Developing craft business in Russia: capitals and tactics of young cultural entrepreneurs

Cultural Trends. 2023. Vol. 32. No. 1. P. 20–34.

Krupets Y., Epanova Y.

This article contributes to the discussion on the creative economy and third wave of craft revival and focuses on the experience of young craft makers starting their business. Drawing on 57 qualitative interviews with Russian craft entrepreneurs living and working in St. Petersburg, the article analyses the resources available for young entrepreneurs to develop their creative economic projects. The analysis shows that craftspeople enter the market with minimal economic, social and cultural capitals, which allows us to consider them as 'weak' economic actors. They overcome their weak position using different tactics (De Certeau), among which the authors highlight three: 'activated search', 'organic partnership’ and 'DIY'. These allow the young craftspeople to strengthen their position by accumulating and recombining what is achievable and available.

Keywords: предпринимательство, молодежь, креативная экономика, entrepreneurship, tactics, youth, creative economy, тактики, craft, capitals, крафт, капиталы

Publication based on the results of: New masters and new apprentices in the craft economy: prosumerism as a phenomenon of youth everyday culture (2020)