The art of branding; notes

 

Long, D. (2002) “Are you someone? artists and the Art Of Branding,” Circa, (101), pp. 28–31. Available at: https://doi.org/10.2307/25563843.

In theory, I understand why it's important to develop a brand for my practice, but I wanted to understand more about the historical context of art and branding. This journal, published in 2002 (roughly 20 years ago) briefly discusses how a few fine art / conceptual artists came to brand their work in some way or another. 

Long claims that no artist before Warhol turned out attention towards the connection between art and commerce. I think this is a really interesting point - Warhol took the brand of soup (Campbell's) and a person's identity (Marilyn Monroe) and created pieces of art that are instantly recognisable. He used icons that people already knew, that were already household names. These were things that people saw every day, and so people could instantly connect with his work and feel that familiarity (with either a celebrity or an item).

 "...corporate thinking and contemporary art practice frequently become intertwined."

Not only are corporations thinking like artists - responding to queries and exploring conceptual ideas with their branding, but artists are also delving into commercialising their practice. Initially through satire / commentary, but also through necessity in a capitalist economy (perhaps?).

 Hirst x Marco Pierre White (chef) collaboration - diners at the restaurant were put off by the proximity of Hirst's work - ended in White creating pieces inspired by Hirst but avoided "menacing or troubling the diners". I think this is a good example as an artist, who has inadvertently created a brand. The content of his work is not suitable (for most) in the dining experience, but people still wanted to be a part of it. There was something about this collaboration that drew the public in because they knew of Hirst already.

"Container for celebrity" 

Brands collaborating - similar to artists working together. Not only does this allow brands to explore conceptual ideas for their marketing or products, but it gives art a commercial opportunity outside of a gallery space.