Exploring Artistic Success in the Digital Age: A Qualitative Study into the impact of Personal Branding on Contemporary Artists

Srambical, Ryan Anthony (2024) Exploring Artistic Success in the Digital Age: A Qualitative Study into the impact of Personal Branding on Contemporary Artists. Masters thesis, Dublin, National College of Ireland.

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Abstract

In the current market, the ability to brand oneself plays a huge role in determining an artist's success. Indeed, personal branding qualifies as the intentional constitution, positioning, and favourable image projection of a person as per their attributes. Thus, through the interviews with 10 contemporary artists, the influence of personal branding on the artists’ achievements and careers in the age of digitalization was explored. The interviews explain how the practice of personal branding delivered the objectives of recognition, collaboration opportunities, and career advancement in the contemporary art world. Research participants were artists in various art forms: Singer, animator, dancer, photographer, tattoo artist, actor, violinist, sketch artist, DJ and a music producer. Thematic analysis was employed in this research study. This paper revealed that personal branding uniquely improves the artist’s exposure and familiarity, thereby improving sponsorship and partnership engagements. The artists who used digital media and worked hard to create quality content established better personal brands. However, they also experienced difficulties while maintaining authenticity and responding to the market needs, as well as combating financial instability. In summary, personal branding was revealed to be a key tool with which artists can not only promote themselves in a highly saturated art market but also excel in the contemporary art world.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Kracen, Amanda UNSPECIFIED
Subjects:	H Social Sciences > HG Finance N Fine Arts > NX Arts in general H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	11 Aug 2025 14:55
Last Modified:	11 Aug 2025 14:55
URI:	https://norma.ncirl.ie/id/eprint/8492

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