From concepts in essay 1, I want my concept to focus on the every growing mergence
of highbrow and lowbrow culture in the modern world, as a result of the growing dominance of popular culture.
Extract from essay 1 that forms the basis of the idea:
“Hancock
expands on Danesi’s point stating that the distinction between Warhol’s
audiences simply depends “on the venue in which his work appears”. Hence,
Hancock reveals how consumerism can determine the statute of art; for example
Warhol’s work on clothing being sold at a high-street shop compared to a piece
hanging in the Gagosian Gallery, paradoxically differentiates and merges pop
culture with high art.”
Similar example for understanding:
science
museum – high brow in context and academic structure however free and
accessible to all, various populist activity or nights held, a free for all
branding
Art
galleries – rebrand to make more accessible to general public
Most
are free however considered elitist in personality
Hostile
environment – don’t play music – silence -
The
rebrand will make it:
- less formal
- more playful
- populist art
- bright colours
Rebranding
an art gallery so that is more appealing to a mass market rather than an
elitist few
GAGOSIAN
GALLERY
- bland online website and shop
compared to existing more populist galleries
- is a chain of gallery spaces –
marketing point
- dull branding
Consider:
- what attracts the general public
- how can it look colloquial but
still attractive for artists
- how can art be marketed for
people who might not understand it
- logo, magazines, where it is
advertised, website
Response:
- interactive map – as it has a
few locations – maybe like a game on the way – brand as a chain – very popular culture
- t-shirts / badges / posters
- be loud and colourful rather
than smart
- famous people endorsing it
Case
study – Saatchi:
Really
big space
Free to
enter
IN THE
LAST FIVE YEARS THE SAATCHI GALLERY PRESENTED 15 OF THE 20 MOST VISITED MUSEUM
EXHIBITIONS IN LONDON (The Art Newspaper's International Survey Of Museum
Attendance 2016)
Findings
–
Saatchi
is already there on a commercial scale
‘worlds
no1 museum on social media’ – is colourful and focusing on ‘TRENDS’ in
contemporary art
Saatchi
store online – selling prints
Focus on trends in the brand
- fashion trends - High street versions of couture
- colour trends - reference to PANTONE
Tate
modern – redeveloped more commercial and open to everyone, curved more informal
type, bright colours for advertisement posters – tourist attraction
Most
recent – Robert Rauschenberg – uses Kennedy (populist imagery and characters to
appeal to a mass audience rather than educated few)
Look
into selling work printed on glasses cases, postcards, t-shits, coasters etc –
evident in the Tate Britain
New
branding –
The
Design Museum - https://designmuseum.org/new-design-museum
LOCATIONS
– ‘High Street Kensington’
Most
galleries are in prestigious and expensive areas of town - could look at relocation? The Tate is in a
tourist spot – more open to anyone and everyone – brand as a free gallery for
the people
Client
background:
Very high end - the Gallery in 2011 a survey of dealers in The Wall Street Journal estimated that Gagosian Gallery's annual sales approached $1 billion, and in May alone, roughly half he works for sale by the major auction houses in New York were by artists on the gallery's roster. In other words, they are an acknowledged and wealthy institution. This isn't to say that by dumbing down the art they could lose these investments - on the other hand they target commercial art which is usually the art worth so much (as it is well known) and thus target wealthy people would recognise art by price over 'creative concept'.
Competitors:
Existing
big scale art galleries who are interested in popularity over status – money
making schemes who don’t have big contributors / funders
Zabuldowicz
Collection – very unique in its choice of exhibitions and uses social media in
an informal and inviting way
Industry:
May be considered judgemental (to some extent) and formal, a particular style - respected institutions, target those with a certain understanding within the industry - doesn't really seek to advertise apart from in other galleries - tight nit community to some extent
Scene
and Culture:
High
class educated – antiquated idea? Creatives versus more of a culture of
visiting art galleries as a hobby
Modes
of communication:
Phone, email,
Instagram, Facebook, Snapchat – social media outlets will attract a wider
youthful and vibrant audience if marketed in a colloquial way as to be invites
of a mass audience
Target
Audience:
Relevant
information about demographics – sex, age, job, class, location
Psychographics
– gender, sexuality, personality, tastes, interests
- As popular culture is all
inclusive it is important that the audience is not limited – despite evident
subcultures within, it could be branded more as a fun day out – less specific
allows for a wider sense of attraction – it should focus on being about trends
and thus what’s in and what isn’t within the art world and thus adhere to
populist visual communication
- It is important to not that this
route has the ability to turn away the subculture it usually attracts however
this is the ideal of popular culture – being promoted for everyone rather than
a few
- ‘too tacky’ or ‘too common’ is
the exact thing that separates these formal institutions from the commercial
art world (t-shirt design, band branding, album work) – a space that is
intimidating to the everyday person ‘clueless’ of art who forms their tastes on
the basis of if it looks good to them,
- Contrasting to the studied
appreciator of art - separates from the more conceptually taught viewer.
The general
stigmas of a gallery, only has this status due to its history, and how art
before the pop art movement was heavily orientated around the upper class and
social hierarchy. Despite still being evident, art has come a long way and the
majority of galleries themselves are free to everyone, thus it is important to
create a contradictory campaign to break these barriers and highlight the
merging of high and low brow culture through popular culture, as well as to
acknowledge the prominence of design and art in our everyday contemporary
society. There has been a huge shift in
art and it’s place in commercial gains – high art is printed on furniture,
bags, purses, glasses cases, mugs, plates – essentially anything
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