ART ENTREPRENEURSHIP AND ECONOMIC SUSTAINABILITY IN THE CREATIVE ECONOMY

Abstract

This study assesses the intersection of art entrepreneurship and economic sustainability within the creative economy. By reviewing literature and empirical findings from both developing and developed contexts, including visual arts entrepreneurship in Nigeria and the institutional support structures in the United States, it highlights how artists build scalable businesses, engage with global markets, and drive economic value while preserving artistic integrity. The paper identifies key drivers of success: entrepreneurial training, digital platforms, peer recognition, and institutional exhibitions. It concludes with recommendations for policy and practice to enhance the economic viability of art ventures worldwide.