I’ve been a content creator my whole adult life. While this started with studying several instruments, it eventually changed to photography, programming video games, studying painting - and finally writing a PhD thesis: today, my professional life consists of producing paintings, as well as curating exhibitions (also I’m doing a videography project that I’m in love with).

More specifically though, I need to introduce myself as idealistic content creator: over the years, my focus has always been on understanding a craft’s quality, in order to then implement it as best as I could. My mission was craft, and time not spent on advancing that mission felt wrong - as a result, business topics (branding, marketing, business development etc.) were never on my mind. My thinking was that any focus on PR would manifest my own disbelief in my work’s quality: once I started to get my head into PR space, wouldn’t that be the final nail in the coffin of self-disbelief, in my own work?

I never saw the arrogance in this.

I didn’t used social media to proactively push my content (or myself) as a brand. It felt wrong to even read PR material: I understood social media as distraction, as today’s television: a neverending stream of garbage and pushed egos - why would I subject my work to that? As a side effect, this let me stick to my comfort zone: my craft, and the believe that if I’d be good in it, middlemen would eventually take care of the rest. Ultimately, I subscribed to the romantic notation of quality guaranteeing success.