We, at Wiki Solutions, have long held the view that collaboration is a hugely powerful way of creating fresh ideas and original thinking. But does this belief hold up when we consider that some of the most powerful creative ideas and executions have been the product of individual artists over time?
That set us to wonder if in fact great artists do themselves believe in the value of collaboration. Well in this day and age, of people sharing and collaborating, it is easy to ask that question of Google. And low and behold there it is, some of the big names in the world of art have enjoyed fruitful, if not fraught, collaborations. Andy Warhol and Jean-Michel Basquiat, Tracy Emin and Louise Bourgeois, Mark Rothco and Philip Johnson, Salvador Dali and Luis Bunuel, Man Ray and Lee Miller and Jasper Johns and Robert Rauschenbergto to name but a few.
Wikipedia (another amazing collaborative project) defines collaboration as the process of two or more people or organisations working together to realize shared goals. Clearly in that context these artists have met the definition. However, in the digital age, collaboration can easily go beyond the need for a minimum of two people to affect a collaborative process. Crowdsourcing can engage millions of people simultaneously in creating ideas and that is changing the world of marketing. In fact it is a scary thought for many traditional creatives. This quote from an Adage article on the future of advertising "This whole 'collaboration, we'll work together as a team "breaking down of the creative director and art director team — I find it fucking difficult."
Well get used to it pal because it is here to stay.
Graham Kemp - Founder Wiki-Solutions