The Desperate Need of a Rebrand for Artists
Maybe it’s my upbringing in Japan that shaped my respect for all jobs. One may go into a sushi bar and instantly recognize that you’re in the house of a master. You aren’t merely a snooty customer that desires Sriracha dip with a side of mayonnaise. No, you will eat what the master serves because the master is showing YOU something. They are showing you something about culture and you are there to learn. No matter what the job- whether it be a hairstylist or in a mailroom, many people had a sense of respect for the occupation because of the amount of excellence they put in their trade. As I have built out Sun Road Co., a search platform for artists of ALL backgrounds this past year, it has been a strange culture shock to build in the city of Tulsa. Over the past year, I have pitched or applied to dozens of accelerators, generators, VC’s, angels, and incubators and they have all said the same thing, (if they said anything at all) which is “excellent story” but they do not understand the problem. They don’t understand the problem because they are not creative. They are not creative but benefit from creatives. They benefit from creatives but don’t realize it. They don’t realize it in part due to their ignorance of the problem.
In my most recent bizarre interview, I was told to give a 3-4 minute lowdown on the problem and solution of my product.
“Would you like me to share my pitch deck?” I asked.
“No, that’s not necessary. I haven’t looked at what your business is so just give me the quick details.”
This is like walking into Shark Tank, (minus the great success of builders) without a product. I am to describe the product by simply describing the problem. “Alright sharks, imagine a floor that is dirty. I have a product that will make your floor spotless.” And to this, it went as bad as one may imagine. The obvious was stated.
“There are already products out there that clean floors. You don’t want to go into a market space where someone can easily copy what you’re doing and put out a similar product.” Except the reply was less complex, “You don’t want to go into a space where a company can hire a couple of developers and put out the same product. Also, it can’t just be a search.” Go ahead and Google the success of search companies.
It was foolish because throughout the “interview” process it was clear they did not know anything about the development process. They openly declared they did not know what UX was, but then several times told me that I’m a developer. If you don’t know what something is, how do you so confidently pronounce what it is I do? But the main point of emphasis was the question that slipped out a few minutes in.
“Who’s going to buy this? Artists won’t. They’re starving artists.” First, this is a strange thing to say if you don’t understand the problem, (with no interest in even clicking the link or hearing the pitch) but also it’s like saying ZipRecruiter is not going to work because the people on the platform don’t have jobs. Isn’t that the point? You solve a problem by handing them a solution? Which one do you want? You wanted the problem, I gave it to you. Then you repeat the problem. You were not interested enough to understand the solution- and then said that no one would pay for the solution because of the problem. Second of all, the whole “starving artist” thing is outplayed. One local woman said of artists, “If I wanted to find one, I’d just look under a bridge.” That’s a strange thing to say when we benefit entirely off of the creative field. For example, the cities themselves. No one says they are proud of a bank so should move to a city. They immediately point out cultural identity that differentiates the city from all other cities.
“You should go to this museum. Did you know this band is from here? This is where grunge was born. That street is awesome- it’s where you can find all the best local culinary delights. Go to this park, it’s fantastic. The way they designed it is unlike any place in the world. You must experience the city by going to the theatre. Did you know the film _____ was shot here?” We speak in cultural lingo and then turn around and think so little of the culture builders. No doubt, this panel will go out to eat later that night. When they have meetings, they will mention all the “happening” places to go have their after hour chats. Even the very devices they are using, that we are conducting our meetings on, were built by creatives. Whether they get the credit or not, they then are the ones who were hired to build something with the money the non creative had. It’s strange then that these users of culture often think artists are those who glue some felt on a piece of paper and add jewels for flair.
Artists need a rebrand. We are the center of gaming, AI, film, streaming, music, and all the relevant topics of conversation that so many use and yet labeled “starving” by the gatekeepers who can provide their own piece of the puzzle. It’s not that creatives are in any way “better,” I’d think we ‘d just desire the respect and dignity as anyone else. The disconnect between “business minds” and creatives is startling. Business minds use culture. Look at Jaguar. Look at any brand that is all the buzz of the last week. Who are at the center of those choices? What is at the center of those choices? Who is at the center of those discussions? It is the visual representation of what someone is trying to sell. I’m glad my story is the most important thing about my Sun Road Co. pitch because the story is everything. They, as business people, should know that.
“Don’t sell to her, she obviously can’t afford it,” would be one of those lines pointing out a jerk in a YouTube short. A woman walks into a Gucci storefront with casual clothes on. It’s one of those episodes from “What Would You Do?” Artists are more than capable. The problem that I have been attempting to solve goes beyond a couple developers, (if you knew what that meant) and just a straight forward idea. Great products are built by people who know the problem. Mothers are often the inventors of problems that mothers have. Discounting those ideas because you have labeled them “too poor to afford the solution” is a comic book level villain. As for my own responsibility? I take all of it. I have taken all of it and that is visible through my time and all the money I’ve put in without taking a single dime. So, though I have been extremely poor, (in ways that they would surely be shocked) I was able to STILL build out a product while so many of the others pitch just an idea. Just because you understand that idea shouldn’t be the “end all be all.” The problem in the end would be people like you- the panel. The endless panels of professionals judging me as though I’m a contestant on The Voice, (another cultural juggernaut). But the panel cannot sing. They do no understand the lyrics. They do not understand why people even enjoy hearing someone sing.
Ironically, the “starving artist” was most likely adopted through the very thing artists provided- through film and novels. They consume the arts and then scoff at the artist. It’s like looking down on electricians but being more than happy to use the services they provide- as it fuels your day to day. So to all ye gatekeepers to funding, connections, or even general interest- you love the story but don’t understand the problem because you’re a part of it. Why do creatives need to be found? So we can continue to fuel the cities with culture, and yes, so that we won’t starve in the process.