The Killing of America's Creative Class
Some of my friends became artists, writers, and musicians to rebel against their practical parents. I went into a creative field with encouragement from my folks. It’s not too rare for Millennials to have their bohemian dreams blessed by their parents, because, as progeny of the Boomers, we were mentored by aging rebels who idolized rogue poets, iconoclast cartoonists, and scrappy musicians.
The problem, warns Scott Timberg in his new book Culture Crash: The Killing of the Creative Class, is that if parents are basing their advice on how the economy used to support creativity – record deals for musicians, book contracts for writers, staff positions for journalists – then they might be surprised when their YouTube-famous daughter still needs help paying off her student loans. A mix of economic, cultural, and technological changes emanating from a neoliberal agenda, writes Timberg, “have undermined the way that culture has been produced for the past two centuries, crippling the economic prospects of not only artists but also the many people who supported and spread their work, and nothing yet has taken its place.”
Tech vs. the Creative Class
Timberg isn’t the first to notice. The supposed economic recovery that followed the recession of 2008 did nothing to repair the damage that had been done to the middle class. Only a wealthy few bounced back, and bounced higher than ever before, many of them the elites of Silicon Valley who found a way to harvest much of the wealth generated by new technologies. InCulture Crash, however, Timberg has framed the struggle of the working artist to make a living on his talents.
Besides the overall stagnation of the economy, Timberg shows how information technology has destabilized the creative class and deprofessionalized their labor, leading to an oligopoly of the mega corporations Apple, Google, and Facebook, where success is measured (and often paid) in webpage hits.
What Timberg glances over is that if this new system is an oligopoly of tech companies, then what it replaced – or is still in the process of replacing – was a feudal system of newspapers, publishing houses, record labels, operas, and art galleries. The book is full of enough discouraging data and painful portraits of artists, though, to make this point moot. Things are definitely getting worse.
Why should these worldly worries make the Muse stutter when she is expected to sing from outside of history and without health insurance? Timberg proposes that if we are to save the “creative class” – the often young, often from middle-class backgrounds sector of society that generates cultural content – we need to shake this old myth. The Muse can inspire but not sustain. Members of the creative class, argues Timberg
depend not just on that original inspiration, but on an infrastructure that moves creations into the larger culture and somehow provides material support for those who make, distribute, and assess them. Today, that indispensable infrastructure is at risk...
Artists may never entirely disappear, but they are certainly vulnerable to the economic and cultural zeitgeist. Remember the Dark Ages? Timberg does, and drapes this shroud over every chapter. It comes off as alarmist at times. Culture is obviously no longer smothered by an authoritarian Catholic church.
Art as the Province of the Young and Independently Wealthy
But Timberg suggests that contemporary artists have signed away their rights in a new contract with the market. Cultural producers, no matter how important their output is to the rest of us, are expected to exhaust themselves without compensation because their work is, by definition, worthless until it’s profitable. Art is an act of passion – why not produce it for free, never mind that Apple, Google, and Facebook have the right to generate revenue from your production? “According to this way of thinking,” wrote Miya Tokumitsu describing the do-what-you-love mantra that rode out of Silicon Valley on the back of TED Talks, “labor is not something one does for compensation, but an act of self-love. If profit doesn’t happen to follow, it is because the worker’s passion and determination were insufficient.”
The fact is, when creativity becomes financially unsustainable, less is created, and that which does emerge is the product of trust-fund kids in their spare time. “If working in culture becomes something only for the wealthy, or those supported by corporate patronage, we lose the independent perspective that artistry is necessarily built on,” writes Timberg.
It would seem to be a position with many proponents except that artists have few loyal advocates on either side of the political spectrum. “A working artist is seen neither as the salt of the earth by the left, nor as a ‘job creator’ by the right – but as a kind of self-indulgent parasite by both sides,” writes Timberg.
That’s with respect to unsuccessful artists – in other words, the creative class’s 99 percent. But, as Timberg disparages, “everyone loves a winner.” In their own way, both conservatives and liberals have stumbled into Voltaire’sCandide, accepting that all is for the best in the best of all possible worlds. If artists cannot make money, it’s because they are either untalented or esoteric elitists. It is the giants of pop music who are taking all the spoils, both financially and morally, in this new climate.
Timberg blames this winner-take-all attitude on the postmodernists who, beginning in the 1960s with film critic Pauline Kael, dismantled the idea that creative genius must be rescued from underneath the boots of mass appeal and replaced it with the concept of genius-as-mass-appeal. “Instead of coverage of, say, the lost recordings of pioneering bebop guitarist Charlie Christian,” writes Timberg, “we read pieces ‘in defense’ of blockbuster acts like the Eagles (the bestselling rock band in history), Billy Joel, Rush – groups whose songs…it was once impossible to get away from.”
Timberg doesn’t give enough weight to the fact that the same rebellion at the university liberated an enormous swath of art, literature, and music from the shadow of an exclusive (which is not to say unworthy) canon made up mostly of white men. In fact, many postmodernists have taken it upon themselves to look neither to the pop charts nor the Western canon for genius but, with the help of the Internet, to the broad creative class that Timberg wants to defend.
Creating in the Age of Poptimism
This doesn’t mean that today’s discovered geniuses can pay their bills, though, and Timberg is right to be shocked that, for the first time in history, pop culture is untouchable, off limits to critics or laypeople either on the grounds of taste or principle. If you can’t stand pop music because of the hackneyed rhythms and indiscernible voices, you’ve failed to appreciate the wonders of crowdsourced culture – the same mystery that propels the market.
Sadly, Timberg puts himself in checkmate early on by repeatedly pitting black mega-stars like Kanye West against white indie-rockers like the Decembrists, whose ascent to the pop-charts he characterizes as a rare triumph of mass taste.
But beyond his anti-hip-hop bias is an important argument: With ideological immunity, the pop charts are mimicking the stratification of our society. Under the guise of a popular carnival where a home-made YouTube video can bring a talented nobody the absurd fame of a celebrity, creative industries have nevertheless become more monotonous and inaccessible to new and disparate voices. In 1986, thirty-one chart-toppers came from twenty-nine different artists. Between 2008 and mid-2012, half of the number-one songs were property of only six stars. “Of course, it’s never been easy to land a hit record,” writes Timberg. “But recession-era rock has brought rewards to a smaller fraction of the artists than it did previously. Call it the music industry’s one percent.”
The same thing is happening with the written word. In the first decade of the new millennium, points out Timberg, citing Wired magazine, the market share of page views for the Internet’s top ten websites rose from 31 percent to 75 percent.
Timberg doesn’t mention that none of the six artists dominating the pop charts for those four years was a white man, but maybe that’s beside the point. In Borges’s “Babylon Lottery,” every citizen has the chance to be a sovereign. That doesn’t mean they were living in a democracy. Superstars are coming up from poverty, without the help of white male privilege, like never before, at the same time that poverty – for artists and for everyone else – is getting worse.
Essayists are often guilted into proposing solutions to the problems they perceive, but in many cases they should have left it alone. Timberg wisely avoids laying out a ten-point plan to clean up the mess, but even his initial thrust toward justice – identifying the roots of the crisis – is a pastiche of sometimes contradictory liberal biases that looks to the past for temporary fixes.
Timberg puts the kibosh on corporate patronage of the arts, but pines for the days of newspapers run by wealthy families. When information technology is his target because it forces artists to distribute their work for free, removes the record store and bookstore clerks from the scene, and feeds consumer dollars to only a few Silicon Valley tsars, Timberg’s answer is to retrace our steps twenty years to the days of big record companies and Borders book stores – since that model was slightly more compensatory to the creative class.
When his target is postmodern intellectuals who slander “middle-brow” culture as elitist, only to expend their breath in defense of super-rich pop stars, Timberg retreats fifty years to when intellectuals like Marshall McLuhan and Norman Mailer debated on network television and the word “philharmonic” excited the uncultured with awe rather than tickled them with anti-elitist mockery. Maybe television back then was more tolerable, but Timberg hardly even tries to sound uplifting. “At some point, someone will come up with a conception better than middlebrow,” he writes. “But until then, it beats the alternatives.”
The Fallacy of the Good Old Days
Timberg’s biggest mistake is that he tries to find a point in history when things were better for artists and then reroute us back there for fear of continued decline. What this translates to is a program of bipartisan moderation – a little bit more public funding here, a little more philanthropy there. Something everyone can agree on, but no one would ever get excited about.
Why not boldly state that a society is dysfunctional if there is enough food, shelter, and clothing to go around and yet an individual is forced to sacrifice these things in order to produce, out of humanistic virtue, the very thing which society has never demanded more of – culture? And if skeptics ask for a solution, why not suggest something big, a reorganization of society, from top to bottom, not just a vintage flotation device for the middle class? Rather than blame technological innovation for the poverty of artists, why not point the finger at those who own the technology and call for a system whereby efficiency doesn’t put people out of work, but allows them to work fewer hours for the same salary; whereby information is free not because an unpaid intern wrote content in a race for employment, but because we collectively pick up the tab?
This might not satisfy the TED Talk connoisseur’s taste for a clever and apolitical fix, but it definitely trumps championing a middle-ground littered with the casualties of cronyism, colonialism, racism, patriarchy, and all their siblings. And change must come soon because, if Timberg is right, “the price we ultimately pay” for allowing our creative class to remain on its crash course “is in the decline of art itself, diminishing understanding of ourselves, one another, and the eternal human spirit.”