This exploratory study examines the identity construction of artist-entrepreneurs who organize their artistic activity and make sense of their professional positioning within the cultural and creative industries, with a specific focus on the visual arts sector in Morocco. A recent systematic literature review shows that identity is a key factor in understanding artists’ entrepreneurial engagement. Identity appears as a driver of action, a way of interpreting opportunities, and a source of tension between creative passion and professional or economic requirements. The way artists negotiate their position between creation and management emerges as a deep and constant trigger of their professional dynamics. Based on identity theory (Dubar, 2000; Ibarra, 1999), this research uses an exploratory qualitative approach. Seven semi-structured interviews were conducted with visual artists from different backgrounds and regions, including painters, sculptors, photographers, and multidisciplinary artists. Preliminary findings show that the visual artists interviewed mainly define themselves as carrying a unique artistic and cultural mission. This mission, often articulated in terms of transmission, personel voice, social contribution, or cultural engagement, constitutes the core of their self-definition. The analysis also suggests that identity is not fixed or unidimensional. Rather, it develops over time through artistic experience, professional practice, and social interactions. The study remains ongoing. At this stage, findings are exploratory and will be further strengthened through additional interviews and deeper analysis.

Authors:
Salma Boulait, Cadi Ayyad University, Morocco
Nabil El Mabrouki, Cadi Ayyad University, Morocco

About the Presenter(s)
Salma Boulait is a third-year PhD student in Management Sciences at the National Business School, Cadi Ayyad University, Marrakech, Morocco. Researching entrepreneurship in cultural and creative industries, with a focus on visual arts.

Connect on Linkedin
https://linkedin.com/in/salma-boulait-087009203

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