doctoral candidate
Surgut, Surgutskiy gosuniversitet, Tyumen, Russian Federation
The relevance of the study is due to the fact that in the 21st century the interaction between business and art has be-come really intense, a vivid example of this is the Chupa Chups logo, painted by Salvador Dali. For business, partnership with art is, first and foremost, an opportunity to work with different segments of the target audience (including employees), to solve PR tasks and to show a social responsibility. Many brands turn to artists in an effort to open up in a new way, to establish an emotional connection with the client and to create certain associations. Much of this effort is driven by the demands of today’s experience economy and consumers’ increased expectations. The article presents the author’s research on the example of more than 40 global corporate art initiatives, which shows that at least 5 partnership formats are possible beyond “logo sponsorship”. The aim of the study is to present art strategies of different formats. The practical significance of this study lies in the fact that it will allow companies to understand an important thesis that is interaction with art can give an effect that is not always easy to measure. By working closely with creative professionals nowadays, businesses are learning to see the world differently. The collaboration between art and business will allow implementing strategies for developing creativity and teamwork.
business, art, collaboration, art-programme, art-strategies, brand, consumers
1. Yakunina M.G., Kholodkova D.V. Art Management as a Cross-Cultural Environment for Art and Business. Journal U. Economy. Management. Finance. 2017;2(8):86-92.
2. Latysheva N.A. Artist, Art and Business: Symbiosis or Points of Intersection of Economic and Artistic Interests and Values? The National Association of Scientists. 2016;8(24):57-60.
3. Zakharova I.V., Sokolovskaya P.A. Information Tech-nologies and the Art of Advertising in Business. Prospects for Information Technology Development. 2013;13:107-109.
4. Vorobieva O.V. Business and Art in Russian America of the 20th Century: the Main Forms and Results of Interaction. Science and Business: Ways of Development. 2012;3(9):11-17.
5. Miroshnichenko A.A. The Nature of Motivation for Us-ing Art in Business. Culture. Spirituality. Society. 2012;2:22-25.
6. Ryabov V.V. The Art of Sales in the 21st Century: Crea-tive Thinking as the Basis for a Successful Business. Sales Man-agement. 2010;1:34-41.
7. Shirinkina E.V. Models of Creativity in the Organization. Models, Systems, Networks in Economics, Technology, Nature and Society. 2021;1(37):21-28. doi:https://doi.org/10.21685/2227-8486-2021- 1-2.
8. Konev V.P. Art and Business in Modern Russia. Interexpo GEO-Siberia. 2012;1(6):133-139.
9. Vladi E. Our Goal is Business Intersecting with Art. Man-ager. Cinema. 2006;10:30-33.
10. Esakov V.A. Art or Business? Prospects for Public-Private Partnership in Universities of Culture and Arts. The Bul-letin of Moscow State University of Culture and Arts. 2015;3(65):193-199.
11. Polyakov L.V. Governance as Business: Case of Donald Trump. Mastery of Political Marketing. Business. Society. Gov-ernment. 2018;4(30):15-23.
12. Egorova A.A., Nikitina E.V., Petrova L.E. Visual Ecology of “New” Territories: a Collaboration of Science, Art, Business and Education. Labyrinth. Theories and Practices of Culture. 2020;4:59-62.
