Date of Award

2026

Document Type

Thesis - Open Access

Degree Name

Master of Arts (MA)

Department

Contemporary Art

First Advisor

Morgan Falconer

Second Advisor

Leo Krakowsky

Abstract

The art historical discipline largely excludes art merchandise from critical analysis, relegating it to being a marketing gimmick or gift shop opportunity. This failure to reconcile with the rapidly expanding enterprise for brand collaborations with fine artists has led to an overwhelming and unregulated commercial licensing industry, similar in mystique and ascend to that of the fine art market. Through the case studies of two post-humous artists and two living- Keith Haring, JeanMichel Basquiat, KAWS (Brian Donnelly), and Maurizio Cattelan- I argue that art merchandise exists on a constantly fluctuating scale between democratizing force and commodity. Despite its status on the scale, it must be evaluated as part of the artist’s larger contribution to the canon. Through the case studies of Haring and Basquiat I trace the beginnings of the art merchandise boom from Haring’s Pop Shop in New York City while analyzing the stewardship and responsibility of their estate’s as it pertains to licensing and brand protection. KAWS and Cattelan serve as examples for how the merchandise market has expanded into its own ecosystem and is an increasingly important part of a fine artist’s career.

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