Artist’s Brand and Art Market: A Modern System of Values in Art

Abstract

The paper examines the influence of commodification processes on the sphere of art. It is indicated that in the modern world art becomes directly dependent on the market, which is the result of the current system of values. The aim of the research is to trace how, under the influence of commodification processes, consumer mechanisms are extrapolated to culture and art; how the process of production, distribution, and consumption affect artistic product changes; to analyze the essential characteristics of the artist’s brand as a marketing tool that directly influences the process of distribution, popularization, and perception of works of art on the art market. The theoretical and methodological basis of the research were philosophical and general scientific approaches, principles and methods that enabled to consider the artist’s brand from different standpoints. Interdisciplinary approach ensured the use of the latest theoretical developments of social and humanitarian sciences in the analysis of the artist’s brand; the phenomenological method was applied at the stage of revealing the essence and unfolding the phenomenon of the artist’s brand, its transformations in the modern art space; the axiological approach made allowed to clarify the role and significance of the artist’s brand in cultural and artistic transformation processes.