“Artist as a product” refers to the idea of treating an artist’s personal brand, image, and creative output as a marketable and sellable commodity. In this model, artists aren’t just recognized for their artwork, but for their entire persona, influencing how they’re marketed, perceived, and consumed by the public. This approach aligns with the trend of “celebrity branding,” where the artist’s unique style, story, and identity become as significant as their actual work.
Here’s how “artist as a product” typically manifests:
- Brand Identity: Artists develop a recognizable personal brand, creating a consistent “voice” across their works, social media, and public appearances. This brand can be quirky, controversial, luxurious, or even mysterious—whatever appeals to their target audience and sets them apart.
- Audience Engagement: Social media has turned many artists into influencers, where they build a fan base through direct engagement, giving fans a “behind-the-scenes” look or a personal connection to their creative journey. This makes the artist’s personality and daily life part of the appeal.
- Merchandising: An artist as a product often expands into merchandise or product lines, like limited-edition prints, fashion items, or even NFTs, using their brand to generate additional revenue streams outside their primary art medium.
- Cultural Influence: Artists often shape trends or styles by aligning with social issues, movements, or aesthetics that resonate with modern culture, further establishing them as a “product” people feel connected to on a cultural level.
- Multi-platform Presence: Today’s artists may extend into other media, such as podcasts, streaming platforms, or collaborations with brands, using their artistry to create a broader media presence that keeps their audience engaged across platforms.
- Collaborations and Sponsorships: Established artists often collaborate with companies or other creators, allowing both sides to leverage each other’s audiences. These partnerships further emphasize the artist’s brand as a sellable asset.
By positioning themselves as “products,” artists can cultivate larger, more loyal audiences, leverage diverse income streams, and gain a lasting impact across popular culture. This approach is especially common in the modern art and music industries, where the “brand” can sometimes outshine the art itself.
CONCLUSION
I signed the social media contract. I am a product now too.