‘We noticed a missing link’: MIK Studio launches offering to facilitate better brand and artist collabs
MIK Studio, a global creative studio with strong ties to the music industry, has launched a new offering designed to connect brands to artists in a more effective way.
The platform – MIK CURATE – will tap into the studio’s long-standing relationships with major record labels, managers, and artists to offer first-in-market opportunities and experiences with artists.
It hopes to transform how brands collaborate with artist’s in today’s dynamic social, digital, and live environments by providing thoughtful, insight-driven planning and production to deliver more memorable and authentic experiences for all parties – the brand, the artist, and the fans.
“CURATE was born to bridge the gap between brands and artists, providing services from strategy, through to realisation,” Tom Cotton, creative director at MIK, explained.
“We noticed a missing link between strategic brand activations and artists who genuinely engage their audience. CURATE addresses this by delivering authentic, creative solutions that are aligned with business objectives.”
MIK’s general manager, Brent Lim, added: “We’ve experienced artist collaborations firsthand – both as planners and fans – so we firmly believe in the impact CURATE can deliver for brands and consumers alike.
“However, CURATE is designed to go beyond business goals. It aims to spark cultural moments, generate buzz, and empower brands to create or participate in meaningful experiences.”
The platform is an extension of the studio’s existing portfolio, having previously developed artist-led collaborations with leading brands including Spotify, Disney, and Maybelline.
The team has also already partnered with major record labels and artists including Australia’s own Troye Sivan and Kylie Minogue on high-profile, global projects.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
artists
Australian music
brand
Brent Lim
Collaboration
MIK
MIK CURATE
MIK Studio
music
Tom Cotton
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