Category Archives: marketing

On Artists

You are not your job. You are not your relationships. You are not your art either. As much as some artists like to sell their persona as part of their art, it is all bullshit. Only a few people can pull this off. You’re not Warhol. You’re not Dali. Stop it.

너는 너의 직업이 아니요. 너는 너의 관계들이 아니요.너는 너의 예술도 아니요. 일부 예술가는 자신의 페르소나를 예술의 일부로 판매하는 것을 좋아하지만 모두 헛소리요. 소수의 사람만 이것은 할수 있어요. 너는 살바도르 달리가 아니면 멈춰.

Buying a piece of art is not the same as buying a person. A person might be buying a piece of work, but the work should be able to stand on its own, without the artist. Again, I’m talking about artists who are relatively unknown, but I think it’s a mistake to intermingle the personal aspect of social media too much with art. I notice this particularly on Instagram. I think it’s fine to have an art page and have some of your personal life and even development process in your page, but I notice some artists get way too much into themselves and it stops being about the art and more about selling the artist, to which I say, calm down and think first if you really want to do that to yourself. It’s really doing a disservice to your own art and your growth, and probably contributes to perpetuating the image of artists being self-centered attention hounds.

예술품을 사는 것은 사람을 사는 것과는 다라요. 어떤 사람이 예술을 구매할 수도 있지만, 이 예술이 예술가없이 스스로 설 수 있어야해요. 저는 상대적으로 알려지지 않은 예술가들에 대해 이야기하고 있지만 SNS의 개인적인 측면을 예술과 너무 많이 섞는 것은 실수라고 생각해요. 특히 Instagram에서 이것을 발견해요. 아트 페이지를 가지고 있고 너의 개인적인 삶의 일부와 심지어 너의 페이지에 개발 과정을 갖는 것은 괜찮다고 생각해요. 하지만 몇몇 예술가들은 자신에게 너무 깊이 빠져들고 그것이 예술에 관한 것이 아니라 예술가를 판매하는 것에 대해 생각해요. 진정해요. 자신에게 그렇게하고 싶다면 먼저 생각해요. 그것은 정말 너의 예술과 성장에 해를 끼치고 있고 예술가들이 자기 중심적인 이미지를 영속시키는 데 기여할 거요.

One telltale sign of this phenomenon are pictures showing the scale or artworks. Of course this is all just my opinion, but if you want to show the scale of a piece of art and put yourself in the picture, and you take up more real estate than the piece, then maybe the picture on the Instagram page is not about the art at all.

이 현상의 한 가지 분명한 징후는 규모 또는 예술 작품을 보여주는 시진들이에요.물론 이것은 모두 제 의견이요, 하지만 예술의 규모를 보여주고 자신을 그림에 넣고 싶고 예술보다 더 많은 공간을 차지한다면 Instagram 페이지의 그림은 예술에 관한 것이 전혀 아닐 수도 있어요.

The second red flag for me is when I the viewer is constantly informed of the artist’s life and more effort seems to be put on creating the artist’s persona than the art itself. One infamous “artist” in Korea who is no longer in media used to be on TV selling herself as an artist but seems to be more focused on portraying a quirky persona, a dumb and lazy stereotype given to artists. And if one looks up her works, they’re really nothing to write home about. Thankfully, she’s now no longer showing up on television and is so forgotten that her name escapes me.

저에게 두 번째 위험 신호는 시청자가 예술가의 삶에 대해 지속적으로 알리고 예술 자체보다 예술가의 페르소나를 만드는 데 더 많은 노력을 기울이는 거에요. 더 이상 미디어에 출연하지 않는 한국의 한 악명 높은“아티스트”는 예전에는 자신을 아티스트로 판매하는 TV에 출연했지만 아티스트들에게 주어진 멍청하고 게으른 고정 관념 인 기발한 인물을 묘사하는 데 더 초점을 맞춘 것 같아요. 그리고 그녀의 예술을 보면 너는 실망할거에요. 고맙게도 그녀는 이제 더 이상 TV에 나오지 않고 너무 잊혀져 서 그녀의 이름이 기억이 않 와요.

On a similar note, if viewers kept getting reminded of the artist’s condition, be it depression, physical disabilities, or ailments, then I start getting tired, if not irritated. Van Gogh had a very well-established mental condition, but he developed his own style and grew as a post-Impressionist, selling (and at the time failing to sell) his works solely for their merit and not as a byproduct of his illness. Right now, the works stand on their own. We do not need to know he was mentally ill. The same goes with Munch, Goya, and O’Keefe. And while we’re at it, Picasso, Rodin, Michelangelo, Degas, and many others were assholes. But we do not need to know of their assholery to admire their works. The works stand on their own.

마찬가지로, 예술가이 자신의 상태, 우울증, 신체 장애, 질병 등을 계속 시청자에께 상기 시키면 저는 짜증이 나지 않더라도 피곤해지기 시작해요. Van Gogh는 매우 잘 정립 된 정신 상태를 가지고 있었지만 자신의 post-Impressionist 스타일을 개발여 그들의 예술품을 병의 부산물이 아니라 자신의 장점을 위해서만 판매 (하지만 판매하지 못함)했어요. 지금은 그 예술품들이 독자적으로 서 있어요. 그가 정신적으로 아팠다는 것을 알 필요는 없어요. Munch, Goya, O’Keefe도 마찬가지에요. 그리고 우리가 거기에있는 동안 Picasso, Rodin, Michelangelo, Degas 등 많은 사람들이 즘 나빴어요. 그러나 우리는 그들의 예술품에 감탄하기 위해 그들의 나쁜 성격을 알 필요가 없어요. 예술품들이 자체로 서 있어요.

And since we’re talking about asshole artists, I think there’s a difference between enjoying a dead artist’s genius and giving money to a current, living asshole. I think it’s perfectly fine to enjoy the works of dead artists who might have been assholes in the past. It’s the same way one can admire great ancient structures in Europe while completely ignoring about how Europe plundered so much wealth out of so many countries. It’s another thing however to pay for a movie directed by Bryan Singer, Roman Polanski, or Woody Allen. I do love watching the pirated version of “Rosemary’s Baby” however.

그리고 우리는 나쁜 예술가에 대해 이야기하고 있기 때문에, 죽은 예술가의 천재성을 즐기는 것과 현재 살아있는 나쁜 예술가 에게 돈을주는 것에는 차이가 있다고 생각해요. 과거에 나쁜 였을지도 죽은 예술가들의 예술품을 즐기는 것도 괜찮은 것 같아요. 유럽의 위대한 고대 건축물에 감탄할 수있는 것고유럽이 여러 나라에서 얼마나 많은 부를 약탈했는지 완전히 무시하면서. 같은 방식예요. 그러나 Bryan Singer, Roman Polanski 또는 Woody Allen이 감독 한 영화에 대한 비용을 지불하는 것은 또 다른 일이예요. 하지만 “Rosemary’s Baby” 해적판 보는 걸 좋아해요.

The third red flag is something I mentioned in passing. The works simply don’t stand on their own. Taken without the artist in mind, will anyone take notice of it? Does it look amateurish or plain? Not to be insulting here, but elephants can be tortured to paint canvasses. They are very primitive swaths of color, almost like a random accident. But because they are made by tortured elephants, they become something else. Does an artist’s work look average? Is it elevated by the artist’s “story”? Then maybe it’s not about the artwork at all. Now, I love Dada and the idea of found objects and readymades, but their “stories” are concepts which are itself art. I don’t think the everyday life of an artist and their struggles with whatever ails them compares with Dada.

세 번째 신호는 이미 이야기했어요. 그 예술품들은 그 자체로 서 있지 않아요. 예술가 없으면 누가 알아 차 릴까요? 아마추어 같거나 평범 해 보입니까? 여기에서는 모욕적이지 않지만 코끼리는 캔버스를 그리기 위해 고문을 당할 수 있어요. 그들은 거의 우연한 사고처럼 매우 원시적 인 색채요. 그러나 고문당하는 코끼리에 의해 만들어 졌기 때문에 그들은 다른 무언가가되요. 예술가의 예술품이 평균적으로 보입니까? 예술가의 “이야기”로 개선 되었나요? 그렇다면 예술품에 관한 것이 아닐 수도 있어요. Dada와 found objects과 readymades에 대한 아이디어를 좋아하지만 그들의 “이야기”는 그 자체가 예술인 개념에요. 예술가의 일상 생활과 그들이 어떤 병때 투쟁을 Dada와 비교할 수없어요.

So why do I care? Why do I write these things? Because I want you to grow. I want you to look at your work and really evaluate it. If a stranger saw it somewhere, would it be compelling for them or would it be ignored? For what reason should they be staring? Give your audience a reason to stare. Make it about the art and not about yourself. This is why I tend to distrust actors or singers who decide to become artists. Their work can be mediocre but it is immediately elevated by their celebrity, totally separate from any artistic merit of the artwork itself. The only reason people will look at a dumb shoe “made” by Kanye West is that he said he designed it. Forget that they all look dumb compared to other shoes in the market.

그래서 내가 왜 신경을 써야합니까? 왜 이런 것들을 쓰나요? 나는 너를 성장하기를 바라요. 나는 너를 너의 예술품을보고 정말로 평가하기를 바라요. 낯선 사람이 그것을 어딘가에서 본다면, 그것은 그들에게 매력적일까요 아니면 무시 될까요? 그들은 어떤 이유로 쳐다보아야합니까? 청중에게 쳐다보아야할 이유를 제공하세요. 자신에 대한 것이 아니라 예술에 대해 이야기하세요. 예술가되기로 결정한 배우 나 가수를 불신하는 경향이 있어요. 그들의 예술품은 평범 할 수 있지만 예술품 자체의 예술적 장점과는 완전히 별개로 유명인에 의해 즉시 향상되요. 사람들이 Kanye West가 “만든” 멍청한 신발을 보는 유일한 이유는 그가 디자인했다고 말했기 때문에요. 다른 신발에 비해 모두 멍청 해 보인다는 사실을 잊어요.

I think artists need to decide whether they’re selling themselves or their art. Maybe they can be successful at both. It can happen! But often I see people calling themselves artists but are too busy with the art persona and not the art. So yeah, if you’re an artist, start with showing more art and less of your dumb artist face.

에술가들은는 자신의 에술품을 판매하게 아니면 자신의 페르소나를 판매하게 결정해야헤요. 둘 다 성공할 수도 있어요. 그것은 할수 있어요! 그러나 종종 사람들이 스스로를 예술가라고 부르지 만 예술이 아닌 예술가의 인물에 너무 바쁘다는 것을 보에요. 예, 너는 예술가라면 너의 멍청한 예술가 얼굴을 대신에 더 많은 예술을 보여주고 시작하세요.

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Leave Pirate Grandma Alone

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I’ve been reading about this 86 year-old woman from Ontario who was warned for illegally downloading a game and is basically being extorted to pay $5000. Problem is she’s never heard of the game Metro 2033. The company contacting her is a collection company calling in behalf of intellectual property holders. They’ve identified her only through her IP address, which doesn’t take much to realize, could’ve been used by other people beside herself, whether it be secured with a password or not. All the activities done on one specific IP address does not translate to activities done by the IP address holder. It’s just that simple.

Going after people this way is a rather simplistic way of dealing with a more complicated problem, if it is a problem at all. Looking at the specific Ontario case, if the woman pays the collection company $5000 as punishment for her “crimes,” what exactly gets accomplished? The real culprit still gets away with their copy of the illegally downloaded software. It is unclear whether they will stop their illegal activity. The woman who paid the fine learns absolutely nothing. There will be a brief period of people not downloading software illegally, while some will still continue stealing software regardless. And the software and the company who produced it will get bad PR for their actions. I tend to agree with the expert on the CBC story (http://www.cbc.ca/news/canada/ottawa/notice-and-notice-system-internet-copyright-enforcement-settlement-1.3823986) the whole thing is basically a cash grab for the software company and the collection agents. Many people are unaware of their rights, and they can basically be intimidated by these companies to pay up for crimes which they may or may not have committed.

But again, this is a complex issue and the dragnet collecting tactic is simply outdated with the current technology at hand. Many people get away with stealing content using VPNs or with borrowed Internet access. That makes the theory of IP addresses being linked to only the subscribers’ identities very flimsy.

Does Internet piracy truly hurt companies however? An article from Lifehacker (http://lifehacker.com/how-piracy-benefits-companies-even-if-they-dont-admit-1649353452) argues that piracy actual does benefit companies. Looking at ‘Game of Thrones’ for example, the show being the most pirated show on the Internet has helped boost its own popularity and the head of Time Warner even admits that it leads to more people eventually subscribing to their service. Of course, piracy is still stealing, and it must do a certain amount of damage. However, that amount of damage is very hard to quantify. And because hard numbers are hard to come by, it is very difficult to gauge whether the benefits of piracy outweighs the damage it does to a company, or does going after people like the poor woman in Ontario actually encourage more customers to buy their products instead of just lining up the company’s and the collector’s pockets in the short term. Looking at the game the poor lady was accused of stealing, Metro 2033 was critically acclaimed but sold poorly when it was released. However, it did receive a cult status. This cult status translated to much bigger sales for its sequel. Now, did piracy help it reach a bigger audience and attain this cult status? Perhaps.

I think the solution to piracy is actually developing content that is worth supporting. Taking software for example, I would gladly pay for software that is easy to install and use and would later be supported by the developers. This is something that normally wouldn’t be available with pirated software. I am paying for ease of use and continued support. Make buying software cheaper and easier compared to pirating them and you’ll reduce software piracy.

For movies, the ease of downloading or streaming content, the quality of the content itself, and the price of the content could affect piracy. People would pay for quality and for things that they genuinely care about. Many people would prefer to watch a ‘Star Wars’ sequel in the theaters as opposed to their smart devices. However, their love for the content could only bring them so far. If the price of watching movie theaters is too high, many people would rather watch movies at home… and if they’re not too invested in the movie and are merely curious, they would more likely pirate it. The same ‘Star Wars’ fan who paid top dollar in the theater would not be so keen to do the same for ‘Suicide Squad’ which got raked in the reviews by critics. Makers of the film could blame piracy for the movie’s poor performance in the theaters, but it could also blame its own quality as to why people would rather pirate it and watch it at home. Now, I’m not saying that I pirated ‘Suicide Squad,’ but nobody should be paying to see Jared Leto parade around in that ridiculous version of the Joker. It would only encourage him.

As for music, I think piracy has allowed people to download only the songs they like and not the entire album like people were once forced to. The trend was embraced by iTunes, and now people either bought only the songs they like or they would subscribe to a music streaming service. I believe both are cheaper compared to how we used to get our music. Unfortunately, this makes it harder for artists to make money from their craft. But then again, isn’t making music and marketing them cheaper these days than it once was? Also, piracy and free music could help smaller artists reach a wider audience. Once they gain that audience, it’s up to the quality of their material and the love of their audience to translate that into cash.

In any case, I hope companies stop going after old people for downloading games they have no idea they downloaded. It’s wrong and it feels really “scammy.” I actually played Metro Last Light, the sequel to the game that the old woman was accused of stealing. I remember enjoying it. Reading news like this however, it just puts a bad taste in what I once considered only as a pretty decent game.

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