The hustle of being human and navigating the age of self-commodification

We live in a new world. It seems to turn everything into purchasable merchandise; including you. Names become brands, and the newest entrepreneurial trend is turning one’s life experience into a self-help video course. We all knew the world was changing; and then global lockdowns hit us and pushed that shift into warp speed. We are now walking commodities, constantly hustling to sell ourselves. But the truth is this: the world was always this way. We’ve always viewed everything and each other as commodities. Marriages arranged for reputational or economic gain (and residence), colonialism, labor exploitation, feudalism, and outright slavery have existed since the beginning of time. Today, we live in the age of consumer culture; the only difference being that most of us consciously give our permission now and can see more of it on the internet. 

Selfie Haters, You’re Part of a Millennia-Old Tradition

Have a problem with selfies and photographic manipulation? That’s existed forever, too. Portraits painted in the 18th and 19th centuries (of the daughters of families who could afford it) were intentionally manipulated to cement a certain image. This was done in an effort to emphasize young women’s eligibility for marriage. Some families would commission a small tour of Europe for their daughters and a photographer to travel along, in order to place her in exotic and picturesque settings & make her appear more worldly and sophisticated. A famous piece called The Ladies Waldegrave, painted by Sir Joshua Reynolds, meant to portray three sisters as The Three Graces from classical mythology, emphasizing their beauty, elegance, and accomplishments.

Beauty, strength, and social standing has always served as a commodity in most civilizations around the world. Don’t forget the way Pharaoh Ramses II was carved in “larger than life” designs to remind others of his power and his territory, as with other leaders driven to demonstrate their prowess. As a matter of fact, it’s rather a requirement for anyone with real ambition in society. Today, the medium and methods may have changed, but the goal remains the same: to connect with others and showcase our unique qualities. As civilians, we’re trained to feel like actively promoting ourselves is a negative and ego-driven tactic in a world that values humility. As artists, we’re expected to appear impressive and legendary. What’s required here is the ability to make a transition; you have to cross that psychological bridge that takes you from controlled subservient to respected muse and motivator. You cannot do this without an image. 

The Myth of Meritocracy in the Music Industry

In a perfect world, we could simply rely on our skills and portfolios to speak for themselves. But this is not a perfect world. People don’t get placed in the best positions by just being good at what they do. There are political, psychological, environmental, and even irrational factors that determine where you come to be. It’s not fair. It’s a constant hustle, and you don’t have the luxury of quitting when you have a dream and a real drive. So take the opportunity to showcase who you are; tell your story. Every one of us has one. The hardest part of all this is always going to be the motivation and the courage to showcase it. 

Music is great. Anyone who has a heart loves music, and there’s never going to be any doubt as to its power. We all know that there’s an audience for every type. It’s also true that this world is now saturated with good musicians. People aren’t going to pay attention to each other until they have a reason to, and as unfortunate as it is to say, the music alone isn’t going to be enough to make that happen in this climate. Fans can blindly listen to a constant stream of music all day long without paying much attention to it, much less deciding to look up an artist and purchasing their album. Fans are interested in who you are as a person; not just your music. So tell them. Let them get to know you. Don’t let fear and shame get in the way of building your reputation—both online and offline. Our consumer culture with its scrolling and its swiping and streaming and all its noise.. is built on indifference and fast trades. It’s not set up to reward honest, hard work. And it never was. And while all that might feel discouraging, it really isn’t. Information; even if it’s not what we want to hear, is a saving grace. Once you have the right information, you can set yourself free to make the choices that will bring you closer to your goals and dreams. So take this information, and do what needs to be done.