“We killed art. We killed intellect. We killed innocence.”
Though a tad pessimistic, Shailya Jaggi shared valid concerns about art and creativity in her LinkedIn post, lamenting the decline of genuine artistic expression. For the sake of online validation, many creatives have abandoned thoughtful engagement. We have sacrificed depth for clicks and replaced substance with superficiality. The result? The world cheers on as genuine creativity crumbles.
Or so it seems.
I, for one, do not believe things are as bad as Shailya stated. Sure, the modern creative finds himself stuck between the demand for attention and the need for authentic expression. However, rather than lament the state of culture, we can seize the opportunities that come with the attention economy and attempt to make something of it.
This article is both a response to Shailya’s powerful critique and a practical guide for creatives who want to change the narrative. It captures my thoughts on maintaining artistic integrity and thriving as a creative when sensationalism and emotional reactivity seem preferable to authentic self-expression.
But first, a history lesson
From the Days of Socrates
Cultural pessimism is not new. Every generation has looked back at its past with nostalgia and lamented the decline of its day. In Plato’s Phraedus, Socrates worried that writing would weaken memory and diminish the importance of oral tradition.
Later in the 18th century, many intellectuals feared that the rise of novels would corrupt the young. When radio, cinema, and jazz came with the 20th century, the worries for society’s morals and values returned.
While these stories don’t invalidate the current concern, they show a trend: that cultural change is always accompanied by fears about the loss of older forms and values. It’s a recurring pattern throughout history.
This Thing Called The Attention Economy
That said, Shailya Jaggi’s post touches on a larger societal phenomenon. There is a lowering of standards due to the rise of the attention economy.
Where substance and nuance were previously needed to engage people, the ability to capture and hold people’s focus, however that is done, is now what rules supreme.
Invariably, the attention economy has changed how we consume information, interact with others, and create and share art. It’s what has made quality or even the impact of the content less important and led to the rise of short-form content. It’s also why roast shows like India’s Got Latent can exist and attract such viewership in the first place.
In such a system, there is pressure on creatives to conform. Creating easily digestible, shareable, and algorithm-friendly content will feel like the normal thing to do. Everyone likes the applause, so you will be hard-pressed to chase trends, sacrifice depth, and be mediocre, provided it brings the applause.
Creatives will face these pressures because they are real, and Shailya is right to highlight them. But to say “art is dead” is to oversimplify things.
Art in the Age of Algorithms: New Avenues for Authentic Expression
If anything, the attention economy means creatives have new (and improved) avenues to express themselves.
This isn’t a naive denial of the facts.
No, it’s an acknowledgment that aside from the undeniable challenges caused by the attention economy, there are also new tools, platforms, and ways for creatives to connect with audiences. These were previously unimaginable.
The internet has democratized access, and independent artists can now bypass traditional gatekeepers, build communities around their work, and find new ways to connect with audiences. A few years ago, a Layi Wasabi would have no chance to make you laugh. Independent artists would need their record labels and writers their publishing companies.
Now, there is Bandcamp and Patreon for the artist, TikTok for the video creator, and Substack and Amazon KDP for the writers. Let’s not even talk about new art forms like NFTs or interactive installations, augmented reality (AR) experiences, and virtual reality (VR) art, which are extending our concept of what’s possible.
This, then, is the crux. Art has a chance at a new lease of life because of the internet, but creatives must be willing to learn the rules of the attention economy (and break them). We must master the tools of the age without being mastered. Yes, we won’t shy away from societal demands, but we must also stay true to our artistic vision. After all, while the algorithm might reward clicks, humans still reward connection, insight, and beauty.
Thriving as a Creative in the Attention Economy
So, how do you do that? How do you thrive as a creative in an environment that often rewards the superficial? Here are ten practical strategies:
1. Define Your “Why”
First, you must be clear on your purpose as a creative. What is the message you want to share with the world? What impact do you want to have? What values drive your work? When the volume of regular work makes me lose touch with my artistry, I return to my blog and get re-energized by my why. Your “why” will help you stay true to your vision no matter what happens along the line.
2. Practise Deep Work
Being able to focus deeply in a world full of distractions must be a greater superpower than that of Batman. As a creative, you should block out sacred time periodically for focused, uninterrupted creative work. Turn off notifications, close unnecessary tabs, and create a physical and mental space where true originality can shine through.
3. Embrace Slow Creativity
As Sam likes to say when taking on new web design projects for Edens Digital, “true creativity takes time.” True creativity often requires periods of quiet contemplation, away from the constant barrage of things happening online. To do truly memorable work, you must resist the pressure of forced expression and give yourself time to incubate, reflect, and experiment as you create.
4. Build a Genuine Community
While vanity metrics – likes, followers, shares -can provide a temporary dopamine boost, they are not worth pursuing as they rarely result in authentic connections. Not for a creative. This is why efforts must be directed toward fostering a sense of community rather than pursuing virality. Do this by constantly engaging with your followers, responding thoughtfully to their queries, and showing you value them as individuals, not just numbers.
5. Curate a Space for Yourself
Many creatives take on projects or jobs that don’t fully allow for true creative freedom just to earn a consistent income. If that is you, consider creating a dedicated outlet for your authentic, creative expression, one where you’re not beholden to client demands, trends, or the algorithm. This could be a personal blog, a dedicated social media account, a Substack newsletter, or an online portfolio showing your most personal projects. The point is not to generate massive income but to build a body of work that truly represents you and attracts your audience. Who says that space cannot lead to more income for you when it grows?
6. Prioritize Quality over Quantity
In the attention economy, it’s tempting to churn out as much content as possible. But in the long run, quality always trumps quantity. If Google search engine crawlers recognise that quality will always trump quantity, you can be sure humans do too. While the attention economy encourages producing as much content as possible as quickly as possible, dare to be different. Focus on creating work you can be proud of and watch it attract your kin.
7. Remember Your Audience
And while you’re trying to preserve your artistic integrity, don’t forget your audience. Empathy is critical to connecting with your audience, so you want to think about who you’re creating for and what value you can offer them. However, don’t overdo it, especially at the expense of your artistic prowess.
8. Embrace Creative Imitation
Genius doesn’t thrive in isolation. It feeds and grows on the lived and learned experiences. If you want to thrive as a creative, you should study the work of creatives you admire. Analyze their body of work and techniques. Learn from their successes (and failures), and then use that knowledge to create something better.
9. Don’t Be Afraid to Experiment
Technology is constantly evolving. Even the algorithm that has you running in circles will soon get an upgrade. Try to keep up. Be willing to try new things, to experiment with different platforms and formats, and to adapt your approach as needed.
10. Stay True to Yourself
This might be the most important strategy. Understand how algorithms and web crawlers work. Learn basic SEO principles. Be aware of content marketing strategies. But don’t let these things dictate your creative choices. Let them amplify your message, not compromise it.
Is Art Dead?
No, Art is not dead. It’s evolving. If you can’t be Shakespeare, then be something Shakespeare could never be because he didn’t have the internet. The key to achieving such authentic expression and thriving as a creative in this age is intentionality, discernment, and an unwavering commitment to originality. You owe a generation the best of your skill. Don’t settle for less, even if they ask you to.
How are you handling the challenges and opportunities of the attention economy as a creative? Share your thoughts and strategies in the comments below. And if you found this article insightful, please share it with your network.
