Marketing the Arts: A Fresh Approach

by Finola Kerrigan (Editor)

In recent years, there have been significant shifts in arts marketing, both as a practice and an academic discipline. The relationship between art and the market is increasingly complex and dynamic, requiring a transformation in the way the arts are marketed. Marketing the Arts argues that arts marketing is not about the simple application of mainstream managerial marketing to the arts. With contributions from international scholars of marketing and consumer studies, this book engages directly with a range of contemporary themes, This exciting new book covers topics as diverse as Damien Hirst’s 'For the Love of God', Liverpool’s brand makeover, Manga scanlation, Gob Squad, Surrealism, Bluegrass music, Miles Davis and Andy Warhol, and is sure to enthuse students and enlighten practitioners.

308 pages, Paperback

First published April 27, 2010

Reviews

[Monika Skarzauskaite · Rating 3 out of 5]

"Marketing the arts" is a collection of essays by scholars in the field. Most essays focus on the dialogue between art and commerce & showcases the less romantic side of the trade: artists becoming brand managers, regarding the art as just another object of consumption, powershifts towrds the buyers that have the deepest pockets.

I did enjoy few of the essays: 1) case study on Damien Hirst's 'For the love of God' 2) research deconstructing rave culture 3) brand management in arts (with the focus on A.Warhol). In others, I found several nice bits to incorporate into my classes on customer experience management. But I would not recommend it for someone outside the scholarly field of art's marketing.

[Sabrina Hughes · Rating 3 out of 5]

Published in 2010 it’s already pretty outdated, but did have some ideas within the essays about artists creating rather than responding to markets that is still (or even more) relevant.