Home    London    New York    Alumni

• The Christie's Art Business Course
• Module 1: The Art Market
• Module 2: Art Law
• Module 4: Valuation/Art Appraisal
• Module 5: Collecting & Dealing in Art
• Module 6: Auction Business
• Module 7: Museums & the Art Market
• Who teaches the course?
• Bookings
• Terms and Conditions


• Postgraduate Taught Degree Programmes
• The Christie's Part-time Course
• Scholarships and Funding
• Faculty/ Visiting Lecturers
• What Our Students Say
• Open Days/ Recruitment Schedule
• Short Course Programme
• The Christie's Wine Course

The Christie's Art Business Course

Module 3: Artistic Creativity & Art Business

 

Creativity is essential to human nature. In the art market it is the capacity to generate ideas or produce objects that lead to new thinking and values. Artistic success can be gauged as the ability to create novel combinations of ideas that can be communicated to a willing audience and paid for by collectors. To be successful in any creative industry requires great mental effort and marketing ability. For artists, aside from the requisite art skills learned at art school or self taught, it is necessary to establish good relations with critics, collectors, and dealers while not compromising artistic integrity. This module will introduce you to artistic creativity from the perspective of producers, promoters, viewers and consumers.
The aims of this module are to:

• Appreciate what being an artist involves
• Explain how art value is created
• Review how market research and pricing can be used
• Explore ways of maximising promotional activity
• Consider the main external influences on the art market
• Introduce the broader academic contexts for appreciating art

 

Session 1 - Creating Art:
Until the modern age artistic creativity was associated with divine inspiration or the romantic genius. But art often evolves from other art and is shaped by an art world system. Every work of art is a trail of research and innumerable experiments where by rare chance a new idea is discovered or technique developed. To be recognised, an artist must become an articulate self promoter who is robust to criticism and the rejection of their work. Often after training most artists are resigned to holding another job to support their career. This lecture will consider the processes from artistic training to commercial recognition.
Topics to be covered:

• Artist genius and dedication
• The artist as an outsider and as a celebrity
• Art training and schools
• Art techniques and styles
• Art originality, evolution and communication

 

Session 2 - Creating Value and Validation:
Promotion is the other key to success in the art market. The conversion of a unique product, possibly by an unknown artist, into something desirable requires sophisticated marketing. Even so, in the long run it is the intrinsic quality of the art work that draws collectors, dealers and critics. But identifying when a creative talent has emerged requires an understanding of their art in the society it was created and promoted. For different reasons, most artists and dealers tend to undervalue their art works at first, but this can change as soon as the artist begins to sell. In the long run, an artist must negotiate advantageous terms with collectors and gallery owners and not fall into the trap of exploitation. Once established, artists can find added sources of income such as selling prints and licenses. This lecture will outline the processes needed for an artist to succeed among their competitors.
Topics to be covered

• Market research and marketing strategy
• Artist pricing
• Exhibitions (gallery, fairs and museums)
• Media relations
• Repeat commissions and contracts
• Artist rights and print reproductions

 

Session 3 - Artistic Reception and Evaluation:
Motives for buying art range from aesthetic wellbeing and intellectual curiosity to social status and financial investment. Choosing what art to buy varies according to who, when, where, how, and even why the art is being viewed. Aesthetic appreciation is essential for understanding creativity and exploring the art market. One needs to be familiar with a style and able to relate it to other styles. To assist this process, art has its own language in which painters derived meaningful images based on symbols, their beliefs and imaginations. This lecture will explore artistic intention, meaning and interpretation in a wider cultural and social context.
Topics to be covered:

• Aesthetic values
• Artistic canon
• Iconography
• Social background
• Taste
• Emotional response

 

How to Apply

 

Pay Online - Module 3 Only
(via PayPal, Credit and Debit cards)

Pay Online - All Modules
(via PayPal, Credit and Debit cards)

Register & Pay by Cheque

For alternate payment methods or assistance making a booking please contact
Short Course Coordinator
shortcourses@christies.com
+44 (0)207 655 4350

 

Disclaimer: The outlines above are a guide to the module and each lecture. Each visiting lecturer may add or subtract from the outlines depending on their specific field of study or conditions in the art market at the time of their lecture.

 

 

 

 

 

©Christie’s Education 2011
Site by www.jebensdesign.co.uk
Site Map