Arts marketing

Nnamdi O. Madichie*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter


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:
Original languageEnglish
Title of host publicationContemporary issues in marketing
Subtitle of host publicationprinciples and practice
EditorsAyantunji Gbadamosi
Place of PublicationLondon
PublisherSAGE Publications Ltd
Number of pages32
ISBN (Electronic)9781526485403
ISBN (Print)9781526478887, 9781526478863
Publication statusPublished - Sep 2019
Externally publishedYes


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