In the past this has been about Endorsement: Giving artists free product or even pay them and print ads with them. Well, this is a thing of the past as this is more a „Yeah right, he/she gets stuff for free and for sure say it’s great!“ - meaning, the market does not believe so easily anymore.
Working with artists/ influencer is important thoug, as they are some of the best sources for relevant content to be utilised for telling your story, your brand's and products’ story.
Just some examples from the vault to give you an idea!