MIK Studio Launches CURATE to Transform Brand and Artist Collaborations

MIK Studio is changing how brands collaborate with artists through a new platform, CURATE, which promises to connect brands and artists.

The global creative studio, known for its work in the music industry, has designed CURATE to bridge the gap between strategic brand activations and authentic artist partnerships.

MIK will tap into its long-standing relationships with major record labels, managers, and artists to offer first-in-market opportunities and unique experiences to artists.

Tom Cotton, creative director at MIK, explained the platform’s mission.

“CURATE was born to bridge the gap between brands and artists, providing services from strategy through to realisation,” he told LBB.

“We noticed a missing link between strategic brand activations and artists who genuinely engage their audience.

“CURATE addresses this by delivering authentic, creative solutions aligned with business objectives.”

MIK has worked with global leaders like Spotify, Disney, and Maybelline, as well as high-profile artists such as Troye Sivan and Kylie Minogue. MIK say collaborations work best when they are authentic and culturally relevant.

General manager Brent Lim emphasised that CURATE is more than just business outcomes.

“We’ve experienced artist collaborations first-hand – as planners and fans – so we firmly believe in the impact CURATE can deliver for brands and consumers alike,” he said.

“However, CURATE is designed to go beyond business goals.

It aims to spark cultural moments, generate buzz, and empower brands to create or participate in meaningful experiences.”

Brent said the business will judge CURATE’s success in two ways.

“First, as a measure of proven success within the business, of course,” he said.

“In Sydney, particularly, the fabric of local communities drives results from the bottom up, mainly through a connection to music and the new voices within it.

“For many people, being online is their only way to experience their favourite sets tangibly, so bringing something that resonates to our local network means we’ve done our job right.”

Authenticity is central to CURATE’s strategy for selecting and working with artists. Brent said that MIK prioritises understanding an artist's cultural context and their audience to ensure meaningful collaborations.

“MIK is a company that allows brands to connect to culture meaningfully,” he explained.

“When selecting artists, we look at their place in local and broader culture. Where are their audiences showing up, and are they online? What’s important to them, and how can we seamlessly integrate? Providing a space for our artists to showcase their talent is paramount. Collaborations are only as good as the sum of their parts.

“We ask the right questions, spark meaningful discussions, and get to the heart of what both parties are passionate about delivering.”

Brent added that while it’s important for CURATE to succeed commercially, this won’t be at the expense of artistic vision. 

“Straddling the artistic vision and business objectives is naturally a delicate balance,” he noted.

“As a creative platform, the best part of CURATE is its malleability. It can consistently push boundaries and evolve, depending on client needs.

“Our strong strategy team has extensive experience in navigating the needs of both parties, and we’re confident our artists will understand the commercial expectations of the value exchange.”