Buying the Dealer: A Study of How Marketing Built the Mega Gallery.

摘要

As the art world continues to expand at what seems like an exponential rate and with the amount of information now readily available to the public breeding the most informed and globally conscious art collectors the art world has every seen, marketing and branding strategies of art galleries, particularly mega art galleries, explore tactics and methods that extend beyond the gallery sector to which they were once confined. By cultivating a brand of their own personas in addition to the brand of their galleries, mega dealers are capitalizing on the convergence of multiple creative platforms and industries to develop and nurture an environment that supports large corporation like business models while maintaining the public's perception that art is still void of any corruption by money. By adopting the strategies and methods applied toward commodities, mega galleries and their dealers are exploring the limits of the art world and redefining the relationship between art and wealth, both financially and culturally.