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Artist brand building: towards a spatial perspective
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Social and Economic Geography.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Social and Economic Geography.
2014 (English)In: Arts marketing: An international journal, ISSN 2044-2084, Vol. 4, no 1/2, 2-9 p.Article in journal (Refereed) Published
Abstract [en]

Purpose

This article analyses how contemporary artists construct and position their ´person brands´ and reflects on the extent to which artist brand building results from strategic brand management.

Design/methodology/approach

A conceptual framework proposes a spatial perspective on artist brand building to reach an analytical insight into the case of visual artists in London. The empirical analysis is qualitative, based on serial and in-depth interviews, complemented by participant observations.

Findings

Artist brand building relies on the creation and continuous redefinition of ´in-between spaces´ that exist at the blurred boundaries separating an individual and isolated art studio, and the social and visible art scene. Artist brand building is a bundle of mechanisms that, mainly occurring without strategic thinking, are ´nested´ within the art production process throughout which learning, producing and performing are heavily intertwined.

Research limitations/implications

This study was undertaken with a focus on visual artists and specific operations and spatialities of their individual art projects. Further empirical research is required in order to fully explore the manifold of practices and spatialities that constitute contemporary artistic practice.

Practical implications

This study fosters artists´ awareness of branding effects that spillover from artistic production, and thus potentially opens the way to a more strategic capitalization on these.

Originality/value

The adopted spatial perspective on the process of artist brand building helps to uncover ´relatively visible´ and ´relatively invisible´ spatialities that, usually overlooked in branding debate, play a significant role in artist brand building.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2014. Vol. 4, no 1/2, 2-9 p.
National Category
Social Sciences
Research subject
Social and Economic Geography
Identifiers
URN: urn:nbn:se:uu:diva-230360DOI: 10.1108/AM-08-2014-0028OAI: oai:DiVA.org:uu-230360DiVA: diva2:740186
Available from: 2014-08-22 Created: 2014-08-22 Last updated: 2015-09-22Bibliographically approved

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Sjöholm, JennyPasquinelli, Cecilia

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NB
  • sv-SE
  • Other locale
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Output format
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