March 16th through the 20th was Western Art Week in Great Falls and local photographer Craig Edwards was there selling prints of photos depicting aspects and artifacts of life in Big Sandy. In addition to fine art, Craig sold limited edition jars filled with Big Sandy itself. Craig's photography is well known to residents of our community and can be seen in his art gallery in town or hanging in various businesses in the region. However, his dirt sales are a less well known business venture that started in 2019. "The current Limited Edition is 2019 Dirt Crop. And I started selling some of that batch in 2019. I'm still in the first limited edition of 50." The numbered bottles on display in his gallery are currently in the area of 45 to 50, though Craig has indicated that the number 1 bottle has been held back due to its intrinsic value as the first in the series.
The dirt itself is collected from Craig's farm and is guaranteed 99% pure. For information on the careful process of selection and cleaning of the Edwards' brand dirt, you can visit his YouTube channel, the link for which is on his website http://www.edwardsstudio.com. The video is entitled "Harvest Dust," and it tells the full story.
Craig pointed out the challenges associated with a successful dirt sale venture. "My biggest problem selling dirt was that I just have not been able to come up with a convincing sales pitch. Because there's really no purpose other than, you know, fun. My most successful sales pitch is that it's better than a turd bird or the pet rock." The pet rock was an unusual trend from the 70's along with the Montana's own Turd Bird (Look it up, it's a real thing!).
"It's better than either one of them. For instance, one buyer made the comment that it was ridiculously soft. I have a sample jar. They opened it and played with it. And, you know, there were many people that thought it was really a good idea. There were more people that when I tried to sell it to them, they just walked away without even looking at any of my art."
When I asked Craig about the lack of demand for dirt, he expressed his surprise over the market indifference: "Oddly, no. I thought everybody liked dirt, especially those dirt cheap prices... I tell my prospective customers great gift for your ignorant city friends, huh? No one accepted that for some reason. That was one of the failed sales pitches. I did try to push it as a cure for Coronavirus, but a lawyer was standing there at the time and advised me against saying that anymore."
Customer satisfaction after purchasing a bottled bit of Big Sandy has been mixed. Though in some instances satisfied customers have expressed their enthusiastic happiness: "I do have one customer that purchased dirt two years ago that is frequently tells me on social media how thrilled he is to have that dirt and that he looks at it all the time. And then, of course, there is another artist that showed up this
year that paints with dirt, and displayed a piece done with Craig's Big Sandy Dirt. One of the highlights of the art show for me is when this young woman came up very excited. She also paints with dirt. And she needed some of that dirt. I ended up giving her a jar." Craig proudly stood with the Big Sandy Dirt painting for the attached photo and is looking forward to future Big Sandy dirt paintings.
In addition to selling part of Big Sandy, Craig did well selling prints of his work. In addition, he explained that the show has always been enjoyable for him personally: "The greatest thing about the art show for me is that I meet all these people, some of them I have met before, and I get to see them every year. But the amazing thing to me is that you always find common ground with these people that come by; everybody is connected somehow. I really enjoy that, that I get to connect with so many people that I don't know, but get to know on a certain level." One unique encounter that took place at the art show this year was when Craig met a ranch hand who was able to find himself in one of his displayed landscape pictures. Though the shot was taken at some distance, the cowboy identified himself based on the shirt he was wearing at the time.
Craig reported that the show this year was a significant improvement over past years, due largely to the move to the Expo Park. The park offered an open air floor plan that allowed for more comfortable interaction and browsing.
Locals who would like to purchase a limited edition, numbered jar of Big Sandy Dirt from Craig can contact him or purchase one at the gallery in town.
