Art. Commerce. Neither can thrive without help from the other. Artists need to eat. The corporations need to appear innovative, hip, and unique.
The frustration occurs during the stages of creative control. The artists want the freedom to produce great ideas, using the budget to merely enhance the quality of the concept.
Because it owns the money vault, companies make it their prerogative to dictate the art direction. They want to ensure the ideas and the execution are on brand.
The tug of war between art and commerce is a necessary frustration in order to get things right. Both sides want to tell an engaging story. Ideally, the savvy artist woos the marketers with extraordinary vision and confidence and the company is there to provide support and make small revisions on the outcome. But it rarely works out this way.
Creators come with ideas. The corporation comes with money. The art/business symbiosis is an indispensable partnership in modern day marketing, especially in the digital world where the tools are more accessible. Remember: anyone can create and distribute quality art on their phone.
The purpose of the brand in working with an artist, therefore, is to provide the extra funds that make the storytelling impeccable. Money makes better, best.