Signed, Sealed, Delivered: How Corporate America Is Turning to Global Artists to Earn Gen Z's Trust
A new generation of brand partnerships is reshaping the commercial art landscape, as major US corporations look beyond domestic talent pools to commission international artists for campaigns, product drops, and immersive experiences. The trend signals a fundamental shift in how companies like Nike, Spotify, and high-end retailers define cultural credibility — and raises important questions about equity, artistic integrity, and who ultimately benefits when commerce and creativity converge.