Today’s post is from branding expert Krysta Masciale, co-founder of Big Deal Branding here in Los Angeles. We were talking recently and she brought up a great point – has the work of “creators” been usurped by “curators” who are organizing other people’s creative work? While the role of a curator is important, is the growing popularity of curation changing how we look at creativity and its importance? Read her post and let me know what you think:
We live in a time in the digital age when curating content has become a mark of expertise. If your Pinterest page is beautifully organized with pins of consistent inspiration, you’re rewarded by major brands to incorporate their products into your boards. If your Instagram page is full of imagery mimicked or even completely reposted from other accounts, you could be rewarded thousands of dollars in sponsored posts.
While I think there are numerous accounts that are full of original content on every social media platform, the ones that seem to get the most attention these days are ones fueled by individuals serving as curators of other people’s original content. And that’s something I can’t wrap my brain around.
Why is it that our culture has enabled, tolerated and championed this idea that curating is just as important, if not more important than doing the gritty work of creating original content? Is it because we don’t know what originality looks like anymore? Is it because we all want to believe we’re artists, even if that means we’re just copying what has already been done?
In my observation, this is why some of the best minds of our time aren’t as active on media platforms as the wannabes. They’re too busy doing the actual work and solving real problems to make it look pretty and inspirational.
The general perception is that all you need to have is a good eye. In my not-so-humble opinion, I don’t think pinning the best icons on the Internet makes you a graphic designer. I don’t think owning a DSLR makes you a photographer or filmmaker. I don’t think retweeting information makes you an author.
I’m looking froward to a time when the true creative minds of our generation can effectively use media and break through the clutter of inspiration in order to rise up a culture of doers. If history is any indication of the future, the days of the replica are numbered. Posers will eventually run their course when they are no longer able to deliver what we really want: raw, honest originality.
It can’t come soon enough.