How the strategies between artists and brands work in branding

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Understand how fashion brands and artists come together to create custom products  

In an increasingly dynamic and competitive market, far beyond brands and good products, consumers are looking to live experiences. And it is precisely because of this movement that many brands have entered into partnerships with artists.

Collabs between brands and artists

When we listen to a song, for example, it is increasingly common to hear quotes from famous brands. When we watch a clip, however, it is more and more recurrent to display explicit logos or some veiled advertisements for fashion, lifestyle and even food brands. All this happens through partnerships that take into account the “fit” between brands and artists to strengthen both. Partnerships, also called “collabs”, are carried out between brands and artists and have gained more and more space in the market. Most of these partnerships are carried out between fashion brands and visual artists, however, as previously mentioned, they can involve the most varied segments and types of artists.

An example is the collab between Yuool and artist Eduardo Kobra. The artist, born in 1975 on the outskirts of São Paulo, began his career as Street Art and later became a muralist. Today, he is a muralist artist known on five continents.

In 1995 he founded Estúdio Kobra, focused on the production of artistic panels and which has a team of twelve other artists. 

With a keen sensitivity to social issues, Kobra holds the record for the largest graffiti mural in the world, painted at the Rio Olympics in 2016. 

With a solid career and an enviable curriculum, consumers have the possibility of purchasing a fashion piece signed by the artist. Therefore, collabs represent a unique opportunity to consume art and fashion.

Another unlikely example that gave a lot of “match” was the partnership between Cheetos, famous snacks from the company PepsiCo, and the singer Anitta, which started with a video clip of the singer in a supermarket devouring the snacks of the brand, which is in partnership with the artist until the present day. The partnership was due to the combination of attitude and irreverence from both the singer and the brand, and has been successful since 2017.

Man and woman sitting on bench playing guitar

Differentials of collabs

In addition to the already mentioned possibility of acquiring a fashion piece signed by an artist recognized nationally and sometimes internationally, the collabs also stand out for their exclusivity.

Many brands that partner with artists produce a limited amount of products. Using the example of the collab between Yuool and the artist Kobra, the sneakers produced in partnership are exclusive, with serial numbers from one to 4 thousand. 

For those looking to live a unique experience with a brand, the possibility of purchasing a piece signed by an artist with a limited edition makes the whole experience even more unique. 

In addition, for companies, collabs are strategies that allow expanding audiences, consolidating brands, achieving market recognition and even increasing sales. 

collabs in practice

Brands, consumers and artists benefit from branding strategies. The most important thing is for brands to dialogue with artists and consumers, sharing the same values and goals.

For this, brands need to invest in planning and strategy, knowing the public and using creativity to produce and communicate with the market.