The Art Fairs in Rio de Janeiro and São Paulo: Democratization and Access to Art as a Marketing Strategy

Brazil’s art market has experienced a significant growth during the 2000s and the first years of the 2010s. This growth, among other things, has stimulated the creation of four contemporary art fairs in the two richest cities in Brazil-São Paulo and Rio de Janeiro. Even though they all were inspired...

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Main Author:	Daniela Stocco
Format:	Article
Language:	English
Published:	Universidad de Los Andes 2019-01-01
Series:	Hart
Subjects:	Contemporary art market art fairs access to art democratization of art Brazilian art market
Online Access:	https://revistas.uniandes.edu.co/doi/full/10.25025/hart04.2019.10

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spelling	doaj-af59db28fab84d38ae5886ecaa0329852020-11-25T00:55:11ZengUniversidad de Los AndesHart2539-22632590-91262019-01-01418320810.25025/hart04.2019.10The Art Fairs in Rio de Janeiro and São Paulo: Democratization and Access to Art as a Marketing StrategyDaniela Stocco0Erasmus University RotterdamBrazil’s art market has experienced a significant growth during the 2000s and the first years of the 2010s. This growth, among other things, has stimulated the creation of four contemporary art fairs in the two richest cities in Brazil-São Paulo and Rio de Janeiro. Even though they all were inspired by international fair models, and they all have attempted to seize the opportunity the Brazilian art market was projecting, they each use different market and symbolic strategies. Three of the four promoted themselves as privileged places to make art more accessible to a broader audience, not exclusively to buy it, but to see and enjoy it. In this article, my goal is to show the reasons and the context behind this positioning strategy choice, its consequences, and, most importantly, the conflicts and adaptations it produced from the first to the more recent editions of those fairs. https://revistas.uniandes.edu.co/doi/full/10.25025/hart04.2019.10Contemporary art marketart fairsaccess to artdemocratization of artBrazilian art market
collection	DOAJ
language	English
format	Article
sources	DOAJ
author	Daniela Stocco
spellingShingle	Daniela Stocco The Art Fairs in Rio de Janeiro and São Paulo: Democratization and Access to Art as a Marketing Strategy Hart Contemporary art market art fairs access to art democratization of art Brazilian art market
author_facet	Daniela Stocco
author_sort	Daniela Stocco
title	The Art Fairs in Rio de Janeiro and São Paulo: Democratization and Access to Art as a Marketing Strategy
title_short	The Art Fairs in Rio de Janeiro and São Paulo: Democratization and Access to Art as a Marketing Strategy
title_full	The Art Fairs in Rio de Janeiro and São Paulo: Democratization and Access to Art as a Marketing Strategy
title_fullStr	The Art Fairs in Rio de Janeiro and São Paulo: Democratization and Access to Art as a Marketing Strategy
title_full_unstemmed	The Art Fairs in Rio de Janeiro and São Paulo: Democratization and Access to Art as a Marketing Strategy
title_sort	art fairs in rio de janeiro and são paulo: democratization and access to art as a marketing strategy
publisher	Universidad de Los Andes
series	Hart
issn	2539-2263 2590-9126
publishDate	2019-01-01
description	Brazil’s art market has experienced a significant growth during the 2000s and the first years of the 2010s. This growth, among other things, has stimulated the creation of four contemporary art fairs in the two richest cities in Brazil-São Paulo and Rio de Janeiro. Even though they all were inspired by international fair models, and they all have attempted to seize the opportunity the Brazilian art market was projecting, they each use different market and symbolic strategies. Three of the four promoted themselves as privileged places to make art more accessible to a broader audience, not exclusively to buy it, but to see and enjoy it. In this article, my goal is to show the reasons and the context behind this positioning strategy choice, its consequences, and, most importantly, the conflicts and adaptations it produced from the first to the more recent editions of those fairs.
topic	Contemporary art market art fairs access to art democratization of art Brazilian art market
url	https://revistas.uniandes.edu.co/doi/full/10.25025/hart04.2019.10
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The Art Fairs in Rio de Janeiro and São Paulo: Democratization and Access to Art as a Marketing Strategy

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