Nicholas Alexander, online creativity


Marketing is many things: it requires some planning, it requires a product or service, it requires image, it requires intent, it generates desire, it is not really a 'thing' but a path to a 'thing', it needs to inspire thought and action.

Marketing is a pandora's box of techniques to attract an audience by tricks that trigger the desire hormone. It is the antithesis of art which needs to exist in its own right, gradually being soaked in by the observer, often slowly becoming part of their inner world. Art is life. It affects people. It can change history's course or the way we live our lives. It is the stirring of something spiritual, a yearning to live the best life by improving the inner self, harnessing aesthetics and vitality.

You gather an audience based on a promise of desire. Marketing is a drug, triggering a dopamine response. It is supposed to set up a chain of addictive behaviour. It is supposed to nag you, make you feel like doing something due to a desire to save money, to be part of something or to act so that you do not miss out. It is the 'fear of missing out', it is greed it is not saintly or altrusitic. It is the awakening of the animal instict and using them to drive people to buy a certain brand or item.

Marketing of Art is therefore a tricky proposition. You have forces with diametrically opposed ideals. Their goals are there to undo each other. The marketeer asks the artist to do 'nicer work that appeals'. The artist looks at the advertising for their work with despair. How do you advertise the work of a creator without creating conflict?

Informative marketing is not the same as snake-oil selling. Informative marketing takes two forms:

  • Marketing disguised as art ( is an example)
  • Marketing that educates.
The other side of this coin is Art that sells itself. For example, the works of Salavdor Dali triggers a dopamine response. It places the viewer into a dream and you want to see more weird.