Corporate Sponsorship

I've been thinking for while about extreme sports, and surfing and volleyball. In part, I've sat in awe of what a 21 year old kid can do with a skateboard or a BMX bike nowadays. Mostly, I've thought about the idea of corporate sponsorship, and if it can play a significant role in art.

Corporations don't bathe athletes in money just for their talent. They do it for the brand exposure. O'Neill doesn't sponsor Timmy Reyes and Corey Lopez just because they're nice guys. They do it because these guys make kids want to learn to surf, and they make adults choose O'Neill over Rip Curl. Nike doesn't give money to (insert random basketball player here) for grins and giggles. They do it because they want to associate their brand with that guy. It's all about the brand exposure. But of course, this is all something we all already know.

What does it take for the artist to become a worthwhile investment for a mega-corporation? Is it simply a matter of exposure? If one does enough guerrilla sculpture installations or enough high profile pieces, can his or her work entice the marketing department of a company to start throwing cash/cameras/welding gear their way? In truth, if could get one major surfer's annual stipend, I could afford to make work that would get on the news in seven states, probably without even breaking any laws.

I imagine part of it is about saleability. Does it just come down to the right amount of charisma? Is it a matter of news exposure? Does one have to generate a million adoring fans first? What does it take?

And what would happen? What could the photographer do that had the freedom to use her eye when, where and how she wanted? I imagine making sculpture that isn't ever meant to be bought and sold, but rather to be experienced. If art basically breaks down to creativity, communication and intelligent aesthetics, what happens when these traits become elevated in popular culture? There has always been power in art. So much so, that it is cannibalized into every aspect of our lives. But what happens if the artist can find the corporate sugar daddy? Can the contemporary artist do more than make trite garbage that only appeals to academics and collectors? Can art still change the world? Is there room for a second Renaissance?

What do you guys think? Really, I'd like to know.