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In recent years there has been a welcome growth of interest in learning how artists understand, engage with and respond to aspects of business practice such as marketing. In the case of music it has been suggested that artists are by no means universally motivated by commercial success, and in many cases find the practices of mass marketing repellent. However, there is general agreement that the study of attitudes of artists is still in its infancy, not just in terms of identifying the research agenda, but just as pressingly in identifying a range of appropriate methodological tools for understanding the phenomenon. This paper aims to address these issues.

This paper describes a study where the focus was narrowed to a single genre (jazz), a single country (Poland) and a single artistic level (acts which have been successful both commercially and artistically). In total three biographical interviews were completed, involving four jazz musicians.

The research found many points of convergence with earlier studies, in particular the primacy of the artistic ideal over commercial imperatives. The evidence of this study, though, suggests that jazz musicians can engage with markets through a variety of different methods, which are heavily influenced by their desired and actual artistic identities.

This study sought to make a contribution to a growing area of research into musicians' identities outside the USA.

The purpose of this paper is to investigate the way in which film can introduce jazz to a wider audience.

This study applies the method of subjective personal introspection (SPI) to the area of film and music consumption. The paper reports on insights provided by two researchers through using SPI to investigate their relationships to film and jazz music. In so doing, the paper adopts a Bourdieuian frame in applying a reflexive methodological approach and considering the role of cultural and symbolic capital in influencing these consumption practices.

This paper found that aside from the recognition problem facing jazz, episodes of sublimation may prevent potential audiences from increasing consumption of jazz music.

In common with all SPI studies, the focus of the research is very narrow. While the indepth insight provided here is of use to scholars of arts consumption, further research should explore the prevalence of sublimination in arts communities in order to extend this further.

This study moves our understanding of why consumers may not develop their consumption relationship with jazz music. The findings can be used by jazz professionals in addressing ways in which consumers may overcome their lack of cultural capital and the emphasis placed on this by the wider jazz consumption community.

The paper investigates issues of inclusion and exclusion which should have wider social relevance.

The paper addresses the issue of participation in the arts and should be of value to academics and arts marketing practitioners alike.

In this chapter, we focus on the three examples of ‘destructive’ art by contemporary artists Ai Weiwei, Michael Landy and Banksy to unpack issues of dematerialisation. By adopting the lens of object-oriented ontology, we reveal the hidden agency of artworks as objects. We find that artworks are charismatic objects that are alive to infinite possibilities and interpretations. As this meaning changes over time, we argue that any attempt at measuring or pinpointing cultural value is bound to fail. Instead, we suggest a need for further consideration of how art can operate as a hypo-object, presenting us with new perspectives on the world.

The purpose of the paper is to analyse the male and female stereotypes in Spanish magazine advertising during the last three decades of the twentieth century in order to determine if they reflect or not the important cultural changes of Spanish society in these years.

Content analysis of 1,033 different advertisements randomly selected. To ensure reliability two independent codifiers of opposite gender worked together, one as an analyst and other as a judge. Three agreement indices were calculated.

Use of male and female portrayals has undergone relevant changes in the last 30 years in accordance with the social evolution of Spain. For both men and women stereotypes persist but there has been a move from the portrayal of the character in situations considered socially traditional to less traditional scenarios. At the end of the period analysed, Spanish magazines show low and decreasing levels of sexism.

Only one advertising medium and one country have been analysed.

This is the first study developed in Spain in gender role stereotyping and sexism, and has been analysed through a longitudinal research.