The Challenge

The challenge was to introduce art to a predominantly music-focused audience, primarily comprising Indonesian youth. By strategically positioning artworks at popular music concerts and leveraging media exposure, ARTISM aimed to attract music fans to appreciate and engage with visual art. The goal was to create a seamless transition from music events to art exhibitions, thereby expanding the audience base for artistic expression.

The Solution

ARTISM's innovative approach centered around the concept of Binaural Beats and its impact on artistic creation. Understanding the potential of music in stimulating creativity, especially among individuals on the autism spectrum, ARTISM incorporated specific Binaural Beats into music playlists. This initiative not only facilitated art creation but also highlighted the intersection of music, neuroscience, and artistic expression.

Solution: Binaural Beats and Art Creation

ARTISM launched the ARTISM EXHIBITION: Binaural Beats Mix official playlist on Spotify, featuring curated music enhanced with Binaural Beats. This playlist served as a gateway to the exhibition, offering a unique sensory experience that connected auditory stimulation with visual art appreciation.

Timeline and Scale

• Pilot Project: The pilot project spanned two months, during which the playlist gained traction and became a permanent fixture on Spotify.
• National to Global Scale: Starting as a national initiative, ARTISM expanded its reach globally, attracting a diverse audience interested in the intersection of music, art, and neurological innovation.

Results

Reach and Media Exposure

• Over 40 million visitors engaged with the exhibition during the pilot project, underscoring its widespread appeal and cultural impact.
• The initiative garnered IDR 4 billion worth of media exposure, highlighting its resonance across media platforms and public discourse.

Engagement and Collaborations

• The exhibition facilitated collaborations with international brands, showcasing artworks at live concerts and gaining significant visibility.
• Collaborative opportunities with artists increased by up to 200%, including partnerships with brands, media exposure, and participation in cultural events.

Impact on Business Targets

• The initiative boosted confidence among parents of children on the autism spectrum, demonstrating the potential for artistic expression as a viable career path.
• Kreaby, the creative studio behind ARTISM, gained prominence in the art scene, recognized for its commitment to inclusivity and empowering neurodivergent artists.

Brand Perception and Innovation

• ARTISM emerged as a pioneer in promoting neurodivergent inclusivity, reshaping perceptions about artistic potential and diversity within the creative industry.
• The initiative positioned Kreaby as a leader in fostering creative innovation through interdisciplinary approaches, bridging music, neuroscience, and visual art.