10 lessons youth brands can learn from street art.
We have conducted a small market research and put together 10 insights for brands (youth ones in particular) - things that could learn from the graffiti world.
presentation on graffiti by the University of Alabama. From this original source. No copyright infringement intended. http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CCYQFjAA&url=http%3A%2F%2Fwww.uofaweb.ualberta.ca%2Fcrsc%2Fpdfs%2FGraffiti-Public_version%28FINAL%29-Compressed_images.ppt&ei=drxGT8DkBIXrtgeApKSdDg&usg=AFQjCNFFFVQYhHc7o0WA3nuSFVY4LPj0Bg
presentation on graffiti by the University of Alabama. From this original source. No copyright infringement intended. http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CCYQFjAA&url=http%3A%2F%2Fwww.uofaweb.ualberta.ca%2Fcrsc%2Fpdfs%2FGraffiti-Public_version%28FINAL%29-Compressed_images.ppt&ei=drxGT8DkBIXrtgeApKSdDg&usg=AFQjCNFFFVQYhHc7o0WA3nuSFVY4LPj0Bg
Graffiti used to have a negative connotation to it, but it actually is art. From Banksy to Sever to Lady Pink, there are world-renowned street artists who have left their stamp on the world.
Cities such as New York, Melbourne and Moscow boast some of the most extravagant street art murals. It has become a cultural phenomenon and here are our favorites.
Here is a slideshow presentation of Street Art, with little discussion on its history, differentiation of kinds (e.g. Street Art, Mural Art, Graffiti, and Public Art), various movements, and function of street art. This is presentation is created in attempt to share information and educate people.
4 lessons for current and future Olympic sponsors from the very heart of London where we spoke to over 30 people - Brits and visitors of the greatest show on Earth!
Graffiti used to have a negative connotation to it, but it actually is art. From Banksy to Sever to Lady Pink, there are world-renowned street artists who have left their stamp on the world.
Cities such as New York, Melbourne and Moscow boast some of the most extravagant street art murals. It has become a cultural phenomenon and here are our favorites.
Here is a slideshow presentation of Street Art, with little discussion on its history, differentiation of kinds (e.g. Street Art, Mural Art, Graffiti, and Public Art), various movements, and function of street art. This is presentation is created in attempt to share information and educate people.
4 lessons for current and future Olympic sponsors from the very heart of London where we spoke to over 30 people - Brits and visitors of the greatest show on Earth!
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REBELSGRAFFITI An inside view on graf f iti- .docxsodhi3
REBELS
GRAFFITI
An inside view on graf f iti-
By Telia Humphrey
FEATURING:
CONTENTS
TABLE OF
* The History of graf f iti
* The af f ect of graf f iti in communities
* Graf f iti in today's society
* How graf f iti can be positive
* Is graf f iti really art or vandalism?
HOW
GRAFFITI
CAME INTO
EXISTENCE
3
So how exactly did graf f iti come into existence? Graf f iti has actually been around
since the cave days. People used graf f iti as a way to mark there territory f or ages.
Even though it isn't the traditional graf f iti that we think of now days it was still a
f orm of graf f iti. Greeks and Romans even wrote poems on walls to protest back in
the day. Funny how we still do the same thing to this day. Even though graf f iti has
been around f or so long it really didn't begin to take of f until the 1960's. When it
f irst started becoming popular it was in the f orm of name tagging, basically when
you write your name or initials on something in public. It didn't become popular
until it hit the streets of New York. It wasn't until af ter it became popular in New
York in the 1970's that it f ormally received its name "graf f iti". It only lasted ten
years bef ore it was considered illegal and government of f icials tried to stop it.
Of f icials tried to stop it af ter it became popular in gangs. Gangs of ten used graf f iti to
threaten other gangs or to mark a spot where one of there gang members had died.
Gang graf f iti is easy to spot compared to regular graf f iti. In gang graf f iti they use
code words to intimidate the other gangs, or numbers such as 187 which is a
Calif ornia code f or homicide and also a Calif ornia area code. The gangs will of ten
write 187 over another gangs graf f iti as a threat to kill them.
ART SHOULD COMFORT
THE DISTURBED AND
DISTURB THE
COMFORTABLE- BANKSY
"
"
Although graf f iti can obviously be a negative thing I want to inf orm how and why it
can be a positive thing in today's society. Graf f iti can have a very positive af f ect in
troubled communities, especially those in rural countries. In a couple of my
sources they spoke on personal work that they had done in communities and how
it positively af f ected the people and the community as a whole. El Seed is a graf f iti
artist that basically made up his own f orm of graf f iti that he calls "calligraphy". He
has done graf f iti in many countries and actually gets paid to do it. He is known f or
putting up positive messages in Arabic. He does this in order to inspire people in
the communities. Haas & Hanh are also two popular graf f iti artists known f or doing
graf f iti in slums in order to make the area more attractive, and uplif t the people in
the area. These two men have painted slums all around the world and actually
have even done so in some of our slums right here in America. They told about
there experience in a Ted Talk and explained how much it brought the people ...
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2. Street Art and Brands
• Just like underground music, street art appeals to the
young by being irreverent and anti-establishment
• In particular, street art has often been decidedly anti-
marketing…
2
4. It’s been an ongoing and very territorial war
4
Ah! Graffiti!
5. But if you think of it … there is a lot in common
between these two worlds
• Youth brands and street artists
have strikingly similar dilemmas
Both…
– Want to be seen, but don't want to
seem like a sell-out
– Want to be popular, but not
mainstream
– Want to be cool, but can’t really
say it out loud
– Like to display their logos
5
6. And although
marketing and selling
are dirty words in
street art, an
inconvenient truth
about street art is:
thebigger the name,
the more time they
spend on marketing
7. 7
I'm praising his marketing sensibility
and tactics as works of art unto
themselves—they've helped Banksy
operate as both icon and outsider,
which might just be the ultimate
subversion. Art and commerce have
always been entwined.
David Gianantasia
His marketing acumen puts most
PR firms to shame.
Prof. Paul Gough, UWE Bristol
8. And over recent years street art has become
increasingly commercialised
8
Picture: Peter Macdiarmid/Getty Images
9. So we looked at the street art world and found
10 lessons that brands could learn
9
10. Lesson 1. Claim your territory: don’t try to be
everywhere and do everything
10
Scott Wade made his name in the street art world by
‘painting’ on dirty cars.
Are you spreading your brand too thin?
11. Lesson 2. Don’t copy – have your own unique
style and people will follow
Are you true to yourself? Can you resist the temptation
to borrow cool no matter whether it fits your brand?
12. Lesson 3. Collaborate! Street artists are
amazing at creative collaboration
12
One of many collaboration works by El Mac (figure) and
Retna (typography). When was the last time your brand
collaborated with another brand?
13. Lesson 4. Don’t try to please everyone –
many are willing to be challenged
13
Street art is often uncomfortable and pushes viewers
out of their comfort zone. When was the last time your
brand challenged something or someone?
14. Lesson 5.
Take a stance and be confident about it
Banksy made his name ona strong set of beliefs
15. Lesson 6. Don’t try to change the streets /
environment – add to them
15
Lesson 6. Don’t try to change the streets – add
to them
Good street artists have learned to play with any given
environment and make it more interesting
16. Lesson 7. Be prepared for a dialogue
16
Brands can learn from street art how to talk
rather than broadcast
Lesson 7. Be prepared for a dialogue
17. 17
When was the last time you made a big splash with a
small budget?
Lesson 8.
Simple and smart can stand out
18. Lesson 9.
Have a gripping story
18
JimmyC was homeless for several years, so his works
often portray homeless people in urban environments
19. When there is a hint of controversy, brands are quick to
pull the plug on celebrity partnerships. Do you choose
your friends well so you can stick by them?
Lesson 10. Be loyal to your people!
20. Thank you!
A few words about us
• Thinktank is an international qualitative research
consultancy based in London
• We pride ourselves on marketing thinking inspired by
real peopleand have extensive knowledge of youth
markets
• If you would like to know more, please email
konstantin@thinktank.uk.com or see our website, blog or
follow us on Twitter:
https://twitter.com/thinktank_int
www.thinktank.uk.com
www.thinktank-international.blogspot.com