The artist as a brand

What is an artist as a brand?

It is an artist who functions not merely as the maker of individual paintings or sculptures but as a recognisable name. Much as with a fashion house, one associates a particular hand, style and atmosphere with them from the signature alone. Their name therefore carries value in itself and a promise of a certain quality.

How does it show?

Such an artist works deliberately with recognisability, with social media and often with collaborations (working with other brands or companies). They build a story and a community around themselves, so you hear about them outside the galleries too. You can tell them by the fact that you can place their work before you read the label.

Why does it matter to a collector?

A strong brand sustains demand, and with it the value of a work over time. When a name is well known and sought after, the work will be easier to sell in future and less likely to lose value. For a collector that means greater certainty that their choice will hold up in a few years' time.

What should you watch out for?

The market watches closely for whether an artist starts making only what sells well and so loses their own voice. A brand not only opens doors but also obliges: the artist is expected to maintain the standard and not merely repeat a proven recipe. So ask yourself whether there is real creative depth behind the name, or only well-managed marketing.

— Anna Pulkertová, founder of Art Part Club