How do I judge whether a tattoo studio’s clientele follows one artist?

Start with the booking records. Ask for appointments and revenue split by artist over a good stretch of time, and look at who is booked furthest ahead. Check how many clients return to the same artist and how many try others. A studio whose artists share clients evenly is on firmer ground than one with a single star.

Next, trace how clients arrive. Look at the studio’s website, social accounts and reviews. Do they promote the shop or individual artists? Ask artists whether clients follow them from place to place, and whether any have a following of their own. A walk-in business works differently from one run on referrals to named artists.

Finally, ask what the arrangements are. Are artists employees, renters or contractors, and what do they agree about clients if they leave? Your lawyer can tell you what such agreements may and may not do. Speak with the key artists about their plans, and consider how you would replace anyone whose departure would reduce bookings. Look at the reviews too, and note how many name an artist and how many name the shop. A pattern in the wording is often more telling than the star rating itself. Ask the seller to describe the studio’s plan if the busiest artist left.

Key takeaways

• Split bookings and revenue by artist and see who is booked furthest ahead.
• Check whether the online presence promotes the shop or its individual artists.
• Ask how each artist is engaged and what happens to clients if they leave.
• Talk to the key artists about their plans.