On Becoming a Brand.

A discussion on the container of brand identity and the broader implications of performing creativity through the lens of capitalism.

In last week’s interview with multidisciplinary artist Xochi Solis, Xochi brought up the merits of diversifying your creative portfolio. She went on to share that what discourages many artists from doing so is a mounting fear to show work outside of the realm of what you become known for. I commented back: “It’s what happens when you start to think of yourself as a brand.” 

Since then, I’ve been meditating on that statement in the form of a question: What happens when you start to think of yourself as a brand? The resulting lines are perhaps more thought exercise than essay. In full transparency, a bias may peek through as well, one informed by my own heartache at not having asked myself some of these questions sooner. My hope in sharing this with you now, my dearest readers here on this platform whom I love so much, is to plant the seeds of these considerations with you—to sow these heirlooms in your own tender soil. As always, I want to hear how this hits you in the comments section.…