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...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
What happened behind the scenes of the Dolce & Gabbana China fiasco
Premium
1 hour ago

What happened behind the scenes of the Dolce & ...

Hear from the model in the videos that led to the cancellation of D&G's 'The Great Show', and the experiential agency behind the doomed Shanghai production.

Premium
Getting ready for the multi-hub club
Premium
2 hours ago

Getting ready for the multi-hub club

Pulling off a multi-hub meeting is not as difficult as you think. As long as you stick to these rules…

Premium
New Kellogg's ad serialises Aussies' silly cereal styles
Premium
2 hours ago

New Kellogg's ad serialises Aussies' silly cereal ...

The campaign by J. Walter Thompson Sydney is a reality TV-style take on people's different breakfast habits.

Premium
Microsoft's Ian Thomas joins Publicis Spine as data chief
Premium
3 hours ago

Microsoft's Ian Thomas joins Publicis Spine as data ...

Publicis Groupe officially launched its data and technology division at the end of 2017.