Chap 8: ‘Tate and BP—Oil and gas as the new tobacco: Arts sponsorship, branding and marketing,’ by Derrick Chong

In the next chapter in my new book Museum Practice, Derrick Chong discusses tricky issues to do with arts sponsorship, branding and marketing, and poses a provocative question with reference to a case study of Tate and BP: is oil and gas the new tobacco? “Activist artists can help arts institutions—not least of all those with roles in marketing and sponsorship—to clarify who is an acceptable relationship partner,” he writes. Even if corporate relationships are seen as a necessary compromise by many museums, he argues that “multiple perspectives on social issues—such as relationships between multinational capitalism and the arts—are useful in a democratic society.”

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Derrick Chong is Associate Dean (Education) in the Faculty of Management and Economics at Royal Holloway, University of London, where he teaches a core first-year course, Markets and Consumption. He is originally from Canada where he read business administration and art history; his PhD is from the University of London. An earlier version of this chapter won the 2011 John Molson [Concordia University] MBA International Case Writing Competition.


About mccartco

Conal McCarthy has published widely on the historical and contemporary Māori engagement with museums, including the books Exhibiting Māori: A history of colonial cultures of display (2007) and Museums and Māori: Heritage professionals, indigenous collections, current practice (2011). His new book is Museum practice (2015) in the series International Handbooks of Museum Studies. This edited collection includes chapters on many aspects of current professional work from audience, leadership and policy to collections, exhibitions and conservation. His next book co-authored with Bronwyn Labrum of Massey University will explore history of/in museums.
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