Layne Hubble

Date of Award

2023

Document Type

Thesis - Open Access

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Judith Prowda

Second Advisor

Lawrence Motz

Abstract

This thesis recognizes the inequity and lack of business autonomy afforded to artists within the greater art market, due in part to socio-economic barriers to entry and professional misconceptions perpetuated through romanticized narratives. Emerging artists are denied accessible forms of education and the relevant tools to develop strong business and marketing skills for entrepreneurial success; competitive atmospheres discourage mentorships at high levels of influence and leave many mid-career and established artists with professional self-reproach.
Results from original surveys and interviews present a cross-section of the artistic profession spanning age, gender, race, ethnicity, medium and level of experience to be analyzed. Under the guarantee of anonymity, experienced artists provide raw insight through hindsight bias and emerging artists share points of perturbation through lingering uncertainties. A general unfamiliarity and discomfort with art business concepts and their autonomous applications was documented by most respondents. Creating an accessible, comprehensive collection of reference
materials outlining the interrelated duties between common market entities, prevalent risks posed to emerging artists and the attributes indicative of sustainable market structures will provide emerging artists with a stable base from which to continue their career growth and self-advocacy.

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