This Is Branding

If you're a creative working in the gig economy, Kim Boekbinder's terrific interview with photographer Clayton Cubitt is a must-read: "Thriving in the Attention Economy."

"Artists shouldn’t kid themselves that most people give a fuck about them directly. At least not at first. People want what you’ve made, they don’t want you. You have to seduce them into also wanting you. And you can only do that by making more stuff that they want, and hopefully attaching yourself to it in the minds of some small percentage of its fans. This is branding."

[Medium]