There’s a little capitalist in me: Artists’ perspectives on entrepreneurship

This article examines the influence of entrepreneurialism on the self-conceptions and practices of contemporary artists, highlighting the interplay between traditional artistic values and emerging entrepreneurial norms. We explore the sociological processes through which precarious labor markets and entrepreneurial discourses have reshaped artistic subjectivities. Artists today navigate fragmented careers marked by overwork, uncertainty, and excessive self-promotion, while simultaneously reinterpreting ideals like autonomy, creativity, and authenticity through entrepreneurial lenses. We underscore the ambivalence artists experience in engagements with entrepreneurialism: some embracing it as a pathway to fulfillment, while others critique its alignment with market logics. By situating entrepreneurialism within broader cultural and structural contexts, we reveal the ways that it naturalizes precarious conditions and reinforces individual responsibility for success. Ultimately, this work calls for critical engagement with the entrepreneurial spirit that shapes modern art worlds and emphasizes the need to address structural inequalities in creative industries.