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Publication
Artists are brands now? Interseções do design, da publicidade e do marketing no mundo da arte
| Name: | Description: | Size: | Format: | |
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| 2.64 MB | Adobe PDF |
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Abstract(s)
A presente investigação visa analisar a relação do artista contemporâneo com o mundo das marcas, procurando observar e refletir sobre a forma como as práticas e dinâmicas das estratégias de branding são transportadas para a comunicação, posicionamento e identidade do artista e dos seus agentes e difusores (galerias e museus). Para além disso, pretende-se explorar de que maneira as marcas recorrem ao trabalho do artista para reforçar o seu posicionamento, identidade e desenvolver uma comunicação a partir de uma lógica de pensamento comum à arte.
Esta investigação pretende também apontar as razões desta aproximação e diluição de fronteiras (arte/marca) cada vez mais comum no mundo contemporâneo e questionar o próprio significado de ser artista versus um empreendedor criativo.
Para o efeito, a metodologia aplicada neste trabalho, consiste em revisão de literatura, casos de estudo e entrevistas com artistas e profissionais da área.
Como resultado deste estudo, foram encontradas práticas e processos necessários para a promoção de um artista no mercado numa cultura de marca.
The present investigation aims to analyze the relationship of the contemporary artist with the world of brands, seeking to observe and reflect on how the practices and dynamics of branding strategies are transported to the communication, positioning and identity of the artist and his agents and diffusers (galleries and museums). Furthermore, it is intended to explore how brands use the artist's work to reinforce their positioning, identity and develop communication based on a common thinking logic to art. This investigation also intends to point out the reasons for this approximation and dilution of borders (art/brand) increasingly common in the contemporary world and to question the very meaning of being an artist versus a creative entrepreneur. For this purpose, the methodology applied in this work consists of a literature review, case studies and interviews with artists and professionals in the field. As a result of this study, were found, practices and processes necessary for the promotion of an artist in the market in a brand culture.
The present investigation aims to analyze the relationship of the contemporary artist with the world of brands, seeking to observe and reflect on how the practices and dynamics of branding strategies are transported to the communication, positioning and identity of the artist and his agents and diffusers (galleries and museums). Furthermore, it is intended to explore how brands use the artist's work to reinforce their positioning, identity and develop communication based on a common thinking logic to art. This investigation also intends to point out the reasons for this approximation and dilution of borders (art/brand) increasingly common in the contemporary world and to question the very meaning of being an artist versus a creative entrepreneur. For this purpose, the methodology applied in this work consists of a literature review, case studies and interviews with artists and professionals in the field. As a result of this study, were found, practices and processes necessary for the promotion of an artist in the market in a brand culture.
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Keywords
Arte Branding Design Marketing Publicidade