Here is another excerpt from an interview with emergetrends.com.
What were some of the criteria you considered when crafting not just the programming but the overall feel of this highly unconventional marketing program with Starbucks?
The fact that brands are participating in contemporary culture is now a given. Starbucks produces and distributes movies, music, books.
Even Bob Dylan recently released albums through Here Music, Starbucks’s music label. Starbucks, like other brands, is changing the dynamics of contemporary culture, which is why I came up with the slanted gallery installation downstairs, where all the angles of the walls were off, as a literal reaction to this phenomenon.
You can see he can speak to corporate culture, and that is one of his talents. He talks about “brands” being involved with contemporary culture and how he can expand on that. He has been able to connect with a culture he understands. When he writes to them, he is talking about why they are already in this market and how he understands their interests. This is subtle in some ways, but very important. I write in other parts of this book about how to meet people that can help you and to find out what they want to hear or what their interests are that you are part of. It is like what the private banker told me, “You must find out what the person or institution wants.” It is a rule of thumb for many business people. If you are trying to make a new relationship, there has to be something in it for the person you are trying to meet! In the case of the curator/designer I am mentioning here, he has the ability to talk the corporate language that gets him in the door. This is something that you can acquire fairly easily. First, if you understand the rules of the game, companies are not looking to sponsor art exhibits usually; they are looking for innovative ways to make more money and have a higher public profile.
To learn more about Brainard Carey and his services for artists, or to take a class from him, click here. To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.