Arts, culture and business: A relationship transformation, a nascent field

Abstract

The arts and business relationship has changed dramatically in the last decade. There has been a shift away from government funding in many countries, and arts and cultural organizations have become increasingly business and marketing focused in their approach to funding and management. Postmodern influences have led to a major paradigm shift in consumer and business values and behaviour, and this is reflected in business mission statements and strategies. This paper presents research findings on the evolution of arts and business relationships, from arts sponsorships to different types of strategic arts and cultural partnerships and various forms of cultural entrepreneurship, as illustrated by a framework of types of arts and business relationships. The results of theoretical and conceptual investigations in the field are depicted in a model showing the synthesis or consilience of diverse fields and disciplines into an expanded, eclectic/multidisciplinary new field of strategic arts and culture management. 'Arts sponsorship' is outdated. A new field is evolving. Arts/culture and business relationship, always somewhat edgy or 'something different,' now act as on-the-edge innovation systems and dynamic complex adaptive relationship systems, offering unique opportunities and powerful economic advantages for business and communities in the 21st century.

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