The arduous art of empowering visual artists: why the Dutch digital sales platform Patty Morgan ultimately failed

IF 0.9 0 HUMANITIES, MULTIDISCIPLINARY Creative Industries Journal Pub Date : 2023-11-02 DOI:10.1080/17510694.2023.2277482
Milja A. Vriesema
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Abstract

This article investigates Patty Morgan, a Dutch digital sales platform for emerging visual artists, founded in 2013 out of a dissatisfaction with capitalistic practices. The analysis is situated against the backdrop of the increasing financial struggles of small-scale galleries, which play a crucial role in promoting new artists, consequently threatening a loss of innovation. Patty Morgan’s goal was to generate cultural and economic value through scouting, promoting and mediating activities, all the while maintaining a fair, digital approach with supportive settings for artists. It can be seen as an atypical case of how idealistic entrepreneurs try to enable visual artists to capture more of the value they create. Using key elements of the Global Production Network approach, i.e. governance and embeddedness, this article investigates why Patty Morgan’s digital approach ultimately failed. Discussing the reasons behind Patty Morgan’s financial hardship helps grasp why scouting and promoting emerging artists is not financially rewarding within the current visual arts ecosystem, especially in relation to the Dutch sociocultural and institutional context. This article suggests that, for the purpose of safeguarding the visual arts industry, funding policy needs to be reconsidered and responsibility for demand needs to be further discussed.
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赋予视觉艺术家权力的艰巨艺术:为什么荷兰数字销售平台Patty Morgan最终失败了
Patty Morgan是荷兰新兴视觉艺术家的数字销售平台,成立于2013年,出于对资本主义实践的不满。该分析是在小型画廊日益增长的财政困难的背景下进行的,这些画廊在促进新艺术家方面发挥着至关重要的作用,因此威胁着创新的丧失。帕蒂·摩根(Patty Morgan)的目标是通过寻找、推广和协调活动来创造文化和经济价值,同时为艺术家们提供一个公平、数字化的支持环境。这可以看作是理想主义企业家如何努力使视觉艺术家获得更多他们创造的价值的一个非典型案例。本文利用全球生产网络方法的关键要素,即治理和嵌入性,研究了帕蒂·摩根的数字方法最终失败的原因。讨论Patty Morgan经济困难背后的原因,有助于理解为什么在当前的视觉艺术生态系统中,尤其是在荷兰的社会文化和制度背景下,寻找和推广新兴艺术家并没有经济回报。本文建议,为了保护视觉艺术产业,需要重新考虑资助政策,并进一步讨论需求责任。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Creative Industries Journal
Creative Industries Journal Arts and Humanities-Visual Arts and Performing Arts
CiteScore
2.40
自引率
27.30%
发文量
30
期刊介绍: The scope of the Creative Industries Journal is global, primarily aimed at those studying and practicing activities which have their origin in individual creativity, skill and talent, and which have a potential for wealth creation. These activities primarily take place in advertising, architecture, the art and antiques market, crafts, design, fashion, film, interactive leisure software, music, the performing arts, publishing, television and radio.
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