In my filing cabinet at home, I have a dollar bill.
It is a special dollar bill. I had it when I was in the mental hospital years ago. When I was in that place, I had only a couple of dollars to my name. And every couple of days the hospital would send around a cart and allow you to give them your money for whatever they had for sale. I decided early on that while I would buy perhaps a couple of items, I would save exactly one dollar and never spend it. The mental hospital took away everything important to me—it took away my freedom, my dreams, my artistic capabilities. I was spiritually broke. I was NOT going to let them make me financially broke as well. So I saved that one dollar bill, and still have it to this day.
A lot of people do things similar to what I did. Businesses everywhere take the first dollar they earn, have it framed, and hang it on their walls. I think we're doing something very interesting when we do this.
See, when I took that dollar and decided not to spend it, I grew the United States economy by exactly one dollar. And now, to me, that dollar bill is worth more than $1. I would not sell it for $1 (or something worth $1)—if I ever do sell it, it will be for more than a dollar.
For me, personally, that dollar has increased my wealth. I can put a measurement on it: Say I'm not willing to let go of the dollar and all it means to me for less than $50. If that's the case, I have increased my personal wealth by exactly $49. And I would have grown the economy. See, when I bought the dollar bill for $1, I grew the economy by $1. The number on my bank account is decreased by $1. When I put the dollar back into circulation, I diminish the economy by $1. But when the other person buys it for $50, it grows the economy by $50, causing a net growth of $49.
Of course, so far, I've talked only about my personal wealth. I, personally, am not willing to sell that dollar for less than $50 (we're assuming). However, the real question is of course whether or not someone else agrees with me. Otherwise, it's ridiculous to say I've grown the economy. I may have grown my own psychological economy, but I haven't grown the U.S. economy. Getting others to agree is a work of art.
By saving this particular dollar, I am making an artistic statement brimming with social commentary. That dollar is fine art. It tells a story involving one man and the mental health system. It gives a moral lesson of patience and frugality. It criticizes systemic exploitation in the psychiatric establishment. It has a happy ending: I left the hospital victorious because I didn't spend it. And it improves the value of the person who buys it: They can hang it on their wall now and share in my triumph against the system. (If they buy my story about it, that is.)
This is why I am somewhat confused that our economy isn't an art-based economy. In fact, people often claim, falsely, that we need to be less "artistic" about our economy and produce more physical things in factories. I can't think of anything more Marxist and further from the truth. When you produce physical things, you're stealing wealth from the Mother Earth and selling it for hardly any more value than it was worth in the first place. This is what China does: the Communist Party extracts wealth from their banks, who extract wealth from the workers, who extract wealth from the Earth. There's no growth, regardless of what the numbers say: it's just exploitation. When you make art, however, whatever you do is nothing but pure added value. If you're an artist, the materials you work with, whatever they are, are worth hardly anything compared to the worth of the final piece of art. China's Communist Party could never allow this, because it gives so much wealth and power to individual artists, when they want all the wealth and power for themselves. So why on Earth is our economy so eager to profit off of stuff other than art while almost completely ignoring this treasure trove of business opportunity?
For whatever reason, we have not developed the infrastructure necessary for an art-based economy. Certain art forms have taken some steps, of course—Western music is based on the accumulation of hundreds of years of deep meditation and hard work. The twelve-tone musical system and our system of musical notation have allowed for extremely complex and rich musical ideas unmatched by any other culture. In music from other cultures, it's rare to find even basic harmony, let alone key changes, because in their musical systems such concepts don't make any sense. They have spent less time developing their musical infrastructure.
Fashion has had a similar experience. (Well, women's fashion at least. Which is why I wear women's clothes so often. Shh.) Before Louis IV, people wore traditional dress which remained unchanged for years. But to increase the glory of the kingdom, I suppose, they began to think of ways to change the fashion of the time. Now, as a result of developments in the fashion art's artistic infrastructure, we have a kind of fashion grammar rich with all kinds of innovative concepts (collars, collar stands, a-line forms, shifts, hour-glass forms, etc.) This rich array of elements in the art's infrastructure is what allows our fashion to be so complex, exciting, and ever-changing.
So in a couple of art forms, some basic infrastructure has been developed. The business infrastructure may also be developed to some extent, but, I would argue, not enough.
Think of the things investors look at before they invest in a business. They look at the psychological characteristics of the CEO. Are they a leader? Do they have drive? Are they motivated? Excited? Do they work well with others? The answers to these questions determine whether or not the company will succeed. They look at the product. Is it something people want? Does it satisfy a need? If they put it on a shelf, will it move? They look at history. Has this person ran successful businesses in the past? Have products like this sold well in the past? They look at the research. Is there concrete, empirical evidence that the product will sell? They also look at the intent. Does the company have a solid plan moving forward? Does this plan take into account incomes and costs? When investors look into these things, in depth, they can gauge how much they and the economy will benefit.
See, when we think of artists, we have this notion that you just go out into the world and be yourself and somehow, unexplainably, end up being brilliant and make tons of money. I think this is nonsense. What is someone buying when they buy your art? If you can't answer that question, I'm sorry, but you shouldn't become an artist. Imagine if we treated businesses this way. "I'm going to be a businessman. I'm going to go out in the world, be myself, and make a business that's brilliant in some unexplainable way, and people will be inspired for some unexplainable reason, and I'll make tons of money." I wouldn't invest in this person, would you?
People don't buy art just because you're so awesome they can't stand not spending their money on you. But I think people tend to think this is how it works. So what we need to do, then, is think less about what art says about the artist, and more about what it says about the person who spends money on it. This means that instead of being subjective, we must be objective. I know... that sounds sacrilegious. But it's true. I make movies as well as music. But I invest more in my movies than my music. Why? Because the people who listen to music want to have a shared experience with their friends and their communities, which usually implies a live performance. And I can't perform my music live. So I know no matter how good the music is, it's never going to sell. The only way it would sell is if it were so popular that a shared experience would be implied regardless of whether or not it's live.
Movies, on the other hand, play a slightly different cultural role. If people wanted a shared experience of film and video, there would've never been such a thing as television, and people wouldn't sit alone in dark rooms at night trancing out in front of it. Yes, I know, there is also radio. But how do people listen to music on the radio? In their cars, with the windows rolled down, and as loud as possible! They obviously want to share their experience! But people who watch television, on the other hand, don't do it with the curtains self-consciously drawn. So I've made a business decision: I'm going to invest in film more than music.
And another thing: I'm not going to even think of distributing my films with a distributor without some kind of business sense about whether or not the stuff would sell. Otherwise, I'm wasting everybody's time.
This is how we artists need to think. We need to think of art as a business, objectively, with detailed numerical measurements of potential for making money. If we do this, we can grow ourselves and the economy. And, by the way, we won't in any way diminish our creativity or value as an artist. Creativity is not measured by how "true to ourselves" we are. It is measured by how inspired the work is. And how inspired the work is is measured by how inspired people are by looking at it. How inspired we are is merely a convenient way of gauging whether it will inspire others. And, by the way, if it inspires others, it'll sell. We need to think about this. If we don't, we're wasting everybody's time.
