Abstract

This article examines career building for visual artists, whereby a successful career is defined as exhibiting work, reaching a wide audience, and making a living by selling art. Using insights from management, marketing, entrepreneurship, and sociology, the authors develop a conceptual model for constructing a successful career, the Building Blocks of Artistic Careers model (BBAC). Pursuing such a career entails entrepreneurial and marketing skills, cultivation of relationships with art world gatekeepers, brand creation strategies, and reputation management. The article contributes to the literature of visual arts entrepreneurship, has implications for art school curricula, and raises issues for further research.

摘要

本文探讨了视觉艺术家的职业发展，将成功的职业定义为展示作品，吸引广泛的受众并通过出售艺术品谋生。利用来自管理，市场营销，企业家精神和社会学的见解，作者开发了构建成功事业的概念模型，即艺术职业模型（BBAC）。从事这样的职业需要企业家和营销技巧，与艺术界看门人的关系培养，品牌创造策略和声誉管理。本文为视觉艺术创业的文献做出了贡献，对艺术学校的课程产生了影响，并提出了需要进一步研究的问题。