Art and Craft
While enjoying a "brewmasters' reserve" from (relatively) local brewery Full Sail I started thinking about the Art and Craft involved in brewing, cooking, entertainment and marketing. Maybe I'm biased, since I've done all four—three professionally, one as an "advanced" hobby.
sometimes you make a stylistically excellent beer, that does exactly what is expected of it, but really doesn't inspire any sort of "halleluiahs" from anyone. sure, you might win an award for best american light lager at the great american beer festival but the intelligensia generally blow you off.
it's funny, because these days, much of the marketing for said beer is just the same as the beer -- sometimes technically correct, but generally uninspiring. Which makes me think that the same balance of Art and Craft can perhaps explain the differences that appear in such comparative situations as:
- stodgy/inane TV spots VS Immersive experiences/content
- solid yet unexciting american lager VS unique & absurdly hoppy northest IPA
- a mainstream delivery pizza VS a specialty wood fired pie
- a big budget action thriller VS a
In many cases, Craft (and sales) has overwhelmed Art... primarily in the interest of meeting the "needs" of the greatest number of people.
But as media and tastes evolve back from the homogenous brink that the legacy of post war industrial production imposed, diversity is good... the long tail of Art needs to be re-infused into Craft and production. Craft used to be just as diverse as Art, and still can be—we just need to let it loose a bit. And we'll make more money for ourselves and our clients by doing so.
0 TrackBacks
TrackBack URL: http://philmang.com/cgi-bin/mt/mt-tb.cgi/25
Interesting ideas here. One could make the case for "Craft" being the more important of the two elements here. In the sense of "fine craftsmanship". Isn't that the origin of Art? Making something "just right" without worry or an eye toward public opinion?
The question becomes is it more important to create a product (beer or any other) that you believe in and are proud of, or a product that is gobbled and praised by the masses?
The question becomes is it more important to create a product (beer or any other) that you believe in and are proud of, or a product that is gobbled and praised by the masses?
But why can't it be both? Bands/fans seem to struggle with this and the notion of 'selling out.' Can't a record go gold and still be craft? Arcade Fire's "Funeral" as a recent example. Though the $40 tickets at Hec Ed are a bit obnoxious.