The issue of art marketing has become a necessity of today’s art community and cycle of art economics, without which tmotivation to create a work of art will often be challenged; This is case with other activities in free world; Has fewer restrictions; In our country, where from the moment of creation to continuation of life, work of art struggles with all kinds of difficulties; Especially these days when Corona pandemic has poured more pests on art productions. In this regard, Asia News with Behdad Najafi; The painter and marketing expert had a conversation.
According to Artmag, regarding the origin of art trade in Iran and its role in development and introduction of art in various fields to society, as well as impact of advertising and art marketing management; We interviewed Behdad Najafi, a painter and art marketing expert. Najafi holds a PhD in Business Management and works in the artistic, advertising, press and economic fields of marketing management. Read Asia News’ interview with him below:
1- According to your expertise in the field of art marketing management, first briefly explain about this and its current situation in Iran.
In my opinion, the entry of marketing and marketing management into field of art is inevitable for continuation and survival of these activities and independent of the field of art and style, goals and geographical scope of these activities. In general, this is done under influence of two factors that complement each other and one acts from outside to inside and the other from inside to outside. The first factor is increasing application of these sciences, especially at a tangible and observable level in society in almost all businesses and for-profit and non-profit activities in today’s life which has also influenced artistic activities and is gradually defining and establishing a necessary and special position for itself called “art marketing” by influencing in this field.
The second factor has been formed within the field of artistic activities, so that with increasing number of activists and enthusiasts in this field and increase in supply and intensification of competition, the need to expand and prosper Art Economy and art businesses in all fields has felt and shaped the need for art marketing. Today, success of all artistic activities with any goal and planning that can be done, without use of effective marketing and marketing connections with target market is inconceivable.
2- How much and how do you think art marketing will affect development and expansion of artistic activities in the community?
Marketing, knowingly or unknowingly, has had a great impact on development of artistic activities in all disciplines and styles of each discipline in Iran. Now, why did I say that, knowingly or unknowingly, it is because many of the activities that take place today to develop and flourish artistic activities are academically consistent with marketing science and marketing management, but empirically and in form of a trend or custom. The current is done in this area.
For example, creating and building art galleries is a kind of expansion of channel for the supply of works. Also, installing exhibition posters in front of the target market and its audience or sending brochures and invitations to guests is an example of environmental and print advertising. It is also possible to include art news in the media in the category of public relations activities and holding art auctions and exhibitions in accordance with promotion of sales in marketing.
3- What art disciplines are you most related to, and in your opinion, since when did the Iranian art community realize the importance of art marketing?
My artistic specialty is painting in style of abstract and abstract-expressionism, and according to the activities of my mother, Ms. Mansoureh Haji Baba Tabrizi, founder and director of the Tabriz Anthropological Museum, has been in the art environment since childhood and in addition to painting, is also familiar with sculpture. I have been, and since I also have some of the managerial responsibilities of museum, I have been dealing with other fields of art almost constantly. Of course, it is necessary to remember that my father’s job was mainly silk screen printing, which made me get good information in the field of printing and color from my childhood in addition to sculpture and painting in an experimental and practical way. It is interesting to note that until two decades ago, most of the silk screen printing process, even in large factories, was semi-mechanized and done by manual silk screen printing.
It is not possible to comment on exactly when artists in Iran really felt the need for marketing; However, it should be borne in mind that in terms of art history, emergence of artists out of umbrella of governments and governments and the approach of art business processes to free business models, is biggest motivator to use marketing for economic success has been in this field.
If we are looking for the historical origin of events in Iran, for example in the field of painting, the establishment of first painting exhibition on May 27, 1862 in Sani Al-Dawlah School or Government House Painter, one of the works of students of this school, in my opinion can be first Considered a step in the scientific marketing of painting art; Which, of course, most likely was done for non-profit purposes. Also, establishment of first art gallery in Iran in twenties should be considered as a turning point in application of modern marketing science in Iranian art, because with formation of the first gallery, a supply chain, distribution and sale of works of art has begun to form, established marketing and art market activists have also begun to use and exploit targeted and planned marketing communications, especially advertising and public relations.
4- Has art marketing become a harder or easier task in recent decades due to the supervision and restrictions on the creation and recognition of works of art?
Due to my experiences and observations in the artistic space of country, especially in the field of painting, monitoring and discussion of need to comply with rules, sometimes limitations for artists in presenting works that are to be displayed in public at community level, has it; But this can certainly not be said as a deterrent to activity and progress in art. In fact, it can be said that many artists in country manage constraints creatively; In such a way that the content and message of the works are preserved while observing rules and regulations. This issue can be examined by observing and studying workflow of artistic activities from both qualitative and quantitative aspects at community level, the number of cultural-artistic units, galleries, art schools, exhibitions, festivals and festivals, etc.
5- What can be main approach of art trade in our country in first place? That is, what should be considered first?
The dimensions of this issue are so wide that a national study plan can be implemented in this field; But I personally suggest some main solutions which are:My third suggestion is media and communication support for artists and art market activists. In such a way that suitable facilities for informing and using mass media and sometimes advertisements, from radio and television to press and environmental media, etc., are provided for them to be able to talk about activities, various events, and artistic calls. And … to communicate properly with general public and especially specific community of their target.
The first and most important need is to provide solutions that allow the presentation and display of expert works of art for all artists in various fields and styles of art in a suitable way (presence such as galleries, exhibitions, etc. or online such as reputable sites and sell works, virtual galleries, etc.) to the target market. It should be noted that this, along with special channels such as reputable galleries, well-known auctions, exhibitions, etc., provides all artists with access to the supply channel and proper communication with target market, and each artist in It operates on its own specific path.
The second proposal is to pass laws to protect arts, but in a way that does not distance the principles of the free art market. For example, in order to raise the level of public culture of society and beautify working environment and human life, a kind of artistic per capita can be defined for society; In such a way that, for example, residential, office, government buildings, public and private urban facilities, etc., according to the area, type of use and people who visit them, as an essential part of interior or exterior architecture, are required to provide Suitable types of artwork from approved channels and use of those works in their public spaces.
6- How much do you think artists in Iran feel the need for or management of sales in their works?
In today’s world, I think all the artists present and active in art market, wherever they are, need specialized sales and marketing management and planning. This need is different for each artist according to level of work, reputation, market demand for their works, price of the works, and so on. Today’s conditions of the art market have made the need for continuous improvement in all aspects of activity inevitable for artists and creators of works of art, which includes managing and planning the sale and marketing of their works.
In the case of intermediaries for the sale of works of art, if these individuals or legal entities provide added value to the parties to exchange of art, in addition to having a positive and constructive role in art market, they will also enjoy good material benefits. These values can include expertise in works, pricing and valuation, management of transactions and payments, transportation and delivery of works and other services that are valuable and important for seller and buyer of works of art.
7- Has the establishment of art biennials in recent years influenced the prosperity of your field?
In my opinion, any artistic event in any field and in any title that takes place in society, not only causes growth and development of same field, but also directly and indirectly on whole course of artistic events in society and on all fields other also has a positive effect. In addition to biennials in various disciplines, these events can include a variety of festivals, art competitions, special exhibitions, art expos, auctions, and more.
8- In the present and Corona pandemic, artists may be caught in a kind of double isolation. What has been your approach in working with them?
Certainly, Corona Pandemic has had many negative effects on artistic activities, especially in social sectors and areas that require face-to-face communication, but I personally believe that there are opportunities in all threats, as well as human beings to achieve their goals under any circumstances. He should not give up his activity and effort and should do everything he can with all facilities and resources at his disposal. In the same period and from March 2021 to October 2021, I held more than ten group exhibitions of paintings in person and in virtual forms, which were met with a reception beyond texpectations of artists and enthusiasts.
9- How much do you care about personalism and holding private exhibitions during this period? How much did holding virtual exhibitions of the color wave and color of life affect your goals?
My plan until the end of year is to hold at least one group exhibition each month in different galleries with interesting and different topics. I am currently planning to hold 4 group painting exhibitions for the next two months. This relatively intensive planning for face-to-face group exhibitions is, in fact, more about taking a small step towards overcoming recession caused by the Corona pandemic on art activities and the art market, and I am very satisfied with results of the activities done so far. The next step that is being taken is to open and manage a special private gallery, which will be publicized as soon as the programs are finalized. Virtual exhibitions held such as color wave, color spring, etc. were also welcomed, and the evaluation of the results in virtual world has led to the continuation of work in this field, and certainly if the conditions are provided in each exhibition, at the same time We will run it in virtual world as well.
10- Tell us more about the role of your advertisements and activities in this field.
Proper advertising plays a vital role in informing every activity in community, but so far we have tried to use integrated marketing communications, including advertising, public relations, sales promotion programs, direct marketing and personal selling, instead of mere advertising. If I want to give an example in each case, I can use digital advertising on related social media, publishing news of exhibitions in media, free shipping and packaging of works to buyers by providing a certificate of authenticity, sending emails and text messages and hold introductory sessions with art collectors.
11- Please explain a little more about your work style and artistic activity and your concerns at the beginning of your artistic work and in the field of painting.
As I said, my work style is abstract and abstract-expressionism, and I use three techniques: acrylic, oil paint, and canvas and board. My personal love and interest in culture and art is my most important motivation in continuing this path, and the results obtained and welcome of art community and enthusiasts from series of activities I have done so far, as the greatest incentive, has always strengthened this motivation.
In addition, for being born and growing up in an art family and attending his mother’s studio and workshop every day and then in her museum, along with the space of sculpture, painting, painting and teaching and creating works of art with which I used to work, art has become an integral part of my life. As for the concerns, I have to point out that each activity certainly has its own concerns, but I really always try to act according to the one-, three-, and five-year plans I have developed, instead of just thinking about the concerns and to prevent my mind from being involved with everyday fringes, and in next stage, if I really face an effective and serious problem, according to my education and managerial background, with problem-solving and crisis management techniques in a principled and scientific way.
12- Explain a little about problems and obstacles that business and art trade business face in these critical days of our country’s economy and economic problems of artists.
I think that there are always problems in the way of any professional activity, which manifest themselves in different ways according to economic, social and other conditions, even in ideal conditions of artistic activities, breathtaking competition. Will arise among professional artists, so be prepared to face problems and issues; The condition of success for any professional artist. At the moment, in my opinion, the difficult economic conditions that we are facing in the society, as well as the restrictions caused by the corona, which are fortunately fading, are the main problems facing the artists. The issue of sanctions, in addition to economic problems and the supply of raw materials for creation of works of art, has also limited artists’ access to global markets, which I hope will be properly managed and resolved soon.
13- What is the horizon of your plans in the current situation of the art market, and can the outlook for the art trade be positive with all the bottlenecks of the country or one day be profitable?
In my opinion, outlook for art market is already positive, all markets, including art market, have a number of winners and market leaders in each situation, and a number of losers. In bad economic conditions and business downturns, success is definitely more difficult but not impossible, so with planning, management and marketing of scientific art in the same market, sustainable success can be achieved. In the same economic situation, there are artists in every field of art whose long queues have been formed by collectors to buy their works.
14- What is your suggestion for art community in relation to the professional activity of art and trade?
I will summarize my suggestions for art community in 4 areas: First: Efforts to create creative works and use and use all the talents, abilities and facilities available in this way, study, practice, train and summarize focus What is to be shown to the public is the output of artistic activity of those loved ones.
Second: In the discussion of pricing and sale of works, which should be done with opinion of experts and according to market conditions, improper pricing, whether high or low, even if it leads to small financial success in the short term, may have long-term effects. Have an adverse effect on the future of the artist,
Third: Proper use of information and communication tools with audience and their target market, and my fourth suggestion, to use the best possible ways to display works at community level, such as collaborating with reputable galleries, participating in exhibitions, exhibitions. , auctions and so on.
