The purpose of this paper is to expand the perspective on the artist from brand manager to brand portfolio manager, focusing on applying the brand portfolio metaphor and framework from strategic brand management to the artist and art. This paper has two aims, first to embed the creative artist’s work within the strategic brand management literature and the brand portfolio management literature in particular. Secondly, the author moves beyond the traditional description of the artist as a brand by framing the artist as an inclusive brand portfolio manager, leveraging entities, artifacts and impressions in and outside his or her brand territory. It is suggested that the artist can potentially manage a complex brand portfolio of product-brands, brand extensions and co-brands and align distinct brand portfolio objectives with his or her business strategy.

The alignment of brand portfolio strategy with art and the artist has several practical implications for artists, curators, managers and other actors involved in the process of creating and leveraging art in markets and society. First, it can enable a much more expansive go-to-market framework for the artist. Second, it may be helpful to curators, gallery owners and other actors in the creative value chain, by viewing the issue of art and art management in a more expansive way.

Research by Schroeder (2005) indicated that visual artists could contribute to the understanding and development of brands and brand-related theories. Schroeder argued that some pop-artists like Andy Warhol both leveraged and built their brand in their effort to comment upon popular culture:

Warhol provides a stunning example of artist as brand—he was extremely articulate about his ambition to become famous—and his work reflectively comments on brands and consumer culture. Warhol’s contributions to branding are many, and he remains a hot brand almost 20 years after his untimely death.

Brand Management Journal, Brand Portfolio Manager, Artist Portfolio Strategies, Considerations for Future Research, Strategic Brand Management, Brand Portfolio Patterns.