Edited by Daniel Hjorth
Chapter 17: Organizing reality machines: artepreneurs and the new aesthetic enlightenment
How do contemporary artists act as entrepreneurs? How do they accomplish the practical tasks involved in undertaking art projects and how do they organize in order to insure success for their enterprises? This chapter listens to contemporary artists to identify how they navigate in the art world as organizing entrepreneurs. In addition it examines the change in the world’s perception of artists when they step into the role of entrepreneur. Many have explored the role of entrepreneurs who make art work as an enterprise. A common view is that we have artists to thank for putting some play, reverie, and pleasure into our deadly serious everyday world! Their enterprises inject the unexpected, the spontaneous, the poetic, and the graceful into the normally dull seriousness of our orderly realities. That is why using the terms entrepreneur and artist together is no longer considered ambiguous, contradictory or even absurd to those who earlier looked upon art as something exotic and marginal to economic development. Some managerial gurus of corporate worlds look at artists as entrepreneurs of irrationality and the silly enterprise of art as a profitable escape from the dull bureaucracy that bogs down corporate creativity (Gustafsson, 2011). During the past decade especially, terms like “experience economy” and “creative class” have helped shape a new corporate awareness, one where artists are the ones untangling the red tape inhibiting profitable take off into the visionary skies of real success.
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