INTERNATIONAL JOURNAL OF MEDIA AND COMMUNICATIONS IN CENTRAL ASIA

No. 2 (2023): International journal of media and communications in Central Asia
Статьи

THE ROLE OF DIGITAL MEDIA IN PROMOTING ARTISTS' PERSONAL BRANDS IN THE ART MARKET

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  • Marina Sheresheva
Marina Sheresheva
Lomonosov Moscow State University, Russia
DOI: https://doi.org/10.62499/ijmcc.vi2.32

Published 2024-01-03

Keywords

  • digital media,,
  • personal brand,,
  • art market,,
  • promotion,,
  • media space

How to Cite

Sheresheva, M. (2024). THE ROLE OF DIGITAL MEDIA IN PROMOTING ARTISTS’ PERSONAL BRANDS IN THE ART MARKET. INTERNATIONAL SCIENTIFIC JOURNAL OF MEDIA AND COMMUNICATIONS IN CENTRAL ASIA, (2). https://doi.org/10.62499/ijmcc.vi2.32

Abstract

The paper analyzes the role of digital media in promoting personal brands of artists in the art market. Conclusions are as follows: the significant impact of digitalization on the art market and a number of new trends, including the emergence of specific "digital art" works and new opportunities for interaction with clients; the growing importance of branding
and relationship marketing in the success of sales and building customer trust in the art market; the key role of content in the effectiveness of digital communications and achieving the perceived fit between clients as individuals, the artist brand, and the goal of promotion. It is emphasized that direct interaction with the audience, the possibility of which is provided by digital media, makes it possible to find and attract potential clients whose perceptions and interests are congruent with the personal characteristics of an artist.

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