The medium is still worth three hundred words

You don’t get many rights as you get older. But with age comes great responsibility. It is the responsibility to tell some art aficionado’s that they are full of ….you know what I mean. It seems at times as though humanity is losing the emotional battle of artist versus medium, and trading it for the lesser more unconscious one of which artist has the biggest marketing tag line. Contemporary art is seemingly becoming less about a reaction to the contemporary world and more about artists saying “hey, look at me, I’ve discovered 3d printing”. Artists are not entirely at fault here, in a world now run by marketing departments it is tempting for  to jump to new media at the expense of the old. 3d printing sounds so much sexier in print than oil painting ,water colour or even sculpture. In an effort to encourage and educate the public to the joy of art through many avenues, promoting new mediums seems like  a good way to capture public attention.

I am a firm believer in art for the people. I am not arguing for a return to the renaissance or the banning of photography post 1992. Art needs to be accessible to inspire us all to be more creative. This can include the use of contemporary mediums. However, it seems that arts’ marketing is run more by marketers than art lovers. The focus on the trend level of a medium as opposed to its artistic merit. Doesn’t the artistic battle for the “new” in traditional mediums provide a valid promotional point for the public?  Yes, it does. But tradition is harder to sell to audiences. In an era in which nobody seems to have time for anything except for themselves, old mediums are time intense. They take time to create, consume and market. Meanwhile, the arts is increasingly becoming a numbers game.  But there is a method to my marketing madness. Art changes the world not only through its content but via the way it is constructed. Good art can be found in digital formats, but so can much of our everyday lives. It is the medium that challenges our mindset to focus beyond the distortion. Old mediums take us out of our comfortable interpretation zone .They are no longer the status quo, they relate better to mercury and velum than binary and hi definition. In doing so audiences are forced to actively converse with a work, rather than passively nod in acceptance.

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