Art fusion occurs when an artist (from any field – music, literature, architecture, fine art, design, graffiti, etc.) collaborates with a brand (of any kind – product, service, fashion, charity) to create a product, service, concept or ‘piece’ (for lack of a less pigeon-holing word) for the benefit of both parties and society as a whole.
The artist provides the vision, the creativity, the heart and meaning, while the brand provides the production infrastructure, scale and marketing channels.
History and Examples
Art fusion has proliferated over the past decade but examples of collaborations date back as far as the 1930′s. Fine artists and fashion designers were the first to engage in this new breed of partnership – the first high profile union being Salvatore Dali and Elsa Schiaparelli in 1933. Andy Warhol and Yves Saint Laurent collaborated in the 1960′s and recently, the idea has gained the momentum of a movement with many different types of artists collaborating with many different types of brands. For examples we find inspiring, please subscribe to our blog. We post stimulating examples regularly.
How Art Fusion benefits Brands
A well-chosen, well-planned, well-executed collaboration can have many positive effects on a brand. It can bring newsiness and talk-value, create a feeling of innovation and excitement, and generate genuine interest in staid or even forgotten brands. It can be used to activate a quiet brand and can often be effective in introducing it to a whole new audience.
How Art Fusion benefits Artists
Art has a profound impact on society’s capacity to grow and evolve and embrace change. It is the forseer and the destroyer of the status quo. Artists have voices that must be heard to nurture our society’s soul – something art fusion can amplify. A collaboration with a brand can give an artist the ability to produce work that will reach a new and wider audience, gain notoriety for their future work, or simply be a means to permeate culture in places their art wouldn’t otherwise be seen.
How Art Fusion benefits Society
Unlike most traditional marketing, art fusion aims to, and often succeeds at producing something of value to society. It gives voice to artists, breathes life into brands and infuses our everyday lives with interesting ideas, guts and beauty that nourish our deeper sense of longing. While art has always played the role of visual philosopher to stimulate thought, beliefs and emotion in our culture, art fusion is able to spread the experience of art more broadly, reaching a larger, more mainstream audience and imbuing everyday life with the art experience.