Download Chapter 3- Arts Marketing

MKT 420
Contemporary Issues in
Marketing
Chapter 3
Arts Marketing
DEFINITIONS OF ART
AND THE ARTIST
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“art as ‘a mode of representation which is intrinsically final, and
which, although devoid of an end, has the effect of advancing
the culture of the mental powers in the interests of social
communication”.
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“Art as ‘infectious communication of emotions ’ Music, in that
sense, has been inseparable from people throughout the ages,
and for hundreds of years has been used to warn about danger,
wars, herald animal hunting or to make rain; it has also been an
intrinsic element on social occasions such as coronations,
weddings, funerals and banquets”.
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DEFINITIONS OF ART
AND THE ARTIST
Continued….
“Art is a construct which is contextually and strategically
mobilized by individuals and social institutions to discuss
a human signifying practice, whereby a historically
situated artist, working from his/her lived inner and outer
experiences, and from his/her creative imagination,
selects and configures material and symbolic resources –
Including ideas, images, sounds, smells, tastes, actions
and gestures – in accordance with certain art-generic
ideas, and arranges them in an expressive text which
refers to different dimensions of human experience”
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DEFINITIONS OF ART
AND THE ARTIST
Continued….
“the artist was seen as a person of exceptional ability, a
genius, who was inspired to produce wonderfully original
works of the creative Imagination, suffering poverty,
neglect, obscurity and a tragic, early death in the
process”.
Globalization effect of Artist :
“artist is anyone who produces art with commercial
intention”.
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DEFINITIONS OF ARTS
MARKETING
It is a managerial tool, located within the
domain of cultural Intermediaries and
positions marketing mix as a method
used by artists and arts organization to
promote cultural goods on a very
competitive arts market.
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ART WORLDS OR
CULTURAL INDUSTRIES
Art worlds are all the people whose activities are necessary to the
production of the characteristic works which that world, and perhaps
others as well, define as art.
Art worlds are identified as those ‘cultural actors’ as producers (artists),
consumers (public) and intermediaries (individuals and organizations
involved in communication and distribution of art).
Arts worlds are nowadays widely perceived as an industry, with all its
economic, cultural and political consequences. Arts marketing is usually
linked to the creative and cultural industries (CCIs).
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THE ART PROJECT

In any art project, there may be a wide range of roles,
including producer, director, artist, consumer, critic,
investor, regulator, cultural intermediary, business
intermediary, policy intermediary, owner, administrator,
trustee, beneficiary, and marketer.

The question is what roles can be defined as marketing
roles. In a narrow sense, promotion/publicity, and selling
products are marketing roles. But in a broad sense there
are many important activities such as : see next slide
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THE ART PROJECT
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Continued….
Branding is one of the core activities of art
marketing.
Distribution of the arts is also another core
activity of art marketing.
Event management of the arts.
Building and funding Fan clubs.
Managing e-marketing
Managing copyrights, patents, trade marks,
logos, symbols etc
Managing piracy
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PRODUCTION OF ART
Commercial production of art begins with
 Planning : Budget, theme, top artist, locations.
The next step involves
 Sourcing the resources
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Funds procurement
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Manpower procurement
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Material procurement
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Equipment(studio)
 Assessment of local and international laws, cultural
issues, language issues, political issues etc.
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PRODUCTION OF ART
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Continued….
Organizing dates and managing
logistics of resources to locations.
Controlling the resources and quality :
standards vs actuals.
Completion of project.
Marketing of project.
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CONSUMPTION OF ART
Consumption of art is a marketing issues, where scientific
marketing research techniques need to applied to
understand about the expectations of consumers.
Physical and social stimuli of consumers need to be
understood by :
 pleasure (positive versus negative character of a feeling).
 arousal (strength of a feeling).
 dominance (lever of freedom associated with a feeling).
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CONSUMPTION OF ART
Continued….
Botti(2000) has identified four main needs of arts
consumption :
 cultural (e.g. knowledge).
 symbolic (e.g. using the arts as a source of
meaning for communicating personality).
 social (e.g. building social relationships through
consumption of the arts).
 emotional.
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ART BRANDS
Commercial art branding is concerned with sign and symbol like
any other product or service.
Brand Identity issue are of foremost important like :
 Attractiveness
 Credibility
 Authenticity
 Legitimacy
Problems in Art branding :
 Art brand is always centered around artists
 Every time new creativity (ETNC)
 Fragrance of glamour should always keep floating
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ART BRANDS
Continued….
Co-branding : Arts can be co-branded with other
product or services like :
 Media partner
 Official sponsor
 Promotion sponsor
 Accessories sponsor
 Musical sponsor
 Other sponsor
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