Possibilities and Problems of Artists’ Involvement in Value Formation:

Abstract

Art marketing has been systematically implemented with the goal of connecting works of art with audiences. There has been much research from this perspective. However, the specific involvement and practice of marketing by artists themselves has not been examined. Due to the unique circumstances of art, art marketing has placed more emphasis on respecting the artist's expression than on customer orientation, while artists have distanced themselves from marketing. In recent years, contemporary art has attracted the attention of the business world in Japan, and new opportunities are being created for artists in this field. This new situation provides an opportunity for artists to participate in the value creation process that has previously been left to others. In this study, we examine the involvement of artists in value creation as a basis for exploring the possibilities and challenges of marketing by artists. While discussing the stance of artists who distance themselves from economic activities, we clarify the value creation process unique to art and conclude that audiences and stakeholders are key to implementation of art marketing by artists.

Keywords

• contemporary art
• artistic value
• art business
• audience