Durham University

Research & business

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Publication details for Dr Gretchen Larsen

Larsen, G. & Kerrigan, F. (2018). Critical Arts Marketing. In The Routledge Companion to Critical Marketing. Tadajewski, M., Higgins, M., Denegri-Knott, J. & Varman, R. Abingdon, Oxon New York, NY: Routledge. 135-152.

Author(s) from Durham


Business art is the step that comes after Art. I started as a commercial artist, and I want to finish as a business artist. After I did the thing called “art” or whatever it’s called, I went into business art. I wanted to be an Art Businessman or a Business Artist. Being good in business is the most fascinating kind of art. During the hippies era people put down the idea of business – they’d say “Money is bad”, and “Working is bad”, but making money is art and working is art and good business is the best art.