With contributions from international scholars of marketing and consumer studies, this renowned text engages directly with a range of contemporary themes, including:
- The importance of arts consumption and its socio-cultural, political, and economic dimensions
- The impact of new technologies, platforms, and alternative artforms on the art market
- The importance of the aesthetic experience itself and how to research it
- The value of arts-based methods
- The art versus commerce debate
- The artist as entrepreneur
- The role of the arts marketer as market-maker
This fully updated new edition covers digital trends in the arts and emerging technologies, including virtual reality, streaming services, and branded entertainment. It also broadens the scope of investigation beyond the West looking to film in emerging markets such as China, music in Sub-Saharan Africa, and indigenous art in Australia. Alongside in-depth theoretical analysis, this edition of Marketing the Arts takes inspiration from the creativity inherent in current artistic practice to demonstrate a plurality of approaches and methodologies. Marketing the Arts: Breaking Boundaries is core reading for advanced undergraduate and postgraduate students studying arts marketing and management. Online resources include chapter-by-chapter PowerPoint slides and questions for class discussion.
Author(s): Finola Kerrigan, Chloe Preece
Edition: 2
Publisher: Routledge
Year: 2022
Language: English
Pages: 325
City: London
Cover
Half Title
Endorsements
Title Page
Copyright Page
CONTENTS
List of Contributors
Introduction: Marketing the Arts – Breaking Boundaries
1. Arts Marketing, Social Justice Activism, and Government Messaging in the Age of Social Media
2. Arts Marketing & Entrepreneurship: Insights from the Nigerian Music Industry
3. Marketing Nigerian Films
4. Marketing Art Films in Contemporary China: Between the Rock of Politics and the Hard Place of Economy
5. Researching Artistic Production: The Material Turn in Arts Marketing Research
6. The Marketing of the Arts in the Age of Curatorial Production
7. Music Streaming and Surveillance Capital
8. Music Festivals and the Everyday Nature of Extraordinary Experiences
9. Selling Secrets: The Role of “Elusivity” in the Liminoid Invitations of Immersive Theatre
10. Consuming Cuba through Dance: An Embodied Ethnography of Salsa
11. Poetic Orientation for Creating and Writing
12. Drawing with Women: Ethical Considerations from an Art-Based Project on Domestic Violence
13. Accounting for the Selection of Exhibits: Examining the Organisation of Gallery Talks as a Marketing Activity
14. The Many Faces of Indigenous Art: Indigenous Art Market and Decolonising Perspectives
15. Marketing through Art: The Case of Branded Entertainment
16. Virtual Reality, Film Marketing, and Value
17. For Sale, Baby Shoes, Never Worn: What Has Hemingway Ever Done for Us?
Index
