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  • Krithika Balaraman

The Artist and the Brand

Celebrity endorsement is an age-old marketing gimmick. Who doesn’t love a famous presence? If the celebrity’s stamp of approval isn’t indicative of a strong brand, the ability to afford their services certainly is! But in an age of information marketing is forced to be more targeted and innovative. Consumers despise being preached to. One interesting approach is an affiliation with the artist community.


Artists Affiliation might manifest as a performance by an artist sponsored by the company. It could include education in creative fields through workshops and conventions. interestingly, it could also include a brand promoting a local artist. These affiliations can prove mutually beneficial. The artist earns a space to practice their craft. The company is provided with an innovative means of communication, it earns the reputation of being a hub of art and culture, and it is credited as having made an ethically responsible choice.

Artist affiliations open up the potential for wide range of communication. In the flurry of social media posts, it is important for company’s to find a way to stand out. When endorsing a particular artist, a brand inadvertently attaches themselves to the artists public image. By choosing a particular artist, say a musician, the brand recommends themselves to the demographic interested in their specific genre of music. The relationship also provides the brand with a content stream of relevant content to upload. This allows them more recognition without making the consumer feel suffocated.


Being more well-informed, consumers are increasingly selective of the products and brands they choose to affiliate themselves with. Affiliation with an artist is a sign of discerning judgement on the part of a company. A brand that recognises a talented musician has sound judgement. Presumably this judgement extends to their products. It suggests to consumers that if they have ‘good taste’, or imagine that they do, they could demonstrate this by purchasing the company’s product.


Finally, affiliation with an artist can be a sign of an ethical company. Consumers are suspicious of organisations that they perceive to be profit-driven. The decision to purchase a product is often based on the brand’s moral philosophy. Supporting a lesser known artist is perceived as an act of goodwill. The gesture projects to the consumer that the brand celebrates culture and diversity. This humanises the company, encouraging consumers to trust them.


Of course, this form of brand management would appeal to a very specific consumer base. Most obviously, other members of the art community. But it is certainly an interesting trend worth looking into.

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