Toward a digital sociology of artrepreneurship: understanding artistic entrepreneurship in the platform society.

Artistic entrepreneurship is a rapidly changing field due to the growing dominance of social media. Digital technologies have opened up new avenues for artists to produce, market, and monetize their creative work, and have also remediated the social mechanisms, identities, and structures through which artistic value is created and recognised. Research on social media has so far focused on entrepreneurial, marketing and technological aspects, particularly platform adoption, digital marketing and economic performance. As a result, little attention has been given to understanding artrepreneurship as a socially constructed activity, influenced by platform infrastructures, algorithmic governance, digital labour, identity performance and networked social relationships. This Perspective calls for a reorientation from viewing social media as a communication medium toward understanding platforms as digitally mediated institutional environments that shape artistic production, visibility, legitimacy, and entrepreneurial opportunity. This article proposes a conceptual framework that integrates insights from digital sociology, platform studies, social capital theory, and Goffman's dramaturgical perspective to understand contemporary artistic entrepreneurship: Digital Sociology of Artrepreneurship (DSA). DSA conceptualises artrepreneurship as a dynamic process in which individual agency interacts with platform-mediated social structures, with artistic and entrepreneurial outcomes shaped by visibility, identity performance, networked relations and strategic engagements within digitally mediated ecosystems. A research agenda for the future and theoretical implications for sociology, cultural studies, entrepreneurship, and research on a digital society are presented in the conclusion.