CHAPTER 2 content-driven Over the last two decades, technological innovation has virtually revolutionized the way we live. Yet, with all the advancements in productivity, the temperament of popular culture has never been more passive. The expectation of instant gratification has impacted the sociological consciousness, where everyone settles for the quick fix. In our time-is-of-the-essence ideology, it seems that the speed at which things are done is becoming ever more important, oftentimes trumping quality. We are seeing more and more prefab, formula-driven art enter into the social mindset, generating an almost homogenized aesthetic. To eradicate the complacency that exists, artists need to take a content-driven approach, producing imaginative and thought-provoking work that speaks to the culture in ways that inspire and motivate. More than ever, creatives need to reexamine the fundamental methodology in which they work, taking an active role in push- ing content to a higher level. To penetrate the indifference in the marketplace, artists must become more entrepreneurial in their approach, developing their own content and not simply relying on the market for guidance. They need to move outside their comfort zones, exploring untapped territory that crosses boundaries amongst the disciplines. When creatives are in con- trol of the artistic content and direction of their work, they gain independence and no longer have to rely on an intermediary. To be successful in the pursuit, artists need to convince the visual approach vanguard to buy into their vision, educating them about being open to new approaches and ways of interpreting the world. Suc- cess rewards innovators, those who are not afraid to break away from conventional thinking. Venturing out from the pack often puts one first in line while others merely stand in the back. To move forward, artists must adopt a success-based work ethic. They have to be willing to strive for greatness every time, refusing to compromise and settle for the mundane. This means doing their best in every aspect of their work, regardless of the reward or accolades that may or may not come from their effort. Nobody knows when the door of opportunity will appear. Focusing one's state of mind on the high road results in actions that will ensure one's readiness when the time comes. Visionary artists don't limit themselves. They are always thinking ahead, seeking new ground for their work. Even in the face of adversity, artists who are determined to succeed do not give in to fear and anxiety or accept a state of defeat. They see the uncertainty of a situation as an opportunity to try new things, reveling in the potential it can bring for upward mobility. Instead of trying to fight adversity, they embrace it and use it as an incentive to move forward. Some have described the feeling as riding the wave of life. Maintaining self-confidence even through times of disappointment and rejection, and not falling prey to negative forces, separates the ones who will persevere and triumph from the ones who will merely exist. If an artist does not have the background, knowledge or skill sets to fully sustain a self-initiated project single-handedly, she should consider creative collaboration. The dynamics of a multidisciplinary group endeavor create an environment that is conducive to the pursuit of ideas that are much more expansive and innovative in approach. Within a group endeavor, each contributor brings creativity and know-how to the table. Their combined efforts, energy and wisdom not only make a multi- faceted project possible but also, in the process, open the door for cross-pollination to occur, further expanding the boundaries of what is possible across markets. The results can be inspira- tional, uplifting and rewarding for all involved. I'm Coming Apart . Brad Holland SIZE: 24¾" × 28" (63cm × 71cm) / MEDIUM: acrylic / SURFACE: Masonite board CLIENT: Longevity magazine In a cultural landscape that is stagnant and craving distinc- tion, artists need to take an active role in venturing outside 12