In the media producing world these days, it seems as though there are only the two extremes of thought. “Art for Art’s sake” or “be as creative as you want, as long as it makes money”, kind of like Henry Ford’s “You can have any color car you want, as long as it’s black”.
An Art Zealot I am not, a money grubbing fiend… maybe a little, but no. I do want to produce something I am proud of artistically and at the same time have it be commercially successful.
The measure of pride in an artistic endeavor is relatively easy for the artist to gauge, ether you are satisfied or you are not. Defining “commercially successful” on the other hand can be a difficult task.
In the “professional” production world, commercial success is all about having a good profit margin. If it cost you $1,500 to produce the media, you want to be paid at least $3,000. Let’s face it, we don’t work for free right? A 100% margin is, in business parlance, an acceptable margin. Anything below 25%, and its more like a hobby, at least from a business perspective.
As an artist, paying the bills to produce the project, getting by personally, and having a little extra to fund the next project is usually sufficient to consider your self commercially successful. This is of course the typical “art for arts sake” artist and not the person employed to make a living on there artistic skills; who is by the way no less the artist. Frequently the two coexist within the same person; the daily trudge side and the high art side. Producing TV spots by day and personal projects by night.
I believe most people who make a living from there artistic talents, have an idealistic streak within themselves that wants to do nothing more than their art and just not have to worry about the day to day needs for subsistence. I know I certainly do. The freedom to make movies when the creative iron is hot, having all of the hardware and technology needed for production at hand all of the time, it would be a wonderful thing. But for most of us that is not the case.
For me, the goal is a balancing of the two extremes, produce something that I am artistically satisfied with that also keeps the bill collectors away, and provides for a growing collection of the equipment, materials, and technology to keep moving my art to new levels. Along the way it would be nice to help others on the same path.
So where’s the magic? The magic is when you can achieve artistic and commercial success in one project. Regardless of who the media is produced for, a TV spot, a documentary, a slasher film, a corporate piece. If you the producer is satisfied internally with the work, and you actually made a dime, you have made media magic.
I guess after all of that, it comes down to this…
Only you can make your art magic.