TRANSCRIPT Ep. 311: Failing Successfully ft. Tyran Schouten

THE INSPIRATION PLACE PODCAST

Miriam Schulman: I know a lot of artists who are listening are thinking that they don’t want to push their friends and family to join their email list. Talk to us about that.

Tyran Schouten: One of my friends actually mentioned, “I would be offended if you don’t add me to the list.” Because they’re your friends. They’re your family. They want to know what projects are going on. I mean, when I’m talking to people, they’re asking me anyway, “What are you currently working on?”

Speaker 3: It’s the Inspiration Place podcast with artist Miriam Schulman. Welcome to the Inspiration Place Podcast, an art world insider podcast for artists by an artist where each week we go behind the scenes to uncover the perspiration and inspiration behind the art. And now your host, Miriam Schulman.

Miriam Schulman: Well, hey there, my friend. This is Miriam Schulman, your curator of inspiration, and you’re listening to the Inspiration Place podcast. I am so thrilled that you’re here today. Today, we have an Artist Incubator client, and this one actually won my list-building contest in February. But you’re going to be so inspired by everything that he has to share. He’s a visual artist based in New York City, specializing in figurative oil paintings and sculpture. His work inspires viewers to look beyond the merely physical and think about your heart, your mind, and your soul. By the way, if you’ve ever been in Trader Joe’s in New York City, you might have seen his artwork there. He’s also been featured on the Church of Jesus Christ of Latter-day Saints on YouTube, and he has an outdoor public mural near Van Cortlandt Park in the Bronx. Can’t wait to share everything he has to share. Please welcome to the Inspiration Place, Tyran Schouten.

Tyran Schouten: You got it.

Miriam Schulman: So I just want to let you know that, so his name is Schouten. So I’ve been mispronouncing poor Tyran’s name this entire time, and he’s never corrected me. I’ve been saying Schuden, and we always know—when we used to have a—we don’t have a landline anymore, but when we used to live in the burbs, we had a landline, and we always knew it was a telemarketer if they asked for Miriam Sculman or Ron Schulman. I was like, nope, there’s no Sculmans here. Like, sorry. So, okay, Schouten, who mispronounces your own name wrong.

Tyran Schouten: Oh, that’s, I get that all the time. Shouten, Scootin, all of those. My first name is random too, so Tyron, but you know, you just gotta go with it.

Miriam Schulman: I get the first name wrong as well. Marian. Marion. Maria. I don’t know, like Mary.

Tyran Schouten: I mean, sometimes the advantage of having a random name, though, is it’s easier to find when people are searching for you.

Miriam Schulman: True, although there are other Miriam Schulmans. Some of them have died. There are lots of obituaries for Miriam Schulman. But there is a photographer named Miriam Schulman, and there is an ethicist from Santa Clara University. I think that’s where she’s from. At one point, she was much higher in Google search than me, which made me upset. Now, because of the podcast, I finally outrank her. So, yeah, there’s other Miriam Schulmans. Okay, so we have so much to talk about that I actually made a list so I won’t forget. Let’s talk about Trader Joe’s. Tell us more. Trader Joe’s is all over the country, right? Not just the New York area.

Tyran Schouten: It is. I love Trader Joe’s, but I actually didn’t know what Trader Joe’s was before moving to New York. I moved from Utah, and we have regular grocery stores. I think they do have a Trader Joe’s in Utah, but back in the day, it was like this bougie niche thing that people would go to for unique products. So I was introduced to the amazing world of Trader Joe’s here in New York by looking for my first job. I moved to New York right after graduating, and I was doing an internship, which was nice because they funded me to fly out to New York. So that was my game plan. I was going to end this internship, and in the meantime, try to find a job because my goal was to stay in New York City. I have no connections out here as far as family—all my family is in Utah. But through a friend at church, I mentioned that I’m an artist, and she knew a connection. She’s like, “Oh, there’s another girl that does some of the artwork for Trader Joe’s. You should talk with her.”

So I did. I reached out to her, just asked what that’s like, and she mentioned, “Oh, I think they’re actually opening a new store down in Murray Hill. I know the captain. His name is John Doe. You can use my name as a reference. Go talk to him.” And I did. It was literally while they were still putting the store together, scrambling. I showed him my portfolio and explained that I’m comfortable doing large-scale stuff. He just pointed at a couple of examples of their sign work, their typography kind of stuff, and he’s like, “How long would it take you to do that?” I was like, “A couple of hours.” I had no idea. And he’s like, “Okay, can you start on Thursday?” And—

Miriam Schulman: Yeah. And was this doing chalk art for them?

Tyran Schouten: They use markers. These acrylic markers mostly. Because everything has to be I mean, basically we’re doing the big displays on the end of the aisles, and so they have to be like sprayed with alcohol, cleared off every, you know, couple weeks and do a new display.

Miriam Schulman: So you’re basically peeling the acrylic off.

Tyran Schouten: Yeah, exactly.

Miriam Schulman: It’s super fun. There’s this artist who was in the Whitney Biennale, who did like, painted acrylic on plastic and then peeled it off and then would hang it. It was like I showed my daughter, who’s not really an artist. I was like, that looks like so much fun because she loves peeling the, the paint off of my palette.

Tyran Schouten: Would he put like light behind it because that would—

Miriam Schulman: Yeah. This is a woman and she’s an artist in her 80s. And, well, the way they would display it is almost like hides. So sometimes it was on the wall, but sometimes it was displayed, like in the middle of the gallery, so you can see through it. Yeah, it was very cool. Like, ooh, that is really cool. Like something I’d want to try.

Tyran Schouten:: And see behind the layers. It’s crazy to see it from behind. You know, you build up layers.

Miriam Schulman: Yeah. But we’re here to talk about your art, so I don’t want to, like, I love talking about all art though, for sure. So I love Van Cortlandt Park. Fun fact, when I was a senior in high school, my best friend was the captain of the cross-country team, so she asked me to join in. I was terrible. I did not make it even to the meet, but for a while, I did some running in Van Cortlandt Park as part of that stint. Kind of on the team. So I love Van Cortlandt Park. So tell us about the mural. What is it? Where is it? How’s everything?

Tyran Schouten: Yeah. So thankfully, it’s conveniently—I always tell people if they want to go see it, you literally just hop on the one train, take it all the way to the top. They’ll kick you out of the subway, so you can’t miss it. It’s on that street. That’s the corner of Broadway and Van Cortlandt Park, and you literally just walk up that street and you’ll see it on your left. It’s literally on a residential building, so it is kind of in a random location.

It came about because The Church of Jesus Christ of Latter-day Saints, and I’m a member of the church, was looking for members to do this campaign they were doing. It’s called Tag the Talk. Basically, they wanted members to take something that they were inspired by in a message from one of the church leaders and create a piece of art based on what was inspiring to them. So they really gave free range, and they just wanted to have some type of public art. And so that’s how they had found me, was through my social media and connections who made it clear that I’m comfortable doing large scale stuff.

Miriam Schulman: Okay. So I have a few questions. First of all, make sure you email my team, any pictures, videos, anything you have at all of it. Because when we promote this podcast on social media, we want to use all your pictures and we’ll make sure you’re tagged on it. Yeah. And then that way people who are listening to the podcast can hop from here and visit you and follow your Instagram to see what’s coming up next. Okay. All right. Next, and just in case you don’t know. All right. So both of our names are spelled S-C-H. So you know okay mine is S-C-H-U-L-M-A-N-A-R-T. And Tyran is your Instagram also your name?

Tyran Schouten: Yes

Miriam Schulman: Okay, so why don’t you spell it for them? I’ll screw it up.

Tyran Schouten: Tyran, T-Y-R-A-N. Schouten, S-C-H-O-U-T-E-N. So it’s @tyranschouten for Instagram and my website is TyranSchouten.com

Miriam Schulman: And we’ll have everything linked in the show notes for this episode. So whatever podcast app you’re listening to just click down below. Click over to the website page that is hosting this podcast, and we’ll have everything about Tyran Schouten listed there. I finally said your name. Now the next question I have for you is what did you paint?

Tyran Schouten: So I painted a woman who has a house on fire like inside her chest.

Miriam Schulman: Ooh.

Tyran Schouten: Yeah.

Miriam Schulman: This is inspired by a scripture or by somebody.

Tyran Schouten: So the talk was called “One in Christ.” I titled my mural “One Within.” Basically, I love visual metaphors, and I wanted to depict this inner turmoil. At first, I thought of a city burning, but then I thought, what’s more intimate than a city? A home. So, I depicted a home on fire in her chest. There’s smoke coming up from the fire, and she’s turned and blowing it away, showing that she’s made peace. In her hand, she’s holding these flowers, symbolizing that from the crumbling of the house, from the dirt, comes new growth. That’s the metaphor I was going for.

Miriam Schulman: I love that, like forest fires, there’s always something grows out. That’s what I tell people about New York City after the pandemic. I was like, don’t worry. It’s like the forest fire came through. And there’ll always be new businesses in New York City. It’s coming back.

Tyran Schouten: Yeah. What’s crazy is like, now we have way more street restaurants, right. Like that was the thing post-pandemic where now we permanently have these installations for outdoor seating.

Miriam Schulman: Now we’re going to talk about Tyran’s email list building because holy cow, you know, I’m always getting asked Tyran, what if I’m starting from scratch? So you joined the incubator, we’re recording this in May and Tyranjoined February? Either end of January or like Feb one, right? Something like that. And then month of February, you decide to build an email list. Tell us about that.

Tyran Schouten: Yeah. So actually you mentioning this idea that email is king as far as reaching out to people was. I didn’t believe it. I legit was like, there’s no way that’s possible. But continuing to hear your, like, sharing the data, I was blown away. I had never heard that before and I, you know, I got to bachelor’s degree in art and no one was talking about this so yeah, I was convinced. And so the next step was you know, start collecting emails. And I really liked how you suggested start with your universe. And so I’m one of seven kids. So I started with my, my siblings and their spouses and my mom and dad. Right. And then like, extended that to my aunts and uncles, cousins.

Miriam Schulman: And okay, so record scratch for just a minute. So I know a lot of artists who are listening are thinking that they don’t want to push their friends and family to join their email list. We heard that last week during the artist panel that we did for for my boot camp, and that is what I hear the most resistance from a lot of my clients. I can’t ask my friends. Talk to us about that.

Tyran Schouten: I basically told them that I’m starting this email list to share upcoming projects and any shows. And I would love to add you to the list. That’s all I’m telling them. And I said, may I add you to that? And no one told me no. In fact, one of my friends actually mentioned, “I would be offended if you don’t add me to the list.” Because they’re your friends. They’re your family. They want to know what projects are going on. I mean, when I’m talking to people, they’re asking me anyway, “What are you currently working on?” So having that given to them through an email is just a more efficient way of doing it. And then obviously, that’s going to lead to conversations, talking with them one-on-one, or if they do respond to your email or whatnot. So it really is just one more way to share what you love. I think that’s the mindset you have to change. You’re not bothering people. You’re sharing something you’re passionate about. And when you’re passionate about it, other people are passionate about it.

Miriam Schulman: Another thing, Tyran, that I hear is, “Oh, I think I’m too shy or I’m too introverted to ask people.”

Tyran Schouten: I’m—

Miriam Schulman: You’re not an introvert, are you?

Tyran Schouten: I’m not. I’m not an introvert. Well, I mean—

Miriam Schulman: Did you have any fear the first time you asked?

Tyran Schouten: No. Well, I’m not asking strangers.

Miriam Schulman: Yeah, right.

Tyran Schouten: I’m asking people who know me, who I, like, literally have their phone. So I’m shooting them a text. So I think it’d be harder if I were asking someone who I didn’t know at all. And I actually attempted that in Central Park and and it was awkward. So I feel like. Start with people who know you and you know them.

Miriam Schulman: I think it’s also a great way to practice asking. If you feel more comfortable starting with your friends and family and just get in the practice and in the habit of always asking, then once you’re in a situation where perhaps you’re in an art fair, where you’re selling to people you don’t know, it should become like just an automated response for you. When people say to you, “Oh, do you have a card?” you can reply, “Oh, would you like me to invite you to my next show? What’s your email?” So that should just become a habit.

Tyran Schouten: Yeah, when I heard you mention that too, like, business cards—get away from handing out business cards—I 100% agreed. I was like, I need to change that for sure. Because I grab people’s cards, different artists, and not a single one have I ever taken that card, kept it with me, and gone to look up their website.

Miriam Schulman: Never, never. Not only that, but like, and not even just artists. So if you’re thinking, “Oh, that’s because we are artists,” think about every other business card that I’ve ever grabbed in my entire life. I’ve never gone to the website. I was in, um, oh my gosh, what’s that bougie store? Bergdorf Goodman, with my mom because she likes to pretend she’s bougie. We go to the purse section, and we don’t buy anything. And so everyone’s giving us their card, you know? I’m like, “Oh, I’m not going to do anything with this. I’m just taking this card now to be polite.”

Tyran Schouten: Yeah. I mean, I will say now what I do is, if they’re artists, I’ll ask, “What’s your Instagram?” Because then at least if I’m following them, I can always search for them and it’ll come up. But yeah, cards, physical things, they’re just gonna—

Miriam Schulman: Yeah. And almost as bad as saying, “Oh, you can follow me on Instagram,” because I’m going to say this even though, Tyran, you’ve heard me say it already a million times, but sometimes people are listening to my podcast for the first time. Less than 1%, and it’s actually 0.6% of people on Instagram will ever see what you post, which is horrible odds. Horrible. So asking them to follow you on Instagram is like saying, “Yeah, come try to drive to my house.” It’s meaningless at this point. If you get their email address, now suddenly you’re taking back control. So tell us about some results you’ve had. And I know it’s only been a short time, but I also know you’ve had some results.

Tyran Schouten: Yes. Well, I know one of the things that was holding me back is I was like, “Well, I don’t know what to start sending to people.” Like, once I get the email list, they’re going to be waiting for an email, which now I know isn’t true. It’ll come when it comes. So I’ve only sent out one email blast, but it was already a huge success, and I look forward to making that more regular.

So, actually, the mural that I painted—a friend of mine was like, “I have some visitors coming to the city. They’ve already done all of the generic touristy stuff, and they want to see some unusual things.” I mentioned this mural, and they would love to go see it. They asked if I would be willing to join them and share a little bit of information about it. At first, I was like, “Hmm, that’s out of the way. That’s a tedious thing.” But then I had the idea, “Oh, this is an opportunity to share with others and make it an open invite.”

So that’s what I did. Even though a bunch of people are not in New York, I basically said, “I painted this mural. We’re going on a field trip on Saturday,” and set the date and time. “If you want to join, I would love to have you there. I’m going to give some behind-the-scenes details of the painting.” Because it was part of this campaign, I said, “If you can’t make it, at least check out the YouTube video,” and sent a link to that on my website.

That was my first email. It was so fun to hear from people who are not in New York but are my friends, people I’m not calling on a regular basis. Some of them I haven’t heard from in years, but they reached out and expressed how excited they were to see this latest project and all the things I’m doing in New York. They also mentioned that they went to my website and saw some of my other art and wanted to buy a couple of prints. So, business already came out of it, and that was literally just from my first email.

Miriam Schulman: I seem to remember that you made $1,000.

Tyran Schouten: You got it. Yeah. So it was some prints and. Yeah, $1,000 worth. So.

Miriam Schulman: That’s amazing. And I thought it was very smart of you to email your entire list, even though you knew they couldn’t attend. That is what you should be doing. Whenever you have something, it’s a way to let collectors and people who care about your art know about your accomplishments in a way that is not braggy because you’re basically just inviting them. No one wrote you back and said, “How dare you invite me to New York? You know I’m in Utah”. Correct?

Tyran Schouten: Right. Not at all.

Miriam Schulman: Yeah, okay. Because that’s what I think artists are worried about. Like but I’m bothering people and they can’t come. It’s like, no, they’re happy for you.

Tyran Schouten: Obviously, some were like, “Oh, I wish I could hop on.”

Miriam Schulman: Exactly. And there’s nothing better than making sales than FOMO.

Tyran Schouten: There you go.

Miriam Schulman: Like the person who bought the prints. Do they live in New York?

Tyran Schouten: No, they live in Washington State.

Miriam Schulman: There we go. Like, I asked that question without knowing the answer. Okay, so you added so many email addresses to your list at one time that you told me ConvertKit came A-knockin do you want to talk about that?

Tyran Schouten: Yeah. So I’m brand new to email marketing. I don’t know if it’s just because you mentioned they’re really cracking down on it, but you can’t just use a Gmail, right? So, like, you have to use your artist email. But yeah, they basically were like, “We need proof that you’re a human and that all of these people have opted into your email list.”

It was quite a stressful procedure of trying to prove that my friends and family verbally, either through text or whatnot, said emphatically that they would love to join my email list. I didn’t know how to go about proving that, but I did end up sending them a screenshot of my website that has the “Join my email list” form and an email collection card—a physical one that you had given us as a resource in the Artist Incubator. I had printed those before when I was testing out a little Central Park activity of getting some emails.

But yeah, I guess it’s good because they are ensuring that your emails are more deliverable by proving that they won’t go to spam. They’re very particular about who joined.

Miriam Schulman: Don’t let it faze you. I’ve been in business so long that when these things happen, it’s like, here we go again. So and this happened during Mercury in retrograde or do you not know about Mercury in retrograde?

Tyran Schouten: I don’t.

Miriam Schulman: So Mercury in retrograde is one of these woo things which I can’t fully explain either. But for some reason I now believe it because every time Mercury is in retrograde, it’s some sort of planetary thing. Happens four times a year. It’s supposed to affect technology every time something happens. So this particular Mercury in retrograde, which I’m sure it was just during that time because we were talking about between February and now. So there was something okay, I’ll, I’ll tell you the exact dates, but, uh, my Amazon account got shut down because they but this was I didn’t do anything, but I still felt guilty. It was like just a glitch. Like they said “Oh, you had too many returns from the UK site, so we can’t let you use any of Amazon sites.” It’s like, “Yeah, but I’ve never used the UK site.” So I was like, and then it took me like an hour of customer service before. So once you’re when you’ve been in business a long time, sometimes it’s because you have done something wrong and you didn’t realize it. Sometimes it’s just a glitch, sometimes somebody hacks it and you just like, “oh well, this happens and you get used to it.” But I understand how it can feel stressful. So I’m sorry that happened to you.

Tyran Schouten: It’s okay. I’m glad it’s done.

Miriam Schulman: Yes, yes. And now you’re—now it’ll just be whatever. Yeah. Until the next time you have a show. Because, like, I would add 100 people to my list when I do a show so.

Tyran Schouten: There you go. I’ll be—

Miriam Schulman: You will be. Yeah. Yeah, 100%. Okay so before we get to our last words, I want to make sure that you guys check out Tyran Schouten’s Instagram. It’s absolutely amazing. There’s one thing I do want to share about it. Um, that I did get a comment from somebody during bootcamp that they thought your art was, had different styles. And I want to just tell you I don’t think that’s true. Like, you work in clay. Clay? Yes? As well as oil painting, but it’s all very much the same aesthetic. It’s kind of like how Michelangelo painted the Sistine Chapel and did David, but it all looks like Michelangelo. And the same thing with Tyran’s work. You love being compared to Michelangelo. Don’t you?

Tyran Schouten: Love that! I actually just went to Florence. Got to see the David. And also the Duomo museum. They have, like one of his last, sculptures of crucifixion and oh, my goodness, love.

Miriam Schulman: So did you go to the Medici Chapel?

Tyran Schouten: I didn’t.

Miriam Schulman: Go back.

Tyran Schouten: Yeah. No, no, 100% need to go back because I want to climb the tower, the Duomo tower. And but, um, loved Pitti Palace and the Uffizi and oh, it was a dream.

Miriam Schulman: It’s amazing. Florence is one of my favorite cities. I’ve only been there once, so there you go. And my poor husband when we went, so I’m Jewish, as is my husband, and I’m dragging him to every church because it’s like, that’s where all the great art is. It’s in all the churches.

Tyran Schouten: Yes. No, those are—that’s, um, he has Moses, right?

Miriam Schulman: Yeah. Did you see Moses?

Tyran Schouten: No. That’s because that’s in the Medici chapel.

Miriam Schulman: Is it?

Tyran Schouten: Yeah. Yes.

Miriam Schulman: Okay. I’m not sure, I don’t remember. I know the Medici Chapel. It has like when you’re in the middle, there’s like the four different walls and then it’s like, anyway.

We digress again. Okay, so yeah, his art is amazing. If you go to his Instagram Tyran Schouten which we will spell for you out on the in the show notes. Wherever you are listening to this, just click over to the page. We’ll have everything, all Tyran stuff listed there. But you will see that everything does share a similar esthetic. Oh, and you know, one more thing before we go that I forgot to ask you about is the painting that’s behind you.

Tyran Schouten: Oh, yeah.

Miriam Schulman: Let’s talk about that. We have to first describe it for anyone listening who cannot see it. I will describe it. I can see this, it looks like a runner. Oh, so did you go running in Van Cortlandt Park? Are you a runner?

Tyran Schouten:: Well, I ran cross country in high school.

Miriam Schulman: But you were good?

Tyran Schouten: I was done after that, though, so, like, my roommate just ran a marathon and he’s like, would you want to join me? I’m like, no, absolutely. My running days are over.

Miriam Schulman: I’m also only 5″2 like Tyran is tall so he probably has the legs for it.

Tyran Schouten: I do. Got the long legs and you know, I didn’t have I feel like the athletic capabilities for like eye hand coordination. So I can just like run I was like I can do that right.

Miriam Schulman: Like bad at sports type of thing. So okay so we have a male runner and to me it looks like he’s crouched on a starting block. Would that be right?

Tyran Schouten: He’s crawling towards a finish line okay.

Miriam Schulman: That would be my other guess. So. And that’s only because I don’t know sports that I wouldn’t know this. Okay. And he’s like at the number four lane. So and the perspective is what makes it the most interesting because, it’s like, um, not directly overhead, but kind of like a bird flying. I don’t know, like 45 degrees. How would you describe it? This is where the artist should take over what you have had in mind.

Tyran Schouten: It definitely is almost like a bird’s eye view. If you if if you’re like tipping down, I guess.

Miriam Schulman: But not straight overhead. So more like if you think not like the sun is at noon, it’s more like the sun is. It’s like 3:00. Like looking over across. Okay. Yeah.

Tyran Schouten: So this painting, uh, so it’s called Failing Successfully.

Miriam Schulman: Oh, I love it already.

Tyran Schouten: And like I said, I love visual metaphors, so how do you how do you depict failure that is also progress. So that’s where I have this racer. He’s literally crawling to the finish line. But by changing the perspective, just like when we change our perspective of what is failure, what is success? It actually looks like he’s almost like rock climbing a cliff. When I was doing sketches, that was me literally just like turning my sketchbook. And I was like, well, that actually kind of looks like he’s rock climbing.

Miriam Schulman: It’s amazing. Now, does the runner represent you? Past you, future you? What does that what does that represent?

Tyran Schouten: I will say yes for sure. Me, I wasn’t trying to like, depict me in general. Like it’s humanity, right?

Miriam Schulman: Yeah. Of course.

Tyran Schouten: But I will say that that that is my cross country. Those are my high school colors. The the blue and gold. So I actually, um, one of my friends who ran cross country still had his uniform. So I had reached out to him and I was like, could you model for me and bring your tracksuit and your bib? Like he still had one of the runners bibs, so it was perfect.

Miriam Schulman: That’s amazing. It’s amazing painting. What’s the size of that? 16 by 20?

Tyran Schouten: Uh, no. 24 by 32.

Miriam Schulman: Do you have any last words for of advice for any artists who are listening today?

Tyran Schouten: I would say, I want it to be clear. I don’t want to depict as though I know exactly what I’m doing, and I’ve made it. I’m still just as much, you know, flying by the seam of my pants. But one thing I know is if I didn’t do art, something in me would die. And that’s all I know that keeps driving me forward is that it is a passion. And if it’s my dream, God will make things happen and and, uh, open doors. And I will say that for anyone else who’s pursuing an art, the road is bumpy but if it’s your dream, the doors will open.

Miriam Schulman: Okay. Well, thanks so much for being with me here today. All right, everyone, I’ll see you the same time, same place next week. Until then, stay inspired. Bye for now.

Speaker 3: Thank you for listening to The Inspiration Place podcast. Connect with us on Facebook at facebook.com/schulmanart, on Instagram @schulmanart and of course, on SchulmanArt.com.

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