Mythology of the art market: the artist as a brand

• Main Author: A. A. Kalashnikova
• Format: Article
• Language: Russian
• Published: Publishing House of Lomonosov Moscow State University 2015-06-01
• Series: Vestnik Moskovskogo Universiteta: Seriâ 18, Sociologiâ i Politologiâ
• Subjects: художник; бренд; рынок искусства; миф; маркетинговые технологии; artist; brand; art market; myth; marketing technologies
• Online Access: https://vestnik.socio.msu.ru/jour/article/view/100

The article deals with the artist-genius myth as a brand study from the perspective of the sociology of art. The mythological structure of the brand analysis is been undertaken. It reveals the essence of the artist-genius myth as a brand on the art market. The social and historical origins of features considered as professional for the artist are been examined. The marginality, poverty, uniqueness of the artist’s talents are considered as the fundamentals of the artistic brand. The branding marketing techniques functioning in the context of the art production field are been described. Findings of the research relate to the features of the “artist-genius” brand mythological foundation current state and possibilities for its further improvement.