Modern Art Business by Logan Rodriguez

"Modern Art Business" explores the intersection of artistic creation and market dynamics within the contemporary art world. It examines how subjective artistic value intertwines with strategic marketing and the creation of scarcity, influencing the worth of modern art. The book reveals that the perceived aesthetic quality, branding techniques, and endorsements from art critics play significant roles in establishing an artist's reputation and driving sales.

It further investigates the globalization of the art market, especially the impact of emerging markets like China and the Middle East, and how these markets influence global economic trends and cultural exchange. The book progresses through three sections, beginning with foundational concepts like "artistic value" and the roles of key players such as artists, dealers, and collectors.

It then analyzes marketing and sales strategies, including digital marketing and methods for pricing artwork. Finally, it addresses the globalization of the art market and discusses the ethical challenges that arise from this expansion. By combining market analysis, interviews, and case studies, the book provides insights into the motivations and strategies used by key players in the art world.