Gabey Goh
Jan 20, 2016

Blurred lines: Why brand and artist collaborations need clear definition

Relationships between brands and the arts are getting closer, but both sides need to protect their integrity or campaigns can start to look like expensive gimmicks.

Be prepared to let artists be artists

Brands have emerged as one of the most important and possibly wealthiest patrons of the arts, replacing royalty and rich, powerful individuals as primary supporters.

Zayn Khan, Southeast Asia chief executive at global design and innovation consultancy Dragon Rouge, says that brand-artist collaborations can be powerful if there is a natural link between the vision of the brand and the vision of the artist. 

“Brands create narratives or at least they...

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