Konstfacks bibliotek

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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 Schwungp. 1
• Points of Departure--Aesthetic Theatersp. 1
• Operating Theaterp. 1
• Lecturing Theaterp. 7
• Festival Theaterp. 11
• Schiller's Schwung Strategyp. 15
• Players in Aesthetic Philosophyp. 21
• Audience: Kant's Publicp. 21
• Third-Way Philosophyp. 21
• The Sublime and the Beautifulp. 23
• Aesthetics for Publicityp. 27
• Artist: Schelling's Creatorp. 31
• Aesthetics for Creativityp. 31
• Creating Symbolsp. 36
• The Philosophical Geniusp. 39
• Critic: Dewey's Educatorp. 43
• Managing Artp. 43
• Market Artp. 49
• Aesthetics for Democracyp. 56
• Technician: Nietzsche's Leaderp. 59
• Aesthetics for Energyp. 59
• Schwungsong Wagnerp. 62
• Schwungdance Napoleonp. 66
• Problems for Art Firmsp. 73
• Gadamer's Art Firmp. 73
• The Dual Dilemmap. 79
• Totality--Imploding Art Workp. 79
• Banality--Exploding Art Workp. 86
• Metaphysics--Marketing of Art Firmsp. 94
• Schopenhauer's Business of Beingp. 94
• Aesthetic Production--Embodying the Thing-in-Itselfp. 100
• Aesthetic Consumption--Contemplating the Thing-in-itselfp. 104
• Avant-Garde Enterprisesp. 110
• Cases of Aesthetic Managementp. 110
• Wagner's Bayreuth Brandp. 110
• Theatre Libre--Antoine's Naturalist Projectp. 121
• Theatre de l'OEuvre--Lugne's Symbolist Undertakingp. 127
• Metaphysics of Valuep. 133
• Kahnweiler's Symbolic Surplusp. 133
• Kandinsky's Rhetoric Surplusp. 140
• Genette's Immanent Objectp. 148
• Artistic Companiesp. 154
• Cases of Aesthetic Managementp. 154
• David's Festival Firmp. 154
• Stanislavski's Backstage Studiop. 160
• Diaghilev's Frontstage Balletp. 174
• Metaphysics of Politicsp. 186
• Discovering the State of Naturep. 186
• Designing Cultures for Nationsp. 190
• Legendre's Mirror of Modernityp. 194
• Art Corporationsp. 202
• Metaphysics of Industryp. 202
• Culture for Workersp. 202
• Nature of Workp. 214
• Cases of Aesthetic Managementp. 219
• Father Alf in Democratic Industryp. 219
• Mother Osten and Industrial Democracyp. 233
• Flux Firmsp. 247
• Beuys's Aesthetic Management of Social Sculpturep. 247
• Extending Art as Capitalp. 247
• Human Capital When Everyone Is an Artistp. 253
• Simmel's Metaphysics of Organizationp. 262
• Postmod Performancesp. 269
• Big Bang Berlin: Rephilosophizing the Thirdp. 269
• Cases of Aesthetic Managementp. 283
• Muller Performing Matterp. 283
• Wilson Performing Formp. 287
• Castorf's Media-Consumption Metaphysicsp. 296
• Berliner Boxerp. 296
• Stockholmer Schwungp. 304
• Dionysus Inc.--Extending the Art Firmp. 316
• Aesthetic Management and Metaphysical Marketingp. 316
• The Dualism--Aesthetic Management Against Totality and Banalityp. 316
• The Third--Metaphysics of Art Workp. 322
• The Embedded Art Firm and Its Aesthetic Playersp. 327
• Technicians Torn Between Production and Financep. 327
• Artists Halfway Between Design and Mediap. 332
• Critics from Marketing Toward Culturep. 336
• Audience of Half Consumers and Half Managersp. 339
• An Emerging Art Firm: Pistoletto's Aesthetic Playp. 347
• Notesp. 359
• Indexp. 373