MKT 420 Contemporary Issues in Marketing Chapter 3 Arts Marketing

DEFINITIONS OF ART AND THE ARTIST “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”. “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”. 2

“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” 3 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”. 4 DEFINITIONS OF ART AND THE ARTIST Continued….

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. 5

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). 6

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 7

THE ART PROJECT 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 8

PRODUCTION OF ART Commercial production of art begins with  Planning : Budget, theme, top artist, locations. The next step involves  Sourcing the resources  Funds procurement  Manpower procurement  Material procurement  Equipment(studio)  Assessment of local and international laws, cultural issues, language issues, political issues etc. 9

 Organizing dates and managing logistics of resources to locations.  Controlling the resources and quality : standards vs actuals.  Completion of project.  Marketing of project. 10 PRODUCTION OF ART Continued….

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). 11

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. 12 CONSUMPTION OF ART Continued….

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 13

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 14