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Possible Use Case of the Multidisciplinary Approach of Art Collaboration

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Field Value
 
Title Possible Use Case of the Multidisciplinary Approach of Art Collaboration
 
Creator Hong, Jung-Ouk
Kim, Hyung Gi
 
Subject Art collaboration Art marketing
Contemporary art
Culture and art projects
 
Description 898-901
Recognizing that much of art collaboration projects undertaken by businesses today consume art for simple marketing purposes only and that even academic research on art collaboration is lopsidedly focused on the marketing function thereof, this study explores prospects for long-term collaboration between fine art and businesses. Contrasting the majority of one-time marketing events that have been organized in the form of art collaboration by innumerable businesses so far, the partnership between Unilever and Tate Modern, on the one hand, and Hyundai Motor’s culture and art projects, on the other, are distinct for their long-term commitment to culture and the arts. These two cases have opened up new possibilities for not only artists, but also businesses and consumers. Taking inspiration from Rosalind Krauss’ emphasis on “reinventing the medium” as the “post-medium condition” defining contemporary art, this study explores the importance of aesthetic value to long-term collaboration between fine art and commerce, and examines the broader horizon of opportunities that such collaboration opens up for both sides.
 
Date 2020-10-13T08:42:45Z
2020-10-13T08:42:45Z
2020-10
 
Type Article
 
Identifier 0975-1084 (Online); 0022-4456 (Print)
http://nopr.niscair.res.in/handle/123456789/55480
 
Language en_US
 
Rights CC Attribution-Noncommercial-No Derivative Works 2.5 India
 
Publisher NISCAIR-CSIR, India
 
Source JSIR Vol.79(10) [October 2020]