The Banksy Effect

The modern definition of ‘brand’ is a curious thing - take Banksy, self-appointed brandalist and fat-cap(italist) - he’s kinda Brand 2.0, fetching logo, folk heroic status, he’s making millions and he’s being faked. He has the authenticity that brands like Levi’s, Diesel and Stussy try and recreate in an East London studio in order to sell apparel to wayward post-teens.

Banksy is the real article, pure unfiltered, untouchable brand. From experience his art adorns the walls of many a creative ad execs glass box, where they sit and stare trying to de-construct his darkly comic stencils and treacherously plot how his secret sauce might fit with brand X. They do so at their peril - the Banksy consumer is a savvy beast, respectful of their folk hero, protective, intelligent and with money - just the sort of demographic that £200 distressed denim manufacturers want to reach. Understanding how the adoration of one can fit seamlessly with the other is to truly understand the Banksy effect.

I recently gave an interview on BBC Radio 4 about the rise of the Banksy effect, citing the internet as a key factor in creating this cult and modern art phenomena. Social networking, forums and sites like Flickr and notably The Wooster Collective have all enabled Banksy to find a new audience for his work - without them I don’t think we’d be talking about him, certainly not beyond the confines of ’street art’ - but his sublime artifice and technology have conspired to pave the way for a new breed of Artist/Brand and a new understanding of brand creation.

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