Figments for Sale: Marketing, Imagination and the Artistic Imperative

Abstract

Art is adventurous, marketing safe; art seeks the unexpected, marketing yearns for the predictable; art wants the amazing, marketing the comfortable; art is orgasmic, marketing anal. Yet we need both, and we both want to make money; we both want the biggest audiences. We have no alternative but to live together in a constructive way, learning from and understanding one another. Tusa (1999:120).