Artist collaborations with brands are pure marketing gold.

In today’s digital landscape, there exists an undeniable demand for high quality content. Channels such as Instagram or Youtube already have a substantial abundance of creatives that cater to a vast amount of audiences. Given that these artists already have existing fanbases that can’t get enough of their content, how should brands go about connecting to said fanbases containing millions upon millions of audiences?



Collaborative partnerships offer brands access to coveted audiences and artists a chance for an expanded revenue stream and recognition, so its arguably a win-win match made in heaven.


For brands, the advantages go beyond simply audience expansion. Artistic expression plays a huge role in branding: creating a unique brand presence that stands out beyond the traditional message of ‘buy our product’.


For audiences, art brings with it an air of community spirit, creativity, and most importantly – authenticity.


It’s authenticity that lets brands build and maintain trust with audiences, and utilising art as the powerful tool it is to bring across this authenticity can work wonders.

Picture courtesy of BMW Group.


One of the longest-running collaborations of such a nature is the BMW Car Art Project. Running for more than 40 years (and still counting), the project features a collection of 19 cars, each featuring a unique design by a different artist.

The project’s latest installment featured two firsts: the first ever BMW digital artwork, and the first collaboration with a Chinese artist, Caro Fei.


Fei’s work involved creating a video of a time-travelling spiritual practitioner and coloured AR light particles that levitated above a black BMW M6 GT3 racing car. It’s an artpiece that reflects upon the speed of change in China, on tradition and future – an ethos that resonates with BMW’s values and its focus upon the technological evolution of its vehicles.


Indubitably, such a collaboration speaks volumes to the Chinese market – not only the representation of flourishing changes in Chinese society, the fact that the artwork was designed by a Chinese artist creates a strong, authentic connection with the Chinese people that is underscored by strong cultural engagement.

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Photo courtesy of Adobe.


Luxury brand Bottega Veneta hosted a 2016 collaboration, which incidentally was called ‘Art of Collaboration’ at the Ullens Center for Contemporary Art (UCCA), Beijing. The exhibit featured photographs of different products from the brand’s collection over the years.


Positioning the brand’s products as art created a greater sense of luxury and integrity – as opposed to being merely viewed as ‘yet another product’; and allowed Bottega Veneta to expand their customer demographics beyond what they could achieve with retail alone.

But of course, such efforts of brands at entering the world of art must appear genuine, authentic.

““[They] work best when there is a true connection between the exhibition and the brand’s history, values, and marketing strategy,” said UCCA director Phil Tinari in his interview with Jing Daily. “When these things are aligned, it becomes possible to find very interesting ways of working together that, rather than dilute the exhibition content, allow us to share it with a larger audience than we might simply working on our own.”  

Picture courtesy of if it’s hip, it’s here


This remarkable 2017 collaboration between Louis Vuitton and British artists Jake & Dinos Chapman resulted in an innovative, subversive take on gentlemen’s wear; combining the brand’s traditional luxury with the Chapman brothers’ punk shock and the wilderness of Africa.


By incorporating the artists’ designs into their range of luxury products, Louis Vuitton effectively communicated to their audiences their progressiveness, their willingness to explore new directions in innovation, which connected deeply with customers that were looking for a bolder sense of individualism – a quality often found in the younger generation of consumers.

Picture courtesy of if it’s hip, it’s here


The Fame itself has taken this form of collaboration a step further with Art Eternal – partnering with 13 museums across the world, we’re actively working to bring the works of renowned artists such as da Vinci and van Gogh back into modern society.

Art Eternal encompasses merchandising, F&B and experiential marketing; partnering with various well-known brands to redevelop high culture into everyday culture. Incorporating such classic art will elevate its appreciation through our modern-day society, and more importantly; create a distinguished brand presence that stands out amongst all others.


The reasoning behind this endeavour? We believe that above all, nothing comes close to the beauty and meaningful, emotional connections that come from artistry. And this belief is one that we’ve incorporated into all our works, no matter how big or small.


All the above are born from a simple understanding: that such collaborative endeavours have increased rapidly in the past few years with the experience of connecting, introducing and reaching out to different networks taking shape as a trend that taking the world by storm.


 With more brands seeking to reach out to a generation of consumers that prioritize experience, personalisation, brand awareness and authenticity; collaborations with the world of art will see great expansion both in scope and frequency in the years to come.  


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