I SPOKE TO CHRIS ROBERTS from MPR a week or so ago
about arts criticism. Roberts edited some of my comments, along with several other interviews with arts writers and artists, into an interesting story abut the state of arts criticism in the time of the Internet, and kindly provided a link back to this blog. Apparently, the story got picked up by the Associated Press, and so, potentially, there might be a number of people who wander over here from the story, looking for examples of my arts criticism.
I haven't done much for the past few months, because summer is a fairly slow time for the arts, and because I have been invested in my own projects. I am meeting this week with somebody from the Walker Art Center to discuss a fairly in-depth project I wish to begin this fall, but, until that begins, I don't have much on my plate, although anybody interested can see some samples of my
recent writing, and this site is full of samples of my critical writing about the arts, although often in the form of rather oddball projects, such as my reviews of
William Shatner's film output in the 60s and 70s, or my series of essays about
supernaturally themed novelty music.
But I did want to take a moment to expand on what I was saying to Roberts, because it will be informing my Walker Art project, and other arts criticism that I plan to pursue down the road. Fundamentally, I think the Web will transform arts criticism. I'm not just talking about professional arts critics migrating to the Web. I mean that the Web is such a dramatically different publishing platform, and has created such a social revolution, that criticism itself must change as a result. For one thing, I think we are at the end of the time of the professional arts critic, and that's what I want to talk about here.
Arts criticism as a profession is in decline. The numbers I have seen bandied about are that 50 percent of paid arts writing jobs have vanished in the past few years. I don't know whether this number is correct or not, but I am sure it accurately represents a trend, and that trend is to reduce the number of paid art critic jobs. Newspapers are cutting back dramatically, and they tend to cut the stuff that gets the least readers first.
And here's a second point: But for film and music criticism, arts criticism has never had that large a readership. When we critics were part of newspapers, it was quite hard to tell how many people were reading what we had to say, but now that we have moved online, it's a lot easier to get a clear metric, and that metric is: not very many. I suppose this shouldn't surprise anybody. I was a theater critic for print publications for a decade, and I would estimate the number of people seeing plays in any one week to be, on average, ten thousand at the very most. That's it. That's the audience for theater, and that's our readership. And, in fact, it's a little more complex than that. Theaters like The Guthrie in Minneapolis have a pretty big audience, and so I probably got more readers when I wrote about them. But I often wrote about theaters that had an audience of a thousand over the entire run of their show. How many people read my reviews of those shows? Not many, I would wager.
So why do newspapers even have theater critics? Well, I suspect the primary reason was that theaters buy ads, and just aren't going to be interested in buying ads from papers that don't run reviews of plays. And it was important for theaters to get reviewed, because good reviews were an important mechanism for building audiences -- and, the truth is, many small theaters are terrible at self-promotion and audience building. Without getting reviewed, some of them would get no attention at all.
Note that this wasn't really the case in the Twin Cities with the fine arts and with dance. Neither has done that much advertising locally, but for the Walker Art Center, which houses all sorts of arts disciplines, and generally gets reviewed. But smaller galleries and dance troupes in the Twin Cities have labored without much coverage or advertising, and have actually managed to flourish, probably because they have been pretty savvy about self-marketing. One of the better examples of this is the development of the art crawl, in which local artists and galleries collectively create an event, opening their galleries and promoting themselves as a group, and patrons of the arts spend a day or a weekend wandering from gallery to bar to music venue. Twin Cities artists have also been especially good at moving to the Web, and selling their art online. In this way, the Twin Cities fine art scene has managed to bypass one of the primary jobs of the art critic: To tell you how to spend your money.
It's not the only job of the critic, of course, but it's always been one of the main reasons readers look to critics. After all, they're going to a movie this weekend, and want to know if it's worth a damn. This is the role of the critic that I think is increasingly becoming supplanted, and will eventually be taken over, by amateur critics, most often on social media. Right now, if you're curious about how people like, oh, let's say the movie Bruno, you can go to Twitter, type Bruno into the search box, and get a plurality of responses. Now, there is a question here about how much you can trust the opinions of millions of strangers, and that certainly is the advantage of going to a critic like, say, Roger Ebert, whose tastes we know. But, then, I don't think Roger Ebert will ever be out of a job as a film critic -- he's the sort of person that every newspaper would syndicate. It's all the second-tier critics and local critics that we'd lose. Additionally, your friends are going to see movies, and respond to them through social media, and you know their tastes and know if you can trust them.
And, the truth is, the way critics experience art is often significantly different from the way a general audience might experience it. As a theater critic, whenever I saw certain cliches onstage, I felt like throwing my seat at the director -- for instance, the moment in a musical when the music stops and the entire cast starts clapping in time and singing the melody gospel-style. But this is an undeniably powerful theatrical moment, which is why it is so horrifically overused. As a regular theatergoer, I was sick of it, but the casual theatergoer might still find it powerful, and wonder what the hell my problem was when I complained about it. Critics are, in general, not really that good at telling you how to spend your money. They're weird, thorny animals with idiosyncratic tastes and they tend to take art quite personally, and they're often the sort of person who can ruin a perfectly enjoyable night out. I tend to prefer either puppetry or nudity in plays I see, preferably both, and am liable to complain if neither appears. If you're looking for a simple thumbs up regarding whether to go to a movie, survey your friends, don't ask a critic.
Let me interrupt for one second to mention film and music criticism. While these do tend to have audiences, the numbers of paid jobs in both these fields is also declining, because it is very easy to syndicate one writer's opinion rather than pay dozens of writers to write about the same thing. There just aren't that many local movies to financially justify having a full-time film critic, and, while there is certainly plenty of local bands that are worth writing about, they're always going to get less attention than national acts, and one article about a national act can be syndicated to whatever town the band visits. Additionally, in my experience as an arts editor, I have found it is especially easy to find people who want to write about film and music in exchange for free movies or CDs.
And that's another point I would like to make. You wouldn't know it to hear professional critics carp about the subject, but the truth is, a vast majority of arts criticism in America is done by unpaid or low-paid amateurs. This has always been the case. Small newsweeklies and college papers, as an example, tend to pay pocket change for a review, if they pay at all. Community newspapers, when they run reviews, usually run unpaid reviews. This has even been true at large newspapers -- I know of one where the theater critics worked other jobs at the paper, such as rewriting stories from the newswire, and then wrote art reviews on a volunteer basis, just because they liked it. And now, with the Web, there has been an explosion of unpaid amateur criticism. If you type "Bruno" and "review" into a search engine, I'm going to guess that roughly 80 percent of what you read will have been written by an unpaid writer, and some of those reviews are going to be on the first page of the results.
Here's the biggest complaint from professional critics: That amateur critics aren't as informed and therefore credible as professional. Also, they tend to be worse writers. I am sympathetic to this argument, although I will point out that there are a large number of professional critics who are truly, truly terrible at their job. But that gets at another function of the arts critic, which is to educate their readership. Historically, arts critics have had access to artists that the general population hasn't. We can interview rock stars, or go on the set of a movie, or talk to a curator, and, as a result, our criticism tend to be a lot more informed, and therefore credible, than just any shmoe off the street. And that's important, because there is a lot of art that is confusing or alienating on first blush, and there is a lot of art out there that demands a real investment of time and thought. I suppose the fear is that schmoes will not have the necessary access, nor the willingness to invest their time and energy, to understand the art well enough to have a credible opinion, and arts audiences will suffer as a result.
I just don't think this is the case. This is another area where social media is bypassing a traditional role of the critic. Artists are able to communicate directly with their audiences now in a way that has never before been possible, providing a sort of virtual access that was previously limited to a few professional critics. And there is a possible objection here, that what the artists and the arts organizations will be providing is primarily PR, and one of the things a professional critic is especially good at is seeing through the sales pitch. I don't know that this is the case with most critics, actually -- as an artist, I have frequently seen my press releases simply get rewritten when a review was published -- but certainly there are a few critics who can do this. Is this enough to justify paying them a full-time salary, especially if artists decide its not worth taking ads out anymore in failing newspapers when they can just communicate directly to their audiences via social media? I suspect not. Audiences will have to take responsibility for sussing out what is information and what is spin on their own, and, based on my experiences on the Web, a lot of people also have a knack for this.
The truth is, I am generally pessimistic about the future of the professional arts critic. I think the Web is knocking out the financial support for professional arts critics, and there is no new model in place that will compensate. As arts writers, we can complain about this, but it's just the fact of the world and our complaining isn't going to change things. I prefer to be optimistic. I don't think it's a calamity that the time of the professional arts critic might be coming to an end -- instead, I see a massive democratization of arts writing, an increased plurality of voices, and an increased opportunity for arts organizations to communicate directly with their audience, in a manner that requires the organizations also to listen to their audiences, because, metaphorically speaking, the Web is a telephone, not a press release.
But what does that leave for us writers who still want to write about the arts? I dunno, mac; you can keep writing. I think there is still a place and a need for informed, detailed, carefully investigated and acutely critical writing. Just don't expect to get paid much for it. And, in some ways, I think this is just fine. The Web isn't a marketplace so much as it is a commons, in which people freely provide their services. I make use of their services all day long; it only seems fair that I should pay some of that back by providing my own services. If I am going to read a hundred articles that I don't pay for in a week, maybe it would be nice for my to offer one article that I don't demand to get paid for, as a sort of virtual quid pro quo. I don't know why I would complain -- I still get into shows for free, and still get the same sort of access I used to get as a newspaper arts critic. I am simply not making the money I would have made as a critic, and, the truth is, the money was never all that good.