Arts marketing

Nnamdi O. Madichie*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The chapter explored the longstanding debate between the notions of ‘arts marketing’ vis-à-vis ‘marketing of the arts’. It delves into various art forms – visual, poetry, literature, music and the performing arts (theatre, dance, film and music), and the intersections of these forms, and provides insights on how to mitigate any identified challenges confronting the arts marketing discipline – arguably the ‘new normal’ of cultural products and/or production, embellished with heritage cues – and sometimes discussed under the label of the ‘creative industries’. In other words, the chapter explored and documented various dimensions of the arts and the marketing of the ‘cultural’ product in its various forms, notably art forms.

Key features include:
• A disused petrol station being transformed into a contemporary art gallery as part of the multi-million-pound regeneration of White City in London;
• Digital Issues around Arts visitors’ evaluation of the augmented reality (AR)-facilitated museum experience and their subsequent purchase intentions;
• Artist in Residence Project in a London-based alternative provider for Higher Education;
• Unintended place marketing through art making news headlines following an act undertaken by a street artist who used humour to change street names to “Facebook Row” in the railway town of Didcot in the ceremonial county of Oxfordshire and the historic county of Berkshire; and finally
• An expose into the challenges facing a Manchester Art Gallery following an in-depth interview with the founder and owner. See: https://www.tekedia.com/chuck-this-way-an-art-gallery-with-a-passion-for-africa/
Original languageEnglish
Title of host publicationContemporary issues in marketing
Subtitle of host publicationprinciples and practice
EditorsAyantunji Gbadamosi
Place of PublicationLondon
PublisherSAGE Publications Ltd
Chapter13
Pages388-419
Number of pages32
ISBN (Electronic)9781526485403
ISBN (Print)9781526478887, 9781526478863
Publication statusPublished - Sep 2019
Externally publishedYes

Fingerprint

Art
Marketing
Art Form
Music
Historic
Facebook
Oxfordshire
Artist-in-residence
Street Names
News
Manchester Art Gallery
In-depth Interviews
White City
Intentions
Headlines
Augmented Reality
Creative Industries
Dance Theatre
Regeneration
Visual Poetry

Cite this

Madichie, N. O. (2019). Arts marketing. In A. Gbadamosi (Ed.), Contemporary issues in marketing: principles and practice (pp. 388-419). London: SAGE Publications Ltd.
Madichie, Nnamdi O. / Arts marketing. Contemporary issues in marketing: principles and practice. editor / Ayantunji Gbadamosi. London : SAGE Publications Ltd, 2019. pp. 388-419
@inbook{d5a67b2f770d46d98326dcd408c1e371,
title = "Arts marketing",
abstract = "The chapter explored the longstanding debate between the notions of ‘arts marketing’ vis-{\`a}-vis ‘marketing of the arts’. It delves into various art forms – visual, poetry, literature, music and the performing arts (theatre, dance, film and music), and the intersections of these forms, and provides insights on how to mitigate any identified challenges confronting the arts marketing discipline – arguably the ‘new normal’ of cultural products and/or production, embellished with heritage cues – and sometimes discussed under the label of the ‘creative industries’. In other words, the chapter explored and documented various dimensions of the arts and the marketing of the ‘cultural’ product in its various forms, notably art forms. Key features include: • A disused petrol station being transformed into a contemporary art gallery as part of the multi-million-pound regeneration of White City in London;• Digital Issues around Arts visitors’ evaluation of the augmented reality (AR)-facilitated museum experience and their subsequent purchase intentions;• Artist in Residence Project in a London-based alternative provider for Higher Education;• Unintended place marketing through art making news headlines following an act undertaken by a street artist who used humour to change street names to “Facebook Row” in the railway town of Didcot in the ceremonial county of Oxfordshire and the historic county of Berkshire; and finally• An expose into the challenges facing a Manchester Art Gallery following an in-depth interview with the founder and owner. See: https://www.tekedia.com/chuck-this-way-an-art-gallery-with-a-passion-for-africa/",
author = "Madichie, {Nnamdi O.}",
year = "2019",
month = "9",
language = "English",
isbn = "9781526478887",
pages = "388--419",
editor = "Ayantunji Gbadamosi",
booktitle = "Contemporary issues in marketing",
publisher = "SAGE Publications Ltd",
address = "United Kingdom",

}

Madichie, NO 2019, Arts marketing. in A Gbadamosi (ed.), Contemporary issues in marketing: principles and practice. SAGE Publications Ltd, London, pp. 388-419.

Arts marketing. / Madichie, Nnamdi O.

Contemporary issues in marketing: principles and practice. ed. / Ayantunji Gbadamosi. London : SAGE Publications Ltd, 2019. p. 388-419.

Research output: Chapter in Book/Report/Conference proceedingChapter

TY - CHAP

T1 - Arts marketing

AU - Madichie, Nnamdi O.

PY - 2019/9

Y1 - 2019/9

N2 - The chapter explored the longstanding debate between the notions of ‘arts marketing’ vis-à-vis ‘marketing of the arts’. It delves into various art forms – visual, poetry, literature, music and the performing arts (theatre, dance, film and music), and the intersections of these forms, and provides insights on how to mitigate any identified challenges confronting the arts marketing discipline – arguably the ‘new normal’ of cultural products and/or production, embellished with heritage cues – and sometimes discussed under the label of the ‘creative industries’. In other words, the chapter explored and documented various dimensions of the arts and the marketing of the ‘cultural’ product in its various forms, notably art forms. Key features include: • A disused petrol station being transformed into a contemporary art gallery as part of the multi-million-pound regeneration of White City in London;• Digital Issues around Arts visitors’ evaluation of the augmented reality (AR)-facilitated museum experience and their subsequent purchase intentions;• Artist in Residence Project in a London-based alternative provider for Higher Education;• Unintended place marketing through art making news headlines following an act undertaken by a street artist who used humour to change street names to “Facebook Row” in the railway town of Didcot in the ceremonial county of Oxfordshire and the historic county of Berkshire; and finally• An expose into the challenges facing a Manchester Art Gallery following an in-depth interview with the founder and owner. See: https://www.tekedia.com/chuck-this-way-an-art-gallery-with-a-passion-for-africa/

AB - The chapter explored the longstanding debate between the notions of ‘arts marketing’ vis-à-vis ‘marketing of the arts’. It delves into various art forms – visual, poetry, literature, music and the performing arts (theatre, dance, film and music), and the intersections of these forms, and provides insights on how to mitigate any identified challenges confronting the arts marketing discipline – arguably the ‘new normal’ of cultural products and/or production, embellished with heritage cues – and sometimes discussed under the label of the ‘creative industries’. In other words, the chapter explored and documented various dimensions of the arts and the marketing of the ‘cultural’ product in its various forms, notably art forms. Key features include: • A disused petrol station being transformed into a contemporary art gallery as part of the multi-million-pound regeneration of White City in London;• Digital Issues around Arts visitors’ evaluation of the augmented reality (AR)-facilitated museum experience and their subsequent purchase intentions;• Artist in Residence Project in a London-based alternative provider for Higher Education;• Unintended place marketing through art making news headlines following an act undertaken by a street artist who used humour to change street names to “Facebook Row” in the railway town of Didcot in the ceremonial county of Oxfordshire and the historic county of Berkshire; and finally• An expose into the challenges facing a Manchester Art Gallery following an in-depth interview with the founder and owner. See: https://www.tekedia.com/chuck-this-way-an-art-gallery-with-a-passion-for-africa/

UR - https://uk.sagepub.com/en-gb/eur/contemporary-issues-in-marketing/book265612

M3 - Chapter

SN - 9781526478887

SN - 9781526478863

SP - 388

EP - 419

BT - Contemporary issues in marketing

A2 - Gbadamosi, Ayantunji

PB - SAGE Publications Ltd

CY - London

ER -

Madichie NO. Arts marketing. In Gbadamosi A, editor, Contemporary issues in marketing: principles and practice. London: SAGE Publications Ltd. 2019. p. 388-419