The Art of Becoming an Artist : how to build a successful career without institutional power in the fine arts industry

Abstract

This study examines how an artist can achieve success without institutional support and what needs to be considered, focusing on structural inequality in the art world. Two central theories – complex system and network theory – are used to explain current and future issues and opportunities occurring in the market, and to evaluate the impact of digitalisation. Case studies and interviews offer personal insights from successful artist. The results indicate that success without institutional support is based on authenticity, storytelling, and direct interaction with the audience. Digitalisation has enabled artists to gain legitimacy directly through audiences, but requires strategic branding, and a capability to balance authenticity and commercialism. Artists possess more power over their career paths than ever in the art industry history.