The creative industries, New Media, arts and management are all themes that have been converging and intersecting lately, thus opening up the boundaries between the business world and the artistic activity which often found itself in conflict before, but in this new dawn orientating itself and organizing to become the other.This dissertation results from an investigation based on the case study that seeks to analyze the associated visibility of the artist Alexandre Farto aka Vhils, in order to understand how an artist's brand is displayed, managed and disseminated, adopting a resource and efficiency perspective and becoming not only acquainted with the notions and practices of marketing but creating new frontiers.The research was conducted through a qualitative methodology, with the help of interviews. The investigation then proceeded to characterize the instruments and performance resources of the artist, his position in the public sphere and the commercial strategies that were used to further his influence/art/product.In this sense, it was possible to systematize the knowledge of a case in Portugal and explore the dialogue between the universes of art and advertising and the passage of artist / producer status of an artist / product.In conclusion, mainly by creating a strong strategic positioning, it is possible to establish a legitimate artist/brand status which now can be used interchangeably.
Date of Award | 10 Dec 2019 |
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Original language | Portuguese |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Laura Castro (Supervisor) & Patrícia Dias (Co-Supervisor) |
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- Alexandre Farto
- Vhils
- Marketing
- Branding, Management, Urban Art, Creativity.
- Mestrado em Gestão de Indústrias Criativas
A marca e o artista: o caso de Alexandre Farto aka Vhils
Forte, M. I. D. A. C. (Student). 10 Dec 2019
Student thesis: Master's Thesis