Business Artists. Strategische Vermarkter im Kunstbetrieb
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Steinruck, Thomas: Business Artists. Strategische Vermarkter im Kunstbetrieb: Andy Warhol - Damien Hirst - Jeff Koons - Takashi Murakami, Heidelberg:, 2018.

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ISBN 978-3-946653-54-7 (PDF)
ISBN 978-3-946653-55-4 (Hardcover)

Published 20.03.2018.


Thomas Steinruck

Business Artists. Strategische Vermarkter im Kunstbetrieb

Andy Warhol - Damien Hirst - Jeff Koons - Takashi Murakami

Since not many decades a new type of artist has evolved, whose sole existence can be understood as another symptom of a total economisation of all areas of life: the business artist. He is an entrepreneur and manager, art director and designer. He organizes his production highly economic and delegates all work to his numerous assistants. He has become a global brand and strategically controls all marketing efforts. As an Art Star he stages his image and merges with global luxury brands.

In the tradition of Andy Warhol, Damien Hirst, Jeff Koons and Takashi Murakami are the three most successful business artists of our time are chosen, who represent this type of artist at best within the actual discourse.

Thomas Steinruck (*1977) is a Graduate of the University of Heidelberg with a degree in History of Art, Musicology and Public Law. After practical experiences in the Marketing Department of an internationally well-known museum and a Gallery for Contemporary Art, he now works in the Fine Art Insurance sector since 2009. He works and lives in Zurich.

Vorwort und Anmerkungen zu Bildrechten
Andy Warhol: Business Artist
Business Artists als Unternehmer und Manager
Business Artists als Marke
Werkbezogene Branding-Strategien: Aufmerksamkeit
Öffentlichkeitsbezogene Strategien: Werkpräsentationen
Personenbezogene Branding-Strategien: Image
Business Artists und andere Marken: Co-Branding