Through an art exhibition called “ARTISM EXHIBITION” by autistic artists through a boost of Binaural Beats, Spotify in partnership with DENTSU CREATIVE Indonesia team opened many opportunities for neurodivergent, as well as “a perspective that encourages the public to embrace the uniqueness of each different individual” as commented by Antara, Kantor Berita Indonesia.
ARTISM EXHIBITION has been shortlisted for Media Lion in Use of Mobile category at the 2023 Cannes Lions International Festival.
Approximately 75 million people around the world are diagnosed on the autism spectrum, or what we call “neurodivergent.” They have higher theta/beta ratio brainwave frequency in the frontal brain region compared to a regular person.
Their minds are different, and the world sees this as a liability and thus unit for employment – when in fact, it is the very reason they possess unique creative potential.
How can we change the chances for neurodivergent to enter the art market and thrive as an artist?
Spotify partnered with Kreaby, a creative studio that focuses on supporting visual artists with autism, in which we discovered that their minds could be unlocked through the power of music.
We studied the effects of Binaural Beats on their brainwaves and its impacts on creating art, because we are confident their artworks deserve their own category.
This boost of binaural beats is proven effective as their attention peaks were enhanced, thus making it easier for them to concentrate on creative tasks.
Through these, a series of artworks are produced, establishing a new genre of art that showcases their unique perspectives.
Alpha Spectrum Binaural Beats are incorporated into songs on the ARTISM playlist
Autistic artists created artwork while listening to the playlist
Artworks are exhibited on Spotify Canvas
The artworks are displayed at music concerts and captured by the media organically. Through this strategy we manage to convert the fan base from the popular musician, into visitors of ARTISM EXHIBITION, capturing attention of youth across the nation.
This leads to several institutions willing to give space for the artworks to be displayed such as in several videotron on the cities.
We also collaborate with popular coffee shops and create a mini exhibition with QR code that leads to the real exhibition on the Spotify Canvas. Visitors are also encouraged to share the canvas through social media, amplifying the digital impact of the exhibition and gaining massive awareness.
Utilizing 433 million Spotify users, ARTISM EXHIBITION started off as a music playlist exhibition by autistic artists that demonstrated their ability to contribute to culture and society.
It evolved, opening doors to recognition, collaboration, and employment from a wide range of partners; broadening their cases into the art market with a new genre that embraces neurodiversity that only they can own – an art genre calls ARTISM.
“An exhibition that provides a new experience.”
“One of the most awaited exhibitions.”
DENTSU CREATIVE Indonesia
TAP “READ MORE” TO FIND ARTISM ALBUM ON SPOTIFY.
