Ditch the 'Attention Economy' Rat Race
A guide for artists on how to write email newsletters and when to send them
On social media, it is difficult for artists to compete in the attention economy alongside creators who make something new each week. Private chefs are an example of the ideal kind of creator for socials because they constantly make new dishes in settings that already look like tv-backdrops.
Some people in the arts create a divisive persona that uses outrage and personal insults to attract attention, which is then redirected to their creative work. This is most successful on social media, where it’s easier to whip up a frenzy. Although it does work, it’s ethically dubious. Ethics aside, I’m unsure of the long-term viability because it’s a somewhat manipulative parasocial relationship.
A better long-term strategy is to be genuinely engaging in a way that respects the audience and shares some ideas beyond our selves, delivered so the audience can view it when it suits them – rather than having to seek it out, which happens increasingly now on social media.
Making art (of all kinds) takes time. The result is that our work is layered with meaning and endures for a long time, both physically and conceptually.
The good news is that through this process, we gather a store of information that can be intellectually nourishing for others and, potentially, give the audience a deeper understanding of our work.