Collaborate like Andy & Jean-Michel
Collaborate for Ad's Sake
Here’s a giant canvas from a 1985 exhibition featuring New York’s finest, Andy Warhol and Jean-Michel Basquiat.
At the time of this team-up, Warhol’s star was waning. His fifteen minutes well and truly up, he had survived the attempt on his life and had embraced an almost post-art existence as a celebrity and model. This was around the time of the famous “Andy eating a cheeseburger” film which was eventually re-used by Burger King as an advert.
You see, the two worlds are always connected.
Meanwhile, Basquiat was blowing up and showing up big-time in New York. As an L'Enfant terrible and it-boy extraordinaire he had made it out of the basements where he had been effectively imprisoned to create work for dealers. He was well into his Armani suits covered in paint, sports bag full of cash and cassette tapes, and heroin – a lot of heroin.
By 1987 they would both be dead. Warhol at 58. Basquiat at 27.
But before that, there were the collaborations, and the exhibition. You’ve probably seen the poster. It’s been referenced and re-imagined about a billion times.
You’d think this would have been a slam dunk in 1985.
We currently live in a world where collaboration is king, where brands and artists are constantly linking up, brands and other brands art doing things, relationships are forged over it, clout shared, exploded and exploited.
But in 1985, no-one thought anything of it.
The exhibition got an absolute roasting from the critics, and nothing sold.
Incidentally, that piece up top sold for nearly $20 million US in May 2024.
But here’s what the New York Times said in 1985
The 16 results - all ''Untitleds,' of course - are large, bright, messy, full of private jokes and inconclusive.
The process would start with Warhol tracing a Pop Art symbol or a news headline onto a canvas using his overhead projector. Then Basquiat would add a symbol, picture, or words to the painting in his expressionistic style.
They would then take turns adding layers to each artwork without much preliminary discussion. Both appropriating imagery from a variety of source material: books, magazines, newspapers, television, advertisements, and even medical diagrams.
Although Warhol had collaborated with friends and assistants on art projects since the 1950s, the paintings he made with Basquiat are unique in that he allowed another artist to authentically represent their own style on the same canvas as his Pop Art.
The collaboration always struck me as interesting given the precise but satirical corporate approach of Warhol vs. the more expressive free-form poetry of Basquiat.
But whilst Warhol may have only been able to communicate using existing forms and logos, there was great love and affection behind them, and in particular, the Paramount logo, which was a nod to his great love and muse Jon Gould, a Paramount executive who would go on to tragically die of AIDS related complications a year after this series.
In these paintings we see Warhol creating collaborative space for both his lover and his mentor and pupil.
Jean-Michel got me into painting differently, so that’s a good thing – Warhol.
Collaborate for Ad’s Sake
Every ad is a collaboration of sorts.
Between agency and brand. Between brand, agency and production partners.
Between agency, brand, production partners and the audience writ large.
“Collabs” are now so ubiquitous now that what was once seen as a special, limited edition offering is now essentially propping up much of the fashion world.
And we all keep buying into it…
Because yeah, I want a pair of Wales Bonner Sambas.
I want the Maison Margiela Timex watch.
I want the loafers designed by the podcast that I like.
I want the Tarts Anon. x Yo-Chi froyo.
And I want to buy into all of this…
GiffGaff partnering with The Big Issue to help sellers get paid with an easy tap.
TUI and Hello Fresh creating meals that fight jetlag
A sausage roll vending machine courtesy of Monzo and Greggs
A big green kegg to go with your big green egg from Miller and Kamado.
In interesting me news, the ad agency I work(ed) for, Hardhat. Has recently been acquired by the independent juggernaut weirdo ad factory, Thinkerbell.
And so in the spirit of this wonderful team up, I’m going to try out something new for the s’letter, and I’m going to try it out with Jonny – my new buddy at Thinkerbell.
Let’s call it…
Ask for Ad’s Sake (with Jonny Rands)
What’s the first piece of art you saw that really stayed with you?
For me personally, I think a lot of art that has stayed with me has a lot to do with the place I experienced it. So I have a few firsts.
The first piece I remember being like ‘wow, what the fuck is that?!’ (in a good way) was Anish Kapoor’s, ‘Taratantara’ 1999. To launch The Baltic (Centre for Contemporary Art) in my home city of Newcastle upon Tyne. They managed to secure this huge temporary artwork in the shell of the old Mill before commencing the build. It was like a glorious preview of what’s on the horizon for this exciting new landmark.
When I first locked eyes on a Warhol at The Pompidou in Paris.
On my first ever trip to Edinburgh I went to a Ron Mueck exhibition. Those gigantic lifelike sculptures are absolutely mind blowing.
My first photography exhibition was Robert Mapplethorpe which is where my obsession with film photography probably started.
And more recently when I first moved here to Australia a few years ago, my late father-in-law got me into Paddy Bedford’s work. I love this piece (below). That was my first proper introduction to aboriginal art.
What is your Mount Rushmore of artists (four, all-time, unranked)?
David Hockney.
Bridget Riley.
Francis Bacon.
Jenny Holzer.
What’s one piece of art you’d love to have in your home?
Can I kit out the whole house?
Gilbert & George’s ‘Fuckosophy’ in the hallway. Elaine De Kooning in the bedroom. Olafur Elison’s ‘The Weather Project’ in the living room. Damien Hirst’s sheep in the garden and Duchamp’s ‘The Fountain’ in the bathroom…
What’s the best museum/exhibition/gallery experience you’ve ever had?
The rain room at The Barbican
What’s an ad that should be in a museum?
The film that made me realise what advertising can be. Guinness surfer playing on loop in a dark room with the best possible speakers. It’s art of the highest order.
Thanks Jonny! 💪
Was that interesting? Who shall I do it with next? Reach out in the comments.
Don’t be afraid to suggest yourself…
Like, comment and subscribe etc!
Thanks for reading,
Jonathan ✌️
Links for Ad’s Sake
👟 Nike bts
🛠️ Make it yourself
🎸 Kleenex the band
🇺🇸 John Philip Falter
🤖 Hawk Tuah 2045