Warhol called it “Business Art.” A novel concept at the time: The idea that not only could art and business co-exist, but that there would be an inevitable inflection point.
From music to street art, art-led culture and brands have found ways to not only co-exist, but to truly support each other as both business and creative partners.
In the last decade, Bob Dylan lent his music and sensibility to the world of lingerie, visual artists ranging from Kaws to Takashi Murakami have collaborated with brands including Uniqlo, Hennessy and Louis Vuitton, Kendrick Lamar let us in on what he does in his Calvin Kleins and indie music heroes like LCD Soundsystem made critically acclaimed music for Nike.
More than ever before, we are in a position to go beyond storytelling to create work that positively impacts people while positively impacting revenue.
To not just move them, but to support, inspire and provoke action.
However, more often than not, brands are attempting to borrow equity, or latch onto meme-able moments without bringing anything to the table.