Why Tech Companies Art Collaboration

Head of corporate communications PR Agency Grayling Anastasia Eleva about the benefits of cooperation start-UPS with projects from the sphere of art. After another lecture on partnerships between business and art asked me about whether such projects start small companies and startups or art collaborations — a lot of the only major international brands like BMW, Uniqlo and Swatch.

At first I wanted to answer that Yes, such initiatives require a large investment, most often, separate teams and even the involvement of outside experts. However, all is not so simple, and due to the fact that the relationship between business and art in recent years has undergone significant changes, new formats, new collaborations and new needs in the field of culture, such projects have become possible. Following the example of the giant companies, cultural brands can even create startups. For this they need to understand that they are able to give the art community, in terms of technology and expertise, as well as how to make art a part of their business strategy and the basis for communications with external audiences.

First, the art of collaboration enable the brand to open up in new ways — they can emphasize its creative character and to provide customers with new experiences. And this is exactly what the modern consumer wants, which is not enough to have just a good product or service. Secondly, initiatives in the arts helps the brand to establish an emotional connection and build a conversation with your audience on topics that shes interested.

Third, in projects where the company provides the art works of the software or material, the art object becomes a kind of metaphor for technology, showing how it works in an unusual situation. In addition, solutions for the cultural sector can become the backbone of the business, and in recent years at the international level there was a considerable number of technology startups that are creating services for museums, galleries and art events.

Our recent study of creative partnerships on the example of more than forty global corporate art initiatives showed that, in cooperation with the art brands are not limited to just sponsorship. The company initiated works of art and entire exhibitions, create cultural space on its territory, as well as materials on art topics. It can be as mobile apps news art, educational videos and whole city guides.

If the earlier brands have preferred to play the role of so-called mentors in the arts through sponsorship and prizes, as well as collaborators, which attract artists to collaborate on design or advertising, but today they are increasingly choosing the path of the creators of the experiences and content producers. Private art spaces and cultural centres, where exhibitions, concerts and educational events have well-known brands such as Cadillac, Vans and Red Bull. However, to bring art to your business can and small company.

This, of course, there are other, less known artists, but thats a plus. Thus the company introduces its customers with new names in the arts and demonstrates an alternative approach. For example, in order to highlight the creative spirit of the space, the owners at the Fabrika in the Red October in Moscow, create on-site art gallery, for the exhibition program which will meet an independent curator.

Modern art projects often require complex solutions and materials, and by chemical and technological companies in this case have artists very helpful. One such example, which we can inspire other companies — a very unexpected collaboration between American artist Doug Wheeler and chemical company BASF. After visiting the desert in Northern Arizona Wheeler for nearly half a century dreamed of creating a space of absolute silence.

His dream came true in March 2017, when new Yorks Guggenheim Museum opened an exhibition of “an Artificial wilderness III”. An installation consisting of 600 400 pyramids and wedges, the artist has created special noise-absorbing foam from BASF. In the process of working on the project, the staff group is so imbued with the idea of Wheeler, which in the end was made by BASF and sponsor of the exhibition.

In 2016, the Korean artist Il Hoon Roh has worked with Samsung Electronics over the Saepio installation created using led modules. The company subsequently represented the art object at the largest industrial exhibitions. Do not stay aside and the producers of the software. Google invites artists to paint in virtual reality using app Tilt, and Adobe and Autodesk arrange residencies, during which young artists and designers create works using the tools of the companies.

To be associated with the field of art and culture, brands also produce their own materials for art-theme. BMW publishes a guide to private collections around the world, UBS creates an application that aggregates news of art, and Tiffany takes shorts. This communication tool can take note and small companies.

Most importantly in this case, to decide what cultural themes brand worth talking about and in what ways. Art can be the basis and the business strategy of the company. So, one of the participants of my lectures about creative partnerships was a co-founder of virtual fitting room project, which through the connection with art will be transferred to the special nature of the brand.

Contemporary museums and art centers strive to use technology to expand and engage the audience. Therefore, the most progressive of them are actively collaborating with digital startups specializing in the cultural sphere. Some of the most famous among these services — Artsy (tools for collecting and educational content about the art), Cuseum (platform for creating mobile apps and digital engagement of Museum visitors), Estimote (beacon service, which actively cooperates with museums, including the Guggenheim Museum and the Brooklyn Museum in new York, Canadian Museum of nature in Ottawa).

Some international museums to launch the co-working spaces, incubators and accelerators, which have implemented projects at the intersection of technology and art. In 2014, the New Museum of modern art in new York (New Museum) opened the worlds first Museum incubator, NEWInc. In 2016 the Australian centre for the moving image (Australian Center of Moving Image) in Melbourne have been experimenting with coworking for creative industries and the Museum of New Zealand Te Papa (Te Papa) in Wellington created the Mahuki accelerator for digital startups in the cultural sphere.

From 2014 to 2016, the Tate gallery in London was awarded the IK Prize for digital innovation in the arts, and in June of 2017 in Riga hosted the international conference Tech Loves Culture, which brought together representatives of cultural startups and museums. Interest in innovation on the part of cultural institutions is growing, and creators of digital services should pay attention to it. A non-profit initiative of Google — Google Arts & Culture — an example of how the companys technology was successfully applied for the cultural sector.

Originally, it was an additional project engineer, Amit Court, which began work in 2010. He now heads an entire separate structure within the company — Google Cultural Institute and Google Arts & Culture in higher resolution presents more than 6 million of art objects and documents from more than 1,200 museums in the world. Projects in the arts are effective only when they are part of a deliberate long-term strategy and are held on a regular basis. The point of flirting with the art environment unlikely to significantly affect the perception of the brand among the representatives of the art world and among consumers.

In addition, the viability of such projects requires the involvement of top management and employees. Communication with artists and organizations from the sphere of culture can help them to take a new look at the brand and business processes. You should pay attention to the examples of large companies that have made cooperation with the world of art as part of its strategy.

Swiss cigar brand Davidoff is not limited to the organization of the art residences, but provides for staff lectures and visits to studios of artists-participants of the program. In San Francisco Adobe has just become a partner of the art-cluster Minnesota Street Project, the company has opened an office on site in order to get inspired by the creative atmosphere of the place. But most important a clear understanding of why the organization cooperates with the world of art and how will be evaluated the result.

Truly effective initiatives are in the area of intersection of interests of the brand and culture. This is how the brand can justify the investment and at the same maintain the trust and respect from the art world. Send columns, corresponding to the requirements of the editorial Board, [email protected]

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