippine Eagle Foundation and South Lounge for

consigning the paintings of the author. For Silingan Gallery in Davao City for being

the go-to place for her creative endeavors.

The author would also like to say a big thank you to the National Commission for

Culture and the Arts for giving her the opportunity to exhibit at their gallery. A

special shout out to Ms. Mimi Santos, Mr. Delan Robillos, Mr. Bernan Corpuz, Mr.

Egay Fernandez, Prof. Joey Tanedo and Edmarie Inda for visiting Davao last July

2015 and opening up doors of opportunities for Davao artists and galleries.

A million thanks to Dr. Grace Javier Alfonso for being the adviser of this creative

project, and to Prof. Al Francis Librero for always being a dependable FIC to MMS

200 students.

This creative project was not just a mere requirement to be submitted, but through

the activities, experiences and people the author has encountered, the thesis has

become her passage of growth and the key to many wonderful opportunities for

others as well.

v

GLOSSARY

Art therapy. A form of psychotherapy which uses art as a mode of expression, communication and healing.

Coffee painter. An artist who primarily uses coffee in painting.

Content creation. Refers to the textual, audio, video and other multimedia materials created for online publishing.

Creative. A term used for professionals working in the creative industry.

CMOP. CMOP or Coffee Musings on Paper is the title of the brand being developed by the author in this creative project

Coffee painting. A type of earth painting using the alternative medium of coffee. Instant coffee, ground coffee or coffee beans are used in painting.

Earth painting. A form of painting which uses materials directly sourced from nature.

Painting medium/media. The main material used in painting.

Mindanawon. Pertaining to Mindanao or coming from Mindanao.

NCCA. The NCCA or the National Commission for Culture and the Arts is the government arm for the preservation, development and promotion of Philippine arts and culture.

Print-On-Demand (POD). Refers to the type of service where licensed art is printed on merchandise.

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C h a p t e r 1

INTRODUCTION

Coffee painting is a unique, enjoyable and fulfilling art form that is taking a

refreshing turn in the contemporary art scene. It may not be as popular and

widely used as watercolor, acrylic and oil painting, but it garners a lot of optimism

in artistic communities. Coffee painting is more affordable than other painting

media, since the main materials could be the usual instant coffee, coffee grinds or

coffee beans. It’s also easy and enjoyable to do since the artist would only focus

on one color and explore the great possibilities that come with it. There are also

preservation techniques that artists have come up with to ensure that coffee

paintings would last for a long time.

This creative project’s initial aim was to share the passion for coffee painting to as

many people as possible for it to be widely acknowledged, accepted and

appreciated. However, in the 14 months that the project has been conducted, it has

been realized that something greater was achieved apart from the initial goals.

Sharing the author’s art on social media does not merely attract the eye of netizens,

but people out there may be able to relate to the stories behind the artworks.

Coming up with text and video tutorials about coffee painting does not simply

mean getting more hits, but it would inevitably provide people with information to

learn something new. Information on this convenient and creative art form can

also be a means for art therapy to students, professionals and people with

disabilities.

The project also took a greater turn than the initial plan of exhibiting coffee

paintings at a gallery and observing people’s interest. Applying for the call on

2

exhibit proposals of the National Commission for Culture and the Arts last year

did not only mean the opportunity to exhibit, but the partnerships and networking

that happened along the way made this project more fruitful and enriching. It was

more than simply exhibiting because it turned out that the author is the first one

from Mindanao to exhibit at the NCCA Gallery. It was not just about the art of

the author, but representing her region at the national commission’s gallery. There

was no turning back from the pressure.

This thesis in the form of a creative project became the author’s journey towards

promoting an art form, trying and testing strategies on becoming sustainable in an

artistic career, growing as a Mindanawon artist, and trying to make a mark as a

Filipino creative. The author hopes to share her experiences to other creatives who

are also going through their own artistic journeys.

Whether you are a painter, graphic artist, photographer, writer, musician or any

other creative, the author wishes to contribute to the growing knowledge of what

it means to be a creative professional in this day and age. More so on being a

Filipino artist striving in this modern time.

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C h a p t e r 2

BACKGROUND

Coffee Painting

Coffee painting has been around for centuries, as it has been used in painting and

sculptural art forms present in Asia and Europe (A Short History of Coffee Art,

n.d.). It is known to have originated in Thailand and has been used to create a sepia

effect on Chinese paintings (Coffee Paintings – 100% Pure Coffee Art, n.d.).

Coffee painting is also considered as a form of “earth art”, in which the medium is

directly sourced from nature without the use of artificial ingredients. It creates an

earthy look on artworks and brings the painter closer to the qualities of nature. The

organic and monochromatic effect that is created by coffee painting is something

that cannot be produced or seen with other types of media.

Coffee painting, however, is still dwarfed by other media of painting in the art

scene. Many artists still use watercolor, acrylic or oil painting, which can produce

different colors compared to the monochromatic coffee painting. However, artists

also consider that coffee art cannot be compared to other painting forms since it

is unique on its own. There is a spirituality in coffee painting wherein an artist

creates art using an entirely organic material and letting its natural properties show

on the canvas or paper. When an artist paints with coffee, there’s a seeming

connection between the artist and the earth, as the painting involves respecting the

natural qualities of this earthly medium.

There are also preservation issues when it comes to coffee paintings. Coffee

paintings have to be framed with glass in order to protect them from the elements.

Even if it is glass-framed, the coffee painting will darken over time. However,

coffee painters consider this as something positive since it shows how the medium

4

ages over the years. Other artists would also consider buffering the paper or canvas

with an alkaline solution in order to neutralize the acidity of the coffee. Other

coffee painters that are famous online would say that they put a preservative in the

coffee in order for the painting to last for a long time. As for the coffee painter

Steven D. Mikel, he preserves his paintings using a UV-resistant layer so that his

coffee artworks need not be glass framed (A Short History of Coffee Art, n.d.). A

coffee painting “may not last forever”, but other types of painting do not last for

eternity as well (Coffee Paintings – 100% Pure Coffee Art, n.d.). Filipina coffee

painter, Sunshine Plata, also mentioned about the lasting capability of coffee as a

medium through a 19th century signature written in coffee at a museum. Coffee

paintings should be preserved by letting it dry enough before framing and having

enough distance from the glass when framed (Sunshine Plata, personal

communication, October 24, 2015).

There are only a few well-known coffee painters around the world, and coffee

painting groups online are only composed of a few hundred people compared to

the thousands involved in other painting groups. These artists have different

expressions or inclinations in art using coffee. The coffee artists Angel Sarkela-Saur

and Andrew Saur paint everyday objects, people and animals using coffee. Karen

Eland, a coffee painter that garnered TV and Internet recognition for her art,

recreates famous paintings using coffee. Asian artists such as Hong Yi and

Pornchai Lerthammasiri also create different perspectives through coffee painting

(A Short History of Coffee Art, n.d.). Sunshine Plata also gained recognition for

her whimsical coffee artworks which are inspired by her nightly dreams (Sumitra,

2012).

In an interview with Alexander Perandin Moreira, a coffee painter based in Brazil,

he shares the use of coffee to create beautiful earth tones in portrait painting. He

gets commissioned projects through people who would like to have custom

5

portraits made by him. He exhibits his coffee paintings every year in his hometown.

He also believes that coffee painting needs to be promoted more in the art world

because it’s an extremely easy and affordable medium to use. Coffee painting,

according to him, resists time and aging as long as they don’t run the risk of being

wet (Alexander Moreira, personal communication, September 23, 2015)

Fig 1.1. – 1. 4. Clockwise from top left: Coffee Connoisseur by Angel Sarkela-Saur and

Andrew Saur, Coffee Painting by Karen Eland, Diwata by Sunshine Plata. Jay Coffee by

Hong Yi

6

The author’s approach towards coffee art is also quite different from other coffee

painters. She paints ethnic patterns and elements using coffee. There is also a

seeming juxtaposition between the human being and elements of nature in her

paintings. The sketch studies of her paintings are done mostly on a whim and are

subconsciously produced.

Fig. 1.5 – 1.6. One with Earth and Bumubungang Tingin by Abigail D. Albino

In the author’s locality, there is also a growing interest in coffee art. Art teachers

include coffee painting in art classes and workshops. The author has also

conducted coffee painting workshops from 2011 to 2014 to share the wonders of

coffee art to local citizens. As Mindanao is the largest coffee producer in the

7

Philippines, more people in the region are discovering that coffee is not only their

favorite beverage, but it can be used for art expression as well.

There is not much information out there about the art of coffee painting. Little is

known regarding this medium of painting, compared to the growing body of

research when it comes to coffee as a beverage or ingredient for health purposes.

It is one of the goals of this project that multimedia materials will be produced for

the public to be informed on what coffee painting is, how to do it, and document

the process of painting with coffee. These multimedia activities and resources will

be done and provided all throughout the course of the year to promote this type

of art, as well as provide more information on coffee art for the public’s perusal.

Thriving As an Artist

Along the course of the year, the author will inevitably gain lessons on how to

pursue the path of an artist while trying to promote the art of coffee painting. At

the end of this creative project, recommendations will be given to inform other

artists on ways to pursue their art while being financially sustainable through it.

Artists do not basically have a concrete road map to follow in their profession

(Cooperstein, 2013). Artists who have become financially successful create their

own revenue model to keep up with their portfolio (Lawson, 2015). According to

Ken Gonzales-Day, a photographer and professor, artists in today’s economy are

presented with a wide array of potential income channels and they should discover

which methods work for them. Art, in this case, can be an extremely organic

business model (Hennessey, 2013).

8

Thriving As An Artist

Exhibits

Art Galleries Commissioned Projects

Teaching/ Workshops

Authorship

Internships

Art Residencies

Art Grants/Funding

Collaborations

Freelancing

Selling Online

Blogging

eBook Writing

Consultations

Webinars/ Podcasts

Art Licensing and

Merchandising

Social Media

Sponsorships

OfflineOnline

Fig. 1.7. Online and Offline Income Channels for Artists

9

Fig. 1.8. Proposed Online Business Model for the Project Fig. 1.8. shows a general overview of the online activities to be undertaken in this

project. The first phase would be content creation which would be turned over to

publishing and promotions. Online tracking would be an evaluative measure to

gauge the effectiveness of content creation, publishing and promotions.

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C h a p t e r 3

PROJECT GOALS

The main goals of this project and the tasks accompanying it are the following:

(1) Create a series of coffee paintings and multimedia content

surrounding them.

1.1. Paint 12 artworks using coffee as a medium.

1.2. Write a book about the process of coffee painting and the joys that

come with it.

1.3. Create videos documenting the process of creating a coffee

painting and tutorials about it.

1.4. Come up with a blog with coffee painting tutorials and

documentation about the project.

(2) Launching, Publishing and Promotions of Content About Coffee Art

2.1. Publish progress and final photos of the artworks on social media.

2.2. Exhibit the coffee paintings in events, galleries, and other spaces.

2.3. Publish the coffee painting book on Amazon’s Kindle Publishing

Program.

2.4. Publish videos on the painting process and tutorials about coffee

painting.

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2.5. Regularly publish blog posts on coffee painting tips and

documentation for each coffee painting.

2.6. Network with other bloggers or website owners to promote coffee

art.

2.7. Post multimedia content about coffee painting on social media.

(3) Evaluate public response to coffee paintings.

3.1. Gather data on the online activity surrounding the publishing of

coffee painting content through any of the following platforms:

3.1.1. Facebook

3.1.2. Twitter

3.1.3. Instagram

3.1.4. Pinterest

3.1.5. Tumblr

3.1.6. Google+

3.1.7. YouTube

3.1.8. Official Coffee Painting Blog (www.coffee-muse.com)

3.2. Gauge and evaluate data using any of the following social media

influence tools:

3.2.1. Klout

12

3.2.2. Twylah

3.2.3. TwentyFeet

3.2.4. Peer Index

3.2.5. SproutSocial

3.2.6. Crowdbooster

3.2.7. Google Analytics

3.2.8. Google Trends

3.3. Observe the people that attended coffee painting exhibits and

events.

3.3.1. Record the attendance or number of people that attended

the coffee painting exhibits.

3.3.2. Take note of reactions, comments and suggestions by

people who have seen the coffee paintings.

3.3.3. Hand out survey forms using a Likert-Type Scale which

will evaluate their reaction towards coffee paintings.

3.3.4. Evaluate the filled out Likert-Type survey forms.

3.4. Record the number of coffee paintings, coffee art prints, and

books sold to the public.

13

(4) Report findings on online and offline response towards coffee

paintings.

4.1. Compile and evaluate data for both online activity and offline

response towards coffee paintings

4.2. Come up with generalizations on the acceptance of the public

when it comes to coffee paintings.

(5) Create recommendations from the experiences and lessons learned

in this creative project.

5.1. Recommendations on how to effectively promote art in the age of

social media and multimedia.

5.2. Recommendations to fellow artists on how to pursue their art and

how to become financially sustainable through it.

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C h a p t e r 4

METHODOLOGY

One of the challenges of this project is how to gauge the public’s acceptance of

coffee art. Tools to determine online activity and offline response will be used to

evaluate the significance of this kind of art. Another challenge would be how the

author, who is a relatively unknown artist, get galleries or establishments exhibit

her works.

The methodology of this project involves a lot of trial and error. Content creation

will be the focus for the first two months, and then viral promotions will be done.

Various methods will be implemented to further promote and get the buzz around

coffee art. Evaluation of online activity and offline response will be done

throughout most of the year to get a general view of the response to coffee art and

the effect of promotional activities done for it.

Requirements of the Project:

(1) 12 coffee paintings

(2) Coffee painting book

(3) Progress and final shots of the paintings

(4) Blog posts about the coffee paintings and tutorials about painting with

coffee

(5) Videos documenting the painting process and coffee painting tutorials

(6) Social media posts on:

15

- Coffee painting photos

- Blog posts/articles

- Videos

- Updates

(7) Accounts on social media influence tools

(8) Data from the social media influence tools

(9) Networking and sending letters to galleries and establishments

(10) Data from observations and feedback

(11) Compiling and organizing of social media and networking strategies

formulated from the entire period of the creative project

(12) List of recommendations

Likert-Type Response Anchors

Response anchors using the Likert Scale will be used to gauge the different

reactions of the public towards the coffee paintings of this project. The Likert Scale

was developed to measure the attitudes of people towards a certain subject or topic

(McLeod, 2008). In this project, certain Likert-type scale response anchors from

the Clemson International Institute for Tourism and Research Development

(Vagias, 2006) will be used for the survey forms which will be handed out to the

attendees of the coffee painting exhibit as well as utilized during observation

activities.

16

Table 4.1. Likert-type scale response anchors for the surveys

Level of Acceptability Level of Importance

1 – Totally unacceptable

2 – Unacceptable

3 – Slightly unacceptable

4 – Neutral

5 – Slightly acceptable

6 – Acceptable

7 – Perfectly Acceptable

1 – Not at all important

2 – Low importance

3 – Slightly important

4 – Neutral

5 – Moderately important

6 – Very important

7 – Extremely Important

Level of Desirability Level of Quality

1 – Very undesirable

2 – Undesirable

3 – Neutral

4 – Desirable

5 – Very Desirable

1 – Poor

2 – Fair

3 – Good

4 – Very good

5 – Excellent

Level of Satisfaction Level of Influence

1 – Not at all satisfied

2 – Slightly satisfied

3 – Moderately satisfies

4 – Very satisfied

5 – Extremely satisfied

1 – Not at all influential

2 – Slightly influential

3 – Somewhat influential

4 – Very influential

5 – Extremely influential

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Table 4.2. Methodology Strategy for the Year-Long Creative Project

Content Creation

Launching, Exhibits and Publishing

Promotions

Networking

Data Gathering

Period Activity Output

September – October

2014

Create at least 2 coffee

paintings per week

12 coffee paintings

Submit exhibit proposals

to NCCA and CCP

Application packets to be

emailed

Social media posts on

the painting photos,

videos, and blog posts

Photos

Blog posts/articles

18

Videos

November 2014

Draft project proposal

Proofread and edited

project proposal

Send project proposal to

thesis adviser

Deliberations and

revisions

Email proposal

Approval letter from

thesis adviser

December 2014 –

January 2015

Write coffee painting

book

Coffee painting book

Continue social media

promotions on coffee

art

Social media

posts/activity

Network and send

letters to other galleries,

Proposal letters and

exhibit dates

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coffee shops, and

establishments

Create accounts in social

media influence tools

Track online activity and

influence of coffee art

February 2015 Publish coffee painting

book

Coffee painting book

available on Amazon

KDP

Promote coffee painting

book

Social media promotions

on book and networking

with bloggers/reviewers

Continue tracking online

activity surrounding

coffee paintings and

book

Data on social media

influence of coffee art and

book

20

Exhibit art on galleries,

coffee shops, or other

establishments

Data on observations,

feedback, and number of

sold paintings and books

March 2015 Continue making coffee

paintings

Small, medium and large-

size coffee paintings

Continue tracking online

and offline activity on

coffee paintings and

book

Data on social media

influence, observations,

feedback, comments and

opinions of people

Publish new content

(photos, articles and

videos) at least once per

week

Photos

Articles/blog posts

Videos

April 2015

Network with more

galleries, coffee shops

and other establishments

Potential exhibits to art

spaces

21

Continue tracking online

and offline activity on

coffee paintings and

book

Data on social media

influence, observations,

feedback, comments and

opinions of people

Publish new content

(photos, articles and

videos) at least once per

week

Photos

Articles/blog posts

Videos

May 2015 Exhibit art on more

galleries, coffee shops or

other establishments

Data on observations,

feedback, and number of

sold paintings and books

Continue tracking online

and offline activity on

coffee paintings and

book

Data on social media

influence, observations,

feedback, comments and

opinions of people

Publish new content

(photos, articles and

Photos

Articles/blog posts

22

videos) at least once per

week

Videos

June 2015 Network with more

galleries, coffee shops

and other establishments

Potential exhibits to art

spaces

Continue tracking online

and offline activity on

coffee paintings and

book

Data on social media

influence, observations,

feedback, comments and

opinions of people

Publish new content

(photos, articles and

videos) at least once per

week

Photos

Articles/blog posts

Videos

July 2015 Exhibit art on more

galleries, coffee shops or

other establishments

Data on observations,

feedback, and number of

sold paintings and books

23

Continue tracking online

and offline activity on

coffee paintings and

book

Data on social media

influence, observations,

feedback, comments and

opinions of people

Publish new content

(photos, articles and

videos) at least once per

week

Photos

Articles/blog posts

Videos

August 2015 Start drafting final thesis

paper

First draft of thesis paper

September 2015 Compile and analyze

data gathered from the

entire year

Results and analysis

section of final thesis

paper

October 2015 Proposed date of exhibit

at NCCA and CCP

Additional data on

observations, feedback,

and number of sold

paintings and books

24

Proofread and edit final

thesis paper

Second draft on thesis

paper

November 2015 Final draft of thesis

paper

Submit third and final

draft of thesis paper

Summary

Creation of coffee paintings: All year round

Drafting of thesis proposal: 1 month

Writing and publishing of coffee painting book: 3 months

Tracking of online activity on coffee paintings: 11 months

Tracking of online activity on coffee painting book: 9 months

Data gathering on exhibit observations, feedback and surveys: 7

months

Compiling and analyzing data from online and offline response: 1

month

Drafting of final thesis paper: 3 months

25

C h a p t e r 5

RESULTS

This creative project started off with building up content for the upcoming

activities all throughout 2015. The artworks to be exhibited have been created

between September to October 2014, and more have been added on the following

months. Social media updates and promotions have been done actively all

throughout the year. Information and tutorials about coffee painting have

published on the official website, Youtube and Amazon. Surveys have been done

online and offline to gauge the acceptance and interest of people when it comes to

coffee paintings. Consignment of paintings and opportunities for exhibits have

been received at the later part of the project period.

Official Website

The Coffee Musings on Paper site was created using the website builder Jimdo

(www.jimdo.com). It has almost the same pricing as that of WordPress, but it is

easier to use since you don’t need to perform complicated HTML skills to build

an online portfolio. It has drag-and-drop, WYSIWYG features which help you

create a professional-looking website.

26

Fig. 5.1. Coffee Musings on Paper (www.coffee-muse.com)

The thesis website is a repository of all things coffee and coffee painting. This is

also the author’s online portfolio of coffee artworks alongside coffee painting

tutorials. The blog articles on this site also include coffee shop reviews, essays

about selected coffee paintings, and local events about coffee.

The publishing of content has been done sporadically from October 2014 to

October 2015. The website has been search engine optimized with the help of

Jimdo tools. Minimal promotions have been done to give way to the creation of

more artworks and content.

Jimdo makes it easy to get website articles recognized and listed on search

engines. In the case of the website, it should have more articles published

regularly to rank higher on listings. Social media promotions should have been

done regularly to increase traffic and readership.

27

Fig. 5.2. Website statistics from Jimdo From the statistics provided by Jimdo tools, there was low website traffic from

December 2014 to January 2015 and February 2015 to May 2015. Website traffic

would be dependent on consistency of publishing and promotions. The presence

of a new online portfolio and blog in this case should be immediately promoted

and not just wait for random traffic to come by.

COFFEE MUSINGS ON SOCIAL MEDIA

Fig. 5.3. – 5.4. Coffee Musings on Facebook and Twitter

28

Fig. 5.5. – 5.6. Coffee Musings on Paper on Instagram and Tumblr The CMOP social media accounts have been the repository of artworks, updates

and promotions of the project’s activities. Instagram has a wider reach on

international users while Facebook was more effective in disseminating

information to local users. Twitter and Tumblr were more of complementary social

media accounts as they cover other communities in social media.

Hashtags have been found to greatly increase the audience of the artworks. It

would be easier to search posts with hashtags and people usually keep tabs on posts

with the keywords they are looking for. However, hashtags can sometimes be

abused in the goal of having more likes. It is recommended that a user can build

up his or her following first through posts with related hashtags. Having a greater

number of followers will lessen the need to fill the post with too much hashtags.

Social media promotions can be daunting, especially when it comes to managing

several accounts. However there are in-built tools and apps which make social

media management easier. A creative who plans to promote his or her work online

may also opt to focus on just one or two social media accounts and make the most

out of the audience from those particular platforms.

29

COFFEE PAINTING EBOOK

Fig. 5.7. The Joy of Coffee Painting on Amazon

Fig. 5.8. The first few pages of the coffee painting eBook

30

The creation of the coffee painting eBook was done between January to May

2015 and published on June 9, 2015 at Amazon’s Kindle Publishing Program. It

was made available for their 90-day lending program, wherein Kindle users can

borrow the book for free. Minimal promotions have been done for the eBook.

The eBook was also used as a promotional tool for more people to answer the

surveys online and during the exhibit.

CONSIGNMENT OF PAINTINGS

Fig. 5.9 – 5.10. Coffee paintings stall at the Philippine Eagle Center

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There was a call for Davao artists to set up stalls during the Philippine Eagle

Week at Malagos, Davao City last June 2015. After the mini exhibit, the coffee

paintings were consigned to the souvenir shop at the Philippine Eagle Center.

Only one coffee painting was sold and the rest were passed on to be exhibited at

the NCCA Gallery.

Fig. 5.11. Consignment of Coffee Paintings at South Lounge

A few coffee paintings have also been consigned to South Lounge last May 2015.

South Lounge is a coffee shop located in Quimpo Boulevard, Davao City which is

also connected to the company that the author previously worked for. There have

been inquiries as to how much the coffee paintings are, but none have been sold

as of writing.

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ONLINE COMMERCE

Fig. 5.12. – 5.15. Coffee Musings on Paper at Redbubble

(http://www.redbubble.com/people/coffee-muse )

There are several Print-On-Demand (POD) sites available online where artists can

upload images of their works and allow them to be printed on merchandise. The

artist, photographer or graphic designer can receive a commission for every sold

merchandise. This can be a source of extra income for creatives who have visual

works. The author uploaded a few images of her past coffee paintings on

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Redbubble, a popular POD site. Minimal promotions have been done on products.

Only one item has been sold as of writing.

COFFEE PAINTINGS EXHIBIT

Fig. 5.16. – 5.18. Exhibit Opening at NCCA Gallery (Photos by Bryan Llapitan,

NCCA)

The National Commission for Culture and the Arts had a call for exhibit proposals

last year which invited artists and artist groups from Luzon, Visayas and Mindanao.

Two from Mindanao were chosen for this year’s exhibit line-up. There were also

two exhibits which were based on students’ theses. The Coffee Musings on Paper

exhibit is the first one from Mindanao and is also a student thesis.

34

Students, young professionals and NCCA staff participated in the exhibit opening.

A participatory wall was also installed at the back of the exhibit for people to try

their hands on coffee painting. The exhibit was designed by Mimi Santos,

Curatorial Director of NCCA, and assisted by Bryan Llapitan and Rafael Santos.

ART FOR COMMUNITIES

Fig. 5.17. Saluhan ng Mga Kaibigan (Coffee on Paper. 15 inches by 10 inches by

Abigail Albino) One of the side activities of this project was donating a 15 by 10 inches painting

to the Marist Sisters of Davao. The painting is the author’s interpretation of the

Last Supper, which is now displayed at the dining area of the Marist Sisters’

community in Mintal, Davao City.

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ONLINE STATISTICS

Fig. 5.18. – 5.19. Klout Metrics of Coffee Musings on Paper

Klout is a social media metrics tool which allows users to gauge their level of

influence online. It also helps users create and manage content for them to increase

their web presence and influence. The Klout Score measures a user’s social media

influence on a scale of 1 – 100, with 100 being the highest. The average Klout score

is 40, but users with a score of 63 are considered to be in the top 5% (Klout, 2015).

The Klout Score of Coffee Musings on Paper is 52.09 as of October 8, 2015.

Facebook remains to be the top social media platform to share the advocacies of

CMOP (77%) while Instagram creates a secondary impact online (23%). CMOP

has a Klout Score of 40.04 before the NCCA exhibit took place. The score

increased to 52.09 after the exhibit opening.

There would be a greater impact on social media if influencers provide local events

where people can grow closer to their advocacies. Social media has been a big factor

in promoting events and causes, since information dissemination becomes easier

and made more accessible to people.

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SURVEYS

Fig. 5.20. – 5.27. Survey Results from SurveyMonkey

37

In a survey of 21 respondents, 71.43% said they are familiar with coffee painting

while 28.57% said no. Four out of the twenty-one respondents are particularly

familiar with coffee painters. All of the respondents showed enthusiasm for the

works of coffee painters. 69.23% found coffee painting to be perfectly acceptable

while 30.77% said it was acceptable. 30.77% found the quality of coffee paintings

to be excellent, 38.46% found it to be very good, and the rest found it to be good

or fair. One out of the total number of respondents found coffee painting to be

undesirable, while the rest found it either neutral (7.69%), desirable (61.54%) and

very desirable (23.08%). Most of the respondents are very satisfied with coffee

paintings (53.85%) while others are not particularly satisfied (7.69%), slightly

satisfied with it (7.69%), moderately satisfied (15.38%) and extremely satisfied

(15.38%).

When asked how do they find the level of importance of coffee paintings in the art

world, mostly answered “moderately important” (46.15%) while others are neutral

about it(15.38%), found it very important (23.08%), or said that it was extremely

important (15.38%). When asked on how they find the level of importance of

coffee painters, 38.46% answered moderately important, 30.77% said extremely

important, while 30.77% remained neutral. On the question whether coffee

painters are influential or not, one respondent said that they are not influential at

all while the rest found them to be slightly influential (25%), somewhat influential

(33.33%), and very influential (33.33%).

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C h a p t e r 6

REFLECTIONS

The author has delved into various ways on how an artist can be sustainable in her

art at the present. The Internet and the emergence of online commerce have

allowed artists to market their art to a wider customer base. Artists can find ways

to earn a living online besides finding a gallery to exhibit their works and gaining

commissioned projects. However, the author has realized that exhibiting at a gallery

is crucial for an artist’s career development.

Developing an Artist’s Career

It was a challenge to find a gallery where the author can exhibit her works. The

extremely few art galleries in Davao would usually opt for professional or

established artists. It was also discussed during a gallery opening that it is still risky

to open an art gallery in Davao. This may be due to the fact that the art market in

Davao is not yet that robust, or there are only a few who are willing to spend money

on art. However, for the past few years, there is a burgeoning art scene in Davao.

There has been a growing number of art communities around the city and more

people are showing great support for artists. Young Davaoeno professionals have

also found ways to become successful, financial and career-wise, through their

craft. The author is optimistic that as the economy of Davao continues to rise and

there is a growing interest of art among the people, the art scene in Davao will

eventually develop on a whole new level.

With the present limited opportunities in her locality, the author tried applying for

exhibit opportunities elsewhere. She didn’t make the cut when she applied for an

exhibit grant at the Cultural Center of the Philippines. However, her exhibit

proposal was approved by the National Commission for Culture and the Arts. It

39

was also discussed during the exhibit opening that they gave emerging artists a

chance to exhibit to develop their career.

The NCCA exhibit opened doors of opportunities for the author. She was

eventually invited to exhibit her works at HallONE, Center for International Trade

Expositions and Missions during their Manila FAME event last October 15 – 18,

2015. She was also invited to exhibit at Tagaytay Highlands this coming December

12, 2015. This shows how important it is for artists to find a venue to exhibit their

works. Having an exhibit allows artists to be recognized and gain more

opportunities for work.

Another challenge during the project implementation is handling several social

media accounts for the author to keep an online audience engaged with her work.

It’s not easy to maintain multiple accounts and regularly post content and updates.

In an artist’s advice section at Redbubble (Byron, 2015) it is recommended that

artists hire a marketing assistant so that they could focus more on their art rather

than spend too much time promoting their brand. However, this is only practical

if an artist’s business has grown to a certain extent that he or she can hire extra

hands. An artist also needs financial capital to grow a business and establish a

brand. For starting artists, they have to initially do all the content creation and

promotions themselves. Even if an artist or creative goes through the freelancer

route, he or she needs to treat it like a nine-to-five job in order to meet deadlines

and financial goals.

About Coffee Painting

Part of the charm of coffee painting is that it has qualities you can’t find in other

media. There are galleries or curators who are actually looking for art created using

alternative media. Coffee painting, as a type of earth painting, makes people grow

closer to nature and its qualities. People may have an issue with not being able to

40

work with different colors in coffee painting, but an artist can come up with

limitless artistic possibilities through the play of different coffee shades. Sometimes

people would ask how you are supposed to determine where the “red” or “blue”

is in coffee painting. You actually focus on coffee as a universal color in coffee

painting and simply play around its shades.

Coffee painting would also make a great activity for art therapy and workshops.

The materials for beginner-level participants are definitely affordable for

organizers, since a coffee painting kit would usually cost 50 pesos per person.

Smaller groups are also preferred in workshops so that the coordinator can have a

more hands-on approach towards teaching the art form.

About the Project’s Activities

It was also a challenge to manage various activities all at once. The author wonders

what if she could have simply focused on one or two activities instead of dissipating

her time and energy into several things. Content creation was achieved on an

average scale, but more could have been done in terms of quality and quantity.

However, it was a good challenge to try her hands on many things for her to know

what works for her advocacy and what doesn’t. So basically the entire period of

conducting the thesis was some kind of life project wherein the author tried and

tested strategies of becoming professionally and financially sustainable as an artist.

The author plans to continue the activities started through this project even if the

thesis period has ended. But in this case, she would focus more on the things she

found to work well with her cause.

More money was actually spent than earned all throughout the project period.

However the lessons, experiences and opportunities gained were ultimately

invaluable to the author’s personal and career development. Not many artists,

especially coming from Mindanao, had the opportunity to exhibit in the country’s

41

capital. With the things she learned along the way, she plans to help other artists in

her region gain more opportunities through their art.

The Hard Questions

There is also the question on whether artists can make a substantial living through

their art. For artists to sustain their art, they need to make a living through the work

of their hands. Hard reality knocks when artists need to make sure that their

passion must become profitable. For it to be profitable, their art needs to gain the

interest and acceptance of people. In this case, their art needs to be “marketable”

in a way. So how do artists stay true to their passion and identity in art without

compromising it for the sake of profit?

The author believes that artists should not compromise their true identity in art for

the sake of earning more money. The tricky thing about art is that some people

may like your work while others may not. The author went through weeks of

depression before the NCCA exhibit due to endless worries on whether her art

was worthy to be exhibited on the national level or if people would actually find

her art worthy of anything. These thoughts and emotions of anxiety disappeared

during the exhibit opening when she realized that the most important thing for her

as an artist is that she stayed true to herself while making a contribution to society.

The author is optimistic on the thought that an artist will finally come to a point

that he or she becomes prosperous through art. An artist grows through one’s art

form over time. Along the way the artist’s vision will become so great that society

will take notice and accompanying efforts will finally be rewarded. In an interview

with artist and entrepreneur Ann Rea at Abundant Artist (Huff, 2009), they deem

that the starving artist is just a myth. There are various ways that an artist can

become prosperous in the present time. Hard work trumping talent has never been

42

truer. Successful artists who have gone through all the hurdles through their art are

living examples of a powerful balance between talent and hard work.

43

C h a p t e r 7

DISCUSSION

The author’s inspiration remains to be the arts and culture of Mindanao. Her works

depict how the Mindanawon spirit grows within her, as she continues to practice

her craft in the South. There’s also so much work to do when it comes to uplifting

the arts and culture scene in the region. The author aspires to help shed light on

the art and cultural issues of Mindanao and help artists along the way in promoting

their work and artistry.

The author plans to continue the activities started through this project. The website

needs regular publishing of content. As she creates more works, the online

portfolio grows as well.

She also needs to make better editions of the coffee painting book as she continues

to learn more techniques and information about this art. It is also a lofty goal,

although not impossible, to travel the world and explore cultures which practice

coffee art like in Thailand, South America and Europe.

The social media promotions that the author has to manage will be more focused.

Her efforts would mostly focus on Instagram and Facebook, since most of her

audience use those two platforms. To create a balance in time and resource

management, she plans to work 80% of the time on her art and other content,

while 20% will be on marketing. She hopes to employ one or more people to assist

her in marketing and promotions as this creative business continues to grow in the

future.

The author also plans to get into collaborative art projects and art residencies to

expand her portfolio. She also aims to immerse herself in more events and

44

programs in her locality to help promote the arts and culture of the region. There’s

also a need to gain more understanding on financial grants for artists and cultural

communities. So it would be a consistent effort to keep tabs on funding agencies.

The author would also like to conduct more coffee painting workshops in the

future. She also plans to share the things she learned in this project to other creative

individuals through info materials and workshops.

A concrete step that she has to do at the moment is to make more of her works

available for online commerce. There is a plethora of ways on how to make a living

as an artist online, and it would be a continuous trial and error to find which works

and which doesn’t. She plans to focus on Etsy, RedBubble and Patreon in honing

her craft while making a living through it.

This creative project may be more focused on the arts, but multimedia skills have

been crucial in creating content and conducting promotions for the activities. The

knowledge and skills she learned in multimedia studies have become invaluable

along the way. Multimedia has given her more flexibility in creating various output

for her art while taking on a wider range of career opportunities.

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C h a p t e r 8

CONCLUSION

An artist’s soul is reflected through his or her art. As for the author, she finds

creative freedom and practicality through the art of coffee painting. This creative

project started with the goal of promoting coffee painting to the public. However,

the project created unusual twists and turns along the way which made this

endeavor a fulfilling adventure.

It would probably be a lifelong goal of the author to continue sharing and

promoting the art of coffee painting to as many people as possible. This easy and

affordable type of art can truly bring out one’s creativity and enjoyment. This form

of art will always be a great idea for workshops and art therapy sessions.

For an artist to sustain one’s art and passion, he or she needs to become an

entrepreneur as well. An artist needs to carve out a business model which is unique

to one’s passion and endeavors. Traditional revenue models for artists have

become less dominant and new income channels have emerged in this digital age.

The author has also realized four main aspects of her growth as an artist through

this project. The first is God whom she believes is the creative energy that works

through her art. The Individuality of the author as she is the instrument of God in

conveying His messages through her art. The Art of the author which depicts these

messages and life purpose. And the Community where she practices her art and

contributes to its progress. She aims to remember all of these four aspects in all of

her endeavors and make them a focus in her life plan.

As she continues to learn more ways in becoming sustainable as an artist, she aims

to help other artists along the way to become prosperous through their art as well.

46

For her, there is no such thing as competition. An artist should only compete with

oneself, slay the demons within, and bring out the best in one’s individuality.

The author believes that through this creative project, she got the needed push to

develop herself as an artist and focus on what she wants to achieve for her

community. This project has become a way for her to plant the seeds she wants to

cultivate in order to have an abundant harvest in the future. There is more to come

for the author and the people involved in this project.

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APPENDIX A

LIST OF CONTENT

Coffee Musings on Paper (Official Website): http://www.coffee-muse.com/

Coffee painting eBook: http://www.amazon.com/dp/B00Z9XWW4U

TUTORIALS

The Basics of Coffee Painting: http://www.coffee-muse.com/2014/10/02/the-

basics-of-coffee-painting/

How to Make a Coffee Painting in Four Easy Steps: http://www.coffee-

muse.com/2015/07/11/how-to-make-a-coffee-painting-in-four-easy-steps/

How to Capture the Spirit of Nature with Coffee: http://www.coffee-

muse.com/2015/07/12/how-to-capture-the-spirit-of-nature-with-coffee/

ARTICLES

The Hands of My Father: http://www.coffee-muse.com/2014/10/10/the-

hands-of-my-father/

The Making of One With Earth: http://www.coffee-

muse.com/2014/10/02/the-making-of-one-with-earth/

Coffee Review: Chit’s Blend Coffee at Echostore http://www.coffee-

muse.com/2014/10/25/coffee-review-chit-s-blend-coffee-at-echostore/

48

Coffee Cupping Session with Kat Mulingtapang: http://www.coffee-

muse.com/2014/10/18/coffee-cupping-session-with-kat-mulingtapang/

The 7th National Coffee Summit in the Philippines: http://www.coffee-

muse.com/2014/10/16/the-7th-national-coffee-summit-in-the-philippines/

VIDEOS

The Making of One With Earth: https://youtu.be/q0QGLhl5BoQ

The Making of a Coffee Painting (Growth):

https://www.youtube.com/watch?v=QPK98tex31U

How to Capture the Spirit of Nature with Coffee:

https://youtu.be/TR5y9WF78LE

How to Make a Coffee Painting in Four Easy Steps:

https://youtu.be/jQNV8cQTrKA

ONLINE PORTFOLIO

Original Coffee Paintings: http://www.coffee-muse.com/coffee-paintings-

gallery/original-paintings/

Coffee Art Prints: http://www.coffee-muse.com/coffee-paintings-gallery/coffee-

art-prints/

Coffee Musings on Paper Exhibit Artworks: http://www.coffee-

muse.com/coffee-paintings-gallery/for-the-love-of-coffee-and-culture-series/

Behance: https://www.behance.net/coffeemusingonpaper

Redbubble: http://www.redbubble.com/people/coffee-muse

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Photo Documentation:

SOCIAL MEDIA HANDLES

Facebook: https://www.facebook.com/coffeeartworksandbooks

Instagram: https://instagram.com/coffeemusingsonpaper/

Twitter: https://twitter.com/musings_coffee

Tumblr: https://www.tumblr.com/blog/coffeemusingsonpaper

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APPENDIX B

COFFEE PAINTING SURVEYS

Online Survey Link:

Online Questionnaire

1. Are you familiar with coffee painting?

2. If you know about coffee painting, who are the coffee painters that you are

familiar with?

3. What do you think about their work?

4. If you don’t know about coffee painting, kindly take a short visit on two or

three portfolio websites of the following coffee painters and tell us what you

think.

Karen Eland: http://coffee-art.com/

Angela and Andrew Saur: http://coffeeart.com/

Abigail D. Albino: http://www.coffee-muse.com/

Steven Mikel: http://www.stevenmikel.com/

Sunshine Plata: https://d1wata.wordpress.com/gallery-3/

- What do you think about their work?

5. How do you accept the art of coffee painting?

1 – Totally unacceptable

2 – Unacceptable

3 – Slightly unacceptable

4 – Neutral

5 – Slightly acceptable

6 – Acceptable

7 – Perfectly Acceptable

6. How do you find the quality of coffee paintings in general?

1 – Poor

2 – Fair

3 – Good

4 – Very good

5 – Excellent

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7. What is your level of admiration or desire for coffee paintings?

1 – Very undesirable

2 – Undesirable

3 – Neutral

4 – Desirable

5 – Very Desirable

8. What is your level of satisfaction as you look at coffee paintings?

1 – Not at all satisfied

2 – Slightly satisfied

3 – Moderately satisfied

4 – Very satisfied

5 – Extremely satisfied

9. How do you find the level of importance of coffee paintings in the art world?

1 – Not at all important

2 – Low importance

3 – Slightly important

4 – Neutral

5 – Moderately important

6 – Very important

7 – Extremely Important

10. How do you find the level of importance of coffee painters?

1 – Not at all important

2 – Low importance

3 – Slightly important

4 – Neutral

5 – Moderately important

6 – Very important

7 – Extremely Important

11. What do you think is the level of influence of these coffee painters?

1 – Not at all influential

2 – Slightly influential

3 – Somewhat influential

4 – Very influential

5 – Extremely influential

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Offline Questionnaire

Name: Age: Email:

What do you think of the coffee paintings on this exhibit?

Please encircle the number of your answer

Level of Acceptability (Do you find the coffee paintings acceptable?) 1 – Totally unacceptable 2 – Unacceptable 3 – Slightly unacceptable 4 – Neutral 5 – Slightly acceptable 6 – Acceptable 7 – Perfectly Acceptable Level of Desirability (How much do you admire or desire the coffee paintings?) 1 – Very undesirable 2 – Undesirable 3 – Neutral 4 – Desirable 5 – Very Desirable Level of Satisfaction (How satisfied are you with the coffee paintings?) 1 – Not at all satisfied 2 – Slightly satisfied 3 – Moderately satisfies 4 – Very satisfied 5 – Extremely satisfied Level of Importance (How important do you think are the coffee paintings?) 1 – Not at all important 2 – Low importance 3 – Slightly important 4 – Neutral 5 – Moderately important 6 – Very important 7 – Extremely Important Level of Quality (What do you think of the quality of the coffee paintings?) 1 – Poor 2 – Fair 3 – Good 4 – Very good 5 – Excellent Level of Influence (What do you think is the level of influence of the exhibit?) 1 – Not at all influential 2 – Slightly influential 3 – Somewhat influential 4 – Very influential 5 – Extremely influential

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APPENDIX C

COFFEE PAINTERS INTERVIEW

The following is a short interview to selected coffee painters which will be used as data for a thesis at the University of the Philippines-Open University. The thesis is entitled “Coffee Art in Communities, Social Media and the Art Market.” The thesis tries to gauge the acceptance and interest of people when it comes to coffee painting as well as get a general view of its importance in the art world. Thank you again for allowing me to interview you as a coffee painter. You will be credited for this interview in the final thesis paper which will be published online at the end of the year or early next year. You will also be given a link to where our school will publish the paper. Kindly answer the following questions during your spare time by typing in your answer after the question. Please email the document to abigaildalbino@gmail.com after you have answered the questions. Thank you again for supporting this endeavor.

Name of Coffee Painter: Age: Location: Website: Email:

1. How long have you been doing coffee painting?

2. How did you discover coffee painting?

3. What is your main inspiration or primary motivation for painting with

coffee?

4. Are you earning money through your art (through selling of paintings,

commissioned projects, etc.)?

54

5. Have you exhibited your coffee paintings before?

6. What are the usual impressions or comments of people when they see

your coffee paintings?

7. Do you think there is a need for coffee painting to be promoted more

in the art world? Why or why not?

Optional Question: Would you like to give more information on the things you have discovered or learned about coffee painting which you would like to be published on this thesis?

Thank you for time and may you continue becoming successful in your

art!

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gallery/for-the-love-of-coffee-and-culture-series/

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klout-score-

4