
With the popularity and legitimization of graffiti has come a level of commercialization. In 2001, computer giant IBM launched an advertising campaign in Chicago and San Francisco which involved people spray painting on sidewalks a peace symbol, a heart, and a penguin (Linux mascot), to represent "
Peace, Love, and Linux." However due to illegalities some of the "
street artists" were arrested and charged with vandalism, and IBM was fined more than $120,000 for punitive and clean-up costs.
In 2005, a similar ad campaign was launched by Sony in New York, Chicago, Atlanta, Philadelphia, Los Angeles and Miami in order to market its handheld PSP gaming system. In this campaign, taking notice of the legal problems of the IBM campaign, Sony paid building owners for the rights to paint on their buildings "a collection of dizzy-eyed urban kids playing with the PSP as if it were a skateboard, a paddle or a rocking horse."
Along with the commercial growth has come the rise of video games also depicting graffiti, usually in a positive aspect – for example, the Jet Set Radio series (2000-2003) tells the story of a group of teens fighting the oppression of a totalitarian police force that attempts to limit the graffiti artists' freedom of speech. In plotlines mirroring the negative reaction of non-commercial artists to the commercialization of the artform by companies like IBM (and, later, Sony itself) the
Rakugaki Ōkoku series (2003-2005) for Sony's PlayStation 2 revolves around an anonymous hero and his magically imbued-with-life graffiti creations as they struggle against an evil king who only allows art to be produced which can benefit him. Following the original roots of modern graffiti as a political force came another game title,
Marc Eckō's Getting Up: Contents Under Pressure (2006), featuring a story line involving fighting against a corrupt city and its oppression of free speech, as in the
Jet Set Radio series.
Other games which feature graffiti include
Bomb the World (2004), an online graffiti simulation created by graffiti artist
Klark Kent where users can virtually paint trains at 2Graffiti Blasters0 locations worldwide, and
Super Mario Sunshine (2002), in which the hero, Mario must clean the city of graffiti left by the villain,
Bowser Jr. in a plotline which evokes the successes of the
Anti-Graffiti Task Force of New York's Mayor Rudolph Giuliani (a manifestation of "
broken window theory") or those of the "
Graffiti Blasters" of Chicago's Mayor Richard M. Daley.
Numerous other non-graffiti-centric video games allow the player to produce graffiti (such as the Half-Life series, the Tony Hawk's series, The Urbz: Sims in the City, and Rolling). Many other titles contain in-game depictions of graffiti (such as The Darkness, Double Dragon 3: The Rosetta Stone, NetHack, Samurai Champloo: Sidetracked, The World Ends With You, The Warriors, Just Cause, Portal, various examples of Virtual Graffiti, etc.). There also exist a host of games where the term "graffiti" is used as a synonym for "drawing" (such as Yahoo! Graffiti, Graffiti, etc.).
Marc Ecko, an
urban clothing designer, has been an advocate of graffiti as an art form during this period, stating that "
Graffiti is without question the most powerful art movement in recent history and has been a driving inspiration throughout my career."
Keith Haring was another well-known graffiti artist who brought Pop Art and graffiti to the commercial mainstream. In the 1980s, Haring opened his first Pop Shop: a store that offered everyone access to his works—which until then could only be found spray-painted on city walls. Pop Shop offered commodities like bags and t-shirts. Haring explained that, "The Pop Shop makes my work accessible. It's about participation on a big level, the point was that we didn't want to produce things that would cheapen the art. In other words, this was still art as statement".
Graffiti has become a common stepping stone for many members of both the art and design community in north america and abroad. Within the
United States Graffiti Artists such as
Mike Giant,
Pursue,
Rime,
Noah and countless others have made careers in skateboard, apparel and shoe design for companies such as DC Shoes,
Adidas,
Rebel8 Osiris or Circa Meanwhile there are many others such as
DZINE,
Daze,
Blade,
The Mac that have made the switch to gallery artists often times not even using their initial medium, spray paint.