The Impact of Digital Presence on the Careers of Emerging Visual Artists

Loizos Petrides () and Madalena Vila de Brito
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Loizos Petrides: ISCTE-Instituto Universitário de Lisboa, Department of Marketing, Operations and Management, Avenida das Forças Armadas, 1649-026 Lisboa, Portugal
Madalena Vila de Brito: ISCTE-Instituto Universitário de Lisboa, Department of Marketing, Operations and Management, Avenida das Forças Armadas, 1649-026 Lisboa, Portugal

Social Sciences, 2024, vol. 13, issue 6, 1-12

Abstract: This paper investigates the importance of digital presence for the emerging visual artists’ careers. The study first examines how artists manage their digital presence and subsequently analyzes the impact of this presence on their careers by applying a model that consists of four objectives (branding, engagement, networking, and conversion). A qualitative method was employed, and interviews were conducted with illustrators at an early or emerging career stage. The findings demonstrate that an effective presence on digital platforms requires not only producing and showing artistic work but also managing an artistic brand, engaging with the audience, and making use of networking opportunities. It is also established that artists need to complement their digital presence with interactions in the physical world to increase the chances for advancing their careers. This paper follows the literature that studies the visual artist as brand manager and adds to the body of knowledge on how artists build successful careers.

Keywords: digital presence; emerging artists; illustrators; artistic careers; artistic brand; social media; Instagram (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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