• 제목/요약/키워드: artist promotion

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A Longitudinal Study on the Causes of Artist Outflow and Network Characteristics in Market Revitalization Projects Connecting Culture and Art: Focusing on the Gwangju Daein ArtMarket in Korea

  • Park, Ju young;Koo, Ja hoon
    • International Journal of Advanced Culture Technology
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    • 제9권3호
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    • pp.243-252
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    • 2021
  • The Gwangju Daein Art Market, once declared as a declined market, was regarded as a success after an inflow of artists. However, the number of resident artists decreased from 100 at the end of 2015 to 39, to 9 in 2018, and to 6 in 2021. The project site showed signs of decline toward the completion of the project, leading to a Longitudinal study on the project's sustainability. The purpose of this study is to investigate the causes of outflow of artists and the network characteristics of the remaining artists from a sustainability perspective and thereby draw policy implications. As an analysis method, in-depth interviews and surveys were conducted. After that, we checked the remaining artists in 2018 and 2021 and identified the network characteristics. Based on the interview results, the causes of outflow were classified into programmatic, physical, and other factors. The results of a comparison showed that the levels of understanding, satisfaction, and frequency of exchange decreased. The study also provides policy implications. First, a sustainable, long-term program for the artists must involve the improvement of physical space. Second, participation in the market should be encouraged by working with artists on program composition or business progress. Third, programs for supporting exchange among artists should be further strengthened.

마케팅믹스 7P를 이용한 미술작가의 특성에 따른 전시공간 만족도 차이 분석 (Analysis of differences in satisfaction of exhibition space according to characteristics of artists using marketing mix 7P)

  • 한수민
    • 한국융합학회논문지
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    • 제11권8호
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    • pp.123-129
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    • 2020
  • 미술작가는 작품을 전시할 공간을 중요하게 고려하기 때문에 전시공간을 이용한 뒤에 그 전시공간을 평가한다. 본 연구는 마케팅믹스 7P를 이용한 미술작가의 특성에 따른 전시장 만족도 차이를 분석하였다. 연구결과를 요약하면 다음과 같다. 첫째, 제품은 20대이며 동양화 작가의 만족도가 높았다. 둘째, 환경은 경력이 5~10년이고 연령이 40대이며 동양화 작가의 만족도가 높았다. 셋째, 촉진은 경력이 21년 이상이고 50대인 작가의 만족도가 높았다. 넷째, 전시관계자는 20대이며 동양화 작가의 만족도가 높았다. 다섯째, 진행 과정은 경력이 5~10년이고 연령이 40대이며 기타의 만족도가 높았다. 시사점은 다음과 같다. 첫째, 장소, 과정과 촉진은 경력, 연령과 장르 모두 유의한 차이가 있었다. 둘째, 제품과 전시 관계자는 연령과 장르에서 유의한 차이가 있었다.

디지털미디어와 전시디자인기법개발의 상관성 -카메라 센서와 비디오 입출력작업을 중심으로- (Relationships between Digital Media and Exhibition Design Methods Development -Focused on Camera Sensing & Video Input/Output Works-)

  • 안호은
    • 한국콘텐츠학회논문지
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    • 제8권11호
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    • pp.162-170
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    • 2008
  • 새로운 제품의 홍보는 전시디자인의 중요한 목적중 하나이다. 대부분의 전통적인 전시기법은 아날로그 매체로 구현되어 왔으며 일방형구조로 실현된다. 그러나 시대상을 반영하고 첨단제품 등을 홍보하기 위해서는 디지털기술을 이용한 새로운 전시기법의 개발이 필요하다. 이 글은 카메라 센서기술과 비디오 입출력 기법을 활용한 디지털미디어분야와 전시디자인에 결합 가능성을 제시하고자 한다. 관람자와 전시물간의 상호작용은 홍보하고자하는 주제 및 제품에 대해 관람자로 하여금 보다 적극적인 참여를 유도할 수 있으며 이를 통해 효과적으로 전시목표를 달성할 수 있다. 비디오 입출력을 활용한 다양한 디스플레이 기법은 직간접적인 제품의 소개와 더불어 재미의 속성을 관람자에게 전달하게 된다. 관람자는 물리적인 경험과 학습의 효과를 전시를 통해 경험할 수 있으며 해당 기업이나 제품에 대해 긍정적인 이미지를 얻게 된다. 비디오 입출력을 이용한 작가의 사례와 이를 활용한 전시디자인의 예시를 분류하여 유형별 가능성을 살펴보았다. 뉴미디어 작가와 전시디자인의 결합은 상호결함을 보완할 수 있으며 아이디어와 기술의 결합 그리고 현실화의 문제를 해결할 수 있을 것이다.

K-Pop Music Worldwide and Digital Marketing Role in Brazil

  • Lourenco, Patricia Portugal Marques de Carvalho;Kim, Sang Yong
    • Asia Marketing Journal
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    • 제17권4호
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    • pp.63-88
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    • 2016
  • K-Pop is hugely promoted offline/online in East Asia, while efforts to promote it elsewhere are kept to a minimum. Whilst addressing the role of digital marketing in the promotion of K-Pop in the Brazilian music industry this study aims to demonstrate that K-pop will provide its audience with a unique and engaging experience if it thinks globally and acts locally in its marketing and communication strategies. A survey of K-Pop's world fan base was carried out online with 1,074 fans to determine the validity of the hypothesis. The results have demonstrated the need to adapt global and intercultural strategies to local markets with increasing brand awareness through utilizing digital marketing. For example, to increase K-Pop's popularity and market share in Brazil, it is not required to sing in Brazilian Portuguese, contrary to what might be perceived but fully singing in English would help breaking into the market dominated by domestic music as songs would have a higher probability to be included in the international soundtrack of a Brazilian telenovela and promote the K-Pop artist not only across Brazil but also give the artist exposure in all the markets the Brazilian telenovela is exported to, opening an entry door to those markets. K-Pop audience segmentation and psychographic profiling is crucial to the understanding of each market's consumer's preferences, likes, dislikes and their buying habits as it was proven through Brazil's digital media, social media, digital music market and K-Pop market analysis within the global context of the study. It should be also considered that brand extensions are not standard everywhere and that there are cultures where different product categories are not directly associated with its main corporate owner which requires extensive local market knowledge to succeed. The primary and secondary data research that we conducted for this study intended to demonstrate that K-Pop can be successful in Brazil and in Latin America and increase their local and regional market share if digital marketing and communication strategies are tailored to each individual market.

재앙적 예술과 그 도구화된 선별체계: 헌터 조너킨과 댄 퍼잡스키의 작품으로부터 (Catastrophic Art and Its Instrumentalized Selection System : From work by Hunter Jonakin and Dan Perjovschi)

  • 심상용
    • 미술이론과 현장
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    • 제13호
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    • pp.73-95
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    • 2012
  • In terms of element and process, art today has already been fully systemized, yet tends to become even more systemized. All phases of creation and exhibition, appreciation and education, promotion and marketing are planned, adjusted, and decided within the order of a globalized, networked system. Each phase is executed, depending on the system of management and control and diverse means corresponding to the system. From the step of education, artists are guided to determine their styles and not be motivated by their desire to become star artists or running counter to mainstream tendency and fashion. In the process of planning an exhibition, the level of artist awareness is considered more significant than work quality. It is impossible to avoid such systems and institutions today. No one can escape or be freed from the influence of such system. This discussion addresses a serious distortion in the selection system as part of the system connotatively called "art museum system," especially to evaluate artistic achievement and aesthetic quality. Called "studio system" or "art star system," the system distinguishes successful minority from failed absolute majority and justifies the results, deciding discriminative compensations. The discussion begins from work by Hunter Jonakin and Dan Perjovschi. The key point of this discussion is not their art worlds but the shared truth referred by the two as the collusive "art market" and "art star system." Through works based on their experiences, the two artists refer to these systems which restrict and confine them. Jonakin's Jeff Koons Must Die! is avideo game conveying a critical comment on authoritative operation of the museum system and star system. In this work, participants, whether viewer or artist, are destined to lose: the game is unwinnable. Players take the role of a person locked in a museum where artist Jeff Koons' retrospective is held. The player can either look around and quietly observe the works, which causes a game-over, or he can blow the classical paintings to pieces and cause the artist Koons to come out and reprimand the player, also resulting in a game-over. Like Jonakin, Dan Perjovschi's some drawings also focuses on the status of the artist shrunken by the system. Most artists are ruined in a process of competition to survive within the museum system. As John Burger properly pointed out, out of the art systems today, public collections (art museums) and private collections have become "something unbearable." The system justifies the selection system of art stars and its frame of reference, disregarding the problem of producing numerable victims in its process. What should be underlined above all else is that the present selection system seriously shrinks art's creative function and its function of generating meaning. In this situation, art might fall to the level of entertainment, accessible to more people and compromising with popularity. This discussion is based on assumption and consciousness on the matter that this situation might cause catastrophic results for not only explicit victims of the system but also winners, or ones defined as winners. The system of art is probably possible only by desire or distortion stemmed from such desire. The system can be flourished only under the economic system of avarice: quantitatively expanding economy, abundant style, resort economy in Venice and Miami, and luxurious shopping malls with up-to-date facilities. The catastrophe here is ongoing, not a sudden emergence, and dynamic, leading the system itself to a devastating end.

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"They're Worth My Investment": Cultivating Intimacy through Fan-lead Financial and Support Initiatives among BTS Fans

  • Donabedian, Tvine
    • Asia Marketing Journal
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    • 제22권4호
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    • pp.103-116
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    • 2021
  • This research outlines the motivations behind the fan-lead marketing and promotional endeavours undertaken by musical group BTS's fan community, also known as ARMY. In highlighting the reciprocity in intimacy between the group and their fans, I argue that ARMY's desire to elevate BTS is embedded within structures of affect, despite the financial nature of the benefits the group and their company may reap. These fan-lead initiatives represent efforts towards a common goal, where success, whether it comes in the form of money or not, is a gift of gratitude and a show of mutual understanding from fans to BTS. Based on data from 22 interviews with fans, this research explores the motivations behind fan-lead marketing by looking at the affective properties of music consumption, the parasocial relationship, fan community dynamics, and the purchase of intimacy. Within these contexts, the promotion surrounding BTS's music, as organized by the fans, mimics profit-oriented behaviours but is ultimately a gesture towards the exchange of intimacy between fans and artist.

The Painting Language of American Neo-Expressionist Painter David Sall

  • Bi Xin Zhi
    • International Journal of Advanced Culture Technology
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    • 제11권1호
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    • pp.192-197
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    • 2023
  • David Salle, born in Norman, Oklahoma in 1952, is the most important and controversial artist of the new-expressionist painting in the United States. His paintings are featured by unique artistic language, and extremely diverse and very ground-breaking expression, which reflect the American society at that time. Besides, he often uses complex image combination with striking colors and forms to attract and touch viewers. In this paper, based on the American new-expressionism, the painting language of David Salle's works was analysed, in which I found that it can be more intuitively and more profoundly feel the development of new-expressionist painting context and David Salle's particularity, and more clearly realize under what the characteristics of the era David Salle created the unique artistic language. The study on David Salle's unique painting language is of important research value and reference significance for our current artistic creation.

An Analysis on Cases of Fashion Collaboration Strategy

  • Jang, Eun-Young
    • 패션비즈니스
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    • 제10권6호
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    • pp.110-121
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    • 2006
  • The purpose of this study is to analyze the various types and areas of recent collaborations in fashion industry and to find the utility value of collaboration. Seventy seven cases of fashion collaboration marketing strategies were selected from officially announced literature survey and enterprises information around the world. Among the seventy seven cases of fashion collaboration surveyed in this study, collaboration with other fields made up 59.7 percent, collaboration between the same fashion categories made up 40.3 percent. Among the areas of other fields, collaboration with IT(Information Technology) or Motor enterprises were included and made up 36.4 percent. Collaborations with Culture and art world that fashion brands collaborate with world-renowned industrial designer or artist and star entertainers were also included and made up 23.3 percent. Among the areas of the same categories, collaboration of fashion designer and sports or casual brand made up 22.1 percent. Collaborations of home shopping mall and fashion designer made up 18.2 percent. Collaboration cases surveyed in this study were classified according to three types; co-product development, co-branding, and co-marketing. Collaboration for co-product development made up 72.7 percent. Collaboration for co-branding made up 27.3 percent. Collaboration for co-marketing made up 37.7 percent. These collaboration marketing strategies are very efficient to upgrade brand image and cut the marketing cost by creating new target, product, brand, and promotion through successful partnerships. Therefore, much more various types and areas of fashion collaborations should be developed to create something new for future consumers.

협력종합예술활동의 지역 적용 방안 고찰 (A Study on the Regional Application of Cooperative Integrated Arts Activities)

  • 박영주
    • 문화기술의 융합
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    • 제9권3호
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    • pp.551-556
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    • 2023
  • 본 연구는 서울시의 협력종합예술활동에 대한 성공 전략을 분석하고, 이를 타 지역 공교육 현장에 적용하기 위한 방안 탐색을 목적으로 한다. 연구 결과, 협력종합예술활동은 학교 교육과정 내 운영함으로써, 예술교육의 보편성을 실천하고 있으며, 적극적인 행정·재정적 지원과 다양성이 확보된 참여형 예술교육활동이다. 따라서 이를 지역 공교육에 적용하기 위해 모든 학생의 참여와 적극적인 행정적 지원은 물론 지속적인 인적·물적 재원 지원, 다양성이 반영된 예술교육과 결과물 공유를 통한 사회적 환원 및 지속적인 모니터링을 실시해야 할 것이다.

클림트 회화에 나타난 색채특성에 관한 연구 (A Study on the Color Characteristics in Klimt's Paintings)

  • 강진유;김기승
    • 산업진흥연구
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    • 제6권1호
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    • pp.15-21
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    • 2021
  • 이 연구는 분석심리학적 관점에서 구스타프 융(Jung)의 원형이론의 내용과 클림트(Klimt)의 회화를 중심으로 작품의 특성과 색채가 가지는 의미와 상징성을 살펴보고, 인간의 무의식 속에서 발현되는 심리와 색채의 연관성을 살펴보는 데 그 목적이 있다. 융의 원형이론으로 분석해 본 결과 첫째, 클림트의 회화에서 황금색과 노란색의 화려한 장식과 문양은 무의식과 성(性), 그리고 여성의 성(性)으로 욕망을 표출하고, 남녀의 육체적 관계를 에로스와 삶과 죽음으로 표현했다. 둘째, 작품에 나타난 주요색은 푸른색, 검은빛 초록, 황금색, 노란색, 주황색으로 분노와 억압, 열정, 욕구, 희망, 에로티시즘을 나타내고, 주황색과 노란색의 배색은 희망의 내면적 치유 색으로 표현했다. 셋째, 작가 내면의 치유과정으로는 자신을 위한 컬러를 담고 있으며 내면의 '무의식과 의식'을 통합하고, 회화에 표현된 색채가 치유적인 의미뿐만 아니라 내면의 무의식을 의식하는 그것으로 치유로서 가치가 있음을 확인했다. 이에 상담심리 장면에서 색채는 심리표현 전달 도구로 활용하는 데 의미가 있다.