Sotheby’s partners with Drake to communicate exhibit aurally

Auction house Sotheby’s is showcasing its street cred with a selling exhibit in partnership with hip hop artist Drake.

“I Like It Like This” celebrates 70 years of contemporary black American artists, with an accompanying soundtrack compiled by the rapper that consumers can listen to through Beats by Dr. Dre headphones positioned throughout. This exhibit, open to the public through June 12, may help Sotheby’s reach a millennial consumer through familiar pop culture.

Modern art
To launch I Like it Like This, Sotheby’s hosted an event with Milk Studios at its SI2 contemporary gallery.

Playing off the cultural significance of music within the black American experience, Sotheby’s had Drake choose tracks to accompany certain works available. These songs are available online via a Beats Music playlist.

Other brands have leveraged hip hop to reach a younger audience.

LVMH-owned Hennessy is refreshing its wide-spread multichannel Wild Rabbit campaign by featuring internationally acclaimed rapper Nasir “Nas” bin Olu Dara Jones as brand ambassador.

The campaign is aided by Hennessy’s social media platforms to increase exposure for a younger audience who are likely familiar with Nas’ music. The promotions featuring Nas represent the unifying theme of the Wild Rabbit campaigns of individuals who push personal limits in order to achieve success (see story).