ECI Week 6

61MKT3ECI/FMT/HANU/2022
Elizabeth Parsons, Pauline Maclaran,

Contemporary Issues in Marketing and Consumer Behaviors
Chapter 4
Arts Marketing
By Krzysztof Kubacki and Daragh O’Reilly
The Contemporary Art Market in 2021

• https://www.artprice.com/artprice-reports/the-
contemporary-art-market-report-2021
Art definitions
• Early conceptualizations of art: distinctive features
of artworks - presentational and expressive
definitions.
• Institutional definition of art: non-essentialist
definitions of art - a work of art is an artefact of a
kind created to be presented to an artworld public.
“A work of art is anything that anyone

has ever considered a work of art,
though it may be a work of art only
for that one person.”
Art definitions
• “A social constructionist view of art which seeks to accommodate
these lines of thinking might assert that 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.
• The meanings of a work of art are construed within the broad

constraints of the cultural codes which apply contextually, of the
signifiers encoded in the work of art, and of the socio-economico-
political positions of its interpreters.”
Two approaches to arts marketing

• Arts marketing as a managerial tool, locates it 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.
• Marketing is an integral element of artistic
production; it postulates ‘a broad understanding of
the arts as a context for marketing’.
The characteristics of arts marketing

ART WORLDS OR CULTURAL INDUSTRIES?

• Cultural production and aesthetic consumption
within the marketing context identify those ‘cultural
actors ’ as:
o producers (artists)
o consumers (public)
o intermediaries (individuals and organizations involved in
communication and distribution of art).
• The arts are nowadays widely perceived as an

industry, with all its economic, cultural and political
con-sequences. Arts marketing is usually linked to
the creative and cultural industries (CCIs)
CCIs
• Different organizations use CCIs to tap into the
artistic talent and products to which the latter have
bought the rights.
• Pro: Commerce also makes art more
communicative and accessible to audiences and
therefore establishes a bridge between artists and
their public
• Cons: A conflict between commerce and creativity
or art and capitalism? – ‘Mcdonaldization of
culture’
o Arts organizations often have to modify the products to make them more
accessible to wider audiences; that in turn can negatively affect artistic
integrity.
THE ART PROJECT:

What roles can be defined as marketing roles?
• In a narrow sense, promotion/publicity, and selling

products are marketing roles.
• In a wider sense, marketing would like to claim that
every role contributes something to marketing is
marketing himself.
• One of the defining characteristics of arts
communities since the nineteenth century has been
the previously mentioned ‘art versus commerce
dilemma’.
CONSUMPTION OF ART
• Botti (2000) draws the attentions to factors
influencing motivation to attend.
• 04 main needs:
■ 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), and
■ emotional.
ART BRANDS
• In a general symbolic sense, an artist may be
considered a brand.
• Topical issues in branding and the arts: Issues of
identity/image attractiveness, credibility,
authenticity and legitimacy are often salient in
assessments of artists ’ effectiveness, not only
amongst ordinary fans, but particularly amongst
their peers and specialist critics.
ARTS MARKETERS
• An arts marketer, however, needs to be a
situationist:
o the role of the organization or artist in the relevant value chain
o the artistic conventions and ideologies which historically apply there;
o the rate, nature and degree of artistic innovation;
o the sources of funding which are available and the requirements and
priorities which they bring with them;
o the location of the marketer in the art project structure and his/her power
or lack thereof;
o the receptivity of the consumers, fans and critics;
o the kind of business model which is viable in the relevant arts sector;
o the tensions between art and commerce;
o and the influence of government policy, technological developments,
the media and the economy
o and so on.
What is NFT Art?

https://www.theartist.me/tech/what-is-nft-art/
• NFT stands for Non-Fungible Token: NFT art is a

collectible digital asset that can be tradable in the
digital world.
• These digital items can only have one official owner
at a time.
• In the world of NFTs, the price is based on how the
target community perceives it.
• Why NFT Art?
o Freedom of Expression
o No Middlemen
o Alternative Investment
o Proof for Many
Beeple Brings Crypto to Christie’s: USD 63.9 Million

https://www.nytimes.com/2021/02/24/arts/design/christies-beeple-nft.html
Notable NFT Projects in Vietnam

• https://baotintuc.vn/doi-song-van-hoa/doanh-thu-tu-
dau-gia-cac-tac-pham-nghe-thuat-toan-cau-cao-ky-
luc-20220315124030583.htm
• https://www.brandsvietnam.com/22469-NFT-Hap-luc-rui-
ro
• https://tuoitre.vn/san-nft-ra-mat-nghe-thuat-viet-co-bi-
thoi-bong-bong-20210407091718566.htm
• https://thanhnien.vn/gap-xeo-chu-than-dong-hoi-hoa-
nhi-va-nhung-buc-tranh-tien-ti-post1048922.html
• https://vnexpress.net/nhung-nft-ky-cuc-duoc-ban-gia-
dat-do-4406700.html
• https://www.facebook.com/groups/nftartvietnam

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61MKT3ECI/FMT/HANU/2022

Elizabeth Parsons, Pauline Maclaran,

The Contemporary Art Market in 2021

“A work of art is anything that anyone

• The meanings of a work of art are construed within the broad

Two approaches to arts marketing

The characteristics of arts marketing

ART WORLDS OR CULTURAL INDUSTRIES?

• The arts are nowadays widely perceived as an

THE ART PROJECT:

• In a narrow sense, promotion/publicity, and selling

What is NFT Art?

• NFT stands for Non-Fungible Token: NFT art is a

Beeple Brings Crypto to Christie’s: USD 63.9 Million

Notable NFT Projects in Vietnam

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