Artists live in two worlds. In one, they create. In the other, they market. The two could not be more opposite. One requires time, reflection, and solitude. The other requires diving into the fray to network, shake hands, blog, tweet, build a digital empire and land that ultimate publishing or record deal. In such chaotic noise, it is very easy to forget two essentials: 1) The art itself. 2) Your audience. Without your craft or the people who appreciate its value, the rest is meaningless.
Bob Lefsetz, blogger and music industry analyst/commentator, recently addressed the 20% drop in ticket sales in the movie industry, despite predictions that movies were considered recession proof.
His take as to the cause? Simple. “The movies suck.” Lefsetz argues that the movie industry has forgotten its “primary mission”—which is to tell stories. He goes on:
Every few years a blockbuster emerges from the fringe that costs almost nothing to produce. And the real reason these flicks triumph is story…People need food. They don’t need movies or music. They can keep their wallets closed. The challenge is to create something so compelling that people need to go, price ends up being secondary. Read his entire post here. I highly recommend it.
Lefsetz is right. Put your freshest energy into the story, the song, or the painting. Make it compelling. Make it something people have to see or hear or participate in. You do have to network, but begin by networking among those who already love and appreciate what you do. Build slowly and be patient with the process. It is an exercise in trust.