This text explains the importance of pitching, i.e. delivering a short introduction to your work, for artists. It also offers tips for crafting a pitch.
By: Elsa Ervasti, Master of Theatre Arts, Master of Arts
Summarising and shaping your work into an elevator pitch is one of today’s most important professional skills. Would many artistic directors or award-winning actors have got as far as they have without strong speaking skills – let alone international stars?
Whether consciously or not, these pitching skills help professionals move forward in their careers and navigate major transitions. A successful pitch provides support and inspiration – offering a focused vision that drives your work forward.
An elevator pitch is a short and concise presentation that explains what you do, or what you aspire to do in the future. It should always be ready to present at the right moment when someone asks.
Behind every artist’s success lies countless hours of work, refining skills, learning from mistakes and starting again. At some point, artists begin to recognise the value of their skills for different audiences and in new contexts. Artistic expertise is often broad and deep, and it can be challenging to summarise it in a few sentences without it sounding superficial. Still, it is worth doing because an overly long introduction is hard for others to absorb. 
Have you ever listened to acceptance speeches at the Oscars? Condensing something meaningful into three minutes is tough – especially if you have never practised. The speeches may seem light and effortless, but often they come with sweat and tears.
Artists need strong willpower – and the motivation to keep updating their pitch year after year for new audiences. Artistic skill is refined through thousands of repetitions. A pitch can work as a sales tool in many situations, helping a potential client become excited about commissioning a composition or a script.
Like any performance, a pitch improves with repetition. The more you practise, the more it becomes like a mantra – easy to recall and part of your muscle memory.
Few professions require as many pitches as freelancing in the creative industries. You can practice your pitch when meeting new people, in job interviews, or when presenting concepts and ideas. The situations may change, but the need for a pitch remains.
In a professional artist’s career, there are three key transition points at which it is especially important to speak about your work with confidence, enthusiasm and credibility. In early career stages, your education and degree are central, but as your career progresses, your actual work begins to define you more than your background.
1. First transition: Pitching as an aspiring artist
Applying to an art university is a major step in an artist’s career. Many aspiring artists work for years to earn a place in an arts degree programme. During this time, they are constantly asked to justify their path – to themselves and to others.
At this stage, inner speech often revolves around a personal vision:
My vision is to become a director.
My dream job is to be an actor.
I want to study conducting.
I will become a visual artist.
2. Second transition: Pitching as a professional artist
The transition from education to working life is a major mental leap. Finding your place in a work community requires effort, and now your degree or professional title may play a stronger role in your pitch:
I have a Master of Arts degree.
I am an artist.
I make art professionally.
I graduated from the University of the Arts Helsinki, where only 0.1% of applicants are accepted annually.
Considering the time and money invested in your studies and graduation, you would think speaking about your profession would be exciting. A pitch gives you the opportunity to articulate your current skills with confidence and to build an interesting story.
3. Third transition: Pitching for professional growth and success
Finding projects and roles, even after successes, requires an updated pitch. That is why it is important to continually develop and refine it, making it bold and concise. A freelancer’s career depends on consistently securing the next project. Your pitch becomes a crucial professional tool – something you should be able to present with enthusiasm again and again, unless your last success automatically leads to the next job. When you pitch your work repeatedly over the years, it becomes a natural part of your search for work. Highlight your accomplishments, grants and awards as key career milestones. They remain relevant even as time passes!
Create a pitch that helps you move forward in your career.
Answer at least these questions:
An example of an elevator pitch from a theatre pedagogue:
I help Finnish professionals improve their performance skills in the workplace. In my coaching, I use theatre-based methods, and performance and interaction exercises. I respond creatively to emerging workplace challenges by tailoring training and coaching to meet client needs. The value for the client is that they learn to express their message naturally through different channels. My vision is for Finnish professionals to become internationally compelling and influential performers through my coaching!
