“Art is a central aspect of human societies, yet few people know how the art market functions. The most prominent aspects of the art world, including galleries, museums, media attention, and even critical acclaim, are actually shaped by buyers and those who cater to buyers, whereas artists tend to play a secondary role,” says BC Carroll School of Management Associate Professor of Marketing Henrik Hagtvedt, author of the new book Money and Marketing in the Art World (Routledge, 2024). Drawing on a combination of marketplace observations, marketing insights, and research findings, Money and Marketing in the Art World reveals that the art world is primarily shaped by money and marketing, not by art and artists. Prior to entering academe, Hagtvedt studied painting at the Academy of Fine Arts in Florence, Italy and worked full time as an artist, exhibiting his work in Europe and Asia. Read more in BC News.