The Artists in the Branded World. A Theoretical Approach to Artist Personal Branding

Abstract

This paper presents the need for artists to develop the ability to promote their work through marketing and communication theories. Currently, marketing is not an essential component for art faculties and artists in general. Through Personal Branding, emerging artists would have the chance to grow and build their audience and reputation without depending on curators, art critics, and museums. This paper emerges in a difficult context for the arts sector following an unprecedented health crisis that has deeply affected the labor market. In addition to summarizing the current literature, this study will present three different frameworks to support the artists in building a personal brand. This study aims to be a starting point for future empirical work on the artist in the world of branding. This theoretical approach aims to present the literature in the field of communication, highlight the differences between artists and content creators, as well as look at how the world of art functions, to find common ground for a better application of marketing theory from an artist's perspective.