Laguna College of Art and Design feels like family. I have been teaching concept and art courses there on and off for two decades now. I watched the school grow and evolve from year to year to become an intimate powerhouse of knowledge and new media. Laguna Beach in general is a thriving outlet of creativity, home to the Pageant of the Masters, Festival of the Arts, and the Sawdust Art Festival.When I approached Michael Savas, Dean of Communication Arts about bringing Artist As Brand™ to the college he welcomed me with open arms. Its that family thing again.Michael is a real forward thinker about the future of art commerce. We have a similar mind set when it comes to the issue of artist empowerment and sustainability. By lecturing extensively over the years around the US and abroad I have been able to keep my fingers on the pulse of how Academia is providing not only art training but also life/business skills for their students so they can understand how to make a living from their talent.I am asking teachers, academics, artists about creative empowerment and art success and what it means to them. My recent Blog with Douglas Rushkoff energized some insightful commentary. Michael gives a stab at these issues too.Greg Spalenka: How do you define artist empowerment?Michael Savas: In a philosophical sense, by staying true to ones creative integrity. In terms of the business of art, by having the same professional rights as do other creative professions. For year’s artist, illustrators in particular, have been hurt by unfair business practices. Actors and musicians have long had organizations to ensure proper pay and fair contracts. Musicians have The American Society of Composers, Authors and publishers (ASCAP) that protect intellectual property rights and to collect royalties, actors have the Actors Guild. While some progress for artists and illustrators have been made with organizations like the Illustrators Partnership of America (IPA) the profession and business of art still has a long way to go.GS: Yes, it seems that artists are still catching up in terms creating community. It is getting better.LCAD focuses on teaching conceptual and technical image making skill sets with an eye on preparing artists for the publishing, gallery, and entertainment industries. What could be some alternatives to these corporate models?MS: We do a great job at preparing our students to function as good visual communicators and we take great pride in not favoring any particular business model for those are always in flux. Our graduates acquire work in every creative area imaginable including their own start-up companies, online venues, corporations etc.GS: How would you describe artist sustainability?MS: Having an ability to adapt to the needs of an ever-changing creative environment while maintaining integrity in all that you do.GS: But does LCAD prepare the student to handle fluctuating economic factors in the professional world?MS: Our approach is to instill sound technical and creative core skills and the ability to visually problem solve. Those who do these things well will always be in demand and succeed in any economic situation.GS: A strong personal vision is always a good foundation. As a freelancer you are relying on yourself and motivation to keep your business going. When you make your own way your fingers are always on the pulse of possibility.MS: I believe some of our strongest attributes are our various academic program curriculums that we monitor regularly as well as our professional faculty for they are paramount in educating future artists and designers. I feel Artist As Brand is a very good supplement to our professional studies curriculum. It helps students find their artistic strengths, creative passions and to explore the many options in marketing and promoting their talents.Well said Michael! Thank you for those insights on LCAD.Michael left me with this word of advice for all students, "Stay true to your artistic integrity no matter what creative path you take!"Professionals too!I am presenting an Artist As Brand workshop at LCAD May 28, 29, 30, Friday-Sunday 10AM- 8PMSign Up with Kerri Redeker- 949-376-6000 ext. 240See you there!PeaceGreg
I am honored to have Douglas Rushkoff answer a few questions about artist empowerment, sustainability, and living inside or outside the corporate model. Rushkoff is one of today’s most engaging and perceptive commentators on the impact of technology and media on organizations and society. A globally recognized thought leader on marketing and Internet culture, he explores how communications affect our lives. Rushkoff is a professor of virtual culture at New York University.Roxana came across Rushkoff on an Etsy speaker series and suggested I might like to hear him. I immediately felt a kindred spirit. Here was an individual who understood how the box of corporate culture really stifled much of the entrepreneurial spirit in people. Artist's became locked into this system too. It is time to wake up and throw off those shackles.Rushkoff is a social media master. His ten best-selling books on new media and popular culture have been translated to over thirty languages. They include Cyberia, Media Virus, Playing the Future, Nothing Sacred: The Truth about Judaism, Get Back in the Box: Innovation from the Inside Out and Coercion, winner of the Marshall Mcluhan Award for best media book. Rushkoff also wrote the acclaimed novels Ecstasy Club and Exit Strategy and graphic novel, Club Zero-G. He wrote a series of graphic novels for Vertigo called Testament, and is currently working on another book for Vertigo as well as a new series of graphic novels for Smoking Gun Interactive.His latest book,Life Inc.: How the World Became a Corporation and How to Take It Back, is an astute examination of the moment in history that currency was centralized and society moved away from local trade and bartering. He demonstrates how corporate culture has literally changed human values and profoundly altered the way we now relate to one another.This Friday and Saturday, April 16-17 at the Newport Public Library he will be presenting one of his dynamic lectures. I will be there Saturday. Come join me!Rushkoff was gracious enough to answer a few questions about some issues I believe are important to all artists. This is an opportunity to comment and possibly start a dialogue with him about how the world of commerce is changing as well as your opportunities in it. So jump in there.GREG SPALENKA: In your national best seller Life Inc. you talk about the how the corporate world reduced an individuals self worth. Artists like to think that they are not part of an industry, but the gallery system and the blue chip elite in particular has its own rules and regulations. How would you define artist empowerment?DOUGLAS RUSHKOFF: Honestly, empowerment for an artist is probably the ability to which s/he can work independently of the marketplace. An artisan can always look at what is useful in the short-term, and just sell a pretty teapot or t-shirt. But an artist usually needs to think in longer cycles, and this might mean creating work that isn't deemed valuable by the marketplace for a decade or more - especially if the work is critical of the status quo. Most people don't want to spend money undermining their world view.So empowerment either comes when the artist can generate enough income regardless of market considerations - or when the artist can learn to live without constant income and recognition. It's not necessarily an easy life, but many poor artists are more empowered than wealthy sellouts.GREG SPALENKA: Most colleges and universities teach art making skill sets with an eye on preparing artists for the publishing, gallery, and entertainment industries. What would be your suggestions for artists graduating with this mind set and do you feel its sustainable?DOUGLAS RUSHKOFF: You mean for artists who decide to become commercial designers instead? Nothing wrong with that, but it's not one's real work. It's no different from an artist working as a bookkeeper or bed salesman. Whatever pays the bills. In some ways, it's harder when you use your craft for some corporate purpose, because you can fool yourself into thinking you're a working artist, when you're really just an artist, working.On the other hand, if you keep the extra work related to your artistic field, use it as zen training. I know great painters who worked their days or nights as scenic artists on soap operas. So they still work their technique, their brush strokes, their perspective tricks, all day long. And then they do their real work when they've got the time. But at least the commercial work isn't so much about conceiving ad campaigns or packaging, and much more about flow.GREG SPALENKA: I stress in my Artist As Brand™ workshops the importance of creating a solid fan and patron base over time, hence creating multiple streams of income. Are artists better off handling fluctuating economic factors inside or outside the corporate system?DOUGLAS RUSHKOFF: Diversify.Thank you Douglas, for your insightful answers! I have some questions around a few of your answers which I will place in the comments. I look forward to your presentation in Newport Beach. I hope to see some of my creative colleagues there too.In Life,Greg
***FOLLOW UP***
Photo by Eve Villa Nuehart
Just returned from a packed house at the Newport Public Library where Douglas gave a stellar presentation focused mainly on the concepts of his book, Life Inc.: How the World Became a Corporation and How to Take It Back Close to two hundred people listened intently as Douglas explained the history behind the rise of the corporate empire. Its a story of power, greed, and suppression of independently owned business and commerce. In the 1200's a model of corporatism emerged which in essence is still with us today.The upside is we are finally beginning to see changes in this system as people embrace their own possibility and manifest new models of personal business. You see it in our farmers markets, online shops like Etsy, and in creative markets where the hand made object is making a comeback.Douglas made the comment that, "Solutions are small." I loved it. Keep it focused, intimate and doable. One step at a time will get you there. These are principles I teach in my Artist As Brand™ classes. In the visual arts we see the concept of simplicity throughout the design world.People asked him what we could do to change a system that has been around for so long and is very powerful. Douglas responded that change is possible through "community value creation." When we empower the community one individual at a time by inspiring and supporting local projects a holistic model of power emerges. Over time this new paradigm of economic potential will give corporatism some serious competition. It may knock them out or force them to change their paradigm too. Wow! I recommend picking up Life Inc. it will open your eyes.I had an opportunity to meet with Douglas for the first time. He signed my Life Inc. book, and we talked briefly about possibly aligning our forces. Ahhh, what does this mean exactly you may ask? Stay tuned my friends!PeaceGreg
In November of 2009 Parade magazine printed an article called Can Art Save a Mall? by Susan Fine. When too many stores came up empty at a large mall in the St. Louis area the owners decided that instead of demolishing it they would offer the spaces to artists for $100 per month, plus utilities. Art galleries, a dance studio, museum, etc. were created. Not only did it give arts groups a home it also increased traffic in the mall for the other stores and restaurants. I bring this article to your attention because its exactly this alternative approach to artist promotion every talented entrepreneurial soul can embrace.
In this instance the owners of the Mall took the initiative, but creatives can do the same by starting their own venues. Consider this group of frustrated artists disappointed with the size of the San Diego Comic Con (its gigantic). They are producing their own more intimate convention called Creator-Con. Here is an interesting take on this new venue on the Blog Cartoon Brew. The power of an idea whose time has come can manifest quickly if desire, focus, and energy is placed behind it.
Start your own alternate showcase, gallery, convention, art faire, artist workshop, etc. What are some cool ideas you have thought of or heard of recently? How about some artist marketing brainstorming?
To artist empowerment!
Greg
Matt Mahurin
It was 1979 and the assignment given by the teacher in my Art Center College of Design illustration class was to create a black and white drawing of a mysterious meeting using two point perspective. All the students accomplished the assignment with varying degrees of success using images such as lovers meeting in a spooky park, people lurking behind doors, or shadowy figures jumping out from around a corner. Every solution used two point perspective correctly, except one. This image showed one point perspective of two blind men walking straight toward each other. The punch line for this piece was the focus on their walking canes tapping mid-stride. The teacher criticized the piece harshly because, "Where was the perspective!?" I knew this art was the best in the class by far, with two point perspective or not. The power in this image was its conceptual perspective which made a unique, intriguing story, and invited the viewer to think!
MYSTERIOUS MEETING-MAHURIN
This was the first moment I met Matt Mahurin. I recognized a rebel, a genius, a heartfelt and kindred soul who embodied the art spirit completely. We became fast friends and I am truly blessed to say that even though we live on opposite coasts (he lives in New York) we are still the best of buddies. I learned much from Matt over the years, and still do! He is an accomplished award winning illustrator, photographer, music video director, and film maker. His most recent film, FEEL can be seen on the Sundance Channel. Check out his awesome work here- http://www.mattmahurin.com/I just returned from an evening in Santa Monica with Matt reminiscing over our careers and the new artful visions that harken to us now. It reminded me how friendships and alliances sustain us in our personal and professional lives. When the going gets rough, friends can ease that journey. They can also challenge us and give a wake up call when we are slacking off as well as offer honest criticism. Mostly, friends and team players remain steadfast allies to our dream potential pumping up the support and inspiration.Whether working in film or music with other highly respected artists I found it always engendered greater creativity. Matt and I have not had an opportunity to work on a project together yet, but I surmise when it happens something really special will come of it. In the meantime Matt and I have been on a similar wavelength concerning artist empowerment. We have taken stock of our careers and all that has gone into making them and are giving back to the world some hard won knowledge. I encourage all of you to check out Matt's grand opus to the art spirit: The Imagemaker's HandbookIt will answer many questions you may have about pursuing your dreams as an artist.Peace and Empowerment,Greg
ARTISTart·ist [ahr-tist]–noun1. a person who produces works in any of the arts that are primarily subject to aesthetic criteria.2. a person who practices one of the fine arts.3. a person whose trade or profession requires a knowledge of design, drawing, painting, etc.: a commercial artist.4. a person who works in one of the performing arts, actor, musician, singer; dancer, public performer.5. a person whose work exhibits exceptional skillBRAND[brand]–noun and verb1. kind, grade, or make, as indicated by a stamp, trademark, or the like.2. a mark made by burning or otherwise, to indicate kind, grade, make, ownership, etc.3. a kind or variety of something distinguished by some distinctive characteristic.4. to impress indelibly.5. a brand name.****What do Michelangelo, Ralph Lauren, Geogia O’Keeffe, Andy Warhol, Clint Eastwood, Auguste Rodin, Apple, Sting, Frida Kahlo, Porsche, Picasso, Damien Hirst, Mark Ryden, Annie Leibovitz, Henry Moore, Greenpeace, Maxfield Parrish, Ray Bradbury, Joseph Beuys, and Elizabeth Taylor, all have in common?They are all brands.A brand is a purpose transformed into a product or service that connects to people, the planet, and beyond. The key word here is purpose, and specifically your purpose. This is where the heart of your essence resides, where your most potent art manifests, and the strength of your perseverance matures. The purpose inside you aligned with your personal vision is the foundation of your creative power. When your heart is joined with your art, a vital one of a kind signature is formed. This brand is unique to you and your intimate product.The word “brand” is derived from the Old Norse brandr, meaning “to burn.” It refers to the practice of producers burning their mark (or brand) onto their products. 1.In the beginning, before multi-national corporations, before boards of directors and proxy fights, before mergers and franchises and takeovers, there were family businesses founded on individual enterprise or invention.Before the corporate image or the company logo, there was the individual name stamped on a product, a service, a laborsaving device, or a form of entertainment, usually because it was the proud handiwork of one individual. 2.The artist’s mark is unique to its owner even if its a copy of something else. However the ambition of most artists is to make a mark that touches their so audience deeply, it burns this symbol into memory. The lifetime of a creative mind can burn a series of meaningful marks into the mindset of a generation, but if their passion is great its possible to start a fire that contributes a brighter light to the world.Peace and passion,Greg Spalenka1. Wikipedia.org2. The Branding of America, By Ronald Hambleton
Understanding the history behind life styles, and economic models we grew up with, can help us create new ones. Award-winning writer, documentary filmmaker and scholar Douglas Rushkoff explains how the history of the corporation has colored the way we approach commerce, and how its up to us to create a new economy based on the value of what we can bring as individuals to the world. Watch his nine minute film and you will see your potential in a whole new light.To Peace and potential!Greg
The Quito Gang, 2009
When Eduardo Villacis, professor/illustrator asked me to present a workshop last year at the Universidad San Francisco de Quito, Ecuador little did I know that Artist As Brand™ which was brewing inside my head for many years would manifest as flame in my heart too. I am committed to empowering truth in us all through art, education and introspection. When Artist As Brand™ struck such a deep chord with the students in Ecuador it became clear to me this concept of artist entrepreneurialism was meant to be shared. I am amazed at how quickly wings have grown around this idea as it journeys to other locals . Laguna Beach, Salt Lake & Bountiful UT, Los Angeles venues are lining up.Its exciting to see the enthusiasm in peoples eyes when I mention the ability to connect their heart with their art and their income on their own terms. I'm inspired to shift our perceptions of the ubiquitous corporate model into a new view of possibility. Yes, to paradigms that are good for the heart, mind, spirit, and business too!Stay tuned for the first Artist As Brand™ giveaway! Win a free workshop.PeaceGreg Spalenka