Words: Ted Orland on art, marketing, and fame

Josef Albers teaching at Black Mountain College
Josef Albers teaching at Black Mountain College

Still, if the only goal were to attain quick visibility in the art world, the formula (at least on paper) is absurdly simple: devote ten percent of your effort to artmaking, and ninety percent to marketing and self-promotion. But that gambit works (when it does work) only as long as you keep sprinting down the fame & fortune treadmill -- pause for an instant and it's a straight drop into oblivion. The fact that cultivated fame has little substance behind it, however, hardly slows the stampede. In our media-dominated culture it's an open question whether fame is the result of accomplishment, or whether fame -- all by itself -- is the accomplishment.

Page 90, The view from the studio door: How artists find their way in an uncertain world / by Ted Orland.

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