The intersection of #artisanal x @commercial.

(On dalliances with all products, & social X factors, plus plus.)

“You have to get the campaign out in 15 minutes. That is not art.” Penning my first commercial in 2 days, 3 hours, and 15 minutes (faster than a beef bourgignon, slower than a pizza in a 1000Kelvin modern wood-fired brick kiln) is actually more exhausting than the schematics drawn on an architectural scale, or long-form theology paper than crafting something from concept to finished copy (twice revised) only to air for a measly 15 seconds on the radio.

Sometimes we can’t identify the point of differentiation between the experience of becoming an artist and a commercial correctly. Is it the money or the ingredients, or the time it takes to produce one? What exactly consists of artisanal when it comes to creating a one-off, across all industries?

When traditions have been whittled down and innovated, does that make the inventions made in a snap - to cut time, and to make it a more commercial process / or make the product more commercially available, to produce it at a bigger, more massive scale?

Making bread, this looks artisan, this [wheat bread].(https://youtu.be/1r6jV-MaQuc) I think it must have taken more time perfecting the recipe (artisan), than the actual video (commercial). So, it has everything with crafting artistic inclinations, towards the mass media distribution to make it commercial. So it is actually not an either/or, in choosing to describe the circumstance in which the effect has been efficiently put into motion, but it is more of an after-effect of the commissioning or something that just happened (originally suspended into becoming) more a priori than a cause célèbre of sorts.

When people don’t regard their passions as pursuits in themselves, they can become obsessed with the marketing - and collaborate wrongly with a risk of actual brand dilution through the time when they should be involved in the tracking of milestones - or in some odd cases, a serious act of dilettante act of severe negligence, mistaken for that more naive trait of forgetful nonchalance. Any brand can suffer the downtime, but for most a revival is going to take up more space and energy for the speed it takes to lose the momentum in the unscheduled eventuality of being forgotten.

The environment that allows people to pursue their passions freely, whether their builds are actually honed at naught, would make the business a little more substantial at the onset, when you approve, and not when society does. You don’t need social media, or media, but building from what is the honed product knowledge relayed only on social, is something that we have seen traditional media to evolve into what we see today in blogging, social publishing platforms. Concerning ourselves with marketing, without paying attention to product properly, is a mistake.

This is what the gap looks like with artisans. They take what is the resource of time, into something that they know is easily marketed. Not the other way around, preparing commercials for things that are substantially not something markets are thrilled to have. How do we solve this premise? Stringent QA’s better than media Q&A’s for a start. Stop paying unnecessary attention to the marketing gimmicks, and pay attention to the actual premise of product. Please.

And thank you.