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The Intangible Benefits Of The Arts And Culture For Your Business

The business environment and creative arts are often perceived as completely separate. Businesses are thought to exist primarily to make a profit, while making art is often seen as an optional luxury or a hobby. However, things are changing now. In some parts of Asia i.e. Singapore, Australia, Hong Kong and Indonesia, the support of arts and culture is growing.. The question is, how can businesses benefit from the arts and culture?

Business Meets Art

Business Meets Art

 

Based on research by the Australia Council for the Arts has found that companies that are involved with the arts are comparable with those involved in sports or community events because of the following reasons:

  •    brand alignment – the organisations have similar ‘personalities’
  •    employee engagement – encouraging vibrancy and creative thinking
  •    achieving social responsibility objectives
  •    accessing a particular audience demographic

Here are some of the other intangible perks that your companies can leverage from the arts and culture:

 

#1 Expand Your Network & Brand

When you support art organisations or become a member of them, you’ll gain access to exclusive networking circles.  It attracts a specific type of audience, thus providing your company with the opportunity to address a particular demographic group entirely, which may be otherwise hard to reach through conventional marketing. For the B2B sector, museums, performances and festivals present excellent opportunities to entertain, engage and network with prospective clients.

Apart from that, based on Culture Hive’s  Art & Business’ Fact Sheets, for some consumers or clients, it is important for them to know if your company has good values or is trusted by a community.  So, by getting your company involved in the arts and culture, you can enhance your image from a different point of view.

 

#2 Morale & Productivity Improvement

Instead of offering cash sponsorships to events, why not let your staff be actively involved in arts and culture activities?  You will see a dramatic boost of morale and productivity.

As reported in Singapore Business Review, NPE Print Communication saw a tremendous change in their employees after the company became an active partner of the Singapore Arts Festival (SAF). Its Managing Director, Francis Chia pointed out that the staff came to work with a new sense of purpose whilst productivity levels shot up and the team bonded over their role in the SAF. He also highlighted that it is something monetary incentives may not be able to achieve.

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#3 Increase Innovation

Most people in the arts are in love with novelty and have a strong urge for finding and creating new things – inventing and reinventing. That is what innovation is all about.

In an article by Fortune Magazine, ‘What Entrepreneurs Can Learn From Artists’, Tim Leberecht, CMO of global design and innovation firm, Frog, wrote that the “art” of business has become more important as the “science” of business grows. He said: “Like artists, innovators must cultivate creative habits to see the world afresh and create something new.”

 

#4 Strengthen Corporate Affairs

Arts organisations are known for their outreach activities, which are often intrinsically at the heart of what they do. Such programmes provide a route for businesses to connect with the local community in a meaningful and effective way.

Yayasan Sime Darby (YSD) in Malaysia, supports the art by holding an annual Yayasan Sime Darby Art Festival, a collaboration with Kuala Lumpur Performing Arts, in order to play their part in giving back to society. The rewards? Seeing budding talent nurtured through sponsorships, and an enhanced local arts scene.

In a Malaysian local daily, YSD’s Chairman, Musa Hitam said: “The arts have been lacking for so many years here in Malaysia. We want to see awareness (of the arts) expand, promote audience performance. The important thing is that it should be a part of Malaysian education. The people should get interested in it.”

 

To conclude, what emerges from these creative activities has power to transform your business. On top of being extremely fun, arts and culture would definitely enhance your brand to another level of perspective and train your staff to think outside of the box.

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