Being a creator has never been easy. Every generation of creators has their own unique problems to solve, their own battles to fight. And it seems like ours, is finding a balance between human art and algorithm driven content.
Let’s examine both sides, and try to understand what it means to be a creator in this not-so-brave new world.
1. Art vs. Content
There’s been a lot said and written about the difference between art and content. But for me, it comes down to a few key points:
- Art can be appreciated by everyone. It doesn’t have a target audience. Its only purpose may simply be the act of creation itself. But content is made for a purpose (marketing, branding, etc.) and with a target audience in mind.
- Art is art. It has inherent meaning (though subjective), even if no one but the creator sees it. Content means very little if no one sees it.
- Art is made because someone had something to say, an emotion to communicate, a vibe to transfer. Content is made because a business wanted to grow.
You can probably see why creators face a dilemma when it comes to balancing their work and passion.
2. State of Content
We’ve been witnessing a huge shift in content formats and mediums of communication. Online and digital has replaced everything. Social media and streaming services with algorithmic feeds have effectively replaced TV. And everyone wants your attention.
Platforms want to grow their user base and keep them on their app or website for longer and longer. And businesses want to leverage a portion of this time to their own benefit. So they create content and publish it on these platforms.
But here’s where the system breaks: if you see something novel, shocking or outrageous on the internet, you can’t look away. That’s a human response. So the platform finds more of those things to show you. They optimize for engagement, not meaning.
Then we have AI accelerating this shift. It’s been shaping what gets recommended, what we get to see, for years. And now, it’s shaping what gets made and how.
3. State of the Arts
Early years of social media, gave artists a rare opportunity. But those days of organic growth real visibility, and direct connection are gone.
Now, more and more people are disenchanted by the new state of things. Some are retreating to their personal spaces and mostly giving up. Others are trying to keep up with the technology, begrudgingly. And it shows in their work.
But through all of this, there are artists who remain unchanged. These are the people I call pure artists. They still make things the way they always have: slowly, deliberately, and without chasing trends. They document their work, share what they love, and stay true to the craft.
They may be harder to find these days. But I urge you to try anyway. Because they are our last line of defense. And their voice is worth protecting.
4. Where the Worlds Collide
Most people are living a chronically online life these days. And online is where things collide for the creators. I believe that the real, offline world belongs to the artists. But the internet is up for grabs. And content is usually the winner by design.
What does this mean for us?
For you and I, as creators, it means we have to decide if we want to be pure artists, pure content creators, or something in between.
For business owners, it means the market has decided that you need content, not art. But you can try to make your content more artful. That’s the only choice you’re given at the moment.
And for people who mostly consume art and content, they can support what they see as art, focus more on useful content, or just continue doom-scrolling and watch everything the platforms decide is good for them.
You either adapt, resist, or find your own balance.
5. So Art or Content?
It’s really your decision to make. You can go the pure artist way and keep creating for yourself. But that’ll probably mean having a day-job to pay the bills.
You can also go the pure content route and use your skills just for the sake of making money. But that’ll probably mean waking up some day, feeling empty. Like you’ve sold your soul, and got nothing in return.
Finally, there’s a middle ground, if you want to make a living from your craft while also having some freedom to create what you want, without any restrictions.
I’ve chosen the third option. I understand the businesses’ need for content. But I’ve never given up on my art, my personal projects, and the things I’d make even if I had no audience. I may give up content someday. But art? That’s my beating heart. Without it, I may still breathe somehow, but I won’t be me. I won’t feel human.
If you don’t know where you stand yet, this is the time to choose. Don’t let the decision be made for you. And if things seem bleak, remember: one battle doesn’t make a war. Technology isn’t the enemy. Indifference is.
