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A recent study concludes that an artist’s brand separate from his or her work can be valued in its own right – Like all personal brands, artists are valuable properties that can have significant value above their commonly known works.

Amedeo Modigliani

Historical examples include Roden, Duchamp, Modigliani, Picasso and Warhol. As some of our past research has also revealed, this study by Interbrand Milan similarly demonstrates that like artists, executives have also a personal brand value beyond their work. Although the correlation may not be in the exact manner as that of an artist, sports person or celebrity the leverage opportunies nevertheless are just as possible. The executive’s personal brand value is evidenced in other ways including new levels of influence, positive relationships, greater confidence and a boost in compensation –Now that artists can be promoted as brands offers an even bigger opportunity for them and their estate to maximise their value, in the process create a lasting legacy that can fund new concepts including pet projects that once were not feasible.

Andy Warhol’s silkscreen of Marilyn Monroe

I’d love to know how my
old art teacher would feel
about the concept of artist
and personal brands has
never been a popular topic
in our accademic circles creating wealth from art given that she once said to me in class –
Art is not about the money”
I sense that view still stands- Hmmm?!

 

 

The profitable art of branding