Collaborating with Confidence with Gabrielle Shaw
Gabrielle Shaw is founder of Gabrielle Shaw Communications. During uncertain times, the idea of collaborating can be especially beneficial, particularly in the art world. It is not just the arts sector which is struggling; brands more than ever need to reach new audiences and indeed, there is a huge power for brands in having third parties interpret their work and take it into new and inspiring territories.
Here are Gabrielle’s guiding principles for collaboration:
1) Mutality:
Is there a shared value and are you both inspired by what the other party does? It is especially important that artists and arts organisations only collaborate with brands where they feel there is a comfortable association. In terms of mutuality, it is important that the rewards are balanced and that both parts benefits.
2) Due Diligence:
It is vital that you do your homework and you understand each other’s profile. Consider anything that may be in the past and where you are currently in terms of growth trajectory. We always caution both sides about reputation-washing. Is either party looking to collaborate due to recent bad press? We would recommend caution as reputations are hard won and can be lost in a moment.
3) Long-term Approach:
Long-term collaborations are taken more seriously and are more respected as they allow time and space to co-create. They are seen as far more credible and less transactional. For arts organisation, a longer-term collaboration can also create a lifeline.
4) How are you going to collaborate:
The first step is to create a terrific brief, allowing the brand to be confident enough to take a step back and allow creative liberty. The goal is to create a project that adds value, is generous in spirit and has the power to move an audience. It is a huge leap of faith to allow an artist or arts organisation to reinterpret your brand but done well, the pay-off is enormous.
5) Setting yourself up for success:
Being clear on expectations is vital. Clear communications and dialog throughout the process is key, as well as setting goals and being clear on objectives on both sides. One potential pitfall is not being clear enough on how you intend to promote the collaboration. Consider how much access you need, how you intend to promote the collaboration, across what channels and the type of content. Be clear on what territories and how long and for what the project will be used.
6) Your collaborations should be natural:
Do not expect an artist to create or speak on a subject they are not comfortable with. But consider how valuable third-party support can be for your brand.
7) Ownership:
Artists and arts organisations should also protect their ideas and should not be expected to sign away their work. They need to be clear on usage, territories and mediums.
8) Aiming High:
Collaborations are a great opportunity to think creatively and require a very open-minded approach. Brands more than ever want to support creative talent and they may be open to take a chance and collaborate with artists and organisations with smaller profiles. Equally, they are now seeing it as a part of their role to support smaller businesses and help people steer the COVID-19 landscape.
The goal is to think big. For this to be achieved, both sides need to communicate, collaborate and be willing to push the boundaries. The best-case scenario is where both parties benefit, where a greater platform for art and new audiences are created and where brands are able to demonstrate their cultural relevance and community spirit.