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<p class="MainTitle">Possible Use Case of the Multidisciplinary Approach of Art Collaboration</p>

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Title Statement <p class="MainTitle">Possible Use Case of the Multidisciplinary Approach of Art Collaboration</p>
 
Added Entry - Uncontrolled Name Hong, Jung-Ouk ; Department of Imaging Science and Arts, Graduate School of Advanced Imaging Science, Multimedia & Film, Chung-Ang University, 06974, Seoul, Korea
Kim, Hyung Gi; Department of Imaging Science and Arts, Graduate School of Advanced Imaging Science, Multimedia & Film, Chung-Ang University, 06974, Seoul, Korea
 
Uncontrolled Index Term Art collaboration Art marketing; Contemporary art; Jung-Ouk HongCulture and art projects
 
Summary, etc. <p class="Abstract">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.</p>
 
Publication, Distribution, Etc. Journal of Scientific and Industrial Research (JSIR)
2021-01-02 22:21:44
 
Electronic Location and Access application/pdf
http://op.niscair.res.in/index.php/JSIR/article/view/43527
 
Data Source Entry Journal of Scientific and Industrial Research (JSIR); ##issue.vol## 79, ##issue.no## 10 (20)
 
Language Note en