Saturday, December 13, 2014

Koons Designed the Cover of Grazer’s Book – Clever PR for All Involved

Jeff Koons designed the jacket for producer Brian Grazer’s upcoming book “A Curious Mind: The Secret to a Bigger Life.”

Superproducer Brian Grazer has written a book about…curiosity. Pegged as “non-fiction”, publisher Simon & Schuster signed six-figure deal to publish it. The book will examine how curiosity and the endless search for knowledge drive creativity.

Grazer knows a thing or two about creativity. He has for decades conducted weekly “curiosity conversations” with accomplished strangers. Those conversations inspired Grazer to produce movies and TV shows such as “Splash” and “Arrested Development”.

The book, co-written with business journalist Charles Fishman, will be launched on April 7, 2015. For the book cover, Grazer came up with a brilliant (PR) idea – enlisting the services of artist Jeff Koons for the design. A win-win situation – great PR for Grazer and Koons, as well as free pre-publishing hype which will boost (pre)sales.

Why did Grazer turn to Koons? “When we began discussing a design for the jacket of my book, Jeff Koons was the first person I thought of. His pieces have always spoken to me — they are suffused with positivity. My curiosity conversation with him was one of the earliest and most memorable I’ve had, and I remember being especially struck by how generous and genuinely interested he was, in everything. Curiosity is a very natural thing for him – it is the foundation of his work, and his energy as a human being.”

As for the book cover design itself, Grazer stated: “When you look at the simple sketch he came up with, it has so much life and personality, and there is a celebratory quality to it.”

Whether you like the design or not, you have to agree: it’s a great way to get free publicity.