Everybody Has to Self-Promote Now. Nobody Wants To.

Even when corporations did enter the picture, artists working with publishing houses or record companies, for example, had little contact with the business side of things. “Before the internet came along, artists not only could let their companies worry about the money, but they actually didn’t have a choice. The companies didn’t let them,” says De... See more

When the US institutionalized its cultural power in the form of museums, graduate programs, arts councils, and awards after World War II, more artists were able to make a living from their work via grants, residencies, affiliations, and academic positions. While this model was certainly a departure from the persona of the “starving artist,” it stil... See more

The burden of self-promotion isn’t only on creative people, obviously; much like Albers’s 65-year-old mom, we’re all expected to perform this labor now. If we’re fully employed, we know that the comfort of health insurance and a salary could be gone at any moment if our company decides to pivot or lay us off. Tech platforms, too, come and go, and t... See more

A society made up of human beings who have turned themselves into small businesses is basically the logical endpoint of free market capitalism, anyway. To achieve the current iteration of the American dream, you’ve got to shout into the digital void and tell everyone how great you are. All that matters is how many people believe you.

“You’re getting worse at [your art], but you’re becoming a great marketer for a product which is less and less good”

Yet what they best represent is the current state of art, where artists must skillfully package themselves as products for buyers to consume.

It’s precisely the kind of work that is uncomfortable for most artists, who by definition concern themselves with what it means to be a person in the world, not what it means to be a brand.

I asked Deresiewicz if he felt anything had changed in the 13 years since he wrote the piece. Back then, he says, “I was still in that mindset of ‘selling out is evil.’” When he began research on his next book, however, “I realized that was kind of an outdated, privileged, and intensely unrealistic attitude,” he says. “Now, you don’t have a choice,... See more

But with less separation between art and commerce, Montgomery says, “there’s some self-censorship that happens. If you’re a little too knowledgeable about PR, you start to become way too aware of things like posting schedules, and it’s impossible to be punk anymore.”

A world in which artists think like entrepreneurs, he writes in the Atlantic, is one where “You’re a musician and a photographer and a poet; a storyteller and a dancer and a designer ... which means that you haven’t got time for your 10,000 hours in any of your chosen media. But technique or expertise is not the point. The point is versatility. Lik... See more