Yushi Chen

Date of Award


Document Type

Thesis - Open Access

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Zhang Jin


Over the past decades, crossover collaboration has become increasingly important
in the contemporary art market as an effective strategy to reach a wholly new customer segment. This research focuses on the crossover collaboration between art and entertainment by exploring the partnerships between auction houses and singers. It uses a case study as a research methodology to analyze Sotheby’s partnerships with three famous singers, including Nigo, T.O.P., and Jay Chou, by which the auction house successfully entered the Asian art market. The research found that these examples have demonstrated Sotheby’s how has integrated crossover collaboration into its sustainable competitive advantages. The auction house leverages the powerful influences of these singers to touch with the younger digital consumers, the growing power in the art consumption market. Sotheby’s has set a good example for other galleries and auction houses about how to implement strategic crossover collaboration with singers to increase auction sales significantly.