How can we escape the constant pressure to market ourselves?
We are subjected to the business model of the creator selling their wares, like craftspeople in a flea market – having our wares displayed on the internet as virtual reality, if not in real life.
The selling drive is more worrisome when it takes over the way music is presented. Everything is viewed in terms of sales potential. Club owners are only concerned about how many people you will â€˜drawâ€™. As a result, acts having the largest number of available friends willing to spend money on drinks and going out, will get the most exposure. As for orchestras and large organizations, they are primarily concerned with keeping their subscribers, and it drives them towards a conservative approach. But marketing a program should be the work of advertisers. Let them do their job, and let us do oursâ€¦ separately!
The moment that a concern with sales or generally with the effect a piece of music will potentially have, a form of corruption sets in. It can be very subtle, and even affect the way a project is presented or re-designed for a particular target. I am still calling this compromise.