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Titel och upphov The art firm : aesthetic management and metaphysical marketing
Utgivning, distribution etc. Stanford University Press Eurospan , Stanford, Calif. ; London : 2004
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The Art Firm explores the seemingly unorthodox alliance of the arts, management, and marketing. Art firms--as avant-garde enterprises and arts corporations--have existed for at least two hundred years, using texts, images, and other types of art to create corporate wealth. This book investigates how to apply the methods artists use in creating value to the methods more traditional managers use in running their businesses.
Guillet de Monthoux offers a crash course in aesthetics from Kant to Gadamer, showing how aesthetic management and metaphysical marketing can create value. Using case studies of successful art managers from Richard Wagner to Robert Wilson, the author illustrates the creative role--so central to value-making in contemporary economies--performed by aesthetic play in art firms. Along the way, Guillet de Monthoux points out how responsible aesthetic management and marketing can eradicate the problems of banality and totality, the two capital sins of an art-based economy.
Preface: Welcome to Dionysus Inc. p. xi Play as Aesthetic Schwung p. 1 Points of Departure--Aesthetic Theaters p. 1 Operating Theater p. 1 Lecturing Theater p. 7 Festival Theater p. 11 Schiller's Schwung Strategy p. 15 Players in Aesthetic Philosophy p. 21 Audience: Kant's Public p. 21 Third-Way Philosophy p. 21 The Sublime and the Beautiful p. 23 Aesthetics for Publicity p. 27 Artist: Schelling's Creator p. 31 Aesthetics for Creativity p. 31 Creating Symbols p. 36 The Philosophical Genius p. 39 Critic: Dewey's Educator p. 43 Managing Art p. 43 Market Art p. 49 Aesthetics for Democracy p. 56 Technician: Nietzsche's Leader p. 59 Aesthetics for Energy p. 59 Schwungsong Wagner p. 62 Schwungdance Napoleon p. 66 Problems for Art Firms p. 73 Gadamer's Art Firm p. 73 The Dual Dilemma p. 79 Totality--Imploding Art Work p. 79 Banality--Exploding Art Work p. 86 Metaphysics--Marketing of Art Firms p. 94 Schopenhauer's Business of Being p. 94 Aesthetic Production--Embodying the Thing-in-Itself p. 100 Aesthetic Consumption--Contemplating the Thing-in-itself p. 104 Avant-Garde Enterprises p. 110 Cases of Aesthetic Management p. 110 Wagner's Bayreuth Brand p. 110 Theatre Libre--Antoine's Naturalist Project p. 121 Theatre de l'OEuvre--Lugne's Symbolist Undertaking p. 127 Metaphysics of Value p. 133 Kahnweiler's Symbolic Surplus p. 133 Kandinsky's Rhetoric Surplus p. 140 Genette's Immanent Object p. 148 Artistic Companies p. 154 Cases of Aesthetic Management p. 154 David's Festival Firm p. 154 Stanislavski's Backstage Studio p. 160 Diaghilev's Frontstage Ballet p. 174 Metaphysics of Politics p. 186 Discovering the State of Nature p. 186 Designing Cultures for Nations p. 190 Legendre's Mirror of Modernity p. 194 Art Corporations p. 202 Metaphysics of Industry p. 202 Culture for Workers p. 202 Nature of Work p. 214 Cases of Aesthetic Management p. 219 Father Alf in Democratic Industry p. 219 Mother Osten and Industrial Democracy p. 233 Flux Firms p. 247 Beuys's Aesthetic Management of Social Sculpture p. 247 Extending Art as Capital p. 247 Human Capital When Everyone Is an Artist p. 253 Simmel's Metaphysics of Organization p. 262 Postmod Performances p. 269 Big Bang Berlin: Rephilosophizing the Third p. 269 Cases of Aesthetic Management p. 283 Muller Performing Matter p. 283 Wilson Performing Form p. 287 Castorf's Media-Consumption Metaphysics p. 296 Berliner Boxer p. 296 Stockholmer Schwung p. 304 Dionysus Inc.--Extending the Art Firm p. 316 Aesthetic Management and Metaphysical Marketing p. 316 The Dualism--Aesthetic Management Against Totality and Banality p. 316 The Third--Metaphysics of Art Work p. 322 The Embedded Art Firm and Its Aesthetic Players p. 327 Technicians Torn Between Production and Finance p. 327 Artists Halfway Between Design and Media p. 332 Critics from Marketing Toward Culture p. 336 Audience of Half Consumers and Half Managers p. 339 An Emerging Art Firm: Pistoletto's Aesthetic Play p. 347 Notes p. 359 Index p. 373