Art vs. Business. A qualitative study on collaborations between commercial companies and the art world

Collaboration is an integral part of any artistic production, in various forms, from artist-to-artist to those between artists and commercial companies. This thesis explores the collaborations between firms and artists or museums, analyzing their motivations, benefits, and potential drawbacks. Such collaborations can enhance brand prestige and provide financial support for artists; however, they might also raise concerns about commodification and artistic value, or simply not be fair and fail to provide the same amount of benefits for both parties. The research focuses on collaborations outside the fashion industry to avoid overlap of cultural significance and artistic merit of the parties involved. Therefore, it will explore the subject of collaboration only with companies that are not directly connected to art and culture. The thesis offers valuable insights for companies and artists, suggesting a need for thoughtful collaboration strategies that respect artistic independence and at the same time foster the cultural engagement of the company. This approach might lead to a shift in the role of brands in the cultural scene, potentially pushing them to become contemporary patrons of the arts. The collaboration between two different worlds, the artistic world and the business world, can also foster innovation in both the approach and the outcome due to the clash of different logics, values, and specializations. This study investigates the dynamics of these collaborations through a qualitative approach, involving eleven in-depth interviews with experts from both the business and artistic sectors. Key findings align with existing literature; although, new themes have also emerged from empirical data. The study highlights a positive impact on the accessibility of culture and the educational value provided to the public through these collaborations.