This title explores the seemingly unorthodox alliance of the arts, management and marketing. Using case studies of successful art managers, the author illustrates the creative role - so central to value-making in contemporary economies - performed by aesthetic play in art firms. Preface Welcome to Dionysus Inc. xi Chapter 1 Play as Aesthetic Schwung 1(20) Points of Departure - Aesthetic Theaters 1(14) Operating Theater 1(6) Lecturing Theater 7(4) Festival Theater 11(4) Schiller's Schwung Strategy 15(6) Chapter 2 Players in Aesthetic Philosophy 21(52) Audience: Kant's Public 21(10) Third-Way Philosophy 21(2) The Sublime and the Beautiful 23(4) Aesthetics for Publicity 27(4) Artist: Schelling's Creator 31(12) Aesthetics for Creativity 31(5) Creating Symbols 36(3) The Philosophical Genius 39(4) Critic: Dewey's Educator 43(16) Managing Art 43(6) Market Art 49(7) Aesthetics for Democracy 56(3) Technician: Nietzsche's Leader 59(14) Aesthetics for Energy 59(3) Schwungsong Wagner 62(4) Schwungdance Napoleon 66(7) Chapter 3 Problems for Art Firms 73(21) Gadamei's Art Firm 73(6) The Dual Dilemma 79(15) Totality-Imploding Art Work 79(7) Banality-Exploding Art Work 86(8) Chapter 4 Metaphysics-Marketing of Art Firms 94(16) Schopenhauer's Business of Being 94(6) Aesthetic Production-Embodying the Thing-in-Itself 100(4) Aesthetic Consumption-Contemplating the Thing-in-Itself 104(6) Chapter 5 Avant-Garde Enterprises 110(44) Cases of Aesthetic Management 110(23) Wagner's Bayreuth Brand 110(11) Théâtre Libre-Antoine's Naturalist Project 121(6) Théâtre de l'?uvre-Lugné's Symbolist Undertaking 127(6) Metaphysics of Value 133(21) Kahnweiler's Symbolic Surplus 133(7) Kandinsky's Rhetoric Surplus 140(8) Genette's Immanent Object 148(6) Chapter 6 Artistic Companies 154(48) Cases of Aesthetic Management 154(32) David's Festival Firm 154(6) Stanislavski's Backstage Studio 160(14) Diaghilev's Frontstage Ballet 174(12) Metaphysics of Politics 186(16) Discovering the State of Nature 186(4) Designing Cultures for Nations 190(4) Legendre's Mirror of Modernity 194(8) Chapter 7 Art Corporations 202(45) Metaphysics of Industry 202(17) Culture for Workers 202(12) Nature of Work 214(5) Cases of Aesthetic Management 219(28) Father Alf in Democratic Industry 219(14) Mother Osten and Industrial Democracy 233(14) Chapter 8 Flux Firms 247(22) Beuys's Aesthetic Management of Social Sculpture 247(15) Extending Art as Capital 247(6) Human Capital When Everyone Is an Artist 253(9) Simmel's Metaphysics of Organization 262(7) Chapter 9 Postmod Performances 269(47) Big Bang Berlin: Rephilosophizing the Third 269(14) Cases of Aesthetic Management 283(13) Müller Performing Matter 283(4) Wilson Performing Form 287(9) Castorf's Media-Consumption Metaphysics 296(20) Berliner Boxer 296(8) Stockholmer Schwung 304(12) Chapter 10 Dionysus Inc.-Extending the Art Firm 316(43) Aesthetic Management and Metaphysical Marketing 316(11) The Dualism-Aesthetic Management Against Totality and Banality 315(7) The Third-Metaphysics of Art Work 322(5) The Embedded Art Firm and Its Aesthetic Players 327(20) Technicians Torn Between Production and Finance 327(5) Artists Halfway Between Design and Media 332(4) Critics from Marketing Toward Culture 336(3) Audience of Half Consumers and Half Managers 339(8) An Emerging Art Firm: Pistoletto's Aesthetic Play 347(12) Notes 359(14) Index 373