Art of Possibility
After becoming blind at the age of 40, Ketra Oberlander picked
feature
up a paintbrush for the first time in her life. Then she launched
Art of Possibility Studios, the only art licensing agency in the
world exclusively representing physically handicapped artists
in a for-profit model, changing lives and redefining industries
in the process. Here is her story.
Tell us a little about yourself… an agency didn’t exist. So, in January 2008 I founded Art of
Possibility LLC, an art brand that exclusively and uniquely
“I’d always liked art and had been a collector even when I represents physically disabled artists in a for-profi t model.”
lived on a modest secretary’s income. I’d set aside a small
sum every year and go to local tented art festivals and add It must have been quite nerve-wracking
one original piece as I could aff ord it. But I’d never made
my own art. My career skewed to writing and so, although “I have to give props here to Kolea Baker of Artists of
I had personal creative expression in my life, it took a Kolea and Glenn and Michelle Abrams of Kids-Did-It!. I
linguistic form. talked extensively with them about my business vision,
When, in my late 30s, my vision gradually deteriorated, and their encouragement and confi dence that I could
I felt like “I just don’t want to talk about it.” I knew it was not only launch this business but succeed at it truly
the next big story of my life’s narrative but I also knew the motivated me. Their confi dence helped me overcome my
limits of language in self-expression. I put down my pen. fear. I didn’t want to try and fail with others’ art, hopes and
At 40, with my sight deteriorating into blindness (a range dreams. I had hoped to get to proof-of-concept with my
of unfi xable vision loss shared by 1.3 million Americans, work fi rst; I thought it would be cruel to screw up with
10 per cent of whom are totally blind), I signed up for a someone else’s stuff or be the person who jerked around a
community arts painting class that was within walking bunch of disabled artists, so I was really concerned about
distance just to get out of the house. positioning the company to succeed. Their ability to see
Surprisingly, I had a knack for painting and people liked past my fear and my leap of faith to believe in what they
my work. It could just be junk; I don’t know. I’m blind. saw instead of my own doubt got me to drop the rock and
Anyway, friends started asking for paintings and prints of take the next steps.
my work and I took the leap of faith and ‘became an artist’
in 2005. In deciding to go pro, I had all the problems of any
“Manufacturers interested in
creative small business. Sensory disability doesn’t insulate
me from the tumult of a start up.” working with us do so because
they want to integrate a humane,
Did you paint before you lost your sight?
good thing into their product mix.
“I’m a bit of a dilettante. I worked as a legal secretary,
Why should kindness be relegated
paralegal, writer, editor, dot com technology worker,
and now fi nally as an artist and art agent. I joke with my
to charity? Good deeds
husband that next I’ll try for some really easy money, like
are good business, and
theatre or inventing a comfortable bra.”
our art proves that good deeds
Do you feel that what has happened to you has
are also good taste.”
helped you approach art in a diff erent way?
“Not really. I think the only real diff erence is that I’m I then entered a women’s small business development
acutely aware that you and I see diff erently, but everyone’s competition and was selected as a Micro to Millions
perception is unique to them, most people just don’t Awardee by Count Me In for Women’s Economic
think about it. They think their point of view is the default Independence. Having a small buisiness incubator
perspective. I know mine isn’t but it’s no less valid than programme think my plan was solid enough to support
yours. It’s a snowfl ake model of human perception.” got me to the next steps. The business is modelled more
closely to Motown Records and Fair Trade Coff ee than to
What made you decide to start Art of Possibility? traditional art licensors. We’re an art brand where the work
varies by artist and trend but the brand value remains the
“As my business evolved I kept running up against logistics foundation of what we do: create a path to profi tability for
of the industry. Transporting canvases, hanging shows artists limited by the sheer physicality of art and life.”
and attending gallery appointments all were burdens
particular to my inability to drive. In an area woefully How long did it take you to get Art of Possibility
underserved by transit options I was a de facto shut-in. up and running?
I looked at the model of licensing with the familiarity of
a freelance writer and editor, and sought an agency that “Because the business evolved from my overly cautious
represented physically disabled artists. I spent about 18-20 research, once I hit ‘go!’ it was on. I launched in January
32
months researching art licensing and discovered that such 2008, signed my fi rst two artists in March, showed at
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