← Living Your Legacy
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Most artists don't make money, so you've made a career out of it.
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I had a moment where I was giving a quote to a client and I just like had this gut punch where I'm like, no, you were worth way more than this and it was already a good price that I was going to ask and I was within reason. But it was one of those moments of like, no, I'm going to throw out this price and I'm going to know that even though I feel I need this commission, I'm willing to lose out on it to bet on myself that I'm going to start claiming that that price.
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Taylor Victoria is a renowned mural artist, author and retreat host who sees creativity as a gateway to transformation. Through large scale murals and personalized canvas work, she helps brands and homeowners bring their stories to life with depth and meaning.
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I believe that if we can be in our creative energy, in our state of play and connect to our inner child and be able to take what's in us, embedded in us, and be able to use it in a way to impact and share with others, then like, that's a life worth living.
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How do they go from charging $300 to 30,000? Right. What are some of the steps you've taken?
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I would say.
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It spans the globe.
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Like a super highest.
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Cold Internet. Elvis Preston, I have a free. Today Apple is going to reinvent the phone. It's not over until I win. The Living youg Legacy podcast for those who live to leave a legacy that's extraordinary.
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The impossible has been. Oh, that is sensational. Jordan Open Chicago with the lead, Usain.
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Paul is the fastest man on the planet.
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You can live your dream.
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Hello and welcome back to another episode of Legacy Makers. Taylor's joining me today and we're going to talk about the creative side of entrepreneurship. She has an amazing career. She's a professional artist, does art for some of the biggest brands in America, big celebrities, two books, host some big amazing retreats, and really excited for this unique episode. Taylor, welcome.
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Thank you. Thank you for having me.
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So, so let's start like, you know, I think art's interesting. I've always been arty, but most artists don't make money. So you've made a career out of it.
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Absolutely.
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How have you done that? What? Tell us about yourself.
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B
Sure. Well, my name is Hilary Victoria and I'm from Geneva, Illinois and I'm located in Phoenix, Arizona where I'm a full time muralist and I travel all over the country to be able to bring projects to Life for clients and companies. And I focus on a lot of brand company commercial work, but I also do a lot for residential clients, working with interior designers and creating canvas pieces as well. And I do believe that artists have the right to make living.
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A
I think they have the right. I think a lot struggle, though, sadly. A lot of creative people in general. Right, Whatever industry, art or whatever, I mean, a lot are so passionate about the skill if they don't know the business side.
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Right.
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And we can dive into how you've built this business. So. And I've always been fascinated by the big murals. You know, you. You drive down the highway or you go to this big headquarters or, you know, you're one of the people that's doing these epic sort of, you know, pieces of art. So. So let's start there. Like, how much are companies paying for that? How are they finding you? Like, how did that become such a big thing? Because now I see it in a lot of the big places.
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Yeah, there's a huge market for it now, which is exc. When I started my career, I wasn't aware of that. That wasn't the thing to have now. But you see on sides of building everywhere and it's wonderful, first of all, that clients and commercial companies recognize the importance of it and how it elevates their brand as far as building a business. I did start smaller and then building up. And it's. Once you build a portfolio, they get to reach out. And so I have a lot of clients that will come through my website and filling out an inquiry form. And from there it's discussing their needs and their desires and then being able to bring the piece to life as far as budgeting is concerned. A lot of that's why even I have an inquiry from my website, because I ask all the questions that I would need to get a proper quote. And that includes everything from the square footage I'm going to be using, how many colors, how much detail are we putting in, how long is it going to take, what equipment am I going to need to rent? Because for the large ones I will operate and use the big boom list to get me.
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You know, why I'm asking that is I imagine at some point you started for free, right. Doing it to figure it out. Then a few hundred dollars. And now I imagine some of these are costing tens of thousands is a good guess.
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Yes.
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Right. And. And is that not fascinating to you? Now you get that I'm going to make something up, but you get this 30 grand contract with a big company, do you ever pinch yourself and go, I remember when I did a $300 job just like this.
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It's actually so wonderful you're saying this. I don't know if I take the time to pause long enough for that. And yeah, it's very true. It's like when I'm doing 30, 40, 50 grand murals and I used to do it for 30 or 40, 50.
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A
That's so great about entrepreneurship though. You know like we've had some days our business where we' $200,000. Right. And it's like, you know, I always look back and say I would have had to work for 10 years as a personal trainer in England getting up at 6:00am yes. To make what we made in a day as a business.
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Oh absolutely. I think about that a lot when before I went full time with my art, I was working at a non profit and what I made for a year's worth salary is what I'll make in one project that I can complete in a week.
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A week. Yeah, it's incredible. And but that's the power of entrepreneurship and being the best at what you do. Right. Because as I'm sure a lot of artists out there that aren't maybe as skilled and also not as skilled at building a brand and a business.
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Right. And asking too because I don't believe you get what you hope for, you get what you ask for. And so you have to have the confidence and the self worth to back up what you're asking for from a client. And that even frequency is going to get you in the rooms that are going to have the clients that are able to pay for it. So it's, it's what you bring as the artist as well, more than just your talent. It's yeah, like you said, building the business to be able to have those relationships.
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So let's stay there. Someone's listening. They're a creative. Right. I'm not going to book it to art because it's a more niche but I think the creative side can be video. Right. It can be any sort of art. Could be people that build, you know, stuff on etsy. Right. There's 100t shirt line even, right?
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Absolutely.
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How do they go from charging $300 to 30,000? Right. What are some of the steps you've taken?
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Well, it's funny even mentioned the clothing piece because that's how I started with my designs that I created a yoga clothing line and I was very excited about it but the margins were incredib small and so then I went with My design into doing tattooing, which then developed relationships to start doing murals. And so I think even in your creative field, ask, are you in a place where this can be lucrative? Because if not, you know, there's certain ways that you can build upon it. But like, what is your, are you going to meet a ceiling real quick that you can't turn into your floor? And so being able to first assess, like, what is my business model and where can I grow and where does it stop Is important to assess. And then after that, I believe it's. It's who you surround yourself with too. So it's doing your homework on knowing your business, being able to have business mentorship, and then being in a place where you're networking their type of clients. So I learned very early on that as a creative, I love being around creatives. It's inspiring. But they're not the ones to pay my bills.
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Yeah.
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And so it's like I need to be in rooms with people of different industry leaders that are actually going to be my clients or lead me to my clients. And so that was a big thing that I did right in the beginning was getting myself with the right network group too, to be able to even attract the type of clients that I was hoping for. And then from there, yeah. Knowing also the value I'm bringing. Because if you can bring value, then people are happy to pay you the value that you are.
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A
Yeah. And I always, you know, like when you start to sell what we call in my world, high ticket. Right. Something beyond a few hundred or a thousand dollars or whatever. Right. There's always, I think, a moment for most of us. So, you know, I have a program where people can work one on one with me and it's $100,000. Right. And you know, I started, like I said, as a personal trainer charging $25 an hour.
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Right.
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So but there's a moment where you just, I think, like, have the confidence or something happens and you go, screw it. I'm just gonna charge this and see what happens. And then it's like, it's like, you know, they always say, you know, making your first millions the hardest, and it gets easier. So what was that screw it moment? You got this first 10 grand client or 20 grand and stuff.
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There might be watching this. I had a screw it moment recently with a client where honestly, I just invested a lot with Kira Britton and her book writing adventures. And it was one of those level ups for me that was more than I was even feeling I could pay. And when I did That I transformed and changed. And it was like, if I'm going to give that, I'm also going to start requesting, asking and receiving help from others. And I had a moment where I was giving a quote to a client and I just like had this gut punch from like, no, you were worth way more than this. And I was already a good price that I was going to ask and I was within reason. But it was one of those moments of like, no, I'm going to throw out this price and I'm going to know that even though I feel I need this commission, I'm willing to lose out on it to bet on myself that I'm going to start claiming that that phrase. So there is a dance of like you're going to lose some, but then you also land others. And so it's realizing that like you actually can't define your worth just on what people are going to say yes or no to. It's knowing it within yourself and then knowing that I'm going to stay within yourself.
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A
So you throw out a bigger number. And they said yes.
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Yeah, and they said yes.
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Do you mind sharing the gap for all? Like, was this thousands of dollars difference? 10,000.
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About 10 to 15 grand more than.
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What it crazy, right? Yeah, but, but and the reason I asked, not to be too personal, but it's the mindset thing's important, right? Because you could have done that exact same job at 15 grand less.
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Yes, absolutely.
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And you, but you would never have known in another reality that you could have done that job at 15 grand more. And the only difference was the ask is the ask.
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And then what's amazing is that extra afforded me more time to work on my other crate endeavors. So I'm writing two books right now, which involves me waking up, you know, 3 or 4am every morning before working on clients. And so it's like when I do that, I see how much more I'm even to create and give back. And that motivates and fuels me too to keep those asks going.
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But let me also tell you why that one thing there is going to now make you another million dollars. Because that's what I call a four minute mile moment where now you're going to always ask for 1015 gr.
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Right.
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So it wasn't that you just made 10, 15 grand more over the next five years that one decision will be worth $1 million.
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Yes.
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Because it's going to compound how you approach every deal. And I want to bring that up because everyone listening, that's so that Pinnacle moment Can be life changing when you make that new jump. Right. And then what should happen and hopefully will for you is another two or three years you're going to go another 10, 20 grand more. Right. Or and that's how you progress and evolve, you know, and you do it.
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With every project and then.
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Yes, yeah, that's what I mean.
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Yeah, absolutely.
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You go from, you know, 500 grand a year now doing the exact same work, 759 million, then who knows?
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Right, right.
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So, so obviously you've elevated yourself to the, you know, the top of the industry charging top prices. That's what everyone should, you know, obviously want to do and work towards. I asked you, you know, how you started to get there, but what are some of the mental tips where you know, you are starting to charge these prices? How do you find the big brands and the celebrities? How you get in those sort of, in those doors?
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Yeah, I think a big piece too is just first is like taking care of myself always. So I know my routine in terms of like flow state and nervous system care and being able to be my best self. So I feel that when I'm showing up into those spaces and then looking over the journey over the past few years it's been that and my self development journey, but then also utilizing the relationships I currently have. So I believe that one person, you know, is going to have a whole Rolodex of community and people that I don't know yet. And so if you can leverage the existing relationships, that's where then that can snowball and keep leading into new connections. And so you know, before it was like I might have an interior designer that would give me leads on their clients or work on their projects but then I meet someone within that and then now they know someone you're referring. So it's become like this whole referral web and part of it's a lot of it's hard work and ethic and me really meeting the value that the client's looking for. And then the other piece is I feel so blessed like truly that I get to meet people that then lead me to the next client. Like if I were to sit down and map out how I've gotten to these large companies, it's like just seeing, it's just interesting.
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Yeah, I've done the same with all my celebrity brands. It's like you met one person four years ago, then you met, they introed you to someone two years later and then.
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Yeah, yeah, I was in a networking group for five years, business networking international. And that was great because I not only had my group members, but the whole organization and a shared group. And so, I mean, one of them led me to working with Crayola company this past summer, and I didn't even meet the person, the painter that referred me to it, but they were in the group and reached out for muralist. And thankfully, in a lot of those industries, connections to mural artists aren't always easily accessible already. And so as long as I'm present and showing up, I have a pretty good chance of being able to land one of those projects as long as I'm, you know, in the network and around the people that are seeking that out.
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A
Yeah, I love that. So let's talk a little now about the creative side. Right. How does, you know, we talked to the business side, but how does the creative side help entrepreneurship? How's it helped you, you know?
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Yeah, I think in creative gets overlooked so much, but it's innovation, it's problem solving. It's. We need that to approach things, especially in the world that's changing so fast. And we've got technology and AI and all those things. And so we almost need to step up and level up as well with our creativity or even know how to approach these new technologies and be creative with them. And so being able to tap into that and use that is vital for. For business relationships, all areas of life. And I think that if we can know how to utilize that partner self, our businesses flourish as a result.
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Yeah, I think, you know, my superpower, one of my superpowers is creativity. Right? Like I, I was always super creative kid and art and everything like that. And I think all the top business people are very creative because it's how you battle problems. It's how you develop new products, it's how when the industry gets really messy.
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And also how you sell too, because the, you know, creativity lives on the right side of the brain. Right side of the brain holds our emotions. And so when you know how to impact emotions, you can get people to trust you. So like the colors that we choose in our brand or what we wear, what we show, or the artwork we put on our wall and instantly creates a vibe of a space and people, you're telling people how to feel when you're around. When they're around you, around your brand.
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And it's funny. I mean, you're in all my studios now. Everyone, there's an ongoing joke here because I give all my friends and like very powerful, you know, billionaires and millionaires and celebrities tools and there's Always a joke because they always say, oh, who's your interior designer? And I say, oh, it's me. And then later they're, you know, like, who. Sometimes they'll be like, no, who is it really? Because I want to hire them. And I'm like, no, really, it's me.
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I'm just learning that right now, the job, someone.
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So, but that creative brain, that's why I've been good in marketing advertising, because it kind of connects across. And I'm sure, you know, obviously you have it for the art, but it's, you know, how you've developed the business side too.
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Right.
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So even though a lot of creatives struggle, I mean, if they can learn the business side, it can be a real superpower.
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Oh, it's amazing. It is a superpower. You've merged the two. I think you're, you're set.
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Yeah, well, and the flip side is I see a lot of data driven, structured entrepreneurs and they can do very well in some areas of business. But then when you try and make them film a selfie ad or do an ad, they, you know, they really struggle. Right, right. It's, it's, yeah, it's, it's good. Ideal to have both. And that's where the top entrepreneurs excel is they, they really have both. So let's talk a little about legacy. Now, obviously, we talked a lot about our, A lot about business, pricing yourself and confidence around that. How does all this connect to legacy?
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B
Legacy? Well, I believe legacy is what you leave behind and it's also what you're doing while you're here too. And so for me, it's like what I want my legacy to be is being able to take the materials of life that is handed to me and create the most beautiful, epic, magical creation that I can out of it. It's like, what, what masterpiece can I create that then has a fulfilling life for me, but then also leaves behind inspiration for others and those to come? So I think that, yeah, being able to build a legacy is what you're able to produce with. Life is given to you.
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A
And if I always like to ask this from successful people, someone's listening, artist or whatever, new entrepreneur, they're like, maybe in the Stage you were five, 10, 15 years ago. Right. What tips would you give them?
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B
My biggest thing, I would say is if you have a calling or a dream or a passion, an itch, a business idea, and it's yours, claim it as yours and then continue on. So knowing your why, I had a lot of wobbles early on. Where I found mentors or people that felt like the promise to my dream that when I handed over that power wound up really knocking me down pretty far and had me wobbled with the beliefs of like, can I even do this? And so when I claim that this is mine or God given and then what it is that I'm to do is not going to be a linear journey, but it's going to be my journey, it's helped me remain on the path.
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A
Yeah, I think that's so important because I actually come from the other end. I consult so many people and they think that when they hire you, it's like you run their business now. It's like, no, I'm running my own businesses. I'm guide. I'm your guide. Right. Like when I was a personal trainer. But I'm not going to work out for you and eat the food for you, say no. You know. Yeah, so. So I think that's so important. And I, in my world and my business, I call that ownership. Right. You have, you know, got hiring people, agencies, all these things. You know, you've got to own the results. Right. And these people around you are just support agents and advisors and those sort of things.
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B
And I believe this is a blanket statement. In life, we're either a victim or we're a creator. And so if you can claim that you're the creator, you are owning whatever it is yours if you're victim, and that can be a harsh word, but you're just like at the whim of life and you're victim.
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A
Most people are victims. I believe in society it's like controversial belief. And you see that, you know, you see in their behaviors, they're seeing how they get presented with problems and they go, why is this happening? You know, and then they talk about it and one thing becomes a six month spiral.
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B
Right?
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Successful people and you know, people that have the ownership mentality, they process it, learn from it, handle it and move on. And that's how you have to be in business for sure.
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Right. And that's a daily practice. I mean I have my own swirls with that of like, you know, we can fall into victim easy. But it's like, am I creating this moment? And as long as you land on that, then you can.
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A
Yeah, yeah. I mean no one's perfect like anything, right? Like you have to pull yourself out of it and work through it and it's a never ending battle. I think it's like training a muscle, you know, if you start working out, the muscle goes again. So you have to stay on it. So, last question. What are some nuggets or highlights from your episode that you've not covered today that maybe people will get?
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B
I would say, well, just like nuggets to pass on is like knowing your lane of genius and having so much and having a blast with it, too. Like, I believe that if we can be in our creative energy and our state of play and connect to our inner child and be able to take what's in us, embedded in us, and be able to use it in a way to impact and share with others, then, like, that's a life worth living.
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A
Good. And last question. If they want, maybe someone needs some new art. They want to decorate their office or building or house, or maybe they just want to read the books and learn more about you, follow you. Where do they find you?
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You can head on over to TaylorVictoriaArts.com and that'll be a great access point to everything that you can find me through. So my social media is on there, which is La Victoria Art.
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A
Okay. And the name of the books, Lily's.
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Locket, which is coming out spring of 2025 this year. And then beneath the colors.
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A
Good. Love it. Well, there you go, guys. That's a wrap. Fascinating episode. Really love talking about the pricing model and increasing that, because I think that's such a skill every business owner needs. And it's a journey that we all have to go through, and most people sadly don't go through it, which is why I think this episode is so awesome and obviously everything else. So keep working hard, keep increasing prices, and keep building a legacy. I'll see you guys soon.
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B
Thank you.
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A
Take care of it.