Social media and artistic integrity
We live in a world of rapid changes (in case you didn't notice ;-) ) and as a result, we as artists, especially those who produce things that need more than an hour to "consume" are faced with a variety of media competing for people's attention.
Why after all should someone read an experimental novel or fight through a contemporary opera, if they can just watch a Casey Neistat video on Youtube (they're really pretty darn good!) or just watch the newest episode of Modern Family on Netflix?
The answer might be obvious to you, but ten years from now I predict that it's going to be a tough competition, as the teens and twens will forget at a certain point what the unique features of literature or modern music are -- why there are works that are questioning the medium itself. The battle has already begun, in fact. The hook that catches the eye of the audience is personality, because a persons attitude is what you see long before you’ve even started to reflect their work.
And STILL so many artist don't want to promote their things, to get familiar with social media platforms, to simply stand out as a person. I totally understand that.
But I think that we as artists of the "serious" spectrum (whatever that may mean), are faced with a simple choice:
1) We can change the art and make it more approachable and thus easier to understand
2) We can change the way the piece of art is perceived -- find better ways to promote it in a world dominated by social media
But that’s not a problem at all -- so many highly complex works are also highly entertaining or sensual and could reach a much wider range of audiences if promoted the right way. Noticing that, I simply cannot understand why so many writers of the younger generation simply adopt the FIRST mentality, to just change the way that they make art in an attempt to sell. That won't work, and do you know why? No matter how much simpler, faster, easier you make your texts, they still won’t be able to compete with Neistat. You CAN make them excellent literature though and cultivate the unique possibilities of your art.
So we have to find other ways to become popular.
I understand that to dye one's hair blue to stand out or to become a Twitter professional probably won't be the most attractive option for a composer of contemporary music. But this is still, as I think, the way to go, if you refuse to let a busy world destroy your Oeuvre.
The more serious you take your work, the more important you have to take marketing.
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