I find what you say about the non-apologetic nature of landing a sponsor to the point it's a legitimating factor very interesting.
I wonder if this can work for the music as well, because as musicians and their fans tend to be way more skeptic about brands interfering with their art, to protect it
I was a participant (as a musician) at the Red Bull Music Academy, and from my experience and the interviews that i carried out to other participants, it is evident that the RBMA has an extreme legitimating factor. The selections are strict, but mostly it has reached a tipping point as far as quality that now it's able to attract the best talent as far as participants, and pretty much music heroes as lecturers (nile rodgers? bootsy collins? bob moog? you name it)
Whether this is a wise choice compared to absolut's more blatantly commercial i am not sure.. and i'm constantly asking myself if it is worth the investment. Sure they put a foothold in the freshest music scenes around... but then? the product?
It was really interesting to read your posts on the gift economy and they sparked some ideas...:
Brands patronizing the arts and becoming "producers" of entertainment enabling others to do it, ok... The problem though is to be credible....
But what if they succeed in becoming credible (like the RBMA). can this be a sort of new mecenatism, patronizing the arts that can affect the music industry?
RBMA shows that it's possible to be credible. New musicians still need to stand out from all the music out there, and the Red bull provides a sort of A&R/signalling function like a label would do. Plus artist need to manage to finance their art...and Red Bull can help.
it looks like all the elements are there!
what do you think?
(sorry this is too long... maybe it shouldnt even be in this thread..!)
my email is firstname.lastname@example.org
Suzanne, i'm a big fan of your work. I've read all your articles on brands+music
Matter of fact i am writing my graduate thesis on the topic with a case study on the Red Bull Music Academy.
I would love to hear your thoughts about it!
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