Resource Library

Thank you to the many people who have been blog contributors to, and readers of ArtsBlog over the years. ArtsBlog has long been a space where we uplifted stories from the field that demonstrated how the arts strengthen our communities socially, educationally, and economically; where trends and issues and controversies were called out; and advocacy tools were provided to help you make the case for more arts funding and favorable arts policies.

As part of Americans for the Arts’ recent Strategic Realignment Process, we were asked to evaluate our storytelling communications platforms and evolve the way we share content. As a result, we launched the Designing Our Destiny portal to explore new ways of telling stories and sharing information, one that is consistent with our longtime practice of, “No numbers without a story, and no stories without a number.”

As we put our energy into developing this platform and reevaluate our communications strategies, we have put ArtsBlog on hold. That is, you can read past blog posts, but we are not posting new ones. You can look to the Designing Our Destiny portal and our news items feed on the Americans for the Arts website for stories you would have seen in ArtsBlog in the past.

ArtsBlog will remain online through this year as we determine the best way to archive this valuable resource and the knowledge you’ve shared here.

As ever, we are grateful for your participation in ArtsBlog and thank you for your work in advancing the arts. It is important, and you are important for doing it.

31 ITEMS FOUND

What Role for Marketing in the Arts? An Analysis of Arts Consumption and Artistic Value

<P>This article examines the role of marketing in the arts. Reflecting on the issue requires an understanding of both the meaning of artistic value and its diffusion process. Artistic value can be seen as a flow potential embedded in a product that may or may not be recognized by those who encounter it. When artistic potential is recognized, it is diffused on a social level and marketing is drawn in. The diffusion process can be broken down into different stages that link the artist to the wider public. Along this path, artistic value is transformed from an emergent state to an emergedン one, and also acquires social and economic value. Marketing attends to the services managed by the subjects who transfer the artistic value from the artist to the public in order to increase the emergent artistic potential or to enhance the emerged one. Different services and marketing tools are used at each stage of the diffusion process. (Publisher's description)</P>

This article examines the role of marketing in the arts. Reflecting on the issue requires an understanding of both the meaning of artistic value and its diffusion process. Artistic value can be seen as a flow potential embedded in a product that may or may not be recognized by those who encounter it.

Approved
P
NA
Research
Periodical (article)
Botti, Simona
International Journal of Arts Management
Volume 2, Number 3
pages 14-27
Publisher Reference: 
HEC Montreal
Old URL: 
http://www.artsusa.org/NAPD/modules/resourceManager/publicsearch.aspx?id=10489
Research Abstract
Rank: 
0
Is this an Americans for the Arts Publications: 
No
Image Thumbnail of Pub Cover: 
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Marketing Crafts and Visual Arts: The Role of Intellectual Property

With the continuing liberalization and deregulation of the world trading system freeing the flow of goods and services, the international business environment is becoming increasingly competitive for creators and providers of all kinds of craft and visual arts products. Consumers now have tremendous choice. Artisans, craft entrepreneurs, visual artists and all the intermediaries in the supply chain must constantly strive to improve the quality of their products and services, the production processes, their brand identity and the effectiveness of their marketing strategies, if they wish to improve their business performance, productivity and competitiveness and win the hearts and minds of customers. Understanding the market, particularly the behaviour of consumers and competitors, is the key to success for any business. Identifying a demand and then working backwards – before making a product – is a must. This is where marketing comes in.

Marketing implies a market-driven, customer-centred approach. This is the reality for most categories of goods and services. For the craft and visual arts sectors, the marketing challenges come from many directions. At first sight, it would seem that machine-made products could easily be substituted for these essentially hand-made ones, especially in our knowledge-driven high-tech times: modern industry is enabling an increasing degree of mass customization and personalization of product offerings. Another challenge may come from the fact that the products of craftspeople and visual artists are not generally basic needs for consumers. As a result, consumption of these products may decline if consumer spending is down, especially during economic downturns.

A key strength of artisans and visual artists lies in their creativity and craftsmanship in expressing it. This gives their output a distinct traditional, cultural or symbolic flavour, which arouses the interest and matches the emotional needs and aesthetic tastes of discerning customers in specialized niches of domestic and export markets. Even so, attracting and retaining consumers is a daunting task in an overcrowded marketplace, where consumers find ample choice and alternatives and where competitors are constantly searching for successful product trends.

Given today’s instant information and communication facilities, coupled with the ease and speed of copying and imitation, the market can simply get flooded with look-alike products or downright copies, which are also known as ‘counterfeits’ or ‘forgeries’. The real challenge for artisans and visual artists is thus not just to produce and market winning new products that cater to changing consumer tastes, but also to prevent – or if unable to prevent then to effectively deal with – unfair competition or theft of their creative ideas. The intellectual property (IP) system is the best available tool for creating and maintaining exclusivity over creative and innovative output in the marketplace, albeit for a specified maximum period of time. The effective use of IP can also help artisans and visual artists to develop networks and relationships not only with end consumers, but also with all the links in the supply and demand networks.

If artisans and visual artists are to get a fair return from their creativity in the marketplace, it is important for them to follow a planned and systematic marketing strategy which integrates the use of the tools provided by the system of IP rights. This must begin with a basic understanding of the principles of marketing and of the IP system, along with a broad recognition of the value of IP assets in marketing and practical guidance in making proper use of them.

The highly competitive nature of the marketing process compels each country to protect culture-based goods as a substantial part of its national cultural heritage. This is especially relevant for many developing countries and countries in transition, in which the role of the craft and visual arts sectors can prove to be pivotal for sustainable development and poverty reduction. For policy-makers in government, business and civil society in these countries, defending the interests of artisans, craft entrepreneurs and visual artists against unfair competition is becoming critical in order to underpin their commercial success and their contribution to individual and collective wealth creation, as well as to preserve cultural identity and diversity.

WIPO and ITC have joined hands to improve information dissemination, awareness creation and capacity building in their client countries, to explain the decisive links between successful marketing and the appropriate use of the tools of the IP system. In this spirit, this Guide attempts to demystify marketing and IP by underlining the practical relevance of both – and their interdependence – in responding to the economic or business needs of artisans, craft entrepreneurs and visual artists. This understanding should allow them to create and retain a competitive edge in the marketplace and to make meaningful profits based on their creativity, expertise, skills and enterprise – and by using fair means. [Preface, p. iv-v]

Guide dealing with the relationship between successful marketing of crafts and visual arts, and the appropriate use of intellectual property (IP) system instruments - points to situations where obtaining formal IP protection ought to be considered; explains how to implement marketing and IP strategies within a business framework and marketing management process; presents case studies and examples of managing IP assets in marketing from the craft and visual arts sectors in developing countries; includes bibliographical references (pages 134–135).

Report
Sala, Maria-Mercedes, Editor
92-9137-264-1
150
January, 2002
Publisher Reference: 
World Trade Organization
Research Abstract
Image Thumbnail of Pub Cover: 
2002
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NAMP Resource Categories: 

Making Your Life as an Artist

Artists are the most talented, hard-working people I know. So why are they perennially exhausted, broke, and overwhelmed?

Thank you for choosing this life which can be hard. And hard to explain.

E-Book
Simonet, Andrew
978-0-9914941-0-1
First Edition
99
File Title: 
making Your Life as an Artist
Research Abstract
Is this an Americans for the Arts Publications: 
No
Image Thumbnail of Pub Cover: 
Image Caption: 
making Your Life as an Artist
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NAMP Resource Categories: 

Artists & Creatives: Define Your Personal Brand in 3 Steps

In 20-30 minutes, this guide will help you clearly articulate your personal brand and unique story, so that you can beautifully and genuinely connect with your ideal audience, allowing you more time to actually make your work.

If you’ve downloaded this guide, chances are that you’re an artist or creative entrepreneur who might feel one or all of the following:

  • †Inadequate at articulating what you do (your brand) in person, in writing, and online
  • Overwhelmed with balancing making work, marketing, business and life
  • †A strong need to make more money from your art or creative work, and get the major opportunities that will propel your career further
Toolkit
Jones, Sarah & Wenglowskyj, Andrea
5
January, 2017
File Title: 
ARTISTS & CREATIVES: Define your personal brand in 3 steps
Publisher Details: 
© Kind Aesthetic 2017
Research Abstract
Is this an Americans for the Arts Publications: 
No
Description: 
As a small business owner—artists and creative entrepreneurs, that’s you—you may be unsure of your personal brand. You may be thinking, “Do I even need one? ‘Brand’ sounds like a word that only corporate companies use.” We 100% understand that thought process. We once thought that, too. But you do have a serious business: your work. And you do indeed have a personal brand; it already exists within you.
Image Thumbnail of Pub Cover: 
2017
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NAMP Resource Categories: 

Participation in Arts and Culture: The Importance of Community Venues

"Many arts organizations are discover- ing that where people choose to attend arts and cultural events can be crucial to developing effective strate- gies for reaching broader and more diverse audiences. New research on the Wallace -Reader’s Digest Funds’ Community Partnerships for Cultural Participation (CPCP) initiative finds that more people attend arts and cultural events in community venues – such as open air spaces, schools, and places of worship – than in conven- tional arts venues, such as concert halls, theaters, museums, and art gal- leries. Although audiences for events held in both types of venues overlap, about one-fourth of the people who participate in arts and culture do so only in community venues. These findings confirm the wisdom of one strategy employed by many arts organizations: presenting arts and cultural activities in places normally used for other purposes.

The findings also have deep relevance for policy- makers and funders, as well as those who are interested in cultural planning or facilities development, or are other- wise engaged in creating opportunities for participation in the arts." [Introduction, p. 2]

"Many arts organizations are discovering that where people choose to attend arts and cultural events can be crucial to developing effective strategies for reaching broader and more diverse audiences. New research finds that more people attend arts and cultural events in community venues--such as open air spaces, schools, and places of worship--than in conventional arts venues, such as concert halls, theaters, museums, and art galleries. Although audiences for events held in both types of venues overlap, about one-fourth of the people who participate in arts and culture do so only in community venues, representing an untapped market for some cultural groups."

Report
Walker, Chris and Sherwood, Kay
16
May, 2003
File Title: 
2017 State of Performance of Marketing
Publisher Reference: 
Urban Institute
Research Abstract
Is this an Americans for the Arts Publications: 
No
Description: 
IN THIS BRIEF Where People Attend Arts and Cultural Events How Venues Influence Participation Using Community Venues to Increase Participation
Image Thumbnail of Pub Cover: 
May 2003
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The Art & Science of a Successful Modern Marketer

In today's business, marketers have to be a jack of all trades and not just specialize in one area. So what does it take to achieve this? According to Salesforce we need to be part artist and part scientist. Check out the 8 key skills all marketers have.

This infographic focuses on the 8 key skills marketers must have according to Salesforce.

Infographic
Salesforce
1
July, 2017
File Title: 
The Art & Science of a Successful Modern Marketer
Publisher Reference: 
Salesforce
One Pagers
Image Thumbnail of Pub Cover: 
July 7, 2017
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Performing Artist Companion - Aesthetic Perspectives: Attributes of Excellence in Arts for Change

The Performing Artist Companion to Animating Democracy’s framework, Aesthetic Perspectives: Attributes of Excellence in Arts for Change, offers ideas and insights to help performing artists and performance companies apply the framework to address their needs and interests.  Aesthetic Perspectives aims to enhance understanding and evaluation of creative work at the intersection of arts and community/civic engagement, community development, and justice. It offers 11 artistic attributes that elevate aesthetics in civically and socially engaged art, expand the criteria for considering aesthetics, and promote appreciation of the rigor required for effective work.

Author Mark Valdez, theater artist and organizer and former director of the Network of Ensemble Theaters underscores the framework’s value in addressing the void of aesthetic vocabulary defined by artists to discuss the aesthetics of Arts for Change and an often shallow understanding of the ways that performing arts function toward civic and social change.  The attributes substantiate that Arts for Change work is grounded in a rigorous aesthetic practice and philosophy that deserves to be viewed through an aesthetic prism.

Valdez outlines ways performing artists and companies can apply and adapt the framework in: sharpening how they describe work in artist statements, grant proposals, and reflective writing; planning and developing a new project to ensure due attention to aesthetic values and priorities in both process and product; creating a shared language with collaborators; and examining creative practices and defining indicators of artistic success to evaluate the work.

Aesthetic Perspectives was developed by artists and allied funders and evaluators who participated in the 2014-15 Evaluation Learning Lab (ELL) led by Animating Democracy, a program of Americans for the Arts, in partnership with the Nathan Cummings Foundation and the Arts x Culture x Social Justice Network.  Framework dissemination and activation is supported by Hemera Foundation.

The Performing Artist Companion to Animating Democracy’s framework, Aesthetic Perspectives: Attributes of Excellence in Arts for Change, offers ideas and insights to help performing artists and performance companies apply the framework to address their needs and interests.  Aesthetic Perspectives aims to enhance understanding and evaluation of creative work at the intersection of arts and community/civic engagement, community development, and justice. It offers 11 artistic attributes that elevate aesthetics in civically and socially engaged art, expand the criteria for considering aesthetics, and promote appreciation of the rigor required for effective work.

Author Mark Valdez outlines ways performing artists and companies can apply and adapt the framework in: sharpening how they describe work in artist statements, grant proposals, and reflective writing; planning and developing a new project to ensure due attention to aesthetic values and priorities in both process and product; creating a shared language with collaborators; and examining creative practices and defining indicators of artistic success to evaluate the work.

Report
Valdez, Mark; Korza, Pam
9
January, 2017
File Title: 
Aesthetic Perspectives - Performing Artists Companion Guide
Publisher Reference: 
Americans for the Arts
Research Abstract
Is this an Americans for the Arts Publications: 
Yes
Is CAC: 
No
2017
Is AHA: 
No
NAMP Resource Categories: 

Internet Piracy of Copyrighted Art

This article discusses:
<ul>
<li>How artists can take advantage of exposure on the Internet and still protect their images from piracy.
<li>Efforts of the Recording Association of America and the Motion Picture Association of America to prevent the proliferation of copyright infringement in the performing arts.
<li>How artists approach the problem of copyright infringement.
<li>The use of encryption technology at various museums and auction houses in the which use their Web sites to promote exhibitions.</li></ul>

The subject of art, copyright protection and the Internet are explored in this article.

Approved
U
RS
RS
Jodi York
Periodical (article)
Grant, Daniel
American Artist
0002-7375
Volume 68, Issue 745
July, 2004
Publisher Reference: 
American Artist
Old URL: 
http://www.artsusa.org/NAPD/modules/resourceManager/publicsearch.aspx?id=10583
Research Abstract
Rank: 
0
Is this an Americans for the Arts Publications: 
No
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NAMPRadio Episode 11: Marketing Yourself as an Independent Artist

Ron Evans, Matt Campbell, and Maris Smith talk with Dmitri Matheny, http://dmitrimatheny.com), awesome jazz artist and super self-promoter. Dmitri talks about the day-to-day grind for individual artists having to promote themselves, highlighting some of his best practices and how he's created relationships over the years that have built into a powerful following.
NAMPRadio Recommends:

  • Matt recommends: Mountain Dew introduces new banner advertising using the Facebook API -- when you click on the "like" button, it ads you to the Mountain Dew business page, without taking you away from the site you're watching the ad on. Good stuff. 
  • Maris recommends:Google Moderator -- you open up the topic, and then other people can vote the content up or down by popularity, date, etc.
  • Ron recommends: SonicBids.com -- electronic press kit service and Dmitri recommends reverbnation.com
  • Dmitri recommends: Sivers.org -- cool blog by Derek Sivers, all about music and business

Outro music: “Country” by Dmitri himself, with his partner in crime, Darrell Grant! Find out more about the CD and the guys.

Preview Image: 
NAMP Resource Categories: 

Artistic Budgeting

Managing finances usually isn’t the first thing on an artist’s mind. But with the help of Elaine Grogan Luttrull, a C.P.A. and owner of a company devoted to improving financial literacy among artists, it doesn’t have to be a pain. In this podcast episode by the College Art Association, you will learn five basic steps to help manage your income and expenses so your art business can thrive.

Preview Image: 
NAMP Resource Categories: 

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