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Culture and CommerceThe Value of Entrepreneurship in Creative Industries$
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Mukti Khaire

Print publication date: 2017

Print ISBN-13: 9780804792219

Published to Stanford Scholarship Online: January 2018

DOI: 10.11126/stanford/9780804792219.001.0001

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Creators and Producers

Creators and Producers

Making Art, Making Markets

(p.125) 6 Creators and Producers
Culture and Commerce

Mukti Khaire

Stanford University Press

Producers are firms that have a direct economic stake in the value of the goods they bring to market. These are distinct from the individuals who create the good: creators, such as artists, musicians, and writers. Creators rarely take their creations directly to market; in most cases, a third-party firm—a producer firm—vets and collates many different creations to present to the consumer. Elsewhere, fashion designers and chefs often start their own firms—creator firms—that sell only their own creations. All producers must bridge the worlds of art and business, which entails three challenges: market making, building and maintaining trust between managers and creators, and reputation building. Creator firms may be more likely to introduce content innovations, and producer firms may introduce delivery innovations, while some innovations may combine both. Inducing consumption of these innovations requires changing beliefs, making it the most challenging kind of pioneer entrepreneurship.

Keywords:   producers, creators, market making, two worlds

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