Shepard Fairey, famous for his "André the Giant Has a Posse" sticker campaign, which later evolved into the Obey Giant campaign, has been in the news lately for his Obama Hope prints, recent ICA Boston exhibit and subsequent arrest and release in Boston on outstanding warrants. The exhibit at the ICA was excellent and well worth a visit, and this is coming from a person that wouldn't rank museums at the top of my list of favorite things to do.
Having seen the Obey and other street art pieces in New York City growing up, it was interesting to learn more about the artist and his work. What I found most interesting about the exhibit was the true entrepreneurial spirit of its creator, Fairey. In researching more about him and his work, I found out he's started three companies: Alternate Graphics, BLK/MRKT Inc., and Studio Number One. All of Fairey's companies have done work for major corporations. Some may say this is "selling out," but the work I have seen doesn't seem to be impacted by this--his work stays true to his vision, which is to make his work accessible to people of all different backgrounds.
Fairey's been deliberate and strategic about the sale of his artwork, not only to make money and further his vision, but to keep it accessible to people. Can you think of the last time you went to a major exhibit, saw a piece on the wall, and then found out you could own that exact signed by the artist for a few hundred dollars? If you can't think of any point when this has happened, it's because it hardly ever does. But it's the case with Fairey's work. Of course, there are much more expensive and large pieces for sale by the artist, one of which was just acquired by the Smithsonian, but he continues to release limited run prints via his website as well as galleries, which means collectors and enthusiasts have a great deal of access. He is finding new ways of making art accessible to the masses, and dismantling the notion that art is only for elites.
Since this is a blog about entrepreneurship, I'm telling you about this Fairey exhibit because it's one of the best examples of guerilla marketing I've ever encountered. From the Andre the Giant campaign, which has been around almost my whole life, to the unique album cover art Fairey creates for musicians, the style, look, and reproduction are all part of Fairey's strategy. It's the most artistic marketing campaign ever, and even as it grows more widespread, it only enhances the Fairey "brand." In short, it's genius.
