Unlocking Creative Potential: How ARTISM Empowered Neurodivergent Artists Through Music and Art
Speaking to LBB’s Tom Loudon, Defri Dwipaputra, executive creative director at Dentsu Creative Indonesia, explores the groundbreaking project combining art, music, and neurodiversity, ARTISM Exhibition.
Emerging as a powerful platform to empower artists on the autism spectrum, Defri re-lived every step of the project, from inception to execution, including the inspiration behind merging binaural beats with art, bridging the gap between music concerts and art exhibitions, and engaging a diverse audience.
LBB> The ARTISM Exhibition is a truly innovative and impactful project. Can you take us back to the initial inspiration that led to the idea of combining music, art, and neurodiversity to empower artists on the autism spectrum?
Defri> The inspiration started when we discovered that drawing is an autism therapy tool to train their neural focus, and after we dug deeper, because they have a higher brain wave frequency, they see focus in a different way but we can restore that focus through music with a certain frequency. From there, our Dentsu Creative team felt we could combine those aspects with modern creativity and turn it into something that could help focus neurodivergent artists to collect their own “portfolio”, have the ability to support, and shift the way people perceive them in our society. This aligns with our mission to always deliver ideas that create culture, shape society, and invent the future.
LBB> Neurodiversity is a crucial aspect of the ARTISM Exhibition. How did you arrive at the idea of incorporating binaural beats into music to unlock the creative potential of artists with autism spectrum, and what were some of the challenges you encountered during this process?
Defri> From the insights that we have found scientifically, neurodivergent artists have a higher beta wave frequency than regular people, and by providing alpha wave frequencies through binaural beats, they can concentrate and create even more.
LBB> The strategy of using a popular record label to introduce art to the public is fascinating. Could you share how this unconventional approach helped you bridge the gap between music concerts and art exhibitions, effectively engaging a wider audience?
Defri> Of course, the radical collaboration with well-known record labels at the launch of this exhibition through concerts and Spotify as a music platform helps us to seamlessly connect to the younger generation, who are the main listeners and can turn their eyes to neurodivergent artists. Why did we choose them? Because it is this young generation that will lead the next era in society? We think we should start with them, and music is one of the most effective ways to talk to them.
LBB> The conversion of a musician's fan base into visitors to the ARTISM Exhibition is an ingenious concept. Could you delve into the strategies you employed to seamlessly transition this interest and enthusiasm from one form of art to another?
Defri> The musicians already have their own market and we see this as an opportunity to share the stage with another type of art, which was made by our autistic artists into one stage. So, our desire is to cooperate with this new style of art to demonstrate the artist's ability to contribute to culture and to bring more recognition from society.
LBB> The collaboration between ARTISM and various institutions, coffee shops, and digital platforms is impressive. How did you establish these partnerships to create mini-exhibitions and increase the reach of the artworks?
Defri> This partnership is coming in a very organic way for us. Some of them called us to join the campaign, we have a thought because the mission and objective to bring about a change in the way people perceive these artists is important right now in our society.
LBB> Incorporating binaural beats into the creative process is an intriguing innovation. Could you elaborate on the scientific and creative considerations behind selecting specific binaural beats for the artists to work with?
Defri> First, we study the impact of binaural beats on their brainwaves and their impact on creating art. We created a list of songs that incorporate the alpha spectrum, which scientifically can help to balance the beta spectrum in autistic people. We continued to invite the neurodivergent artist to make the artwork while listening to the songs. After that, we displayed their artwork, which was made with the help of the binaural beats on the Spotify Canvas.
LBB> The exhibition's impact extends to multiple aspects, from media exposure to collaborative demands with artists. Can you provide insights into the ways in which the ARTISM Exhibition has transformed both the art scene and the lives of artists on the autism spectrum?
Defri> By converting 433 million Spotify users into 40 million visitors of the ARTISM Exhibition with almost 400,000 dollars of organic media values, this art exhibition has now shifted from a small exhibition to a larger objective because it can place a different position on neurodivergent artists or even people with the autistic spectrum in general. They can be seen as empowered, and people or even ARTISM can broaden their access to the art market with the new genre that embraces neurodiversity that only they can own.
LBB> The achievement of increased collaborative demands by up to 200% is remarkable. How has this shift influenced the perception of neurodivergent artists and their role in the broader artistic landscape?
Defri> Of course, this has shifted the perceptions of many people, and as a result, our artists now have big projects with several big brands in Indonesia. And from there, we believe this campaign will become bigger and wider because each brand has its own ability to reach different scales in society.
LBB> The permanence of the ARTISM Exhibition on Spotify is a testament to its lasting impact. Can you discuss the challenges and opportunities you faced in creating a digital platform that sustains the exhibition's mission?
Defri> It's great to be working with Spotify on this project, as we can explore Spotify Canvas as our new medium that can deliver greater impact and purpose to society. Most importantly, it's maintainable on the platform, so whenever people want to “visit” an exhibition, just search and play ARTISM Exhibition on Spotify.
LBB> The recognition and awards received, including being shortlisted at The Cannes Lions International Festival of Creativity, highlight the significance of the ARTISM Exhibition. How do these acknowledgments motivate you to continue pushing the boundaries of creativity and inclusivity?
Defri> We at Dentsu Creative Indonesia are honoured and blessed that this project has received much recognition from local and international creative festivals. However, what motivates us to continue to push boundaries with modern creativity in terms of inclusivity? This is a real statement that came from a neurodivergent artist parent: “Thank you for believing in our kids. Now I am relieved because people in society can see them from different perspectives and abilities”.
