Photo by Cris DiNoto on Unsplash
The thing about being creative types, philosophers and bohemians in a largely capitalistic world is that we are continually faced with the tension of expressing our art, our soul, our spiritual gift to the world while somehow finding a way to survive. Monetization (making money from our art) or subsidization (having someone else donate) becomes necessary at some point.
True, not everything needs to be monetized and we live in a real world of people and interaction on multiple layers – physical, emotional, and spiritual. Not everything can or should be reduced down to currency. However, if you are looking to monetize your passion, this as an incredibly useful way to look at it.
You have to attach something to the art – a product, a service or an experience.
I learnt this principle from Gary Vaynerchuk, watching one of his gazillion videos. He is talking to this young man who is riffing off about the things he wants to do, the heart behind his brand, and how much he wants to impact people and so on. To do this, he needs to find money to execute. In response, Gary asks if there is something tangible attached to it. If he wants funding, is there an object that can be invested in?
Having feel-good ideas are fun and wonderful. Talking about them and sharing them can be very enriching and fulfilling.
But if you are in business, especially if you are a mission-led business seeking to change the world, or an NGO tackling much needed social work on behalf of humanity, you must respect this principle. You have to clearly understand what your idea is – your goal, your purpose, your mission. And this idea must become tangible as product, service or experience.
You cannot ignore the laws of the market place, unless you plan to loot or steal the money. Think about the places your purpose and people’s desires/needs intersect, and play in that space. Connect your work to value in people’s lives.
As nice as it is to exist in our little creative bubbles indulging in artistic revelry, if we will succeed as artists or creatives, we must relax our romantic ideas of a utterly free rein creative life and link our art (the essence of our creativity and passion) to a tangible thing. Your art, your brand needs a vessel. Put your thing into a container that can be invested in or purchased.
Think about music. Musicians make music, and sell the recordings and merchandise (product), or sell skills (service) or shows (experience). There are multiple ways of creating tangible things that express your idea. Attaching your art to an object allows you to share the art. Now your audience can take with them a tangible piece or object that will bring them back to the heart of your art every time they interact with it in any way.
And that’s win-win all round.