Wednesday, May 18, 2022

20:00 - 21:00 CET (Central European Time)

Do you see your art or persona as a brand? Art can exist on its own, but that way only gets to live the artist’s reality. In order to be looked at and reinterpreted by others, it’s not enough to be made, but also to be shared. And by sharing our art, we also get to share our experience. 

Even though it may seem overwhelming for an artist to become a brand and their artwork a labeled product, we can also look at it from a different perspective, which Finola Kerrigan’s work is all about: marketing and branding as means of creative expression, a bridge for our audiences to feel closer to us and our works.

About Finola Kerrigan

Finola Kerrigan is currently Professor of Marketing and the Director of the Fashion Business Research Centre at London College of Fashion, University of the Arts London.  From May 1st she will be Professor of Marketing at Birmingham Business School, University of Birmingham.  

Finola has researched, taught and published in the area of arts marketing and consumption for over 20 years.  Her research is motivated by recognising the challenges that artists face in engaging with marketing and a desire to support artists to think about marketing their work as the process of connecting with audiences and understanding how to translate their practice in a way that is accessible by their desired audience. 

She is also committed to demonstrating what mainstream organisations can learn from looking at artists and the arts. Finola's research has been funded by a range of bodies such as the UK Research Councils; the ESRC and EPSRC, the British Academy and a range of charities.  She has consulted for arts organisations in the UK and Europe.  She is the author of Film Marketing, Routledge (2010/ 2017), has edited collections on arts marketing and celebrity branding, and published her research in leading international journals.