The Miami Arts Marketing Revolution: How We Got Here
There's a moment that happens in every artist's journey—when you realize that creating the work is only half the battle. The other half? Getting it seen, understood, and valued by the people who need to experience it.
In Miami, that moment has been happening more frequently, and more urgently, than ever before.
When Artists Started Hiring Artists
Back in 2017, Jean Blackwell and Ignacio Font were having conversations that probably sounded familiar to anyone trying to make it in Miami's arts scene. Great work was being created, but it wasn't always finding its audience. Talented organizations were doing important work, but struggling to tell their stories effectively. The marketing help that existed felt disconnected from the creative process itself.
So they did what artists do: they created something new.
Font Squared started with a simple premise—what if marketing for artists was done by people who actually understood what it felt like to put your work out into the world? What if the person helping you craft your artist statement had wrestled with their own? What if your social media manager understood the vulnerability of sharing work-in-progress?
Eight years later, that premise has grown into something larger: a quiet revolution in how Miami's creative community connects with its audiences.
The City That Became a Canvas
Miami in 2025 is not the same city it was when Font Squared began. The transformation has been remarkable to witness from the inside.
Walk through the Design District on any given Saturday, and you'll see families speaking three languages discussing a sculpture. Check Instagram during Art Basel / Miami Art Week, and you'll find posts from collectors in São Paulo and students in Overtown, all engaging with the same exhibition. Attend a workshop at collaboARTive, and you'll meet artists who've moved here from everywhere, drawn by something they sensed was happening.
What they sensed was right. Miami has become a place where cultural boundaries blur in productive ways, where traditional gallery spaces coexist with pop-up installations, where a chamber music concert can draw audiences who discovered it through TikTok.
This evolution created new challenges for artists and organizations. How do you speak to an audience that spans generations, cultures, and artistic traditions? How do you honor the intimacy of creative work while reaching people across digital platforms? How do you build sustainable support in a city where everything moves fast?
These became the questions Font Squared learned to answer, one client at a time.
Stories from the Field
The Pet Parade That Wasn't Just About Pets
When the Miami Beach Pet Parade approached Font Squared in early 2025, it might have seemed like a departure from typical arts marketing. But Jean saw something else: a community event that brought together pet lovers, local artists, families, and small businesses in a celebration that was uniquely Miami.
The campaign they developed didn't just promote an event—it told the story of a community coming together. The result? More than 150 attendees, 87,688 people reached digitally, and a 108% return on investment. More importantly, it created connections that lasted beyond the event itself.
The Jazz Day That Bridged Generations
Diaspora Vibe Cultural Arts Incubator's International Jazz Day presented a different kind of challenge. How do you market a celebration of jazz to Miami's diverse audiences without losing the music's cultural significance or accessibility?
The answer came through authentic storytelling that honored both the tradition and the innovation. The campaign reached over 200 attendees and achieved a 17.52% conversion rate, but the real success was in the conversations that happened—between older jazz enthusiasts and younger listeners, between different cultural communities, between artists and audiences.
The Chamber Ensemble That Found Its Voice Online
The South Beach Chamber Ensemble's story illustrates how traditional arts organizations can thrive in digital spaces without losing their essence. When Font Squared began working with them, their social media presence was minimal. The challenge wasn't just increasing numbers—it was finding a way to translate the intimacy and sophistication of chamber music into posts and stories.
Over the course of their partnership, Facebook reach increased by 58% and Instagram reach grew by 459%. But the real transformation was qualitative: the ensemble found a voice online that felt authentic to their artistic identity while welcoming to new audiences.
What We've Learned
After eight years of working within Miami's arts community, certain truths have emerged:
Authenticity can't be manufactured. The most successful campaigns come from genuine understanding of and connection to the work being promoted. This is why the "artists hiring artists" approach matters—it's not just a business model, it's a philosophy.
Community beats competition. Miami's arts scene thrives when organizations and artists support each other rather than competing for limited attention. The most successful marketing creates connections between artists, audiences, and organizations.
Digital tools serve human connections. Social media, email campaigns, and websites are powerful, but they're only as effective as the human relationships they facilitate. The goal is always to bring people together, not just to generate clicks.
Sustainability requires strategy. Creative work deserves professional support. Artists and organizations that invest in thoughtful marketing create the conditions for long-term success and community impact.
The Ripple Effects
What's emerged from these individual success stories is something larger: a model for how creative communities can support each other's growth.
When Font Squared helps an artist build their first professional website, that artist becomes more confident in applying for grants, approaching galleries, and collaborating with other artists. When they support a nonprofit's fundraising campaign, that organization can expand programming that serves the broader community. When they market an event successfully, venues become more willing to host similar events.
The work is interconnected in ways that go beyond individual campaigns or clients. It's about strengthening the ecosystem that allows creativity to flourish.
This foundation—built over eight years of authentic relationships and proven results—has prepared Font Squared for whatever challenges lie ahead. And as Miami's arts landscape continues to evolve, that foundation becomes more valuable than ever.
Next week: How Font Squared is navigating the changing landscape of arts funding and why strategic marketing matters more than ever.
Font Squared is located in Miami, FL 33155. To learn more about our work or discuss your project, contact us at team@fontsquared.com or visit fontsquared.com.
