An investigation into the strategic mechanisms behind artist-brand collaborations — where music, culture and brand identity converge.
Note: The thesis is only available in German.Which economic and cultural factors determine the success of an artist-brand collaboration — and how do these collaborations influence brand perception in the luxury and mass market?
Collaborations succeed when artistic integrity is preserved. The moment art becomes pure decoration, both the brand and the artist lose cultural credibility.
A credible collaboration requires value-based alignment — stylistic, ethical and cultural coherence between artist and brand, not just a matching colour palette.
Art functions as a semantic amplifier. It transfers meaning, elevates perceived value and creates cultural relevance that conventional marketing instruments cannot replicate.
A study in cultural legitimacy. KAWS brought streetwear credibility into the haute couture world — generating global media attention while testing the boundaries of luxury brand identity.
Democratisation of art through commerce. The collaboration made KAWS accessible to millions — sparking debate around authenticity, the sell-out discourse and the value of art at scale.
A collaboration rooted in shared values. Haring's social and political mission found a natural extension in Swatch's democratic positioning — proof that brand fit runs deeper than aesthetics.
The most contested case. Critics questioned whether LVMH's commercialisation of Kusama's life work crossed into exploitation — raising fundamental questions about artistic authenticity in luxury branding.
Über die strategischen Mechanismen hinter Künstler-Brand-Kollaborationen und warum die Authentizität der entscheidende Faktor ist.
