The artist’s dilemma

Most artists suffer from a commercialisation dilemma.

As an artist you typically start by giving your art away for free. Create a following and a community of fans, then commercialise them later.

The problem is it’s tempting to be in a hurry to commercialise your effort now. Unfortunately, human beings aren’t biologically wired to delay gratification.

So when is later? What signals it’s the right time?

Of course, there is no right answer.

Ultimately I believe the degree of backlash you receive from a small minority of your audience should be disproportional to the positive reinforcement you get from a majority of your fans.

However this is one of those instances where holding the option to delay is highly valuable. Especially if you plan to continue creating your art for a very long time.

Take a 10 or 20 or even 30 year time horizon and giving your art away for free for the first 1, 2 or 3 years of creating it doesn’t seem too long in the scheme of things, does it?

Yet starvation in that time frame is a very real threat.

So start with this strategy in mind, set your goals long term and build into the model a long incubation period.

It is more likely to reward you in the long run.