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Making Art Work: A case study of creative skills monetization in a non-traditional way, by Ekaterina Dorozhkina
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When a Russian marketer moves to New York City and meets Indonesian-born artist from Los Angeles, they create a new media business, painting human body for money, and move from a tiny apartment studio into well-known business studio with international and franchise plans. The successful business has been featured on TODAY Show, Last Call with Carson Daly, NY1, TAFF, and RCTI. This book will answer such questions as: Can an artist make a living outside of a traditional business model (galleries, etc.)? What are the business and entrepreneurial skills that an artist or creative person needs to succeed? What kind of partnership is essential for an artist? What are the lessons learned in establishing a non-traditional art-related business model? Are there any free marketing tools that can help jumpstart a business and are relevant for this generation?
- Sales Rank: #5825188 in Books
- Published on: 2015-01-26
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x .27" w x 5.50" l, .32 pounds
- Binding: Paperback
- 106 pages
About the Author
Ekaterina (Katya) received Master’s in International Economics from one of the top Russian universities and started her marketing career at Nielsen. Later she improved her marketing skills in different industries, such as pharmaceutical, IT, telecommunications, and real estate. In 2009, she decided to trade her stable life in Moscow for a new adventure in New York City. At NYU, Katya took special marketing certification classes, after which she confirmed her belief that experience matters more than theory. Katya became an accomplished multicultural marketing professional and co-founder of DenArt Studio. With over 10 years of experience in the field, she has been on both sides of the brief, most recently as a marketing manager for several Wall Street companies with focus on marketing financial services and multimillion-dollar campaign launches. Currently, she helps large corporations and small start-ups with business development and marketing. Past clients include Samsung, Casio, American Express, American Airlines, and others. Beyond her consulting work, Katya is finishing up her PhD in Economics, volunteering with City Harvest’s Russian community, or supporting orphanages in Russia. She spoils her adopted dog, Bucks, and continues to adventure around New York.
Most helpful customer reviews
0 of 0 people found the following review helpful.
An Introduction to Business Primer - Every Artist should Have some Business Training.
By Lisa Redfern
Ekaterina hands out some timeless marketing advice in her book, Making Art Work. “Learn to think outside the box, simply because there is no box and never get too comfortable in business, or you will stop growing.”
She also provides a general outline for areas of business that a potential sole proprietor or partnership should consider; resolving conflict, insurance liability, product pricing and marketing.
Chapter 5 has a lovely section that describes deep levels of healing that some of their studio clients experience with the aid of Danny’s artwork and photography as vehicles of self-expression.
The cover artwork is attractive as is the interior page design and layout. Images included are always a plus.
For Ekaterina and Danny personally, I’d give them both as many stars as a rating system would allow. She is a gutsy, brave, hard-working business dynamo skilled at crafting unique solutions for marketing puzzles. His talent, reputation and personality surely must establish a high level of trust with his clientele. He seems willing to try out different business models and marketing strategies. They’ve created a partnership between them that works.
I gave the book three stars for the following reasons:
It has a number of grammatical errors and some of the sentence structure is off - indicative of writing that is done when English is not a first language.
The organization of the material and the tone of the writing make it unclear if it is a case study or a business manual.
0 of 0 people found the following review helpful.
smart and witty style of writing will not live you ...
By Marina
An unexpectedly personal and objective story that gives you an introspect into the "high art" of marketing. The name of the book is exactly what it stands for: how to make the business of art successful. It is is full of examples of real life challenges that any small business owners face and practical marketing techniques to overcome and turn them to work to your advantage. Based on the actual personal experiences of creating DenArt Studio in New York, a marketing wizard and author, Ekaterina Dorozhkina, and her partner in life and business, a talented artist and body painter, Danny Setiawan will take you on a journey from the very first steps of visualizing the goals of your business and finding your unique name to navigating it to the world recognizable brand. Open, smart and witty style of writing will not live you indifferent - a real treat. Moreover, you will gain knowledge of the inside "secrets of the trade", in this case the priceless jewels of the actual marketing solutions to the riddles that most of the first time business owners face and are trying to find answers to and here they are all shared in the most appealing and honest way. Highly recommended for students of marketing for it unravels an unconventional and way of thinking. The book is also valuable for its "lessons" of owning a business together with your life partner. It's both inspiring and educational; a real gem!
1 of 2 people found the following review helpful.
Reading Making Art Work can be very helpful!
By Liubou Ushakova
As a person from an artistic environment I found this book to be very helpful. This pocket tutorial will be good for emerging artists who don’t even know how to start their professional career and life, start their own brand, organize their own company or how to make their creative skills start bringing profit. Not every artist can find an agent, dealer or business partner to help him or her to develop in professional world. But everyone can read this book and find a lot of useful information!
You can enjoy reading because everything in it is clear, honest and based on real life, real stories and real situations. I appreciate author’s positive attitude for resolving problems and healthy humor, you can’t survive without it these days.
I highly recommend this for reading!
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