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ANDY WARHOL's UTILIZATION of Inter/VIEW MAGAZINE AS a SELF

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ANDY WARHOL’S UTILIZATION OF inter/VIEW MAGAZINE AS A SELF PROMOTIONAL MARKETING TOOL UPDATED TO A SOCIAL MEDIA STRATEGY FOR ARTISTS IN TODAY’S TECHNOLOGICAL AGE A Thesis Presented to The Graduate Faculty of The University of Akron In Partial Fulfilment of the Requirements for the Degree Master of the Arts Danielle Dieterich May, 2016 ANDY WARHOL’S UTILIZATION OF inter/VIEW MAGAZINE AS A SELF PROMOTIONAL MARKETING TOOL UPDATED TO A SOCIAL MEDIA STRATEGY FOR ARTISTS IN TODAY’S TECHNOLOGICAL AGE Danielle Dieterich Thesis Approved: Accepted: _______________________________ _______________________________ Co-Advisor Dean of the College Mrs. Kara Stewart Mr. John Green _______________________________ _______________________________ Co-Advisor Dean of the Graduate School Dr. Elisa Gargarella Dr. Chand Midha _______________________________ _______________________________ Committee Member Date Mr. Leon Markham ii ABSTRACT The purpose of this project is twofold: to describe Andy Warhol's self-promotion and marketing strategies within inter/VIEW magazine and then translate them into a social media strategy for artists today. The use of inter/VIEW magazine as a marketing tool by Warhol is new research. This deduction will be gathered from accounts of persons who worked directly with Warhol, within inter/VIEW magazine and images from the magazine itself. By reviewing Warhol’s methodology within his use of inter/VIEW magazine as an inherent self-promotion and marketing tool, a social media strategy can be deduced and translated for artists to use within today's technological age. iii DEDICATION This manuscript is dedicated to my sisters, Lexy Noel Dieterich and Shelby Nicole Dieterich. Without them I would not be the person I am today. The completion of this manuscript represents the culmination of five years of trials and tribulations. Moving forward, the best is yet to come. iv ACKNOWLEDGEMENTS To my dearest committee members: Your patience, influence and understanding have made a significant impact on the overall structure, flow and progression of this paper. Thank you again for agreeing to be a member of this team. I am forever grateful. Laura Purdy, thank you for introducing me to inter/VIEW magazine. Without you bringing the knowledge of this magazines existence to life this project would never have come to fruition. Your encouragement throughout this entire process helped me to see the light at the end of the tunnel. Barbara and Donald Dieterich, each phone call and inquiry regarding this project inspired me to keep going. You believed in this projects concept and encourage me to keep pushing forward. Thank you for being there for me and encouraging this projects completion. John Rummell, my rock. You never had a doubt in your mind that I could not do this. You gave me the space I needed to work and listened when I needed to decompress. Thank you for being a part of my life though this process. v TABLE OF CONTENTS Page LIST OF FIGURES viii CHAPTER I. INTRODUCTION 1 Statement of Problem 2 Importance of the Study 3 II. BACKGROUND RESEARCH OF THE STUDY 4 inter/VIEW Magazine Inception 6 Warhol Takes Interest in inter/VIEW Magazine 11 Layering of Self Promotion and Marketing within inter/VIEW Magazine 13 III. INTERPRETATION OF RESEARCH 17 Methodology Behind Interpretation of Research 17 Warhol’s Initial Forms of Self Promotion 19 Marketing Within inter/VIEW Magazine 20 Conclusion of Initial Research 23 IV. TRANSLATION OF RESEARCH TO ARTISTS TODAY 26 Social Media and its Pertinence to Artists in Today's Technological Age 26 Warhol’s Use of inter/VIEW Magazine as a Social Media Networking Platform 28 A Social Media Strategy For Artists Today: Translated From Warhol’s Use of inter/VIEW Magazine 30 vi V. CONCLUSION 36 END NOTES 39 BIBLIOGRAPHY 46 APPENDICES 51 APPENDIX A: FIGURES 52 APPENDIX B: WARHOLS ACTORS 67 vii LIST OF FIGURES Figure Page 2.1 Press Pass: The Andy Warhol Museum Archives Study Center, Sept. – Oct. 1969 52 2.2 Cover: inter/VIEW A Monthly Film Journal, Nov 1969 53 2.3 Cover: inter/VIEW Andy Warhol's Film Magazine, July 1971 54 2.4 Page 6: inter/VIEW Andy Warhol's Film Magazine, Aug 1976 55 2.5 Page 3: inter/VIEW Andy Warhol's Film Magazine, June 1976 56 2.6 Back Cover: inter/VIEW Andy Warhol's Film Magazine, Nov 1972 57 2.7 Page 3: inter/VIEW Andy Warhol's Film Magazine, Nov 1972 58 2.8 Back Cover: inter/VIEW Andy Warhol's Film Magazine, Jan 1976 59 2.9 Page 5: inter/VIEW Andy Warhol's Film Magazine, Nov 1972 60 2.10 Cover & Back Cover: inter/VIEW Andy Warhol's Film Magazine, Dec 1972 61 2.11 Page 44: inter/VIEW Andy Warhol's Film Magazine, Nov 1976 62 2.12 Back Cover: inter/VIEW Andy Warhol's Film Magazine, Feb 1976 63 2.13 Back Cover: inter/VIEW Andy Warhol's Film Magazine, Mar 1976 64 5.1 News Magazines: Subscriptions Circulation by Publication 65 5.2 News Magazine's: Digital Issue Circulation 66 viii CHAPTER I INTRODUCTION Rapid Dominance is demonstrated by one affecting an adversary’s perception, understanding and will through the use of “sufficient Shock and Awe” (Ullman, et al. 19). Andy Warhol took on the world with dominating force as would a military commander leading his troops into war. Stepping out into the workforce after college, Warhol recreated himself, even changing his name. Warhol worked tirelessly day and night, usually to a detriment of his own personal appearance, meeting deadlines and drumming-up more work. Warhol quickly became a coveted commercial illustrator within his field, winning multiple awards from the Art Directors Club, yet these accolades were not enough. Warhol strove to bridge the gap between commercial and fine art with a belief that art is art. Warhol would observe what innovations other popular artists were doing and interpret this into his own works. In time, Warhol was able to bridge this gap. Warhol didn't stop there, he then began filming and directing his own films. Warhol’s films were innovative and simplistic in nature. These films were not initially considered acceptable during this time period due to some of their risqué depictions. Warhol chose artistic mediums that he considered to be cheap, fast, easy and modern. Innovation was Warhol’s prerogative throughout his career. Utilizing the people around him for inspiration and for the fruition of his works Warhol quickly rose to 1 success within the multiple artistic fields. However, it was not until Warhol’s assassination attempt in 1968 that he would become a household name around the world. Warhol, now world famous, still strove for more. In 1969 Warhol started inter/VIEW magazine. It has been assumed that Warhol initially started the magazine as a way to occupy his friends’ time and as an aide in gaining entrance to special events. Some parts of this theory may be true. However, it is what inter/VIEW evolved into that makes it most notable. Warhol expanded the magazine to include things he enjoyed from other popular magazines such as gossip columns, poems, artist reviews, music reviews, etc. inter/VIEW magazine evolved into a type of public diary, promoting Warhol’s life, interests, and career aspirations. It aided in launching Warhol’s career as a commercial and pop artist to that of a social icon. It is apparent that Warhol focused strongly on self-promotion throughout the progression of his career as documented within a plethora of research. However, research on the evolution of Warhol’s individual marketing strategies are lacking. This project will focus on Warhol’s self-promotional tactics and then marketing strategies exhibited through inter/VIEW magazine. Statement of Problem There is a lack of research regarding the implications of Warhol's initial marketing strategies leading to the inception of inter/VIEW magazine. Warhol's utilization of inter/VIEW magazine as a marketing tool has also not been researched and analyzed. However, Warhol’s utilization of inter/VIEW as a self-promotion and 2 marketing tool can be proven. Warhol’s methodologies within his use of inter/VIEW can be translated into a social media strategy for artists to use today. Importance of Study Warhol’s use of inter/VIEW magazine as an inherent self-promotion and marketing tool is new research. By reviewing Warhol’s use of inter/VIEW magazine as an inherent self-promotion and marketing tool, a social media strategy can be deduced for artists to use within today's technological age. 3 CHAPTER II BACKGROUND RESEARCH OF THE STUDY While in college, Warhol took a trip to New York City, taking along his portfolio to see if his work might be good enough to land a job in New York. In the process, Warhol met a woman named Tina Fredericks, who was the youngest art director in the history of Glamour magazine at the time. Warhol's portfolio was limited but Fredericks found his blotting technique1 to be electrifying and intriguing2 and told him she could offer him a job after he graduated3. Warhol followed up with Fredericks after graduating in 1949 from the Carnegie Institute of Technology and thus began his career in New York. Warhol quickly became a highly coveted illustrator, enlisting the help of two assistants and even his own mother, to assist with his work load. Warhol obtained his first agent in the spring of 1953, Fritzie Miller. With the addition of Miller’s high end contacts Warhol was able to line up better paying jobs, in turn reducing his workload while keeping his flow of income the same. In a short period of time, with this addition and the help of his two assistants and mother, Warhol had become “the most sought-after fashionware illustrator in New York” (Shanes 23).
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