Masterclass: The Artist’s Newsletter

14th October 2026 | 1:00pm – 2:00pm UK Time | Online via Zoom

Most artists know they should have a newsletter. Very few actually enjoy writing one and even fewer know what makes people want to read it.

This masterclass is not about technology, templates, or marketing tactics. It is about something far more valuable: how to write a newsletter that sounds like you, connects with the people who care about your work, and keeps them coming back.

In this session, led by Karen van Hoey Smith, you will hear how Alison approaches her newsletter, what she puts in it and why, and what she has learned from years of writing to her audience as an artist. There will be real examples, an open Q&A, and plenty of practical takeaways – whether you are starting from scratch or want to make what you already have feel more like you.

Alison Aye sews collage from found papers and fabric, calling attention to ‘throw-away society’ and embracing humour, popular culture and current affairs.

Daughter and granddaughter of seamstresses and coal miners, she could sew at an early age, and makes contemporary work that respects traditional craft and class struggle.

Her methods are slow, not just the tiny hand-stitching, but also the meticulous recording of materials on Instagram, which form an integral part of the process. Some pieces can take years to complete, ignoring the misogynistic hierarchy of the art world, where needlework is often neglected.

Originally from North-East England, she now lives and works in South London.

She has been entering work for the Summer Exhibition for thirty-one years, unsuccessfully until 2024. In 2022 she was featured on the BBC’s ‘Joe Lycett: Summer Exhibitionist’, when her work was smuggled into the RA on Varnishing Day and displayed on the buffet table.

What you will take away

• How to find your voice and write in a way that feels natural rather than forced
• What to include in a newsletter as an artist and how often to send it
• How to build an audience of people who are genuinely interested in your work
• Why authenticity matters more than polish and how to put that into practice
• How to approach your newsletter as part of your practice, not a chore on top of it

Who is this for? Artists at any stage who want to start a newsletter, improve an existing one, or simply understand what makes one worth reading.

For any questions, contact events@visual-artists.org

Free for VAA Premium Members | £12.49 for Standard Members | £19.99 for Non-Members

Headshot photography: Michelle Richards (@michellerichardsphotography)