INSTAGRAM AND ARTISTIC PLATFORMS AS REVENUE STREAMS FOR ARTISTS IN SERBIA

DOI https://doi.org/10.51191/issn.2637-1898.2021.4.6.103 UDC 7.07:339.138]:004.738.5(497.5)

Jelena Novaković Institute of Economics Sciences Belgrade, Serbia

Author’s contact information: jelena.novakovic@ien.bg.ac.rs

INSAM Journal of Contemporary Music, Art and Technology, Issue 6, 2021

Main Theme of the Issue: Music, Art, and Humanities in the Time of Global Crisis

Publisher: INSAM Institute for Contemporary Artistic Music, Sarajevo, Bosnia and Herzegovina

Section: THE MAIN THEME

Abstract: Digitalization and development of a digital marketing strategy as a way to attract the (particularly young) audience is a prerequisite for modern artists. The COVID-19 pandemic emphasized this need even more, but even without pandemics, it is very hard for an artist to reach its public and to present its work to a wider range of audiences without utilizing digital tools. In this article, the author will present some possibilities available for artists to improve their visibility and promote their work in a new global digital art market. The importance of understanding the digital world, the audience’s preferences, and digital marketing are crucial for modern artists. The aim of this paper is to analyze the importance of the digital art market for artists in Serbia. The research was conducted using a questionnaire survey focused on 88 artists actively creating and participating in the art world, mostly from Belgrade, Serbia. After a contextualization of data, it is evident that the majority of artists from fail to generate income in the digital art market.

Keywords: visual artists, digital art marketing, pandemic, social media, Instagram

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8. INSAM Journal 6, Jelena Novaković