Crafting Careers: Exploring the Impact of Personal Branding and Social Media Strategy on the Professional Development of Performing Arts Students

Shauna-Claire O'Callaghan

About this exposition

In the contemporary art world, the need for artists to develop effective personal branding strategies has become increasingly paramount. However, traditional art education often neglects the importance of marketing and communication theories, leaving emerging artists ill-equipped to navigate the complexities of self-promotion and audience engagement. This dissertation addresses this gap by proposing a theoretical approach to artist personal branding. Drawing upon insights from marketing, communication, and art theory, the study explores the role of personal branding in empowering artists to cultivate their audience and reputation independently of traditional gatekeepers such as curators and art critics. By examining existing literature and presenting three distinct frameworks for artist personal branding, this research aims to provide a theoretical foundation and practical guidance for artists seeking to establish and manage their personal brands effectively. Through an analysis of the challenges facing artists in the current art market landscape and the potential benefits of adopting personal branding strategies, this dissertation contributes to a deeper understanding of the intersection between art and marketing theory. Ultimately, the study seeks to empower artists to navigate the evolving art industry landscape and succeed in building sustainable careers through strategic personal branding.

type	research exposition
keywords	Marketing, Branding, Audience engagement, Career development
date	10/02/2024
published	03/07/2024
last modified	03/07/2024
status	limited publication
copyright	Shauna-Claire O'Callaghan
license	CC BY-NC-ND
language	English
url	https://www.researchcatalogue.net/view/2553852/2553853
published in	Royal Irish Academy of Music
portal issue	1. Summer 2024

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Research Catalogue

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Crafting Careers: Exploring the Impact of Personal Branding and Social Media Strategy on the Professional Development of Performing Arts Students (2024)

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