An analysis of financial success strategies of visual fine artpreneurs within the primary art market

This research investigates the complicated path to financial sustainability for visual fine artpreneurs within the primary art market, aiming to clarify the determinants that contribute to their financial success. Despite the acknowledged challenges of achieving financial stability within the art market, there has been little attention to define the specific strategies and factors contributing to monetary success for creatives, particularly within the domain of artpreneurship. With a focus on the primary art market, this study offers a comprehensive analysis of the strategies executed by successful visual artists, shedding light on the factors driving their commercial viability. By delving into the strategies embraced by thriving artpreneurs, this research not only enriches academic discourse but also extends practical implications for emerging artists navigating the competitive art landscape. By focusing on a selected sample group of artists operating within the primary visual fine art market, who are financially fully self-sustainable through their artistic work, operate globally, utilise social media or other digital technologies to promote themselves, exhibit internationally, and are actively involved in the sales of their artworks, this research endeavours to capture insights from artpreneurs who have achieved notable success. The interviewees, totaling 12 artists, represent a diverse range of backgrounds and experiences, yet share the common thread of financial independence through their artistic endeavours, irrespective of specific geographical locations. Many artists proved to be highly utilising personal connections and relationships they built while consistently working on creating new ones. Ultimately, this research serves as an inspiration for artists and stakeholders alike, offering insights into activities of financially self-sustainable artpreneurs to fostering a more supportive environment for artistic endeavours within the primary art market.