Street Art from margin to mainstream: graffiti art at digital environment as a branding technique to build relationship with metropolitan consumer

Abstract

The article examines practice of graffiti as an artistic expression in transition from a state of marginality for recognition as a mainstream practice, from its appropriation by organizations for purpose of adding value of art and urbanity to their brands. This practice as a form of social inclusion through exercise of culture. Red Bull Street View as a case study of branding strategy for recovery of brand among its audiences.