In an interesting marketing attempt by Sotheby's, the famed auction house has tapped Drake to curate a soundtrack for an upcoming auction showcasing the works of contemporary American black artists.
The 20-piece collection will be on display in New York City for several months this spring. Each piece will have a set of headphones beside it through which the patron can listen to a handful of Drake-selected songs that match that particular work. The Drake Sotheby's soundtrack is an intriguing immersive experience that the auction house calls an intersection of art and music.
The inclusion of Drake in a Sotheby's auction is likely an attempt at extending the experience to a hipper, younger generation of art enthusiasts.
The auction, which will take place in April 2015, will include works by such artists as Jean-Michel Basquiat, Kara Walker and Kehinde Wiley.
What Makes This Trend Stand Out
- Rapper-curated Event Soundtracks
- Creating immersive experiences through curated soundtracks for art events
- Intersection of Art and Music
- Exploring the fusion of art and music in unique and interactive ways
- Extending Art Experiences to Younger Generations
- Using popular artists to attract a younger audience to art events
Sectors Adopting This
- Art Auctions
- Incorporating curated soundtracks to enhance the art viewing experience and attract a wider audience
- Music Streaming
- Partnering with artists and art events to create exclusive curated playlists for immersive experiences
- Event Marketing
- Utilizing unique collaborations and immersive experiences to engage and attract target audiences
