Brands have the power to better the future of visual artists. At Tujiamini, we are great believers that every artist is worthy of receiving an opportunity to show their talent. Brand can take part in empowering visual artists by offering financial aid and platforms to grow their talent and gain recognition.
Artists are known to add color and meaning to life, but finding the right support can be very challenging. Brands can start empowering visual artists by providing them with resources they need to grow themselves, which can be through finances, training programs, and workshops. The following guide will help you understand how brands can make a difference in artists' lives through different partnership projects.
Art is a very powerful tool that gives artists the chance to express themselves and connect with people. Visual arts and branding are key partners, in that art builds a brand's image and originality while branding supports the artists and helps them reach a wider audience. When art is added to a brand, it feels more alive, and people remember the brand more.
Brands are investing in visual arts talent because it puts them ahead of their competitors. This includes the artists’ creative ideas in advertisements, especially in social media, which makes it more engaging to people. It also aids in creating emotional connections as audiences interact with original images. At Tujiamini, we believe that supporting local artists also strengthens our relationship with the community, showing that we care about the well-being and development of the people. It also helps us stay updated on what is trending.
Most brands partner with artists in order to get new and fresh perspectives, as artists are known to bring extraordinary ideas to life. The collaborations allow brands to benefit by getting their message out to more people, like the artists' fans. Here at Tujiamini, we encourage supporting visual arts talent through brands because most artists will get motivated to work even better while also boosting the brand’s image.
When brands work together with artists, the innovative ideas generated draw the attention of many people. Art and brand collaboration also improve a brand's aesthetics due to the originality of their materials, which create positive interactions. Other benefits of art and brand partnerships include artists' access to funding, which helps them focus on their work and also increases their exposure to people who may want to engage them in even bigger projects.
Major brands often offer their support to artists by funding them and giving them a platform to showcase their talent. They also set up residencies for them to work with the branding team, which gives room for more creativity and collaboration. The brands also display the artist’s works in their branch offices and even during events and increase participation in exhibitions and art fairs to expand their reach. In addition, branding through art helps artists build an online presence to share artwork and connect with audiences.
Our Tujiamini initiative runs various awards, including Gold, Silver, and the Cheza Dimba Team Award, which gives over 30 million to winners every year. As part of our collaboration to visual arts sponsorship, we also have a creative arts category that comprises artists, dancers, and photographers with a commitment to disburse 3 million every month to grow these projects. The Gold Community awards winners monthly with Ksh 1,000,000 each, while the Silver awards three winners with Ksh 300,000 in selected regions. The Bronze awards 50 winners with Ksh 500,000 nationally. The Cheza Dimba is awarded to one winner every month, with men receiving ksh 250000 for three years and women ksh 50,000 as a one-off award.
The collaborative projects are works that bring artists and brands together to create masterpieces. In Kenya, the Nairobi Space Station Initiative is an example of a co-creation which was led by Kairos Futura, Wajukuu Arts, and Brush Tu Artist Collective. The project included 20 artists and more than 100 volunteers to create community inspired art. The pieces included Lincoln Mwangi's time pod called Kĩambĩrĩria and also Daniel Nuru's thought of a post-industrial secret society, "Archdiocese of Kanairo." The projects aimed to address urban challenges and involve the community in environmental awareness. This partnership combined the artists' creative ideas and the partners' planning, which reached large audiences in Kenya.
Top brands are known to establish programs where artists can work within a period of time. Here, they are supplied with tools and financial aid and access to mentorship programs, especially with the experts in the industry. To sharpen the artists' skills, brands hold workshops that discuss topics like negotiating contracts and brand collaborations. Winners of our Tujiamini awards are also provided with more career coaching, where artists network and plan for their future.
With the help of corporate art partnerships, brand offices act as art galleries for their artists. This works by rotating art in different branches to increase the exposure and even motivate new talent. When different people, such as employees, customers, and clients, engage with the materials, it creates a lively and creative working atmosphere. At Tujiamini, we display our winning arts in our several branches, while video animations and paintings are posted on our social media platforms to attract different markets and share our story with audiences.
The leading brands are collaborating with artists' creations. For example, this is my Kenya, Safaricom project, which was launched in 2014 to show the beauty of Kenya through art. In 2024, coca cola company launched a new flavor to celebrate African culture and recognize talents. The following case studies of successful art-brand collaborations show how art can influence artists’ careers and the outreach of brands.
Since launching its first, this is my Kenya campaign in 2014, Safaricom has chosen the best painters whose paintings and art are printed and put in their calendars. This program was started to increase visibility of artists and nurture local talent while also appreciating Kenya’s beauty and heritage. Another successful partnership involves the Coca-Cola wozzaah can, which was launched to celebrate African culture and designed by a Kenyan illustrator called Joy Richu. The design displayed African patterns and became more than just a drink but a tribute to African culture. These artistic brand collaborations boosted the morale of most aspiring designers and illustrators on how their talents could impact people and also give them a career start.
Read Also: Achieving brand success: Strategies for growth and impact| Tujiamini Sponsorship success stories
After Coca-Cola launched the wozzaah can-flavored drink, Joy Richu, who designed the can, was honored at a VFS event and was also invited to see the president William Ruto receive a framed painting of the can, which shows how brands support visual artists in Kenya. She also became the first Kenyan to be chosen for the Cannes Lions Program in 2024. In addition, artists who were featured in the Safaricom calendar, such as Daniel Njoroge and Kathy Katuti, gained exposure, and their works were available online for purchase. They also got major invites to exhibitions showing how they influenced both art and culture through their talents. Another artist who has benefited from brand support is George Kaminju, commonly known as Mzushiafrica, who is a breakdancer in Kenya sponsored by Tujiamini. He won the silver award, which helped him purchase training equipment. George also takes part in nurturing youth talent to help curb drug abuse and idleness.
Branding through art is all about establishing emotional connections and sharing stories, which makes brands stand out. Incorporating art in brands is a very important strategy, especially when done the right way by making sure both artists and brands benefit and grow together as a team.
Utilizing art in marketing campaigns makes the brand's message more memorable and grabs the attention of people. These strategies can be through displaying the original paintings and posting animations and art that give life to products in a fun method. Moreover, workshops led by artists also allow people to interact directly with brands.
Art can be part of a brand's identity by creating something that people will remember forever. For example, the Nike company often collaborates with street designers and artists to create new shoe and clothes designs. These partnerships help celebrate culture and leave an impression on the fans. This shows that it’s more than just a product sale but also proving an artistic experience.
Working with art is not always guaranteed to succeed. Therefore, the strategies for brands to engage with visual artists should aim to keep the partnership working and projects running smoothly. Some of these challenges include logistic issues such as delayed shipments and managing delicate pieces of art. Brands have to make sure both their budgets and timelines align and also prepare for possible problems related to art.
Art often mirrors culture; this means that brand partnerships with art have a lot to consider. They should spare time to learn about art to understand the artists' tradition behind it. It is also important for brands to engage with artists to avoid any misunderstandings and show concern for the well-being of the community. By doing so, brands take part in celebrating and honoring culture, which builds trust from both communities and artists.
Brand support for visual artists is only successful when built on genuine collaborations that uphold virtues like honesty and openness, which means that brands and artists should work together as a team. Brands should ensure that artists are compensated fairly and given the right space and tools to be creative. Leaders should also validate the artist's voice when spreading the message of the brand, which aids in healthy partnerships full of respect and trust.
How can brands effectively support visual artists?
Brands can support visual artists by offering financial support, the necessary resources, and platforms to boost the artists' exposure.
What are the benefits of art-brand collaborations?
Art-brand collaborations help brands reach a wider audience because they feel more genuine, while artists get more public visibility and funding.
Are there successful examples of brand and visual artist partnerships?
Successful examples of brand and visual artist partnerships include George Kaminju working with Tujiamini to nurture dancing talent and Joy Richu working with Coca-Cola on an African-themed can.
How can emerging artists attract brand partnerships?
Emerging artists can attract brand partnerships by proving a strong online presence with engaged followers and by making sure their work reflects the brand’s values.
What challenges might arise in art-brand collaborations?
Challenges in art-brand collaborations can include disagreements in creative ideas, poor decision-making, and lack of written contracts.
Brands and communities are living witnesses that empowering visual artists is the first step to a better future. When companies collaborate with artists and use art in marketing strategies, they build their image and develop even more talent. These efforts not only grow the artists but also show the next generation that the support they need is readily available.