Throughout the centuries , the patronage system has let for the redistribution of wealth from the business class to the originative category — the member of which were often assumed to be starving and in need of such redistribution . The basic conceitedness is that a wealthy somebody , sept , or business pays the living wages of a dramatist , musician or artist ( often providing intellectual nourishment and shelter ) so that person can concentrate solely on their conception . In return , the creative person often dedicates their works to their patron . In this manner , the business arrangement has the potential difference to make both parties immortal .
This week , theNew York Timeswrote about a modern iteration of championship — one between a large corporation and an already very successful melodious artist . Pepsi and singer Beyoncé have struck a $ 50 million deal , which includes a “ creative content exploitation fund , ” for Beyoncé ’s various endeavors . Why not just pay Beyoncé for traditional ad wherein her face appears on billboards and she shakes her dirty money in a commercial or two ? “ This way feels less polluting . It feel like there are more estimable thing around it . It creates an all - around skillful will , ” excuse behavioral economic expert Dan Ariely , the author ofThe Upside of Irrationality .
The downside is , of course , that art and consumerism become intertwined — but history teaches us that , for better or bad , art and business have always been intrinsically combined , often to aid the creation of timeless masterpieces . Here are a few example .
1. Gaius Maecenas/Horace, Virgil
Virgil . picture courtesy of Getty Images .
During the golden long time of Latin lit , the Roman diplomat Maecenas was a helper of poet Horace and Virgil . His endowments to the men leave for the writing of Virgil ’s " The Georgics " and Horace ’s " Satires 1 , " " Epistles 1 , " and " Odes 1 - 3 . " It is unreadable how Virgil first number to meet Horace , but scholar consider he was the one who introduced the solon to Horace , the son of a freed slave . It is also believed that Virgil composed his didactical verse form about farming and public lifetime , " The Georgics " ( a seven - class task ) , under rules of order from Maecenas , who wish to see the Roman Empire repay to a more traditional arcadian lifestyle .
Horace did much of his piece of writing at a small land with eight slave and five tenanted properties call the Sabine Farm , gifted to him by Maecenas . The farm give Horace the security to remain his writings in peacefulness , and in return Horace addressed the first book of each of his series , Satires , Epistles and Odes , to his helper .
2. The Medici Family/Michelangelo
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The politician and businessman Lorenzo de ' Medici ( humbly nicknamed Lorenzo the Magnificent ) was famous for inviting artists to live in his Florentine palace while they were under his patronage .
Michelangelo was likely bring in to the patron by his sculpting teacher , who was part of the Medici originative junto at the meter . The 15 - class - old , who would later go on to paint the ceiling of the Sistine Chapel , motivate into the castle in 1490 . In increase to ease up him trapping , Lorenzo cater the teenager with a stipend and gave his dad a Book of Job as a house salesclerk . Michelangelo was raised among Lorenzo ’s children and nephew , two of whom later on became Popes ( Leo X and Clement VII ) . It is a blessing to acquire up in proximity to the powerful : both men later on apply the creative person for various projects around the Vatican .
3. Isabella d’Este/Leonardo da Vinci
4. Queen Elizabeth/Shakespeare
Queen Elizabeth ’s devotion to England ’s most famous dramatist is so well be intimate it has become the sub - plot of several accolade - win movies . In reality , the Queen was a devoted rooter of the field of operations and a generous supporter of Shakespeare ’s piece of work . In return , he immortalized the virgin Queen in his works , most notably as the “ fair vestal throned by the West ” inA Midsummer - Night ’s Dream .
5. Pepsi/Beyoncé
Pepsi ’s $ 50 million patronage of Beyoncé is expect to offer the vocalizer and clothing interior designer — who earns or so $ 40 million a year — with the ability to quest after originative endeavors free from the hamper and constraints of the market . “ Pepsi embraces creativeness and understands that artists develop , ” Beyoncé said in a statement to theTimes . “ As a businesswoman , this allow me to work with a lifestyle brand with no compromise and without sacrifice my creativity . ”
In return for their generosity , the soda brand has already announced they will put the vocalizer ’s face on a serial of special version tonic cans and that she will appear in a new television ad .
Other things that could be financed through Pepsi ’s “ Beyoncé fund ” could include live events , videos , or a “ nerveless pic shoot , ” as Lee Anne Callahan - Longo , the general manager of Beyoncé ’s companionship Parkwood Entertainment , severalise theTimes .
alternatively of a farm or a ceiling over her chief , Beyoncé is commence the gift of circumscribed but generous resource and the power to get a little bit wacky with how she correspond Pepsi . You ’re in serious company in the annals of story , B. We ’re await no less than a twenty-first CenturyMona Lisain diamante .
