Branding and the creation of value: an exploration of artistic careers in the visual arts market
In the case of artists, the product they create is inextricably linked to their career in terms of how the art is produced, presented, consumed and positioned and valued in the market. Therefore, this study draws on the careers literature from a marketing perspective by focusing on issues of branding. There has lately been an increasing focus on art enterprises as business organisations which firmly locates discussions of the artist and the art market within the business and marketing literature. However, in the existent literature the visual arts are predominantly researched from the perspective of their economic value or of consumption. Although artists’ careers are considered relevant to branding and marketing theory, identifying how these are constructed and managed, and identity negotiated through this process is an area that needs further development. This research therefore examines artists’ careers in order to understand how value is added to their ’product.’ Branding theory is found to be a useful lens through which to shed additional light on this process. Qualitative analysis of artists’ career trajectories in both the London and Hong Kong art markets (providing the opportunity to compare an established and emerging art market) illustrates how value is co-constructed through relationships whereby artists can build up their social capital. Findings highlight the negotiated and socially constructed nature of authenticity in the arts market as well as the dynamic and unfolding nature of careers, taking into account chance events and the complexity of the influences on an artist’s career, demonstrating a need to consider the macro-level context in the creation of value. The need for marketing not just of the product but also of the artist themselves becomes apparent and the tension this creates is explored.
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