Arts And Industry In Image Laundering: National Film Institute In focus

Abstract

Artistes, like other business people across the globe, are now open to series of opportunities to market their arts. This has led to high competitiveness for art creators; craft, performing and visual arts. Consumers now have tremendous choice. Artisans, craft entrepreneurs, visual artists and all the intermediaries in the supply chain must constantly strive to improve the quality of their products and services, the production processes, their brand identity and the effectiveness of their marketing strategies, if they wish to improve their business performance, productivity and competitiveness and win the hearts and minds of customers. The creative industry is becoming bigger and more competitive and thus has now arguably become a means of national rebranding, especially image laundering. For this paper, focus is on National Film Institute (NFI) and how image laundering is affective of the institution.