Marketing and Artists

This paper explores the relationship between Marketing and Artists and proposes that it is a relationship that is beneficial to both parties. Once there was a perception that art must be non-commercial to be considered art. This does not take into account that art must be recognized and accepted by society to attain the value and recognition [1] the artist desires. We postulate that this acceptance can be gained by exposure through marketing as well as traditional artistic avenues. Examples are given of how some of the most famous art today became famous not because of the artistry, but because of an external force unrelated to the art. We examine 4 artists – Warhol, Lautrec, Rockwell and Steinlen – who are as famous, or even more famous, due to their commercial art. Examples are given of how some of the most famous art today became famous not because of the artistry but because of an external force unrelated to the art. We examine 4 artists – Warhol, Lautrec, Rockwell and Steinlen – who are as famous, or even more famous, due to their commercial art. Would Lautrec or Steinlen ever have been heard of if not for their iconic poster ads of the late 1800’s? And while Warhol and Rockwell didn’t become famous for advertising exactly, Warhol gained fame by painting a can of soup, and Rockwell was best known for his Saturday Evening Post covers. Art and marketing are natural allies.