Marketing As An Art Form

Sometimes when I’m going about mindless work, I like to turn on a podcast or listen to some YouTube videos to pass the time.?

Usually, I’ll throw on a video essay or one of those auto-generated playlists on YouTube, but if I'm lucky, I’ll stumble across some new interviews from my favorite artists.

It’s one of my favorite things to listen to -- a lecture from Virgil Abloh or a Pharrell Williams keynote -- I realized that if you’re willing to seek advice and mentorship, there’s an entire BFA degree waiting for you on those 45 minute videos.

One day, as I was cutting up paper for a stop motion scene I was working on, I came across a Converse interview with one of my biggest artistic idols, Tyler, The Creator. Without hesitation, I clicked on the video, giddy to listen to any wisdom Tyler had in store for me.?

As I slowly fell back into a flow state, something he said about marketing took me aback.?

“So, you went through something, you wrote words down, you recorded it, you edit it, and you mean to tell me that you’re going to be passive with your own work and just put it on your story once? Are you f*cking crazy bro? I’m still promoting my album that came out in June… What I noticed about some of the younger guys and girls, is that they forget about it, but I’m like NO, let motherf*kers know, tell people. Promote your shit”?

I froze. I didn’t know how to react. Not because I learned something new or had a revelation, but because I was conflicted.?

Over the last several years I fully convinced myself that I didn’t need marketing if I was a good artist. If your work is truly great, why force yourself to make Instagram Reels and Tik Toks? Why not let the work speak for itself??

As much as I admired and valued Tyler’s words, the thought of dipping my toes into the world of marketing, paid ads, trends, and viral hacking made me squirm.?

I shut off the interview as the two sides of my brain argued on exactly what Tyler was saying.

December 1, 2023.?

It’s been nearly a year since I listened to that Converse interview, but Tyler's raspy voice refuses to leave my head.?

For some reason, the voices get louder every time I’m about to upload a film.?

On this particular occasion, it felt like the universe was giving me one too many hints. I was about to schedule upload my first video in 5 months when another Tyler, The Creator interview appeared in my recommendations.?

This time, it was with the legendary hip-hop personality Nardwaur, where he reiterated a similar statement.

As I stared at the timeline of my latest video, something deep within me said “f*ck it”. What if there’s something to this marketing world that I’m not seeing? What if I actually give marketing a fair shot??

As I prepared to push against every belief I had about promoting my art, I set one rule for myself:

BE AS AUTHENTIC AS POSSIBLE. Nothing should feel desperate or fake, down to the stories that I shared on my Instagram.??

And so, I started planning…?

What started out as a single Instagram post, slowly expanded into an entire world.?

I was coming up with ideas of making movie trailers, teasers, LinkedIn posts, Instagram stories, BTS pictures and videos. None of it felt wrong at all, in fact, it felt like a natural extension of the work I was creating.?

Suddenly, I had my eureka moment. I understood what Tyler was saying.?

Marketing is not about stuffing your art down people’s throats or begging people to watch your latest video. It's not about chasing viral trends, or learning about paid ads. If that doesn’t sit right with you, then you don’t have to do it.?

For artists, marketing can be as simple as being EXTREMELY proud of the work you produced.?

For me, the simple act of making a YouTube trailer and sharing it with the world was one of the most empowering things I could have done for myself.

Even if it only gets a few likes and views, the act of building an entire world for a film that I spent 5 months working on reminded me to be proud of my art.?

If there’s one thing I learned throughout this whole process, it’s that marketing your art is for you as much as it is for the audience. It’s about standing by your work and valuing your artistic vision.

My Trailer For "Why Do We Create"

As I embark on my next project, I’m happy to say that I am genuinely excited about continuing to promote my films in more authentic and unique ways.