If citing, it is advised that you check and use the publisher's definitive version for pagination, volume/issue, and date of publication details. And where the final published version is provided on the Research Portal, if citing you are again advised to check the publisher's website for any subsequent corrections.

If citing, it is advised that you check and use the publisher's definitive version for pagination, volume/issue, and date of publication details. And where the final published version is provided on the Research Portal, if citing you are again advised to check the publisher's website for any subsequent corrections.

This essay examines the work and careers of the 'Young British Artists' -most notably Damien Hirst -and their infamous benefactor. The 'YBAs' came to public attention in the late 20 th century with the staging of a landmark exhibition called 'Sensation' at the Royal Academy in London. This exhibition showcased the collection of the most important art patron of his generation, the advertising mogul Charles Saatchi. Fans and critics alike have remarked on the similarity between Saatchi's own commercial work and the art that he collected -both were eye-catching, witty, irreverent and designed to of artists remains open to debate, both can be said to exemplify the culture of late capitalism and the importance and ubiquity of the 'brand'.

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