This article is inspired from BOTTI* (2000) research about the role of
marketing in art.
The distribution of cultural products in recent years is affected by the
Internet. As we had mentioned for music and movies, it pushes artists and
professionals in this field to work the live presentations like concerts and
live performances: Through interactions between interpreters and spectators,
and also through the staging of an atmosphere contributing to the enhancement
of the experience. But usually an artistic product goes through several players
to finish a presentation to the consumer. The following diagram shows its
stakeholders and the order of appearance.
The artistic product diffusion process
First we have the artist who is the origin of the work, He is the
creator, in case he decided to spread his art and do not keep it to himself, he
will use the second level stakeholder namely the champions who are either
individuals or organizations (eg. galleries) they resemble the product to
consumers but to do their job, they have to appeal to experts who are persons
with a taste and historical knowledge of the art enables them to assess and
define the value of the work and the appropriate dissemination strategy. Sets
champions and experts define the set will be available to the public to make
socially acceptable product and enable appropriate experience. And finally reaches
the consumer, who is directly related to the product in order to satisfy
experiences and share all or some of his artistic needs.
So in a cultural offer, the consumer is in a very important position
because he's the ultimate target, so it is important to understand and discover
his tendencies.
*BOTTI (2000)“What Role for Marketing in
Art? An Analysis of Art consumption and Artistic Value”, The International
Journal of Art Marketing p.22
No comments:
Post a Comment