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Art and Cultural Management

Artand Cultural Management


Artand Cultural Management

Managersplay a crucial role in harnessing resources and ensuring that throughplanning, coordination, staffing, organizing and directing theresources are appropriately utilized. However, management alonecannot succeed in enhancing the growth of the art industry. Thus,managers must ensure that they complement their work with properpolicies and projects. The use of technology particularly is a majorbooster to the success of the art industry. Just like any othersector in the modern society, technology brings about reliability,efficiency and convenience in the art industry. The paper reviews therise of the art industry from a global perspective it illuminatesthe role of management, technology, demographics and education inimpacting success of the industry.

TheRise of Art industry

Thedevelopment of art and cultural industry has been on the rise overthe past half decade. This is reflected by the booming artorganizations, festive activities, live performances and the improvedfeatures of heritage sites. This success is driven by technology,creativity and the overwhelming global activities that have enhancedcompetition in the sector. It has created various opportunitiesthough with some elements of threats that come along with newtechnology. These threats have posed the need for enhanced andprudent management of art, creativity, culture, and the general mediaindustry. Management of these risks will guide in insightfulplanning, coordination, and leadership cutting across the global artindustry. Proper management will eventually enhance both the theoryand practical art-based skills in the local and internationalenvironment (Frey, 2013).


Managementof the industry is picking up, though there are very few skilled,experienced and knowledgeable managers in the industry. This isconnected to the fact that a majority of talented artists areconstrained by lack of adequate resources in the facilitation oftheir activities. Secondly, limited access to arts and its educationhamper many artists from advancing to management levels wherepolicymakers and decision-makers influence business decisions. Third,art entrepreneurship and its growth are enjoyed by a small section ofsmall organizations. Thus it doesn’t attract talented leadershipand management team. Finally, currently the industry faces immensetechnological changes and this is likely to affect the industry intothe future making it hard for art managers to cope up with thechanges. The solution to these management challenges is to empowerleadership with sufficient training and support talented artadministrators who will come up with solutions to these problems, andeventually, they will transform the sector and provide the supportneeded by artists.

CurrentTrends: Aging Arts Audiences

Oneof the key and recent issues emanating from the art industry is thehigh rate of aging of the audience. Currently, the population thatenjoys artworks is above the age of fifty. This indicates that in thefuture, there will be reduced demand in the market. Therefore,management should come up with strategies that target the youngpeople. This involves developing programs that are appealing to theirneeds and more importantly, to come up with ways that enhancepromotions and the improve sales, and eventually, it will translateto the desire to venture into art industry. The agenda for developingart industry relies on good pricing strategies, application of newtechnology and cost-effective practices. This will push further thetransformation in the industry and inspire hope among the artists(Bayer, 2014).

Promotionalactivities such as organized events in clubs, fairs, sporting eventsand dinners tend to be the best ways to market artworks. It is anopportune moment to market brands because the majority of the youthattend such occasions. The prices should also be fair for the youngpeople to afford to buy these art products. This should resonate withthe entry fees to enter such events which should be cheaper so as toattract many youths who cannot afford to buy VIP or expensive entrytickets. Moreover, there is a need to emphasize adoption oftechnology. The majority of the youth do online activities comparedto the elderly populations. This signifies that the majority of thetarget population is online. Thus, management should devise marketingways such as investment in YouTube, online streaming, Google artgalleries, and other social media platforms (Dijck, 2013). Thesesites will be visited and the content extracted and thus reaching outto a large market. This comes along the way with the price tags onany streaming content (Dijck, 2013). Proceeds collected at the end ofthe day will be termed as payoffs for the artist, and it is said tobe relatively cheap ways of advertising. Furthermore, organizingtalent events can be the best and most reasonable ways to enrolltalented team. This will reduce the cost of engagement and eventuallylow labor costs.

TheContribution to the Society

Arthas a direct impact on the community, it makes it all-round. First,it instills morals and secondly, the livelihoods of the people maydepend on it as it can be an income earner. The audience needs to beeducated on these issues and encouraged that their involvement willsignificantly transform the society. The basic foundation of artconcepts can start from primary education where school syllabusshould have art as subjects and art a form of classroom or outsideclassroom activity. Students will be given a platform to exhibittheir skills in harnessing art either as a talent or as a learnedsubject in classrooms. This will give the society a solid foundationof understanding and own the activity. The ultimate impact will notonly change livelihoods but also give artists sense of engagement anddiscourage immorality in the society. This will lead to good moralethics and peaceful coherence in the society (Murray, 2012).

GoogleArt Gallery

Googlelaunched the Art Project in 1st February 2011, and the projectencompasses renowned global art institutions. It is one of the mostacclaimed platforms that give people a chance to discover onlineexperience and view exemplary artwork and developments. The projecthas engaged more than 250 art institutions. It has also synchronizedthe efforts of about 6,000 arts and expanded their work access wheremillions of viewers can explore. The project has collected andselected best images of famous artworks by organizing them in oneplace. These pictures received add up to thirty thousand. It has alsoadopted indoor technology that incorporates individual photogalleries in a 360-degree tour that is viewed with street viewtechnology. The technological advancement has led to the quickexpansion of the project with almost 50,000 high-resolution objectsbeing viewed around the globe.

Thisis a great development that has reached out to 60 museums withintentions to increase the number to 100 in the next half a decade.This attempt by Google Art project desires to modify images and makeis appealing to all generations so as to develop interest ofexploration and online tours. The aging population may not beacquainted with the latest technological know-how but this can beadvocated through promotions and advertisements in media. This willnot only reach out to the old population but also address the younggeneration artworks and their desire for online exploration.


Theart industry has gone global in providing virtual tours with theflagship of Google Art Project. The project entered into apartnership with forty countries with 151 museum facilities. Forexample, it has connected Art galleries in Ontario, White House,Doha, Hong Kong and the Griffith University in Australia whereartworks are viewed on a single platform without necessarily visitingsites. The project features have been modified so as to allow artiststo interact with the system. They can embed and upload arts, museum’scollections, images and also stories which can be accessed throughonline exhibitions. All these art contents can be toured andvirtually accessed globally with intentions to view and obtaincontextual information.

Additionally,the features in the improved version of the Google Art Projectwebsite have enhanced search capability by incorporating search tools(Bayer, 2014). To further its global connection, Google has come upwith a generation platform that is intended to be a global resourcecenter in diversified global languages. Currently, the Art Projectwebsite has 18 languages including English, Indonesian, Japanese,French, Polish, Portuguese and Italian. This explains the effortsincorporated by the project to reach out to global artists who canshare their work and also give viewers an opportunity to access artgalleries (Chang, 2015).


Theevolving technology has shaped up the art industry. This is reflectedin the recent Good Art project that has given an exceptional onlineexperience for exploration and tours. It has also encouraged skilldevelopment and enhancements where high-resolution power cameras havebeen developed to capture quality images. Further, it has provided aplatform with the worldwide connection of global cultural and finearts for comparison and education purposes. Finally, it provides asocial connection where people can share using seamless electronicinterfaces such as the automatic promotions, websites, social mediaand the systems, and the virtual festive events information (Chang,2015).

Technologyis important to the aging audiences and also helps in winning newaudiences. Most of the artwork fans are now aging and they don’ttravel a lot, thus the technology will allow them sit around andexplore new artwork online. Also, the Art project is developed in away that addresses the current trends where the young populationsdistances themselves from long distance travelling which is said tobe tedious. The online technologies have come up with a connectionthat links this young generation to desire artworks and participatein enhancing art culture in the society.

Artand Cultural Education

TheGoogle Art project has factored in educational experience through theuse of resources specifically for students and the teachers. Throughthis platform, Google has created and collected educational videoswhich are shared through YouTube channels. These videos and onlinearticles are embedded on the Art Project pages. The project has twoweb pages that are featured in Google Art web these are ‘DYI’and the ‘Look like an Expert.` The pages give students a platformto learn and interact with various artworks found in several globalgalleries (Dijck, 2013). Further, the pages have question commandswhich when pressed it directs the user to any site he or she intends.For example, several sites can be matched with the paintings, stylesand even symbols. It also provides resources and links to historicaltimelines and related teaching resources. The use of these Googleengines and the technology ensure that the online museum is easilyaccessed and the education fully achieved.

Thecurrent challenge of aging audiences can be addressed from two pointsof view. That is, using the old generation to instill children withthe art culture and its usefulness in future participation. They willhave something to share to their grandchildren especially in the artindustry. Secondly, the web pages can the used to teach the younggeneration on the usefulness of artwork to their future. Artwork islike any other career and anyone dedicating time to it can earn aliving from the art industry such are photo and film developmentindustry.


Theentrepreneurial aspect is the strength of art. Entrepreneurship isthe concept of coming up with individual ideas, pursuing itunrelentingly and making it happen. Their aim is to make profit so asto reward personal commitment, strength and determinations. Theentrepreneurial proceeds go back to the artist and reward theirefforts. This is just an appreciation for their art skills thatdeveloped from fun or daily commitment. This is seen in artworks suchas carvings developed from one`s desire and the ability. The sale ofsuch items provides incomes and source of livelihood. The earning,therefore, forms the source of livelihood and redefines theentrepreneurship of art (Johnson, 2016).


Thefuture of the art industry is promising especially with the targetedyoung generations who have gone technologically higher. The recentonline development and activities seen in the Google Art Project givean assurance that the art industry is reviving and the managers havelearned new market tricks. The targeting of online youths whoappreciate practical features is rewarding as compared to the priordecade`s generation who are now enjoyed physical touring (Bayer,2014). The online documentaries and exhibitions give an alternativefor youth from traveling bearing in mind that they could be engagedin schools most of their time. The support of the managementinformation systems has also brought great impact on the culturalfine arts industry. There is need to focus both internal and theexternal interfaces that spearhead the strategic move of the culturaland fine arts sector. The engagement of art managements will alsoguide in the industry and facilitate decision-making and policyenhancements that are designed to keep the sector alive (Bigger,2013).


Artplays a major role in the society it can act as a source ofinspiration or a source of revenue to the people. However, over theyears the use of art and creation of art lagged behind owing to lackof proper means of enhancing the practice. In the wake of immensetechnological changes, companies like Google have spearheaded thecampaign of making art greater than before. Through differentplatforms like the Google Art Project, people are allowed easy accessto artworks. Further, art need to be improved by sedimentation ofsupporting policies in the society. For example, art can beintroduced as a subject in school to provide an avenue for younglearners to associate with the principles and values of art. There isno doubt that the future of art is brighter than ever before.


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Chang,Y.S. (2015). Cultural Diversity and Art Education in an Era of NewTechnology. Journalofresearchinarteducation,16(2),131-147. http://dx.doi.org/10.20977/kkosea.2015.16.2.131

Dijck,J. V. (2013). YouTube beyond technology and cultural form. Afterthe Break.Amsterdam: AmsterdamUniversity Press.

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Johnson,L. (2016).&nbspCulturalcapitals: Revaluing the arts, remaking urban spaces.Farnham, England: Ashgate Pub.

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