International workshop series
RESEARCHING ART MARKET PRACTICES FROM PAST TO PRESENT AND TOOLS FOR THE FUTURE
Communication strategies: development, promotion and innovation
Accademia Nazionale di San Luca, Rome
77, Piazza dell’Accademia di San Luca, Rome
25-26 November 2019
The programme of 4th International Workshop “Communication strategies: Development, promotion and innovation”, Rome, 25-26 November 2019 is out! Held at the prestigious Accademia di San Luca in Rome, the workshop will be contributed by international scholars and professionals from a variety of disciplines and areas of the art market.
This workshop is part of the International Workshops Series “Tools for the Future: Researching Art Market Practices from Past to Present”, established in 2017 by Elisabetta Lazzaro (HKU University of the Arts Utrecht), Nathalie Moureau (Université Paul Valéry Montpellier 3) and Adriana Turpin (IESA, Paris & Society for the History of Collecting). Through individual presentations followed by group discussions, the series aims at bringing together international scholars and professionals from different disciplines, periods of study and areas of practice of the art market to confront key issues and related methodologies that can add knowledge and evidence about the structures and principals of the art market. The first workshop was on art collectors, the second one on the artist as an entrepreneur and career paths, and the third one on the formation and development of new art markets.
This fourth workshop, Communication strategies: development, promotion and innovation has been organised in collaboration with the Accademia Nazionale di San Luca, Rome. The Rome workshop will address the importance of understanding how communication strategies can be effective or not. Communication must be intended here in its broad sense of creating, delivering and diffusing artistic content, and how these processes are impacted by and impact the art market from an innovation perspective, where innovation can encompass technical as well as social innovation. The role of art and communication in the development, both cultural and economic, of particular territories is in turn important.
Communication involves developing successful strategies involving different parties of the market. These strategies may involve changes in artistic practice to better express the integrity of the artist’s work or they might refer to the dialogues between patron and artist in the commission. How does the creation of new languages, styles, patterns and fashions, new subjects or new media shape the perception and the value of the artist’s practice? How do networks act as or form part of communication strategies? Equally, communication within the art market is a highly important part of the art market, both in creating new markets and confirming traditional ones.