4. Art Marketing

2020 ◽  
pp. 151-182
Keyword(s):  
Art Marketing

scholarly journals The Phenomenon of Art Market as a Problem of Modern Cultural Studies

2019 ◽  
pp. 175-183 ◽  
Author(s):  
Serhii Rusakov
Keyword(s):  
Contemporary Art ◽  
Art Market ◽  
Point Of View ◽  
Market Development ◽  
Cultural Innovation ◽  
Cultural Phenomenon ◽  
Methodological Approaches ◽  
Cultural Component ◽  
The 1960S ◽  
Art Marketing

The article deals with the consideration of the art market as a multidimensional cultural phenomenon. The author considered the peculiarities of the art market development in the context of modern worldview orientations, which are supported by the latest scientific developments in the field of cultural globalization and art marketing. The article considers the evolution of methodological approaches to understanding the art market through the prism of marketing as a technology of socio-cultural innovation. Analyzing the transformation of the art market from the 1960s until nowadays, the author emphasizes the growth of the cultural component. The article substantiates the author’s point of view on the essence and content of the art market, which is considered as a cultural problem that contributes to the understanding of the value-semantic aspects of the phenomenon. The examples of the work of well-known dealers, collectors, works of contemporary art and cinematography are also included as analysis material.

scholarly journals Specifics of sponsorship as a technology of ensuring access of population to works in art marketing

2020 ◽  
Author(s):  
Dmytro Akimov
Keyword(s):  
Fine Arts ◽  
Public Access ◽  
Art Collections ◽  
Works Of Art ◽  
The World ◽  
Museum Exhibitions ◽  
Anglo American ◽  
Tax Benefits ◽  
Art Marketing ◽  
Private Collections

The purpose of the article is to investigate the mechanisms of sponsorship in the marketing of art in the art market in order to expand the opportunities for the population to visit institutions and events in the field of culture and art, where works of fine art are displayed. It is determined that in the field of fine arts sponsorship has certain features, because the sponsor provides assistance, strengthening its image, receiving advertising and PR. In addition, the desire of sponsors to make their own demands on the content and conditions of placement and demonstration of art collections is becoming a trend. The research methodology is to apply empirical and comparative methods. This approach allows us to reveal and analyze the possibility of applying the specifics of sponsorship as a technology to ensure public access to works of art in art marketing. The scientific novelty of the article is to identify marketing mechanisms that make it possible to make sponsorship in the field of fine arts comprehensively justified, regulated, fair and legal. Conclusions. We analyzed the conditions and opportunities for sponsorship, as well as opportunities for broad sections of the population to access works of art in Ukraine and other countries. It should be noted that there is a tendency in the world to "settle" famous works of art in private collections, to which only a limited number of spectators have access. Collections of state museums remain freely available to the general public, most of whom do not now have the opportunity to purchase very expensive works of art at auctions and galleries. Sponsorship in the field of art has its own specifics, because often the sponsor often not only demonstrates his help to museums, strengthening his image, reputation, but also tries to "dictate" museums and galleries their requirements for organizing museum exhibitions, the sequence of acquisition of new works in museum collections. Marketing technologies allow to regulate the work between sponsors and cultural institutions, to make this cooperation reasonable and fair. According to the experience of the countries of the world, the most effective type of "cultural economy" depending on the mechanisms of financing culture and art can be called "Anglo-American" type, where financing is carried out by attracting private capital, including tax benefits.

scholarly journals Purchasers of artworks on the art market and their motivations

2021 ◽  
Author(s):  
Dmytro Akimov
Keyword(s):  
Methodological Approach ◽  
Fine Arts ◽  
Art Market ◽  
Fine Art ◽  
Marketing Technology ◽  
Individual Product ◽  
Works Of Art ◽  
Art Research ◽  
Art Marketing ◽  
Private Collections

The purpose of the article. Research and analysis of marketing technology algorithms and study of motivations of purchasers of products of fine arts. The methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of purchasers of works of fine art and further research of marketing processes in the promotion of works of fine art in the art market. The scientific novelty consists in the expansion of ideas about the motivations of purchasers of works of fine art. The article explores the marketing processes in the art market. Algorithms of marketing technologies in the analysis of motivations of purchasers of works of fine arts are analyzed. That is, the article proves that in art marketing it is relevant and necessary to regularly study the algorithms of the behavior of purchasers of works of art, as well as in general - situations in which the collector decides on the purchase of works of art. Research in the field of art market marketing gives grounds to state that artistic creativity is a field of large and small business, which should deeply study and analyze the motivations of purchasers, involving specialists in psychology, sociology, economics. It should be noted that in the marketing of fine arts the technologies of studying and analyzing the motivations of the purchasers of works of art are purposefully and productively used. Conclusions. The article analyzes the models of acquisition of works of fine art. It is also proved that the behavior of the purchaser of works of art is determined by three mandatory components: Individual - Product - Situation, on which the model of consumption and consumer behavior is based. Thus, we have studied the individuals involved in the acquisition of works of art that are products on the market, presented in kind in museums or private collections. The success of art marketing depends not only on the personality of the artist who created the product presented on the market, not only on the solvency of the final purchaser of this product but also on the personality, creative and business qualities of dealers, distributors, and other intermediaries in the art market. At a certain stage, they also become purchasers of this product on the way from the artist to the final buyer - a museum or a private collector, etc. We also explored market algorithms for acquiring works of art in a collection.

scholarly journals "Local" consumption of art projects and motivation of the "local" consumers

2021 ◽  
Author(s):  
Dmytro Akimov
Keyword(s):  
Methodological Approach ◽  
Fine Arts ◽  
Marketing Research ◽  
Art Market ◽  
The Internet ◽  
Television Programs ◽  
Works Of Art ◽  
Art Marketing ◽  
Market Relations ◽  
Home Consumption

"Local" consumption of art projects and motivation of the "local" consumers The purpose of the article. Research and analysis of consumer motivations of fine arts products, based on algorithms of marketing technologies. The research methodology is to apply comparative, empirical, and theoretical methods. This methodological approach allows us to analyze the motivations of consumers of works of art who prefer to be fascinated by fine arts through the Internet, social networks, television programs, followed by the use of research results in marketing processes to promote works of art in the art market. The scientific novelty lies in the expansion of ideas about the motivation of consumers of the market of fine arts on the Internet, television programs, and in the study of further marketing processes in the art market. The article analyzes the algorithms of marketing technologies in the analysis of motivations for "home" consumption of products of the fine arts market. The article finds that in art marketing it is relevant and necessary to study the behavior of Internet consumers of works of art, analyzing the situation of "home" consumption of works of art. In art marketing, technologies for studying and analyzing the motivations of Internet consumers of works of art in promoting an art product on the art market are gradually being developed. Analysis of the motivations of Internet consumers of art markets makes it possible to more objectively segment the participants of market relations. Conclusions. The article identifies and analyzes the model of "home" online consumption of fine arts, as well as art projects, and, accordingly, describes the segment of online consumers of works of art at home using television, the Internet, and other means of communication. It is also proved that the behavior of the "home" consumer in art marketing is determined by three mandatory components: Individual - Product - Situation. It is on these components that the types of motivation are formed, on which the model of consumption and consumer behavior is built. Thus, we have studied Individuals who consume works of art and art projects, which in turn are Products presented in the form of printed or electronic images, and we have studied Situations of "home" consumption of works of art and art projects. Keywords: art market, marketing research, relationships of marketing, motivation of consumers of works of art, art projects, "home" consumption of works of art, behavior of consumers of art market.

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