Some of America's largest retailers are turning to the arts to help attract audiences and build their brands. We spoke to Bill T. Jones, Artistic Director of New York Live Arts and Artistic Director/Co-Founder of the Bill T. Jones/Arnie Zane Dance Company to learn how this strategy can work for your business. Jones teamed up with musician/artist Laurie Anderson to present the third annual Live Ideas festival at New York Live Arts (April 15-19)."What is seductive is an idea. It helps you get to that aha moment and it pays to be in the game of preparing the soil to attract business," says Jones.
Here's how it works:
1. Win cultural cache. "Collaborating with a high-profile visual artist can yield a mutually beneficial relationship: a corporation has the power to sell more products. Mass-market fashion labels H&M and Uniqlo have tested the theory. H&M teamed up with artist Jeff Koons to sell his Balloon Dog bags and Uniqlo did a 2014 collaboration with MoMA that put images from the museum's permanent collection on Uniqlo products like T-shirts, totes and socks," says Jones.
2. Reach millennials. "Bring culture and cultural activities into their business routine. This concept can be seen in action with popular clothing store Anthropologie's "Push Play Project," which brought local bands--and potential millennial customers--into their Manhattan store."
3. Shape and enhance a company's Image. "Collaborating with artists can help a wide range of companies shape their image. In an effort to shape its image as a female-friendly, Under Armour recently enlisted American Ballet Theater (ABT) ballerina Misty Copeland in their "I Will What I Want" campaign increasing exposure for both the brand and the arts," says Jones.