Tonny Sorensen - Planet Illogica

Planet Illogica

Influenced by the free and open trade mentality of Freetown Christiania, an artist enclave near Copenhagen, and his success as a brand entrepreneur at Von Dutch, Sorensen was inspired to build an online artistic community. In 2007 he partnered with Ken Goldstein, founder of marketing agency Six Shooter LA, and formerly Marketing Director of Von Dutch, to form Planet illogica, an online collaborative tool for artists. The site launched in July 2009 with the help of the American Film Institute’s Digital Content Lab.

The site and organization are designed to serve as a tool to help artists create, promote and sell their work, and build collaborative relationships with other artists and commercial brands. Planet illogica’s business model relies on product sales and licensing of user-generated content, Borrowing on Sorensen’s earlier experience with Von Dutch, Planet illogica focuses on the commercial intersection between emblematic art and brand associations with that art, deliberately fostering relationships between art, brand imagery and commercial advertising.

Planet illogica also serves as a vehicle for Sorensen to scout and develop talent. Select artists are supported by the organization’s artist in residence program, which provides marketing, management, legal and financial support for the artist, and which facilitates joint artistic ventures with Planet illogica’s alliance partners. Planet illogica’s affiliate network includes Nike, Sony PlayStation, Best Buy and Guitar Center, among others.

Examples of Planet illogica’s marketing support of its artists in residence include their 2010 South by Southwest art exhibit of American contemporary artist Ron English’s Historic KISS art and other music-related prints, and its online sale and promotion of custom limited edition apparel from English’s Popaganda collection. Planet illogica continues Sorensen’s promotion of fashion lines, with its launch of artist Civil Smith’s American Heritage apparel collection, the California Christiania Republic line and Sorensen’s own Tonny Sorensen Collection.