Art and business are often described as worlds apart, even diametric opposites. And yet, these realms are close cousins in creative industries where firms bring cultural goods to market, attaching price tags to music, paintings, theater, literature, film, and fashion.
Building on theories of value construction and cultural production, Culture and Commerce details the processes by which artistic worth is decoded, translated, and converted to economic value. Mukti Khaire introduces readers to three industry players: creators, producers (who bring to market and distribute cultural goods), and intermediaries (who critique and rave about them). Case studies of firms from Chanel and Penguin to tastemakers like the Pritzker Prize and The Sundance Institute illuminate how these professionals construct a vital value chain. Highlighting the role of ‘pioneer entrepreneurs’—who carve out space for radical, new product categories—Khaire illustrates how creative professionals influence our sense of value, shifting consumer behavior and our culture in deep, surprising ways.
Зміст
1. The Business of Culture
2. Pioneer Entrepreneurs: Creating Markets and Changing Minds
3. Intermediaries: Constructing Meaning and Value for Markets
4. Doing Their Job: The Functions of Intermediaries
5. Maximizing Influence: The Features of Intermediaries
6. Creators and Producers: Making Art, Making Markets
7. Power and Unpredictability: Key Challenges Facing Producers
8. Purpose and Profit: Strategies for Balancing Cultural and Financial Imperatives
9. New World, Old Rules: Creative Industries in the Age of Digitalization and Globalization
Про автора
Mukti Khaire is the Girish and Jaidev Reddy Professor of Practice at Cornell Tech and the Cornell SC Johnson College of Business.
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