The Visual Arts Institutional Business Network

Understanding how art markets emerge remains a major challenge, for marketing researchers. Art market plays a dual role; on the one hand leads to promote further understanding of artworks by young artists and on the other hand, encourages trade in art and culture. States take into account various dimensions of art and culture in developing their cultural development prospects since they are in nature constitute part of the development of the country. Therefore, the current paper aims to answer the question: “Who and which process conduct visual arts market and business and with what roles?” The current paper describes the mechanism of entry into the artistic community and being recognized as artists during the approval process, by which the artist finds legitimacy. Thus, we have qualitatively investigated literature on art market and marketing since 1970-2016 using Meta-Synthesis Research method. Having completed two screening stages, 17 papers and a thesis were selected as the main sources for detailed studies to response the posed question. The results show that the art market composed of members of the business entity, including fourteen member or institution define art based on the institutional framework of art world and conduct artistic life of an artist until they established in the art market taking on different roles in both primary and secondary market in four stages of creation, introduction, growth, and maturity. Finally, a framework was presented as art world interactions network explaining in detail the three aspects and accordingly, the presence of a network of specialists who can determine who in the world of art is timeless artist, and relying on an institutional definition of art as the art world inspired it and taking advantage of the power derived from the nature of institutions and their role in the approval process as the art market players to determine the structure of the market. It was named Visual Arts Institutional Business Network.
The results are based on researches have been done out of Iran. So, it explains what is happening in countries which are majors in this business. There is not any exact information if Iran is pacing the same way. Therefore, another research should be done for such a conclusion about Iran. Optimistically, the events of the last decade like Visual Arts Auction of Tehran and the achievements of Iranian artists in International auctions promises that the art society of Iran is joining the art world movements.
The audience of the research are students of Arts disciplines and artists who aspire to be an international branded artist. Reading the paper, they comprehend what steps they may take in the art world, what to expect from the members of the art network and what duties to accept mutually. The other audiences are the experts and students of Marketing discipline who learn about art market especially, the distribution system of artworks, the process in which an artist becomes branded and also the activities and events which are used in promoting both of them