The advertising landscape has evolved drastically from what it used to be just a couple of years ago. The communication between businesses and their customers used to be more of a monologue, with brands talking about their products and services to their potential consumers through a plethora of traditional and original mediums. Messages were simple and focused on telling the story of the brand. Businesses rely on advertising agencies to curate these messages and reach out to consumers most creatively and touchingly possible, leveraging their creative abilities. Both enterprises and agencies realize that due to technological and socio-cultural evolvements, the attention span of the consumers has reduced, and the need is to have a dialogue rather one way messaging. Therefore the terms "user-generated content" and "content marketing" have become quite prominent, introducing to the forefront the importance of using artists like singers and dancers for curating emotion-driven messaging & nothing evokes emotions among people than a well-curated piece of art.
The business of advertising traditionally appreciates and rewards creativity since it's the soul of any advertising agency. And so began an era where the artists collaborated with agencies to create advertising that mingled with the consumers' emotional chord. However, this has largely remained limited to big brands with big bucks working with celebrity level artists. Businesses with limited resources are still devoid of this enormous potential due to their inability to hire established artists. The situation interjects with another problem faced by the artist ecosystem, wherein an immense amount of talent is unable to garner commercial success, despite having enormous potential, it has been significantly under utilized. The world is full of singers, dancers, poets, comedians filled with creative vigour, and driven to make their voice heard, but are unable to do so. Thereby letting the time, energy, and excellence achieved go in absolute obscurity.
A black hole that sucks the aspirations, emotions, and a great deal of nurtured talent came into existence. The time is perfect for preserving and promoting this talent. Hence by connecting the dots, new advertising agencies are driven to funnel and channelize the artistic talent to create a piece of art as advertising messages reach consumers, thereby fulfilling the business goals of enterprises.
The potential is immense as the opportunity is staring at the faces. A giant wants to be unleashed and unfurl into a revenue-generating creative monster with passionate & talented artists on one side and visionary enterprises.
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