Welcome to season five, episode 24 of The Abundant Artist, the show that dispels the myth of “the starving artist” and shares how you can live an abundant life as an artist and make a living from your talent one interview at a time.

Today’s guest is Kathy Lajvardi, a contemporary mixed media artist based in Laguna Beach, California. Kathy was born in Iran and later migrated to the US when she was nine-years-old – a cultural shift that has shaped her as an artist, designer, author and curator. Her diverse artistic background ranges from reflective resin to large-scale paintings that tell a story, are conceptual, and raise awareness.

“You just have to constantly promote yourself, and not wait for someone else to promote you.” — Kathy Lajvardi

In this episode, Kathy shares her journey as an artist, from earning her BFA to working with high-profile clients such as Madonna, Beyonce, Lexus, Disney, and Apple. She further talks about how the late night brainstorming sessions with her husband have turned into actual successful projects over the years, and offers her perspective on the Iranian art and culture scene pre and post the 1979 revolution, and how that has influenced her art.

Join us in this podcast to learn more about Kathy’s art journey, and why she thinks artists should go all out to promote their art themselves rather than waiting to get “discovered”.

In this episode:

[0:35] Cory welcomes Kathy to the TAA podcast and asks her to introduce herself to the TAA audience.
[1:20] Kathy talks about how she went on from earning her art degree to working on motion graphics projects for celebrity musicians, movies and companies like Apple.
[4:35] She transitioned into digital experience post her marriage and the birth of her children, and started managing the Graphics department in her husband’s advertising agency.
[6:25] How Kathy and her husband started organizing wine events with winemakers.
[6:38] What was the Somxx event and how did it happen?
[9:22] Cory asks Kathy about her connection with Iran.
[10:57] Kathy explains the connection between her art and the music she likes to listen to, and why she always works with her headphones on.
[13:52] Kathy further talks about her background, and how her choice of music was received by her family.
[17:50] Cory asks Kathy to describe her series titled “Unbreakable Queens”.
[18:52] Kathy further talks about the Iranian singer Googoosh and her struggles, and how that has inspired the artist’s “Unbreakable Queens” series.
[22:05] Kathy offers her thoughts on what Iran used to be like before the 1979 revolution.
[23:17] Kathy explains in detail how she and her husband organize the events, from visualizing to planning the details to getting sponsors.
[30:35] Kathy deep dives into how once she knows what she wants, she plans the steps needed to achieve that.
[32:17] Why the “hustle mentality” is important, and how social media can be used as a platform to reach a wider audience.
[32:44] Kathy takes her marketing flyers everywhere she goes.
[33:29] Art dealers can surely accelerate an artist’s career, but Kathy insists that an artist can be their own art dealer too.
[34:21] Cory asks Kathy how her events/parties convert into sales.
[37:15] Cory thanks Kathy for joining the podcast!

Resources mentioned:

Kathy Lajvardi’s website
Sommx event
Drive Through Napa
Drive Through Paso Robles
Unbreakable Queens series by Kathy Lajvardi

About the guest:

Kathy Lajvardi is a contemporary mixed media artist based in Laguna Beach, California. Her artistic background ranges from reflective resin to large-scale paintings that tell a story, are conceptual, and raise awareness. After earning a BFA from Otis College of Art and Design in Los Angeles, Kathy pursued a professional career in advertising film and entertainment. Over the past two decades she has received more than 20 awards for design and art direction. Her art has been featured in Iron Man and Transformers movies. Kathy has also illustrated wine books, designed interiors, and curated events.