The Research Of The Strategies Of Personal Brand Management Of Modern And Contemporary Western Artists

In the late19th century, the form of sponsorship shifts from the long-term sponsorship system in which major sponsors are the church, the nation and the aristocracy to the art market, in which the major sponsors become collectors and commercial systems, who are anonymous clients. Thus the originality of the art works has begun to be emphasized, and the artist’s work must be able to meet the needs of the market in order to establish and maintain its reputation. This paper argues that the artist’s marketing ability and personal brand management ability is the key to the success of the artist, the big winners among modern and contemporary artists are entrepreneurial talents who are good at marketing and personal brand management. This paper reviews the brief history of the relations between Western artists and the art market, covering the course from that artists are ashamed to talk about profits to proclaiming their marketing strategy openly. This paper describes the course of the rise of modern art market and the strategy of artists dealing with the art market, including the strategy of originality of the artists, the issue of "self-disciplined art", the birth and demise of "the Art Field", the issue of "aura" dating from the age of mechanical reproduction, and the course of transformation of art from handicraft to industrialized making of art, and the course of transformation of the successful artists from craftsmen to entrepreneurs. This paper focuses on the analysis of marketing strategy of conceptual artists among modern and contemporary artists who are good at personal brand operations, among them the entrepreneurially talented ones such as Andy Warhol and Jeff Koons are the locus. This paper stipulates the definition and the features of personal brand of artists, summarizes the strategy of personal brand management of modern and contemporary Western artists, emphasizing the theories and practices of the major strategies such as unique positioning, effective communication and shaping of personal brand image. This paper provides a useful inspiration to the practice of arts marketing and personal brand management of the artists, as well as other professionals of creative industries.