Book excerpt: Genius, bohemian, social rebel, moral provocateur, charismatic visionary. The artist has always been surrounded by enchanting myths. Today many aspects of artistic practice are shifting and, as a result, creating new relationships between the artist and art institutions, collectors, and the art market. Briefly but inspiringly, Marta Gnyp analyzes the phenomena that have influenced and shaped the context in which contemporary artists produce their artworks and present them to the public and collectors.