ABSTRACT
Artists who bring creative products to the market in the innovation economy, such as handcrafters and others, mostly do not make it to a more prospering entrepreneurial venture and bring economic rent from their talent. In order to shed light on this issue, the role of an entrepreneurial mindset and the use of business tools such as social media by creative workers in the cultural innovation economy cannot be neglected. In this chapter, we bring an overview on how entrepreneurial mindset in such players plays a crucial role inside the innovation economy, how arts entrepreneurship can bring profound results, and how, as the aftermath of COVID-19 prevailed, gaining entrepreneurial skills and use of business tools have surged, more specifically, the use of social media for promoting products and branding the artists themselves. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.