Play Episode
內容描述
在這一集中，我們要談的是藝術的「品牌操作」。
以2020年的潮流藝術興盛現象來說，興起的原因與操作面可大致歸類為三種類型: 1.藝術網紅化 2.跨界合作 3.社交貨幣的量化。 因為年輕收藏家的數量攀升，而年輕收藏家的趣味趨勢走向變化，使得二級藝術市場也將潮流藝術列為現階段的重點操作目標。
以美國塗鴉藝術家KAWS為例，來分享他的品牌創造故事，探討他所締造的社會現象及對藝術趨勢所造成的影響。
潮流藝術品在現今的價值來說，是它所造成的藝術普及和精神。這股潮流旋風的幕後推手跟一群著名的策展人或是隱藏在藝術家背後的團隊有關，他們突破了過去的框架，策展場域不是畫廊而是街頭；策畫的宣傳對象不是收藏家而是關注社會議題的人；推廣藝術的工具和形式並不是辦畫展而是用社群謀體還取代線下畫廊；用事件營銷來取代策辦畫展。這種製造潮流藝術品牌的方式是很前衛的，甚至可以說是策展人革新了策展方式所製造出來的藝術品牌，而不是藝術家創作了多麼高價值的藝術作品。
【Wei & Pei】節目歡迎下載、收聽與不斷回放。
歡迎加入臉書留言討論並給予我們您寶貴的意見。
In this episode, we are going to talk about the "brand operation" of art.
Taking the trend of in fashion art in 2020, the reasons and operations of the rise can be roughly classified into three types: 1. KOL（Key Opinion Leader） 2. Cross-border cooperation 3. Quantification of social currency. Because the number of young collectors is rising, and the interest trend of young collectors is changing, the secondary art market also lists in fashion art as the key operation target at this stage.
Take the American graffiti artist KAWS as an example to share his brand creation story and discuss the social phenomenon he created and the impact on art trends.
The current value of in fashion art is the popularization and spirit of art it has caused. The driving force behind this trend is related to a group of famous curators or a team hidden behind the artists. They broke through the framework of the past. The curatorial field is not a gallery but a street; the propaganda object of the plan is not collectors. People who are concerned about social issues; the tool and form to promote art is not to organize art exhibitions, but to use the community as a community to replace offline galleries; to use event marketing to replace planning art exhibitions. This way of creating trendy art brands is very vanguard. It can even be said that the art brand created by the curator innovating the curatorial method, rather than the high-value art work created by the artist.