예술 스타트업 성공요인 분석

Abstract

This study analyzed the success factors of art startups using the ERIS model to suggest operational strategies and future directions. As a case, we selected 'Art and Culture for You', a startup that is attracting attention for its successful operation in the domestic visual arts, and adopted in-depth interviews with stakeholders, experts, and consumers. As a result, we found that entrepreneurs need to have an understanding of arts and practical skills, endurance and a challenging spirit, and a Bricolage Strategy. In terms of resources, utilizing tangible and intangible resources, recruiting talented people, and strengthening content quality based on data were analyzed. As of industry environment, strategies to lower entry barriers and agile responses to changes in consumers' media consumption patterns were identified. Finally, in terms of strategy, the main factors were the application of storytelling techniques and the improvement of content quality through consumer criticism. However, it was analyzed that the art startups require a deep understanding of art and a business model that balances artistry and profitability.