being a brand name

Celia Lury, “‘Contemplating a Self-portrait as a Pharmacist’: A Trade Mark Style of Doing Art and Science”, Theory, Culture, Society, Vol.22(1), London: Sage, pp.93-110.


Lury, a professor of Sociology of Goldsmiths College discusses how Damien Hirst can ba viewed as a brand name by exploring the concept behind it.

She begins her article Contemplating a Self-portrait as a Pharmacist by mentioning Hirst’s quote, ‘Becoming a brand name is an important part of life. It’s the world we live in’ (93). His quote is clearly evidencing Hirst’s view of the significance of brand name and this makes me question the value of branding myself as an artist. In addition, how important could this ‘becoming a brand name’ be in relation to the value and success of the artist? I believe Hirst is suggesting that it is unavoidable in the world we live in. I cannot fully disagree with him. This is because, especially in the art world, trademark is an important part of an artist's to survival even though producing art is not all about a marketing strategy.

To make a contrast to Hirst’s view, Meg Cranston (7) once said, ‘we were taught not to trademark – that was unethical, to brand yourself.’ I won’t discredit artists who go deep, but go broad. I prefer to go from flower to flower. Having a particular style seemed hokey in a way...’ I believe her point of view is evidencing her pure passion toward art making outside of marketing field. However I believe having no particular style can also be seen as a typical style.

Damien Hirst is a successful artist famous for his series of dead preserved animals. He draws attention to the ways in which the transformation of the producer’s function or role in a brand name and in his practice. His practice may be seen as science, but he views himself as a scientist and also as a pharmacist drawing attention to an interdisciplinary field between art and science. I believe Hirst’s work cannot be read separately from his image. Furthermore, I wonder without his marketing process and his trademark, weather he would still be wealthy and famous as now.


Cranston, Meg, and Israel, Nico. "Running On Light Feet", Hot Pants In A Cold Cold World: Works 1987-2007, Auckland: Artspace and Clouds, 2008. 6-21.