Pseudonym or real artist name: 3 criteria to decide

'Should I use a pseudonym?' is poorly phrased. The real question: 'Does my birth name help or hinder me in the art market?' A pseudonym is a tool, not a decoration. We choose it for commercial and strategic reasons, not out of a desire to look mysterious.

Of the 20 artists I represent at loriginal, about 60% use their real name, 30% a constructed pseudonym, 10% a hybrid name (real first name + invented last name). None of these choices is intrinsically better. The right choice depends on your specific situation.

If you type 'Marie Tremblay artist' on Google and find 47 different people, you have a discoverability problem. Very common names in Quebec (Tremblay, Côté, Gagnon, Lavoie, Roy) saturate search engines. Three options:

• Add a professional keyword: 'Marie Tremblay Studio' or 'Marie Tremblay Painter'
• Use your middle name: 'Marie-Sophie Tremblay'
• Adopt a constructed pseudonym

Check name availability online: availability of the .com, Instagram account, X/Twitter account, search in the Canadian trademarks registry and the USPTO for the United States.

If you target the international market (US, Europe), an unpronounceable name is a barrier. Collectors and gallerists remember what they can say out loud. Solutions:

• Keep your name but add a phonetic version on your site
• Simplify orthographically (remove accents, etc.)
• Build a pronounceable pseudonym in the 3 key languages (French, English, Spanish)

Justified concrete cases:

• Name of a toxic parent you want to publicly distance yourself from
• Name of an ex-spouse you refuse to promote
• Name already associated with a public career in another field creating confusion (lawyer, politician, famous chef)
• Name that has become a heavy political burden (namesake of a publicized criminal)

In these cases, a pseudonym is a healthy decision. Not an affectation.

If you decide a pseudonym is justified, 5 rules to build it:

• Pronounceable in the 3 key languages (French, English, Spanish minimum)
• Memorable: 2-3 syllables, ideal. 4 syllables acceptable. Beyond that, it's too much.
• Available: .com, Instagram, X/Twitter, TikTok, trademark registries in Canada and the US
• Unsearchable by namesake: Google the pseudo, check that no celebrity bears it
• Sustainable over time: if you hesitate between two pseudos, choose the one you can still wear in 20 years

An option I really like: real first name + invented artistic last name. It keeps a part of you while building a distinctive identity. Example: Cédric Taillon worked this way for a long time before simplifying to his full name when his market value was stable.

• Bad reason 1, fear of family judgment. If your family thinks art isn't a real job, a pseudonym solves nothing. You're pushing the problem away. The real work is making peace with your career choice.
• Bad reason 2, mystery or cool factor. A pseudonym to 'act like an artist' rings false. The market detects it. Truly memorable pseudonyms (Banksy, KAWS) have concrete reasons (legal anonymity for graffiti, notably).
• Bad reason 3, separating art and day job. If you're an accountant by day, painter by night, keep your name. The separation fuels an impostor syndrome that holds you back more than anything else.