Erasmus University Rotterdam Faculty of History and Arts Peter Paul Rubens – Cultural Entrepreneur avant la lettre A case study in the economic history of the arts Thesis for the M.A. degree in Art & Cultural Studies Cultural Economics & Cultural Entrepreneurship Fu Lo 314699
[email protected] July 2009 Supervisor: Dr. Filip R. R. Vermeylen Second Reader: Dr. Karolien de Clippel Abstract This thesis is an interdisciplinary research that connects (cultural) economics with history of art through a case study of the great Baroque master Peter Paul Rubens (1577-1640). Rubens has always been a significant icon in history; probably because of his versatile roles during his life. Besides being a genuine artist he was a humanistic scholar and a pacifying diplomat. And as the title of this thesis suggests, Rubens‘s extraordinary awareness and ability towards the business of art is the main focus in this thesis, as he epitomizes the notion of a ‗cultural entrepreneur‘ in the seventeenth century. Using economic theories we can identify Rubens‘s entrepreneurial mind and activities through the way of producing, organizing, transmitting and distributing art. Historical evidence shows that Rubens was indeed very familiar with certain economic concepts, such as division of labor, quality control, market segregation and even customer relationship management. The structure of this thesis can thus be divided into three parts: a literature review on the economic history of the arts, background introduction of Rubens and his time, and finally an economic interpretation of his artistic activities. The main findings of the thesis will be demonstrated in three parts, being the supply, the demand, and the price level of Rubens‘s art, respectively.