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What we see in the new paradigm—in both the artist’s external relationships and her internal creative capacity—is what we see throughout the culture: the displacement of depth by breadth. Is that a good thing or a bad thing? No doubt some of both, in a ratio that’s yet to be revealed. What seems more clear is that the new paradigm is going to reshape the way that artists are trained. One recently established M.F.A. program in Portland, Oregon, is conducted under the rubric of “applied craft and design.” Students, drawn from a range of disciplines, study entrepreneurship as well as creative practice. Making, the program recognizes, is now intertwined with selling, and artists need to train in both—a fact reflected in the proliferation of dual M.B.A./M.F.A. programs.
The new paradigm is also likely to alter the shape of the ensuing career. Just as everyone, we’re told, will have five or six jobs, in five or six fields, during the course of their working life, so will the career of the multiplatform, entrepreneurial artist be more vagrant and less cumulative than under the previous models. No climactic masterwork of deep maturity, no King Lear or Faust, but rather many shifting interests and directions as the winds of market forces blow you here or there.
Works of art, more centrally and nakedly than ever before, are becoming commodities, consumer goods. Jeff Bezos, as a patron, is a very different beast than James Laughlin. Now it’s every man for himself, every tub on its own bottom. Now it’s not an audience you think of addressing; it’s a customer base. Now you’re only as good as your last sales quarter.
It’s hard to believe that the new arrangement will not favor work that’s safer: more familiar, formulaic, user-friendly, eager to please—more like entertainment, less like art. Artists will inevitably spend a lot more time looking over their shoulder, trying to figure out what the customer wants rather than what they themselves are seeking to say. The nature of aesthetic judgment will itself be reconfigured. “No more gatekeepers,” goes the slogan of the Internet apostles. Everyone’s opinion, as expressed in Amazon reviews and suchlike, carries equal weight—the democratization of taste.
Judgment rested with the patron, in the age of the artisan. In the age of the professional, it rested with the critic, a professionalized aesthete or intellectual. In the age of the genius, which was also the age of avant-gardes, of tremendous experimental energy across the arts, it largely rested with artists themselves. “Every great and original writer,” Wordsworth said, “must himself create the taste by which he is to be relished.”
But now we have come to the age of the customer, who perforce is always right. Or as a certain legendary entertainer is supposed to have put it, “There’s a sucker born every minute.” Another word for gatekeepers is experts. Lord knows they have their problems, beginning with arrogance, but there is one thing you can say for them: they’re not quite so easily fooled. When the Modern Library asked its editorial board to select the 100 best novels of the 20th century, the top choice was Ulysses. In a companion poll of readers, it was Atlas Shrugged. We recognize, when it comes to food (the new summit of cultural esteem), that taste must be developed by a long exposure, aided by the guidance of practitioners and critics. About the arts we own to no such modesties. Prizes belong to the age of professionals. All we’ll need to measure merit soon is the best-seller list.
full: http://www.theatlantic.com/magazine/archive/2015/01/the-death-of-the-artist-and-the-birth-of-the-creative-entrepreneur/383497/
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