Day 1: Foundations of the Art Business, Market Structure & Artist Positioning
Kei London is pleased to announce that its founder, Arash Shahnavaz, will teach a new professional development short course, Art Practice & Business, at the University of the Arts London (UAL) at Chelsea College of Arts, from 20 to 23 July 2026. The four-day course is offered through UAL Short Courses and is designed for emerging and mid-career artists who want to understand the professional landscape of the contemporary art world and build a sustainable, considered practice within it. This is the first time the course is being taught in this format, and bookings are open now on the UAL website.
A four-day course in how the art world actually works
Art Practice & Business is a professional development short course for artists at any stage of their career, from recent graduates preparing to enter the market to established practitioners looking to sharpen how they present, price and position their work. Delivered over four consecutive days at UAL Chelsea College of Arts in London, the course moves through a clear arc: the structure of the contemporary art market, the artist's own positioning within it, the professional relationships that carry a career, and the infrastructure of presentation and documentation that sustains it over time.
The course is intentionally practical. Participants leave with a positioned artistic identity, a pricing structure they can defend, an approach to galleries and collectors they can put to work immediately, and a concrete 90-day action plan with dates. It draws on real market data from the Art Basel and UBS Art Market Report and on live case studies from the contemporary art world, including artists represented by Kei London Visual Art Agency.
What artists will learn on the course
Over four days, participants will explore:
• How the contemporary art market is structured, and where individual practices sit within it
• How to build a coherent artistic identity, brand and story around the work
• How to write a clear artist statement, biography and one-line description of the practice
• How to price artwork with consistency, and how to structure a portfolio into tiers
• How to approach and build long-term relationships with galleries, curators and collectors
• How to develop an online presence, mailing list and press strategy that supports the practice
• How to prepare essential professional documents - inventory, certificate of authenticity, consignment agreement and more
• How to build a realistic, dated 90-day action plan to take everything forward
Who the course is for
The course is aimed at emerging and mid-career artists working across any medium - painting, sculpture, photography, moving image, installation, ceramics and beyond - who want to build a stronger, more professional platform for their work. It is equally suited to recent graduates entering the market for the first time, artists returning to practice after a break, and established practitioners who want to update their approach to pricing, positioning, galleries or their online presence. No prior business background is required; the course is designed for artists, in the language of artists.
About the tutor: Arash Shahnavaz
Arash Shahnavaz is the founder of Kei London Visual Art Agency, an independent London-based agency working across artist management, curation, exhibitions and cultural partnerships. Kei London represents and supports a growing roster of contemporary artists, with a programme built around exhibitions, private views, artist campaigns and collaborations with brands, collectors and cultural venues.
Alongside his agency work, Arash teaches art business and career development at the University of the Arts London and mentors artists across their careers. He brings a practitioner's perspective to the course: everything he teaches is drawn from the day-to-day work of running an agency and building artists' careers in the current market.
Course details at a glance
• Course title: Art Practice & Business
• Institution: University of the Arts London (UAL) at Chelsea College of Arts
• Format: In-person, four-day short course
• Dates: 20 to 23 July 2026
• Location: Chelsea College of Arts, London
• Tutor: Arash Shahnavaz, founder of Kei London Visual Art Agency
• Level: Emerging to mid-career artists; no prior business experience required
• Booking and fee details: available on the UAL Short Courses website
A new format, offered for the first time
Art Practice & Business is being offered in this format for the first time. It brings together, into a single four-day arc, the strands Arash usually teaches across separate sessions - market structure, positioning, pricing, gallery and collector engagement, media and documentation - and adds a concluding workshop in which every participant builds a personal 90-day action plan. Places are limited by the workshop-based teaching model and early booking is advised.
How to book
Full course information, fees and booking are available on the UAL Short Courses website: Art Practice & Business short course at UAL Chelsea.
For questions about the course from Kei London's perspective including who it is best suited to, or how it complements the agency's other artist development work, please contact Kei London directly through the agency website.
About Kei London Visual Art Agency
Kei London Visual Art Agency is an independent London-based art agency working across artist management, curation and cultural partnerships. Working project by project, the agency supports contemporary artists through exhibitions, events, collaborations and long-term career development. Kei London's founder, Arash Shahnavaz, also teaches at the University of the Arts London.
Frequently asked questions
Who is the Art Practice & Business short course for?
The course is designed for emerging and mid-career artists working across any medium who want to build a stronger professional platform for their practice. No prior business background is required.
Where is the course taught?
At the University of the Arts London (UAL) at Chelsea College of Arts, London.
When does the course run?
The next cohort runs from 20 to 23 July 2026, over four consecutive days.
Who is teaching the course?
The course is taught by Arash Shahnavaz, founder of Kei London Visual Art Agency, who teaches art business and career development at UAL.
Is this the same course offered previously?
This is the first time Art Practice & Business is being offered in this four-day format. It draws together material previously taught across separate sessions into a single, structured programme.
How do I book?
Booking is handled directly by UAL Short Courses. Full details, fees and enrolment are on the UAL website: Art Practice & Business at UAL Chelsea.