Damien Hirst: The Art of PR

We tend to think that success in Art depends on a pure talent and passion, but contemporary industry dictates another rules. Artists aim to use numerous promotional, advertising and marketing tools in order to gain recognition. 

Following the success of the largest Damien Hirsts' exhibition at Tate Modern this summer, a new permanent space is opened for publics in Norway, displaying numerous iconic pieces, created by the artist.

However, it's not about the art that inspires me in Damien Hirst. It is about ability to artistically apply promotion to his contemporary works.

Gaining successful publicity in the early years of his career, a Goldsmith graduate is proudly named the most well-paid artist ever since.

Black Sun, 2004

DIamond Skull

Variable public attitudes towards diamond skulls, conserved sharks and dead flies has made an extraordinarily strong effort. For instance, The Black Sun (2004) - a work, consisting of thousands of dead flies - was negatively described in many sources as violating and "whiffy", but made the art world speaking of Damien's creativity and innovative approach for almost a decade.

       

Dot painting

Promotional  competitions, such as "visit all 11 Gagosian Gallery locations around the world and receive a dot print signed by Damien" (2012) are obviousely a great marketing tool and motivation to those art addicts. And, of course, cutting and "marinating" animals for public viewing couldn't leave the rest of the world indifferent. 

Attending a couple of Hirsts' exhibitions, including the recent one at Tate this summer, I would definitely agree with his artistic effort. Nonetheless, strong use of promotional tools and marketing elements add on a huge "plus" to Damien's career, boosting his popularity and profits accordingly. And whether you like him or not, this guy has definitely made his amazing input into contemporary art...the art of PR.