Study on the “Arttainer” Phenomenon: Focusing on the Types, Characteristics, and Areas of the Artistic Activities of Entertainers

Abstract

The purpose of this paper is to examine the changing characteristics of the art world and popular culture in the 21st century by tracking entertainers who are also active in the arts, also known as “arttainers”. The results of this study showed that most “arttainers” are young singers or actors with no academic art background, while 24% are art majors from prestigious universities. They are mainly active in commercial venues such as art fairs and galleries in Seoul and the Seoul metropolitan area, as well as in art auctions, NFTs, and home shopping. Their works are highly popular in the market and command high prices. Most of them participate in “group art exhibitions,” which are a kind of casual art event, but some celebrities consistently introduce their works at famous galleries and well-known art spaces. In addition, celebrities declare themselves to be “artists” without having participated in any specific art activities in their their public career. On the other hand, “arttainers” also present their works in spaces with a strong artistic character, such as art museums, art centers, and biennials, and are active in various charitable activities. In addition, a significant number of established artists present their works together with celebrities, forming an intersection between the art world and the entertainment world. In this way, this paper is significant in that it examines the characteristics of the 21st century art world and popular culture by analyzing “arttainers”.