BUSINESS OF ART: The Power of Art in Business with Art Exchange's Jean-Baptiste Leroux
Art Exchange, a new art event featuring a range of exhibitions and talks fusing the worlds of art, tech and business is launching in London this month.
The aim of the event is to show how art can help companies and individuals adapt and prosper, in our rapidly changing and increasingly tech-driven world.
Targeted at businesses, creatives and influencers and open to everyone, the three-day event is at the Candid Arts Trust in Angel from Friday, September 23rd to Sunday, September 25th. Art Exchange aims to bridge the creative-corporate divide and show how the artist’ mindset and the creative power of visual art can generate transformative business results.
After Nyne met with co-founder Jean-Baptiste Leroux to discuss this exciting new venture
Jean-Baptiste, What made you decide to start Art Exchange?
We started Art Exchange because the world needs it. Existing models blending creativity, visual art and business are not delivering enough.
Businesses are asking for original content that tell emotional stories. Artists are seeking new patronage and commissioning opportunities. At the same time, image-centric media channels are growing at a faster pace than their peers.
As artists, gallerists, gamers, consultants, media professionals and marketeers, we realised there was thirst for visual meaning. So the idea of Art Exchange was conceived.
For three days, Art exchange will connect the art and business worlds. We inspire each other, developing innovative thinking and relationships. Art Exchange is for art & business, but its about people and ideas.
Can the creative/corporate divide ever be conquered?
I don't think it's about conquest. The "creative/corporate divide" needs to be unlocked. It's about enabling discussion and understanding between businesses and artists.
Artists need to better understand business realities such as brand key performance indicators (KPIs), the requirements for projects to be delivered on time, on brief and on budget, and the need for return on investment (ROI). On the other hand, it's important that businesses understand the requirements of artistic integrity, fair remuneration of artists’ work and time, and the need to develop trust through soft power and true collaboration.
Open dialogue towards understanding is the source of any successful relationship; artists and brands can create powerful marriages but these need to be anchored in value for both.
What would you say to the point of view that artists ‘sell-out’ once they start to put commerce first?
Art and patronage have always gone hand in hand. You can't have one without the other. Today’s artists know they must be entrepreneurial, but don't always have the skills or the confidence to source and manage commercial opportunities themselves. We help them cross that divide and let them set their own boundaries on how their art should and shouldn't be experienced. Its always up to them, we encourage collaboration and dialogue from the beginning to end of each project.
What can business owners learn from artists?
Artists are natural emotion enablers. In a world of media fragmentation, short attention spans and content-first strategies that tell engaging stories, art can power brands through the clutter bringing meaning to businesses and products effortlessly. Whether for product, for space or for media, art is a powerful emotional driver and artists are the lifeblood of that value.
What are your own personal highlights of the Art Exchange programme?
The highlight of Art Exchange will be the new ideas and relationships that will spark from having businesses and artists in the same space.
To kick-start it, there is an outstanding exhibition of business commissioned art works and a thought leadership talks program including "Art & Technology", "The Connected Culture" and other trending topic. There is also an immersive data and media driven Art Game called CityDrift through the streets of London; and no, it has nothing to do with Pokemon Go!
What would you ideally like to achieve with this event?
We want to create a new era of Art Patronage. The opportunities for businesses to become the art patrons of the 21st century are as exciting as they are vast. We want the industry and the artists to know we are here and that we have the expertise and network to develop outstanding creative collaborations for them.
What other projects will you be working on in the coming year?
We have just finished collaboration between two ground-breaking artists - Jacob Wolff and Will Gallia - and the car brand Suzuki. Developed with the Red Brick Road, the best way to describe the commission is as an "art performance" around the vehicle. Due to launch soon, it is a perfect example of how artists and advertising agencies can work together.
We are also working with a prestigious luxury brand and designer-makers Vezzini & Chen. The details of which must remain under wraps for now.
Art Exchange London is organized under the distinguished patronage of Advancy | Worldwide strategy consulting.
For more information, please visit: Facebook.com/events/1758953377667949/
Tickets: www.artexchangeww.com
