In a saturated market of PE secondaries and repackaged alts, cultural assets stand out as an underutilized, experiential, and increasingly monetizable class of wealth.
As advisors seek an edge in a crowded alts market, one underexplored category is quietly gaining traction: cultural assets.
From music royalties and literary estates to sports IP and film financing, these investments offer more than emotional appeal. They can deliver income, portfolio diversification, and meaningful engagement. For HNW/UHNW clients, investing is no longer just about performance, but also about identity, access, network, and legacy.
At a recent Tribeca Film Festival panel, Sweat & Equity, indie filmmakers and financiers discussed how they’re addressing the gap between creative vision and commercial execution. The lesson? Cultural ventures require business acumen and commercial ops. And increasingly, these investments are being viewed as an asset class ready to be professionalized.
As RIAs navigate a saturated market of PE secondaries and rebranded alts, culture offers something different: they’re underutilized, experiential, and increasingly monetizable.
Why this matters for RIAs (beyond emotion)
Most RIAs haven’t formed meaningful partnerships with cultural institutions or asset platforms, especially locally. That’s a missed opportunity.
For community-rooted advisors, cultural capital can unlock both performance and connection. Think fund strategies or fractional opportunities tied to local venues or artists, regional film production, or niche music catalogs.
Financially, cultural assets offer:
- Uncorrelated returns– music IP, sports equity, and art typically move independently of public markets
- Tangible cash flows — royalties, licensing income, and franchise distributions
- Capital appreciation — for example, Buss family’s $68M Lakers purchase now tied to a $10B+ valuation or catalog sales in music
- Inflation resilience — fine wine has posted ~10% CAGR over 30 years and fine art has served as a store of value across markets
- Client stickiness — values-aligned experiences deepen trust and retention across generations
A diversifier that resonates
While many advisors still associate cultural assets with collectibles and fine art, platforms like Masterworks or SongVest are creating more retail pathways, and they’re digitally-enabled and tech-forward. Still, access to broader cultural assets remains largely bespoke and underused, though monetization opportunities are everywhere:
- Sports: media rights, franchise equity, and city-linked real estate. See CAIS/Eldridge’s recent S&E fund launch, Mark Cuban’s Harbinger, or fractional ownership via MyRacehorse
- Music IP: Dundee Partners’ 74% stake in Chord Music Partners (valued at $1.85B) shows how royalty-backed income can mirror fixed income traits
- Literary estates: Viking Global-backed International Literary Properties (ILP) acquires and monetizes IP from estates like Langston Hughes and Guys and Dolls, recently adding George Bernard Shaw via the American Play Company
- Film: Indie investing resembles early-stage VC (high risk, high passion) while institutional slate financing on the flipside offers access to diversified revenue (streaming, foreign sales, merchandising), even for projects that never hit ticket sale goals
- Esoteric cultural arts (collectibles, fine art, equestrian, etc.): art has appreciated ~12.6% CAGR (1995–2022), while collectibles like vintage watches and classic cars are increasingly fund-backed and tracked; platforms like MyRacehorse offer fractional access to race earnings, breeding rights, and resale upside
The cultural alts experience
Wealth isn’t just about returns, it’s about access, belonging, and identity.
That’s why top wealth and advisor platforms already host clients at Art Basel, Formula One, Grand Prix Monaco, US Open or the Saratoga Race Course. These aren’t fringe perks, they’re part of a lifestyle that cements loyalty and builds wallet share for management teams.
Cultural investments can offer the same:
- Red carpet or studio access for film investors
- Backstage or artist meet-and-greets via music IP
- Franchise events or hospitality boxes through sports exposure
- Access to exclusive equestrian events or collector showcases
These experiences resonate because they reflect a client’s identity and values, essential ingredients in modern wealth and legacy planning.
What RIAs, wealth managers, and FOs can do now
- Reframe the conversation: culture isn’t just “art”, it’s a class that spans music, film, IP rights, equestrian assets, collectibles and more
- Partner with operators: find and work with specialists who understand both the creative and financial sides, and find advisors and platforms that translate creative assets into commercial structures
- Curate identity-aligned access: whether it’s a backstage invite or event access, these experiences build affinity and often lead to stronger retention. Lean into localized opportunities that are value-differentiators for RIA teams to capture new clients
- Educate early: these assets are typically illiquid, long-term, and bespoke – which can be a strength for clients with patience and passion, but they won’t necessarily be a part of every UHNW or HNW alts sleeve
- Track institutionalization: from fund launches to digital platforms, this space is evolving fast. RIAs and advisors can lead if they’re on top of the changes.
Stephen Szypulski held executive roles at Goldman Sachs and the Bank of New York. He advises on business strategy, investor platforms, and alternative investments, with a focus on private capital. He’s based in New York.