8 Clicks from Nowhere Productions

Category: [13] Pitch & Brand

Social media, comparison with others, and the commodification of creativity.

Chapter List

  • Costume Party

    Does everyone need to brand themselves? 

    A personal brand goes well beyond a clever URL and a logo made up of your initials. 

    In an online world we are presented with this ideas of an avatar, a kind of costume that we don when we share our work, our thoughts, or our best selves in digital spaces.

    Since we are (obviously) unable to be online in the physical, tangible way that is the organic stuff of reality and a million years of social evolution, what we then present online is necessarily a construct. After all, we cannot know the subtleties of our own personalities like the ticks and quirks we give off when sitting across from a real person, so all of it is fabricated as some kind of manicured self image if we like that idea or not.

    Embracing this idea, leaning into it, is the notion of personal brand: shaping that avatar to fulfill a purpose, and perhaps to be more than—or at least a more refined and controlled version of—our real world selves.

    The notion this implies is that we are all somehow emotionally mature enough to construct these online characters in a way that presents us in a positive and beneficial way. 

    What this implies is skill and nuance. 

    What this notion misses is that not all masks well made.

    To brand oneself, one puts on a mask and becomes someone or something else, which can be useful and necessary, but can be a difficult illusion to maintain. 

    This doesn’t make it impossible or ill-advised, but rather perhaps something that is done with care and purpose and not just because it seems to be a fad.

  • Fail Bots

    The algorithm does not care if you succeed and in fact may want you to fail.

    Have you heard of the algorithm? We toss that term around like it has a deep history and long roots into our culture, and in some ways it might, but the algorithm itself is our newest creative barrier and one designed for the very purpose of siphoning the worth from everything you make.

    In their unchecked wisdom, the architects of our modern global communications platforms realized two things. First, they understood that the firehose of random creativity that emerged from millions of people posting to the internet was more enchanting when churned into curated maelstrom. Second, they learned there was money to be made from turning the creative efforts of those millions into a commodity labeled with the soulless term “content.” To engineer this transformation of art into corporate value they birthed complex mechanizations to sort and shuffle, scrape, churn, prune, and cultivate, all if it extracting the worth of human creativity into a storm of placid, flaccid… ugh… content.

    If you participate, that is if you make “content” then you will feed the algorithm and for a while you will feel as if you have achieved success. But rather than nurture the soul as art and creativity is meant to do, you will only enslave yourself to that mechanism.

    On the other hand, if you make things that do not fit neatly into the digital slots and grooves of the algorithm, that system will almost certainly work against you. It wants you to fail because you give it no literal value.

    But know this: you give the rest of us that value instead.

    The algorithm wants you to fail, so prove it wrong.

  • Ad Free

    Unless you are particularly sour to such things, you may have noticed that something is lacking on this project: Advertising.

    There are no popups. There is no paywall. There are no subscriptions or memberships or signups. There are no requests for donations or me begging for money (and no, this is not one of them.) It is not an oversight or a bait-and-switch or a free trial until I get bigger and need revenue. 

    It’s purposeful. It’s philosophical. Probably a little privileged, sure, but it’s what I believe is right for at least some of the work I make.

    It’s not that I haven’t and don’t elsewhere dabble in trying to earn some side cash from my online projects. I’m not independently wealthy or above paying basic bills. Monetization was my mild obsession for a while, actually, to offset costs. But I can tell you the two big things that side-hustle culture doesn’t easily result in for me: cash flow and happiness.

    We have been deceived into believing that everything we make, every word we write, every note we play, every photo we take, every art we create, and every word we utter should be part of a brand, a pitch, our creative time building to some kind of passive income fever dream of pretend financial freedom.

    But it doesn’t always need to. Shouldn’t always need to.

    And I should not need to explain that. I shouldn’t need to justify creating and sharing a thing like this site for the simple joy of it. I shouldn’t need to make an excuse for giving these words out for free because it makes me happy to write them, record them, and post them.

    Making stuff for the sake of simply making it can be an important kind of intrinsic compensation, too.