Daily
The Tuesday Rant: You're Not Artists, You're Not Poets
Volume 2 In a Series By Felix
Before anyone starts throwing darts my way, I’d like to point out that I’m including myself in that statement. It’s not that the point of this rant is to put anyone down. I’m not saying that the ad industry is not full of talented people (ouch, double negative there… but I’m leaving it in). Far from it. We’re a bunch of creative folks when we’re allowed to be. But at the end of the day, we are not the artists, poets and writers that some of us claim to be. And there’s a reason for that.
Think back to when you decided to get into this business. For me, it was around the age of 20. During the tender years of school beforehand, I had studied fine art, pottery, sculpture, interior design, writing, industrial design, textile design and, well, you name it, I had done it. I went to college with graphic design on my mind, and by the time I had came out of college I had graduated with an advertising degree, specializing in copywriting. This was my choice.
I could have stayed with fine art. I could have tried my hand at writing the next great American novel. But when it came down to the wire, I wanted a creative career; emphasis on career. I didn’t want to struggle. I didn’t want to be that guy who wondered where his next meal was coming from as he painted in a dank basement, with no money to pay rent. I wanted the chance to do something that I enjoyed doing while making a decent living at the same time.
Once that decision was made, I knew I had left the free realm of art and entered the business of advertising. And in this business, someone else makes the final decisions. Someone else has the vision of what they want the final product to be, and that, my friends, is the difference between art and advertising. It’s the difference between writing and copywriting. It’s the difference between satisfying your muse, or satisfying a client who pays the bills.
The advertising greats knew it, and knew it well. They knew their place.
We are all here to sell someone’s product or service. We are not here to satisfy our muse. I’ve found myself turning red when I’ve heard Art Directors shout “they just don’t f**king get it, I’m an artist and they’re f**king with my art!” Sorry pal, but unless you’re paying for that project on your own dime, you’re no artist. Does that mean we can’t be creative? Hell no. But there comes a point when we all have to step back, take a breath, and realize that our job is not to make ourselves happy; it is to please our client.
Now, I do agree that we all have a tough job to do, and quite often the client gets in the way and makes it even tougher. Advertising is often a huge victim of compromise, or too many cooks in the kitchen. We have the right, and the duty, to defend our work if it’s doing just what the client has asked for. But there comes a point when we must realize, this is a job. We are a service industry. And if the paying client says ‘I don’t care, make it blue,’ then we just have to do it. Make it blue, go home, drink a beer and forget about it.
If you want complete freedom and control over your creative work, I highly suggest an after-hours hobby. Paint, sculpt, write, play guitar, do whatever you want. During those times, you are the artist; you are the author; you have the final word. But during the working week, there’s no getting away from it. Sorry, but you’re not an artist. You’re not a poet. You’re in advertising. That is your curse, but it’s also your gift.
29 days ago / / Link
Agreed. Your rant applies to most, but not all. Speak for yourself. You are correct, you are not a “fine” artist. Are there really that many people really hung up on this distinction? Those that are should really consider their career choice.
You and those like you may be “commercial” aritsts and advertisers but you’re not “fine” artists. “Fine” which in the modern art world is a bit of a misnomer, typically applies to non-commercial art. At least non-commercial in the sense that “fine” art is sold directly from artist to consumer or via a gallery to a buyer. Commercial art transactions are conducted through agencies and firms.
“Fine” or non-commerical art is about asking questions, and addressing issues and asking or addressing them with care. Often these are tough questions and big issues, at times they are not. These questions and issues tend to come with great struggle, both internally by the “artist” and externally, when assessed by the viewer. Design is about answering questions and solving problems, typically for clients. These are often tough questions and difficult to solve problems. Problems that often require some degree of “artistry” to solve. Ideally they are answered or solved with great painstaking care. If you do not care to struggle you can not make “real” art, or for discussions sake, “fine” art. In my opinion, you can’t even be a good designer or “commercial” artist. Real art, or “good” design for that matter, particularly when used as a vehicle for change, or when used to provoke new thinking or drive new ideas comes with struggle. It always has. It always will. That’s the way it works.
Once one decides they do not care to struggle they should almost immediately come to the realization that they’re not a “true” or “pure” artist, in the “real” sense of the word “artist”. Odds are likely you’ll never be a great designer if struggle is something you wish to avoid. That’s not to say you can not be both a “fine” or “real” artist and a “commercial” one. And for that matter good “commercial” art ought to come with some degree of struggle as well.
I agree, as a “commercial” artist one of your goals should be to please your clients. Other perhaps more important goals, the kind of goals that begin to bridge the tricky gap between artist and designer or “fine” artist and “commercial” artist should include bringing fresh new thinking to your clients, posing to them tough questions, offering them new ways to shape their worldview, new ways to improve their products, companies themselves, and helping them to shape their marketing campaigns to the extent that they just might better the many, and not the few (that fall within their “target” demographic).
Taking this one step further is realizing that your clients are often a vehicle through which you can exercise your “art.” That is, if you’re an “artist” and desire to ask questions, pose new ideas, and ideally elevate thinking. This is trickier territory and must be handled with kid gloves. Both the process and the outcome must be rooted in sound thinking, with good intentions, ideally yielding results beneficial to all (client first, artist or designer second).
In conclusion, you can be both a fine artist, and a commercial one. You can be both an artist and designer. You can ask questions and answer them. But you will struggle to do these things. I have struggled. My partners have struggled, and all of my friends in the greater Denver art and design community, those that are both artist and designer, “commercial” and “fine” have struggled and will continue to do so. We will because we’re aware of the power we possess as image makers and idea shapers and our ability to make change, real change, positive change. The struggle is worthy.
Note: I’d be happy to provide the Egotist with a comprehensive list of some of Denvers more significant artist/designers, image-makers/message providers, thought provokers/world shapers if they’re interested.
Todd Berger
cypher13
tactical design & brand strategy
— Todd Berger · Jul 22, 09:10 AM · #
Art is in the eye and heart of the beholder, right? I have never considered myself an artist or a fine art photographer. In fact, many times when I view work that has won awards or work that has been praised by critics as fine art, I think to myself, WTF, I would have trashed that image.
What exactly constitutes fine art? Absolutely nothing. I have never thought of my editorial portraits and my commercial images of products as fine art. Every now and then, I will capture a cool sunset, a street scene or a still life, but I have never seriously considered my work “art.” I am a commercial photographer by trade and, yes, I think my advertising, editorial and fashion photography is creative and different, but me…an artist? No way.
— Don Cudney · Jul 22, 12:27 PM · #
Some projects prolly equal the amount of time and energy needed to create ‘fine’ art pieces. I’ve seen some beautifully crafted posters/ads/etc. Every detail, every kerning pair married to the concept. So why not?
Ok, most graphic design today isn’t in museums or galleries. Some is though. So.. perhaps, we have a little slice of fine art in all of us…
At least we’re not digging ditches or working on TPS reports all day. I’m no poet. I’m no Van Gough. But I sure love getting paid to create everyday.. even though limitations alter the purest form of creativity in advertising. Perhaps, it’s the last outpost for artists to actually get paid for creating. Better than eating top ramen.
— Randall Erkelens · Jul 23, 04:51 AM · #
if it makes it to my mom’s refrigerator, it’s art. at least compared to my brother’s master’s thesis on some stupid rock formation in texas.
— Larry Hinkle · Jul 23, 07:54 AM · #
We also need to keep in mind that true “art” is socially prevalent. A true artist uses their art to raise awareness and to comment on aspects of our society and culture. One has to keep in mind that there is a huge difference between creating art, and creating art objects.
— Jer · Jul 23, 10:43 AM · #
art is lucky
art does not have to be useful (according to the customs bureau it can’t be)
what we as creative professionals do has to serve a purpose, be useful… what we do needs to work, usually to help someone sell more something…
being beautiful, well constructed, thoughtful etc.,
perhaps all are things to aspire to, but are not inherent in a piece of art.
maddening? i hope so.
art lives, we work…
— jamie · Jul 23, 03:40 PM · #
Warhol said that art is anything you can sell. So a car is art and a shitty poem that no one wants to read isn’t no matter how “artistic” the creator or intent.
— nate · Jul 25, 07:54 AM · #
great rant. to me, creatively selling more burgers, shoes, or cars does not an artist make.
— art · Jul 25, 08:07 AM · #
To me, art is anything that makes an emotional connection, anything that resonates with you—for whatever reason—whether it be a poem, a painting, or a performance. It is highly subjective, and doesn’t have to have a purpose outside of the author’s intent. Design and advertising is art with a specific purpose. When done well, it can touch us, direct us, inspire us, and make us want to buy a certain kind of sneakers.
Our work may not be art as traditionally defined, but there is definitely art in what we do. If not, would any us bother to do it?
— Abbie Normal · Jul 26, 09:27 PM · #
Its no wonder why the quality of work that I see on a daily basis is getting worse and worse. Since when is it our job to do what the client tells us? If I am not mistaken, they come to us so we can tell them what works and whats cool blah blah blah.
The line between the two are undoubtedly blurring more and more as technology bridges gaps and both artists and designers look to each other for inspiration and meaning. I believe that possessing both talent/ skill sets are what gives any good designer or artist their edge…
And things like this…
Signed:
Poop
— LIFTER BARON · Aug 3, 05:27 PM · #