Arts marketing (communications for the arts).

 creation being a key aspect of the organization, it seeks to bridge the gap created between education and industry by capturing those left on the wayside. This allows people to cultivate their skills and create products that are marketable and at the same time creates employment and promotes trade.

A business model may be defined as the way in which an organization creates, delivers and captures value, (Ostewalder and Pigneur, 2010). It should reflect how the organization works and how they seek to deliver their mission, while incorporating the needs of their members and clients. Art is created by individuals and hence when organizations managing artists have weak business models, then they cannot achieve market stability. The use of proper business models, promotes longevity of the business, encouraging consumer confidence and creating markets based on needs.

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The most important factor for any business and marketing strategy is promoting sustainability of the artists business. Sustainable businesses are successful and able to maintain their businesses beyond a short term period to enjoy longevity and success. Art has a big influence on society and it also changes the way people relate and view things. The business models adopted by organizations must in addition to being able to market the artist’s products. it must also be able to deal with the artist’s creativity. This has been widely ignored based on the fact that consumers have now become number one and hence artists have to ensure that they meet their demands. This is not viable as most artists create based on feelings, inspiration and ideas and hence not having the freedom to create will make artists feel curtailed. The most appropriate business models must therefore cater to the needs of both the consumer and most of all the artists’ creativity to create better and more inspired creations.

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