When I worked in advertising I was surprised to meet people who didn’t do anything. They are called ‘art directors’. People like myself that perform the actual tasks are called ‘operators’ and there is a strong class distinction which leads ‘art directors’ to cross their arms while speaking near any object that they may accidentally use*. I was employed to move text on a page for an irate person standing a few feet away from the means to do it. Apparently their pureness of thought would be sullied by contact with a mechanism.
I’ve said it too many times: the ideal of an artistic career is inertia. Innovate for a while. Find a practice, a style, a scheme that earns attention. Repeat it endlessly, never daring to step outside your persona because the system will need to bind you to an iconic representation of yourself. Do you reproduce famous paintings as slow motion videos? Or use a skateboard as your macguffin? Better stick to that. Keep on making action painting, or ‘industrial’ tape cut up until you die – which is your prime function, sealing off the quantity of your saleable work.
Artists that constrain themselves are recognised more quickly, they are funded, they are more acceptable to publications because they are easier to digest. They are the cheddar cheese of creativity, and when I am I told that ‘all the best work is happening over here’, I know the place to look is anywhere but there. Innovation is part of a continuing vitality, and confusedly being alive is more important than being neatly dead. We should never ever pre-organise ourselves into categories that fit nicely in museums, journals and repositories. That’s like pinning yourself into a display case.
What will we call ourselves? The Kraftwerk guys were onto something when they called themselves ‘music workers’. But I have another idea. In advertising the term ‘creative’ is a mixed signal, it seems to be a positive, but can be a polite substitute for ‘operator’. I’ve often heard somebody say, ‘we’ll get our creatives onto that’. It means ‘all slaves to the oars’. If so, perhaps we can claim ‘creative’ or ‘operator’ back. It can be our own swearword.
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