A Singapore publication and a global company joined forces recently to examine the important relationship between business and art. While many people looking to exist in the art world would ideally want to make a living off of their own visions, it’s important to realize that the reality often doesn’t reflect that. Artists might have trouble selling their work or finding patrons or funding to allow them to do the work they’re most passionate about while making a living wage. While some purists might consider artists partnering with corporate brands as “selling out,” the panel discussion hosted by a Singapore organization examined the realities and possibilities of such partnerships.
One example addressed at the panel was when partnerships between brands and artists go right. The rock band OK Go was brought up. The band is particularly well known for its innovative and groundbreaking music videos, including one that was shot completely in zero gravity. The music video and uniqueness the band is famous for would not have been possible in this case without a partnership between the band and an airline company. The company facilitated the difficult logistics of filming in zero gravity, which was achieved aboard a plane that essentially flies in parabolas to achieve the state.
Another example of ideal working conditions between brands and artists is an effort by Airbnb as it entered the Hong Kong market. Leaders at Airbnb decided to advertise their entry into Hong Kong at an art show, putting out an open call to artists to create based on the theme of strangers coming together, meeting, and sharing life experiences. One of the artists contracted to create work was actually a pair of artists known for pushing the envelope with controversial performance art. Organizers were initially concerned of harming the brand and wanted to institute limitations, but Airbnb eventually decided that it would not censor the artists it had asked to be a part of its mission. The show was deemed a success.
One horror story of where a relationship between a brand and an artist went wrong was a recent snafu involving a graffiti artist and fashion retailer H&M. Because the graffiti artist’s work was done in public, H&M decided that it had the right to use it in the company’s advertising campaigns free of charge. However, since the artist and the piece in question were both so well known, the artist’s followers launched their own campaign to defend the artist’s right to make money off of his artwork. H&M was eventually forced to apologize.
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To read more about some of the topics brought up during the panel discussion, go to http://www.thedrum.com/news/2018/05/07/brandalism-hp-bbh-goodstuph-brands-enabler-art-and-creativity.