Design has become standardized. What was once unique and original has become bleak and uninteresting, through the standardization of design tools within the industry the amount of creativity has become subdued. As I have mentioned in previous posts, we are on the cusp of a shift in values. The barrage of corporate branding isn’t as effective as it once was. The cultural voyeur has become desensitized to these messages and as a result the need for independent, refreshing, original, creative, and personal content has surfaced.
For the most part, this new content has come from web culture. More and more people are turning off the T.V. and instead are turning on their computers and watching 2 minute videos. Companies have recognized this trend, and as a result have started to adopt this independently produced content. As such this has given excellent opportunity for artists as cultural producers to not only be recognized but also to benefit financially.
One example that comes to mind right away is the story of Nick Haley. Nick composed a commercial for the new ipod touch using clips from Apple’s website and put it up on youtube.
Apple noticed the commercial, and as a result they flew Nick over to apple to produce a broadcast version which was later used as the premiere commercial introducing the new ipod.
Another example of artists being hired not to produce content on the terms of the client, but rather on the terms of the producer is a group called mega64. These people who make mockumentary videos based on video game concepts, were hired by Ubisoft the creators of Rainbow Six Vegas 2, to create a new web campaign based on their new release.
Another example of a group of artists being asked to produce content for vh1.
http://www.behance.net/Gallery/vh1-holiday-card–stop-motion-animation/80983
We are in a period of time, where the content being produced becomes more important then the actual brand itself
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Matt Soar in his article Graphic Design is Immaterial explores the idea that a graphic designer is a mediator between the consumer and the producer, and is essentially a salesman. The sole purpose of a graphic designer at least in the world of advertising, is to sell a product or service and to persuade the viewer. However that isn’t to say that there isn’t room for creative and artistic applications. The most successful designs and designers are the ones that break from the classical norms that we see in our everyday exposure.
A new and contemporary example of this, while not in the same realm of print graphic design advertisement is Ford Canada’s new line of commercials, “Ice” and “Human Car”.
Instead of focusing on the features of the car’s they are selling the T.V. Spot advertisements sell a reaction and a feeling that is to be synonymous with the feelings of owning a Ford vehicle. These commercials rather then adding to the maelstrom of mediocrity within the advertising industry, they take themselves outside the proverbial box tell a story rather and in doing so indirect sell a product. This idea coincides with ford’s new slogan, “make a reaction” and even though it is seen as a creative and refreshing endeavor, it still resides within the frame work and restrictions of the company that is producing the ad.
While it is true that even engaging advertisements such as these still impose restrictions, I think we are starting to see a shift on how businesses are representing themselves and their products. While in the past it was about who could say their message louder, advertising and design seems to be addressing the individual now rather then addressing the mass media. Ford Canada’s campaigns are reflective of this and in turn this shift holds the potential to allow for a greater breadth of creativity and expression within the industry. Only when graphic designers represent their own interests or their own content will we see the level of freedom that we currently see in other industries such as fashion design or interior design. But it seems to me that our culture is in fact moving in this direction.
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The Artist’s Main Export.
What is the primary business of an art practice?
I think that when asked this question many artists would answer, “to create and sell art”. While this is true to an extent, I believe this answer to be a rather close minded and narrow view of what an artist has to offer. In my personal opinion, the business of an artist is the export of creativity and the ability to offer a different way of thinking and view of the world. This scenario of offering an outlook as a service or commodity can come in the form of collaborations or consultations with other artists, but also offers the opportunity for both financial and professional gain when expandedbeyond the traditional realm of art and its producers.
Takashi Murakami is the first contemporary artist that comes to mind, that has employed this concept of collaboration with a company to create something unique and beneficial for both parties involved. In a collaboration with Louis Vuitton in 2003, Takashi Murakami collaborated to created a line of products under the “monogram” moniker, and also a subsequent promotional animation to go along with the product launch, called Superflat Monogram.
The promotion was considered to be a huge success.
“Takashi Murakami has featured his artwork along with Louis Vuitton’s collaborated products at MOCA, Los Angeles’ Museum of Contemporary Art. The limited Murakami edition of Louis Vuitton’s Neverfull bag is one of the most sought after items for Fall 2007. The newest character added on the Louis Vuitton monogram pattern is the Chibi Kinoko on the Agenda PM.”
This example is a testament to what is possible when an artist is able to think outside the box (or studio) and apply themselves in unique and beneficial way that serves both parties involved.
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Introduction: Art + Business = ?
Welcome to Art + Business,
A blog dedicated to exploring and researching the various relationships between art and business both the good and the bad.
My name is Michael Ferster and I am currently a student in my third your at the Alberta College of Art and Design in Calgary. I will be posting papers, essays, videos, articles, pretty much anything that pertains to both art and business in the effort to gain a greater understanding on the subject.
This is an important topic to explore as I have found that there has been quite a large rift between these two parties in the past and it is also my belief that there is a lot to gain for both sides in their union.
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