Visual Artists’ Use of Digital Self-Marketing Strategies – A Quantitative Survey on the Present Situation in Germany

Abstract

Faced with increased competition on the market, visual artists today opt for digital self-marketing strategies to promote their work. In order to determine applicable measures for best results, the au-thors of this paper carried out a quantitative research survey among 158 artists working in Germany. Findings show that a large number of participants act as digital entrepreneurs, and over 50 per cent indicate a need for further training.