Date of Award
2020
Document Type
MA Project - Open Access
Project Type
MA Project - Business Plan
Degree Name
Master of Arts (MA)
Department
Contemporary Art
First Advisor
Brendan Burns
Second Advisor
Eric Wolf
Abstract
Traditional art marketing often focuses on physical exhibitions, in-person networking, and the endorsement of the art world “gatekeepers.” The making of a “star” artist relies not only on the quality of the art itself, but also on how galleries (the art marketers) orchestrate the complex power dynamics in the art industry – critics, curators, institutions, and collectors. This long-lasting mechanism leads to the elitization of the art world and disconnection with the mass public as it targets only a niche number of audiences that might make an influence on an artist’s career, price, and portfolio. COART is an agency that endeavors to augment the accessibility of the art – we connect art to a much larger audience beyond the art world through the power of digital marketing and cross-industry partnership. Our two key services are digital marketing consultancy and brand collaboration development, which we believe can fuel the scale of art’s outreach remarkably.
Recommended Citation
Su, Qing, "Connecting Art and the Public through Digital Marketing and Brand Collaboration – CO-ART, a New Art Marketing Agency" (2020). MA Projects. 111.
https://digitalcommons.sia.edu/stu_proj/111
Included in
Arts Management Commons, Business Administration, Management, and Operations Commons, E-Commerce Commons, Entrepreneurial and Small Business Operations Commons, Fine Arts Commons, Marketing Commons, Other Business Commons