Sinergias entre artistas, universidades y empresasdifusión de la obra de artistas emergentes mediante iniciativas corporativas de marketing social

Resumo

Mean Goals: This research is based on emerging artists needing of social organizations, such as universities and enterprises, to facilitate the diffusion of their talent. Consequently, it is essential to identify contemporary alternatives to the art promotion, as well as stimulate exchange between different professional areas, by exposing the feasibility of using social marketing initiatives as a vehicle for art promotion. The objectives of this research are: 1- Examine the resources and tools available to promote artwork in the contemporaneity. 2- Analyse the influence of the socio-environmental awareness in the promotion and sell of contemporary art. 3- Study the facilities of professional insertion of Arts students. 4- Indicate the potential contributions of artists inside the fields of Marketing and Communication. 5- Design new opportunities to promote by creating and promoting new corporative initiatives of social marketing, using the university, through its interships, as a way to facilitate the relationship between students and organisations. Methodoly: It requires using a wide-ranging methodology, which is sustained by a literature review, recurring to authors as Ruiz (2013), Michels (2008), McQuilten (2013), Garcia (2012) and Shusterman (2009), required from the point of view of art; Kotler, Kartajaya & Setiawan (2011), Kotler and Armstrong (2013), Kotler & Lee (2005) and Casado & Sellers (2006 and 2010), as fundamental references about marketing; Perez (2006), specialized in social marketing; Aras & Crowther (2008), Crowther & Worthington (2010) and Stern (2015), interested in Corporate Social Responsibility; in addition to Garcia & Alvarado (2012) and Vallaeys (2014), focused on University Social Responsibility. It is also necessary the use of other methods as autoethnographic journal, interviews with key figures on art collecting, analysis of statistics of social media, the creation and propagation of an art project online, the study of the most important communities and forums of arts, the analysis about synergies between arts, marketing and socio-environmental awareness, surveys about professional perceptions of students of artistic careers, as well as analysis of internships available to them. Results: Less than 2% of the student population is constituted by scholars from careers related to Arts. It may be because there are not enough professional opportunities to those areas. It has to be emphasised that the ratio between contracts of internships and students is 1/4, in general, but the situation is more critical when it is between internships and students of Arts, 1/7. This reduced quantity of professionals attempts to attracts art collectors. The socio-environmental awareness can be a concept to appeal them, especially if they are young collectors or they represent an institution. In addition, they are interested in altruism and the philanthropy, using them in many cases as a way to discover and promote emerging artists. The attention of key figures in the Art market and the public in general may be obtained by artist knowing how to use the opportunities availables in the actuality, as a result of the tecnological advances and the development of the comunication. In Arts communities, it is appreciated that Conceptart offers a content with quality, including online spacie well-structured, not only in design, but also in programming. However, DeviantArts receives more attration of users and information, being the Art community number 1 around the world, even with certains failures in the points previously quoted. Another resource is the social media, mentioning cases as Instagram, platform specialised in images. As results, more than the half of likes comes from non-followers. That means, it is a tool to interact with people who don't know the work of artists and to build up the relationship with the public in general. Conclusions: It is observed that contemporaneity brings a set of tools to facilitate artistic self-promotion and to enrich institutional promotion tasks. As examples, it can be mentioned the open call to arts events, off and on line, the development of the social media as a resource to communicate and the increase of the arts communities online, as spaces to interchange knowledge and experiences between artists and people interested in Arts. However, at a competitive level, students and professionals of arts face a broad challenge; they have fewer opportunities for inserting in the labor market, in addition to lower incomes than experts with equal educational level. It is necessary to have the support of institutions like the university and its internship agreements for designing a system, which aims to facilitate a climate of exchange between artists and companies from different economic sectors.