Recognizing that much of art collaboration projects undertaken by businesses today consume art for simple marketing purposes only and that even academic research on art collaboration is lopsidedly focused on the marketing function thereof, this study explores prospects for long-term collaboration between fine art and businesses. Contrasting the majority of one-time marketing events that have been organized in the form of art collaboration by innumerable businesses so far, the partnership between Unilever and Tate Modern, on the one hand, and Hyundai Motor’s culture and art projects, on the other, are distinct for their long-term commitment to culture and the arts. These two cases have opened up new possibilities for not only artists, but also businesses and consumers. Taking inspiration from Rosalind Krauss’ emphasis on “reinventing the medium” as the “post-medium condition” defining contemporary art, this study explores the importance of aesthetic value to long-term collaboration between fine art and commerce, and examines the broader horizon of opportunities that such collaboration opens up for both sides.

中文翻译：

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艺术合作的多学科方法的可能用例

认识到当今企业开展的许多艺术合作项目仅出于简单的营销目的而消费艺术，甚至关于艺术合作的学术研究也偏重于其营销功能，因此本研究探讨了美术与企业之间长期合作的前景。迄今为止，无数企业以艺术合作的形式组织了大部分一次性营销活动，一方面是联合利华和泰特现代美术馆之间的合作关系，另一方面是现代汽车的文化和艺术项目，他们对文化和艺术的长期承诺与众不同。这两个案例不仅为艺术家，而且为企业和消费者开辟了新的可能性。