Intrinsic motivation vs. monetary incentives

This thesis explores the dynamics of a collaboration between an artist and a corporation. The aim is to understand how both parties can mutually benefit from these collaborations. While the existing literature has addressed the motivations from corporations, such as branding, Corporate Social Responsibility (CSR), or innovation, and also focused on the cultural value of the artistic input, it largely neglects to research the experiences and intrinsic motivation of the artists. Through a qualitative approach, based on ten in-depth semi-structured interviews with participants from both the artistic and corporate worlds, this study researches the motivations, expectations, and outcomes of these collaborations. The findings of this research reveal a significant tension between artistic autonomy and the interests of the corporation, especially around the commodification of art and the preservation of the artist's intrinsic motivation. Even though corporations mention artistic freedom as important, in reality, corporations focus more on the priorities of their business, which can potentially lead to crowding-out of the creative motivation of the artist. Retrospectively, artists value collaborations for the visibility and engagement with their audience, but only when the collaboration aligns with their vision and values. The study concludes that a successful and meaningful collaboration, especially if it is mutually beneficial, depends on a balance. This balance needs to be focused on the commercial and creative objectives, between formal agreements and mutual trust, and individual and shared values. This thesis then offers practical implications for both sectors that can contribute to the ongoing academic discourse in cultural economics, with a particular focus on valuation, accessibility, and the ever-evolving role of corporations as cultural actors.