Marketing the Arts: Breaking Boundaries

Marketing the Arts is a renowned text that engages with contemporary themes such as arts consumption, new technologies, aesthetic experience, art versus commerce debate, artist as entrepreneur, and the role of the arts marketer. It offers a comprehensive overview of the art market, covering digital trends and emerging technologies. The fully updated new edition includes case studies and examples from various regions, broadening the scope of investigation beyond the West. It is a core reading for advanced undergraduate and postgraduate students studying arts marketing and management.

Format: Hardback
Length: 301 pages
Publication date: 20 December 2022
Publisher: Taylor & Francis Ltd

Marketing the Arts: Breaking Boundaries is a renowned text that delves into the multifaceted world of arts consumption, drawing upon the expertise of international scholars in marketing and consumer studies. This comprehensive volume explores a wide range of contemporary themes, including the profound impact of arts consumption on society, politics, and the economy. It examines the evolving landscape of the art market, considering the influence of new technologies, platforms, and alternative artforms on artistic expression and its valuation. The book also emphasizes the significance of the aesthetic experience and offers valuable insights into how to research and analyze it. Furthermore, it explores the value of arts-based methods in promoting cultural understanding and social change. The art versus commerce debate is examined, shedding light on the complex dynamics between artistic integrity and commercial success. The artist as entrepreneur is explored, highlighting the challenges and opportunities faced by artists in navigating the business world. The role of the arts marketer as market-maker is examined, emphasizing the critical role of professionals in promoting and distributing artistic works.

In this fully updated new edition, the book takes into account the latest digital trends in the arts, including virtual reality, streaming services, and branded entertainment. It broadens the scope of investigation beyond Western borders, exploring film in emerging markets such as China, music in Sub-Saharan Africa, and indigenous art in Australia. Alongside in-depth theoretical analysis, the book draws inspiration from the creativity inherent in current artistic practice, presenting a diverse range of approaches and methodologies.

Marketing the Arts: Breaking Boundaries serves as a vital resource for advanced undergraduate and postgraduate students studying arts marketing and management. It offers comprehensive chapter-by-chapter PowerPoint slides and questions for class discussion, enhancing the learning experience and fostering critical thinking.

In conclusion, Marketing the Arts: Breaking Boundaries is a groundbreaking text that provides a comprehensive and interdisciplinary understanding of arts consumption and its various dimensions. By engaging with international scholars and exploring a wide range of contemporary themes, the book offers valuable insights into the complex world of the arts and its impact on society. It is an essential read for students, professionals, and anyone interested in the arts and their marketing.

Weight: 740g
Dimension: 234 x 156 (mm)
ISBN-13: 9780367898885
Edition number: 2 ed