Monetising Creativity: Blending Business & Art for Millennials

Without losing the art, the artist in you needs the strategy to succeed

Insha S Qazi

You need to believe the strongest professional is the one who combines art with business.

It’s the artist who also understands how to sell himself. And the businesswoman who creates work that’s unmistakable.

When I started thinking of my profession as art, I began paying attention to how I could leave my original mark on my work.

Marketing, fundraising, product strategy, starting a startup, and even hiring — there’s an art to it all.

Being a creative rebel in this day and age is almost easy – you just need to take something you really hate or disagree with and turn it on its head. The world is much more open to this kind of thing today than it was decades ago.

For technical roles — medicine, bus driving, engineering, and so on — even if you can’t improvise within the work, your process is an art. And how you communicate and pour your heart into your work is most definitely an art.

And for artists — the writer, musician, photographer — no matter what your craft, you’re also a personal brand. For your art to thrive, it’s important to focus on growing your business the way you focus on your art.

Start with the foundation. Follow best practices. Then craft your business from the heart to add your original mark.

But here’s the paradox. The moment you become too focused on your business, some of the magic in your art gets lost.

It’s a balancing act.

It’s because there’s something magical about creating art for art’s sake. That will always be the purest place to begin. It’s why we began in the first place.

Great artists delight themselves with the creative process. They create for the joy of it, not for the money. Their passion bleeds into their business, and so they end up delighting the person on the other side.

Creating From the Heart

“I try to dig deep into the well of my subconscious. At a certain moment in that process, the lid is opened and very different ideas and visions are liberated. With those I can start making a film.”

— Hayao Miyazaki

It’s easiest to enter flow state when you create from the heart. When you’re unashamedly, honestly yourself. You have to be vulnerable and bare a bit of your soul. If you start worrying about what people may think, you’ll freeze.

Your mind takes over.

The pen, the keyboard, the camera — these are simply tools for creating your work. They are not the purest vessels of your art. Of your heart. You are the vessel. There’s no one in the world quite like you. So when you create from the heart — with as few mental filters as possible — no one else can replicate that work.

In a world where we’re constantly comparing and copying, sincerity takes us above the noise. It’s quieter up here. When we create something original that matters to us, how can it not attract the right people?

Trust yourself as the greatest vessel of your work. Use the unique DNA of your experiences, perspectives, and background. And further, use your silent hopes, fears, and purest dreams.

Business will follow the art of your life.

The creative process is a magical thing. The harder you try to be great, the more obstacles stand in the way. Let go. Stop overthinking. Come as you are. You already have everything you need. And let the magic flow.

Money is not your ultimate goal.

Thinking about the monetization of creativity, we can unwittingly replace the purpose of creativity for the purpose of money. But you do not need to enjoy money to earn it. You should use money as a tool. They will be able to renew your craft, making it viable. Of course, there is a threat to turn creativity exclusively into a business. If you do not know to make it happen, it is necessary to balance. There are no universal ways to find the golden mean, but there is an indicator. You should always ask yourself the same question: “Why am I doing this?”. If you notice that most thoughts are about money, you should give thought to.

Very few artists instantly start making money off their art without a personal network. That’s because so many customers will come to you via word-of-mouth. You can’t afford to simply put your art out there and wait for customers. Don’t be afraid to shamelessly self-promote. Ask your friends and family to help by sharing your online shop, social media profiles, and anywhere else you’re promoting your art.

An educationist, Insha S Qazi runs a fashion & design school in Kashmir. She has also authored a self help book on Marketing & Management.