News

Arts and business news from around the country.

RSS

What are some of the ways corporations can engage meaningfully in the arts?

Posted by Sabrina Dupre
0 Comments

Sabrina Dupre, Director of Global Communications at Estee Lauder writes on Quora.com about two questions companies should ask in order to create a meaningful partnership between arts and business.

 

I was recently an audience member at a panel about "Paradigms of Corporate Responsibility and Art Partnerships" at Art Basel Miami Beach and was not at all surprised to find that none of the panelists could fully engage in the topic outside of referring to their own models of standard financial sponsorships.

I am by no means an expert, but I did find it hard to resist jumping in at certain moments when I thought that aspects of my own experience in the field might have provided a small amount of value, or at the least another perspective.

When it comes to corporate engagement in the arts--whether as part of a marketing program or a much larger corporate responsibility platform--I think it is most important to ask two questions before beginning any kind of art related partnership or sponsorship:

1. What is our purpose, as a brand or corporate entity, in supporting art? (i.e. Is it to "look cool" as a sponsor? Or to excite our consumers? Is it to boost our reputation with a certain audience? To decorate a product? To heal? To transform? To support individual artistic livelihoods?)

2. What does "art" mean to our brand/corporation? (i.e. Is it about design or decoration? Is it about provoking our customers? Is it about beauty? Is it a reflection of our brand's personality? Is it a means to inspire or educate? Is it something from long ago that hangs in a museum or is it the graffiti markings on an abandoned building?)

Once these answers are not only asked, but answered, it's then important to understand what's meaningful to my audience(s), what's meaningful to the audiences of the art organization or artist the brand/corporate is interested in partnering with, and then seeing where the overlap is. It is in the intersection--where meaning overlaps for both entities--that the power of the partnership lies. Moreover, it's in the intersection where both parties will achieve authenticity.

There are a few examples I tend to cite when it comes to authentic corporate arts engagement. And I'd venture a guess that the question "What's in it for us?" was not at the top of the list when they started their programs.

Check them out:

Puma's Puma.Creative Program:
(in fact, Puma started two social networking sites just for artists to connect with each other: www.creativeafricanetwork.com and creativecaribbeannetwork.com)

Levi's Workshop Series:
(I love that Levi's created these public photography and printmaking studios--how fab, in this hyper-digitized world we're in, to get art back into the hands of people, and people to get back to using their hands to make art)

Prada Transformer Project:
(Prada continues to define "cool patronage")

BMW/Guggenheim Lab:
(less art and more designed focused, I think BMW has created something quite unique here with one of the most revered art institutions...better yet, they're getting audiences to provoke and to think)

Target's Arts+Culture Program:
(I know, it's almost trite at this point, but I do believe they try to put their money where their mouth is when it comes to making art accessible, so it would be somewhat amiss on my part to leave them off of this list)

 

 

 

And that's my two cents.

h/t You've Cott Mail

 

 

 

 

Comments
blog comments powered by Disqus

More News

BCA 10 Nominations Now Open!
Dec 10, 2018 0 Comments
Every year, Americans for the Arts through its Business Committee for the Arts, honors the 10 best businesses partnering with the arts in America.   As today’s business landscape continues to shift, companies need talent that...
Go to full post
A Theatre Company in Good Company
Nov 29, 2018 0 Comments
Kenny Leon's True Colors Theatre Company   The Tony Award-winning director founded the eponymous organization in 2002 with a mission “to celebrate the rich tradition of black storytelling while giving voice to bold new artists...
Go to full post
Private Sector Takes a Stand
Nov 15, 2018 0 Comments
Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99;...
Go to full post
2018 BCA 10 Honorees in Forbes Magazine
Nov 02, 2018 0 Comments
This year's BCA 10: Best Businesses Partnering with the Arts in America honorees were in the September 30 issues of Forbes Magazine.   Read more about this year's honorees: Churchill Downs Fifth Third Bank Fosun International...
Go to full post
What's so important about creativity?
Oct 30, 2018 0 Comments
We might work in the arts field, but our day-to-day work looks like any other business. We stare at Excel charts, spend hours on conference calls, write reports, and try to find the bottom of our never-ending email inboxes. Like...
Go to full post
Business Contributions to the Arts Survey 2018
Oct 10, 2018 0 Comments
Business Contributions to the Arts: 2018 Edition is the second edition published by The Conference Board and Americans for the Arts of the annual study. Conducted in the summer of 2018, the survey garnered 132 responses from...
Go to full post
David Rockefeller pARTnership Award: Square + Cheyenne River Youth Project
Oct 01, 2018 0 Comments
Square and Cheyenne River Youth Project will receive the David Rockefeller pARTnership Award at the BCA 10 Gala on October 2, 2018 in New York City. Click here to learn more about the BCA 10.   "Our hope with the project, “Lakota...
Go to full post
BCA Leadership Award: Chandrika Tandon
Sep 27, 2018 0 Comments
Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99;...
Go to full post
BCA 10 Spotlight: UMB Financial Corporation (Kansas City, MO)
Sep 24, 2018 0 Comments
Americans for the Arts is excited to honor UMB at the BCA 10 Gala on October 2, 2018 in New York City. Click here to learn more about the BCA10.   “It is an honor to be recognized among this group of distinguished and innovative...
Go to full post
BCA 10 Spotlight: West Bend Mutual Insurance Company (West Bend, WI)
Sep 20, 2018 0 Comments
Americans for the Arts is excited to honor West Bend Mutual Insurance at the BCA 10 Gala on October 2, 2018 in New York City. Click here to learn more about the BCA10.   “The arts can have a profound impact on people of all...
Go to full post
BCA 10 Spotlight: Fifth Third Bank (Cincinnati, OH)
Sep 17, 2018 0 Comments
Americans for the Arts is excited to honor Fifth Third Bank at the BCA 10 Gala on October 2, 2018 in New York City. Click here to learn more about the BCA 10.   “Fifth Third Bank is committed to building thriving and vibrant...
Go to full post
BCA 10 Spotlight: Phillips 66 (Houston, TX)
Sep 13, 2018 0 Comments
“As a company committed to improving lives, Phillips 66 is proud to support the arts. Our communities are enriched by the arts, precisely because art touches and changes lives in ways that are positive and profound. It’s one...
Go to full post
Quaver Music Supports Arts Education
Sep 11, 2018 0 Comments
September 9-15 is National Arts in Education Week!   Passed by Congress in 2010, House Resolution 275 designates the week beginning with the second Sunday in September as National Arts in Education Week. During this week, the...
Go to full post
BCA 10 Spotlight: The Standard (Portland, OR)
Sep 10, 2018 0 Comments
Americans for the Arts is excited to honor The Standard at the BCA 10 Gala on October 2, 2018 in New York City. Click here to learn more about the BCA10.   “Fostering an appreciation for the arts helps build a foundation for...
Go to full post

Already a partner?

Already a partner?

Learn easy ways to take your partnership to a new level.

Use our ads locally

Use our ads locally

View The pARTnership Movement ad campaign and find ways to use the ads.

pARTnership videos

pARTnership videos

Watch and share our videos from The pARTnership Movement.

Partnership ideas

Partnership ideas

Inspire employees with tickets to the ballet or a concert.

Are you an arts group?

Are you an arts group?

Get listed in our searchable directory.

Recruit talent

Recruit talent

Employees want to live and work in a vibrant community.