The Branding of Damien Hirst

Branding is threatening not only journalism, as Doree Shafrir wrote in this week's Observer, but also art. ARTnews examines Damien Hirst's omni-presence in all aspects of the art world. "Clearly, Hirst has become more than a famous artist—he has become a global brand."

While most of his money comes from the sale of artwork, he continues to find new ways to turn his artistic reputation and notoriety into successful sidelines. He has a company, Other Criteria, that licenses his imagery, creates products, and sells them on the Web. In addition to Hirst’s own prints, editions, books, posters, and T-shirts, the company markets the wares of other artists. And this is just one piece of an umbrella corporation, Science Ltd., that oversees Hirst’s vast studios, 120 employees, and other business interests.