We’re All Commercial Artists

Monday, 12. February 2018 2:31 | Author:

In his review of Phillip Boehm’s Alma en venta (Soul on Sale), D. L. Groover proclaims, “I guess Arcadio [the protagonist] never heard of a professional artist. Isn’t that their calling? You paint and people buy. Van Gogh wanted to sell his work, Rembrandt wanted to sell, Picasso wanted to sell. I don’t think they were troubled by their soul being appropriated.” All artists want to sell what they do.

The commercial nature of the practice of making art is not readily apparent. Most of us got into the arts world because it satisfied some need. We did not think about bringing in money when we first picked up a pencil or a paintbrush or a camera or a hammer and chisel. We talk about process and creation; we talk about technique; occasionally we talk about artifact. But we don’t talk about selling.

Except for those of us who choose to study “commercial art,” a specialized field which freely admits that talents and skills can be used to make bespoke art in exchange for money. Other arts that freely admit that a box office is part of the equation are theatre and film, but even then there is the division between art that sells well and readily (musical theatre and adventure films) and “serious art,” which sells far less well and for which there “should” be an audience, but sometimes isn’t. It’s still all about selling.

The only difference is whether an artist is tailoring his/her product [artifact] to a specific audience or whether s/he is making it for other reasons and tailoring it only to artistic and aesthetic needs, hoping that someone will like it enough to pay money for it. The second type of artist would say that the first type is commercial and pandering; the first type would say that the second type is being snobbish and unrealistic. No matter what you call it, the bottom line is that ultimately it’s still all about selling.

And there are, of course, artists who take positions all along the line from one of the above extremes to the other. Some artists take the “fine arts” approach and enter show after show, trying to gain recognition, increase their exposure, find their tribe, and ultimately sell, whether it be to individual or institutional collectors. Some show their work in online arts communities. Some narrow their work to specific niches, trying to find an audience. Some broaden their subject matter, trying for the same thing.

Other artists take a more direct commercial approach. They shift their focus from “fine art” to commodity art, creating wearable art which is often shown and sold at street festivals. Some make their work available in prints, posters and household decorative pieces sold directly to consumers through internet storefronts. Some hang out shingles and do wedding photography or commissioned work. The goal is the same: sell.

We all make art for different reasons, and we all have something to say with our art. And regardless of how significant or trivial our message, we all want our art to communicate, to be accepted, and ultimately to sell. We take many different paths, and money may not be the most important outcome, but it surely is one of the outcomes we seek—either directly or indirectly. At the bottom of it we’re really all commercial artists.

Category:Audience, Creativity, Presentation | Comment (0)

Glimpses

Monday, 29. January 2018 2:41 | Author:

Photographer Sally Mann in her memoir, Hold Still, describes her process in making the controversial pictures of her children that were published in her book Immediate Family. According to Hold Still, she would get a glimpse or even sense of a picture [read “publishable art photograph”] in perhaps a snapshot or in another image that she had produced with her constant companion, an 8×10 view camera, or even in multiple photographs. Then she would attempt to generate that picture with “dogged intent,” which sometimes resulted in shoot after shoot after shoot, occasionally with discomfort for both the model and the photographer. She goes on to talk about the feeling of exultation experienced when all the pieces come together. She likens it to “the one true sentence Hemingway writes about in A Moveable Feast.”

This post was originally intended to talk about Mann’s self-described process in creating those images—from the inspirational glimpse to the finished product, including all the attempts, the multiple failures, the almost-had-its with all the attendant discomforts and disappointments. And then I read more and thought more and decided that there was something more important to be had from this story—the glimpse.

We all have experienced it, I think, at one time or another. We’re reading a book or watching a movie or a play and suddenly there are these words or actions or a combination that resonate with us so strongly that we sometimes characterize it as “a moment of truth” in the work. It will often cause us to underline, or pause/rewind or stop the car and write down a phrase and maybe a time marker so we can go back to this truth we discovered and do something with it.

But we usually do very little with it besides appreciate it. But that, in turn, might cause us to read more by that author, see more films by that director, and I suppose that is doing “something.” If we appreciate, it becomes part of our psyche, which does influence our artistic output, and that certainly qualifies as “something.”

However, it occurs to me that we could do so much more. We could, like Mann, pursue it. We could take that little piece of truth or beauty or the suggestion of a significant image and build on it. Use it. Let it become a springboard toward the development of our own art—if we thought to do that. And there, I expect, is the problem. We seldom think to do it because we don’t see the possibilities. Mann says that she did not see the potential of her family as subject matter for a very long time because she had removed her “photography eyes,” her term for the sensibility that allows the artist “ecstatic vision,” the “intensely seeing eye” that allows the photographer or the painter or the sculptor or the director or the actor to see parts of the world as proper subject matter for art.

My takeaway from all this is twofold: (1) we need to keep our “intensely seeing eyes” open all the time lest we miss a significant opportunity. (2) When we do get a glimpse of truth or beauty we do something with it more than just jot down a note. We can use that glimpse in any number of ways to enhance and develop our own art, and if we do not, we miss the opportunity to make our work all that it could be.

Category:Creativity, Productivity | Comment (0)

Own It

Monday, 15. January 2018 1:43 | Author:

In a recent conversation with a friend who is both an artist and teacher, I asked whether she was producing any personal work. She said that she had some ideas, but lacked the time to realize them. In fact she joked that she really needed to be a student again to find the time to pursue personal work. This person is a conscientious teacher and has a rather serious computer hobby on which she spends uncountable hours.

While there may actually exist those who honestly do not have the time to produce art, most people, like the artist above, do in fact have the time if they choose to use it. But they have other priorities.

Since teaching art is how the artist mentioned above makes her living, it stands to reason that she would do something else for relaxation. That being the case, it’s disingenuous to say that she doesn’t have the time to work on personal work. Of course she has the time. What she doesn’t have is the motivation. She could easily work on personal work using a portion of her hobby time but does not. It’s just not a high enough priority.

“I don’t have time” is the often-used excuse that really means “I have other things that I want to do more.” And there’s nothing wrong with that. But why not just admit it? It almost seems that people who use the “don’t have time” excuse somehow feel that not having sufficient time for whatever  sounds somehow better than not wanting to do whatever. And that implies, I think, a little guilt for not doing whatever.

Or maybe instead of guilt, it’s a case of “shoulds.” The artist/teacher feels that s/he should be producing personal work. After all, it is expected, right? Maybe not. Maybe teaching is what that person needs to be doing and producing art is not.  Certainly there is no law that says that just because you have training in art-making of some variety that you have to produce. Some who are trained as artists are much better at teaching or researching or producing or selling or curating.

Almost everyone in the art world started as an artist, a maker of artifacts. Along the way, however, some discovered that their interests and even skills lay in what we would probably call ancillary or even art support vocations. So they put away their paintbrushes, their chisels, their poet’s pens, their cameras and got to work in their segment of the art world, contributing in ways that promote the art but don’t involve creating artifacts. And they’re good with that.  Beginning with wanting to make art does not imply a life-long commitment.

On the other hand, I know some teacher/artists who do produce art. Some are prolific and are constantly turning out work. Others produce only a small volume, but that work is usually of very high quality. This makes them no better than those art teachers who do not produce; it’s just who they are and what their priorities are.

If you are a person working in the arts who has decided not to produce artifacts or to produce just a few, good for you. Whatever your decision on making art is, own it. Don’t lie to us or to yourself about your lack of time or whatever. And since there really are no “shoulds,” there really should be no guilt. You’ve made a decision and a valid one; own it.

 

Category:Productivity | Comment (0)

It’s All in the Details

Sunday, 31. December 2017 19:38 | Author:

One of the first things that we teach beginning scene painters is that they cannot use the detail that they would if they were painting a canvas for wall display. To begin with, the nearest audience member is likely to be at least 20-30 feet from the scenery while the farthest is likely to be over 100 feet away. This shift in perception is confusing to some new painters until they understand the viewer’s perspective. Once they figure that out, they begin to realize that we are not really asking them to omit detail; rather we are asking them to change the way they think about it.

In acting training we seem to do the opposite. We ask that actors learn everything possible about the characters they are portraying, even though some of the things they learn may not be directly useful in the show. The rationale is that the more the actor knows about the character the more thorough his/her performance is likely to be. One of my acting coaches said, “When you know whether your character likes oatmeal cookies with or without raisins, you know the character well enough. Until then, you do not.” Yes, an extreme statement, but he made the point—again asking students to change the way they think about detail.

Not only is detail important, but knowing how much to apply to any particular artistic creation is critical. Like the well-prepared actor, we may know of lots of details that relate to the subject at hand, and like the well-prepared scene painter, we can then choose whether to incorporate those details directly or hold them back. This is true in every art. Too much detail can clutter the composition and prevent proper focus on the part of the viewer. Too little detail may make the work appear barren and plain or, worse, unfinished.

And it’s not just a matter of quantity. Sometimes the trick is know exactly what detail to include, and to be sure that the included detail has just the right characteristics. I know a fine-art photographer, for example, who will spend significant time and energy modifying the color of a single fingernail. Looking at some of her intermediate proofs, I have been able to see how the color choice impacts the entire image and understand why she goes to such extremes.

And she is not the only one. Both stage and film directors spend enormous time and money on effects or props or sets that are visible to the audience for just minutes (and in some cases seconds). In the minds of these directors, those details add significantly to the meaning of the piece, justifying the expenses.

The argument that a detail is too small to be of concern, especially when it’s a tiny part of a larger, more complex work simply does not hold. The fact is that detail can make or break a work of art.  Too much and the work becomes confusing; too little and the work can be bare and unfocused. In either case, the success or failure of the work depends ultimately on the detail.

We, following the examples of the directors or actors or scene painters noted above, may need to change the way we think about detail. We need to be sure that in every piece of art we produce there exists the precise detail that not only contributes, but makes the piece. I can almost guarantee that the time and effort will be worth it.

Category:Aesthetics, Creativity | Comment (0)

Yes, Size…and Shape Matter

Sunday, 19. November 2017 22:45 | Author:

As many of you know, part of my photographic practice is building grids, which consists of arranging macro-photographic squares of (usually) biological subject matter into abstractions whose forms and lines flow into each other creating a new whole. It’s a matter of seeing and arranging and has been a reasonably successful and satisfying artistic path for me.

A couple of weeks ago when I had just finished two very different grids from the same shoot, one of those freak computer accidents occurred when the file you have been working on disappears and cannot be recovered despite the presence of a recycle bin and good backups. Since I was not completely happy with the grids, I decided to look on the situation as an opportunity to tune my ideas.

So I made a new “basket”—the file in which I put all the images to be arranged and manipulated—and put 67 images in it. Then I set it aside to work on other projects. When I got time again, I opened the basket ready to put the images together and was completely startled to discover that I did not recognize some of the images. Not only that, the relationships that were instantly apparent in the old basket were nowhere to be seen. Instead there was a whole new set of relationships among the images. I was so taken aback that I just stopped and stared at the collection of images.

What had happened, I finally figured out, was that the basket I had built had dimensions radically different from those of the old basket. (There is no set size.) Since the images are set into the basket edge-to-edge, the result was a whole different arrangement of images. Thus the relationship among the images had been altered, so in order to see the relationships that had existed in the old basket, I had to concentrate much harder and keep my mind even more open to possibilities. At the same time, relationships that I had not seen before were suddenly obvious. It was almost like working with an entirely different set of images.

In all reality, I should have expected this. Four years ago, I posted “The Most Beautiful Part of the Picture is the Frame,” an article about how the framework surrounding a work of art influences the work and modifies the experience of the art for the audience. There is certainly no legitimate reason to think an intermediate step would be immune to such influences. So now the frame theory has a corollary: the size and shape of the frame influence the relationship of the internal parts; this corollary also applies to intermediate artifacts.

The implications are enormous. The size and shape of a book may well influence the impact and significance of the contents; the size and shape of the canvas may alter the meaning of a painting as well as its composition. And this seems to apply to intermediate documents as well. The size and shape of the working sketch notepad may impact the final painting or sculpture. The size and shape of the notebook on which a director or actor or choreographer makes notes may influence the nature of the resulting work since words and symbols are likely to gain or lose significance based on their position on the page and their relationship to other words and symbols on the page.

As a photographer, I have probably known this subconsciously; I constantly worry about the size of mats and borders, but the full nature of the impact of size and shape on the work-in-progress had never before been so apparent. Now I think I may have to change my working procedures, particularly as they apply to grid creation. But it also occurs to me that this “discovery” influences almost every aspect of the creative process, regardless of the genre of art, and that we might do well to consider it when we set out to create.

Category:Creativity, Photography, Productivity | Comment (0)

When is “Good Enough” Good Enough?

Sunday, 5. November 2017 23:20 | Author:

Many years ago at a theatre festival, I heard the technical director of the host school chew out his crew for improperly setting the masking. The guest director had not specified masking requirements and the crew had done the minimum. The technical director told his crew, “it may be good enough for them, but it’s not good enough for us!” And we all have heard—and probably used the phrase “good enough for government work” even if we don’t work for a governmental agency.

A related phrase is “it works” or “that works.” Tony Randall on a talk show a number of years ago was asked what word or phrase he hated; his answer was “That works.” The implication was that “that works” is the equivalent of “that’s good enough” but certainly not of “that’s excellent” or “that’s perfect.”

Do these statements really suggest a standard lower than excellence? In Randall’s view, yes. (We have no way to know whether Randall was seeking some sort of perfection or just a standard higher than “working.”) In the view of others, no.

“That works” generally means that all the pieces fit together when they have not done so before. I find that it’s used a lot in theatre, where it means, “yes, that is a moment that that is good.” It does not preclude other possibilities, for as we all know, in art, the possibilities are endless. “It works” means that we have found one assemblage of parts that is better than all the alternatives we have considered before. It’s not only “good enough;” it’s very good—maybe the best possible answer—if not, certainly a contender.

“Good enough for government work” does imply a reduced standard: according to this view, government work can be accomplished at a level lower than that demanded by the private sector. Whether this is true is not at issue; what is at issue is whether “good enough” is good enough. Is it, for starters, really equivalent to “it works?” In many cases, it is. In normal use it means virtually the same thing, albeit a bit more understated: the best among available alternatives at the moment.

And, in making art, isn’t that what we are looking for—the best among available alternatives at the moment? Of course it is.

Occasionally you may hear, “that works better,” indicating that although the best among available alternatives had been discovered, in another moment, a new, better solution was found. Again, in art the possibilities are endless, and in this case, the artist, although s/he had found a perfectly acceptable solution continued to search until something better was found. It’s the nature of artists to do that.

It all depends on where our bar is; the technical director in the first paragraph had a substantially higher bar than the director, at least as regards masking. If we hold a very high standard for our work, “good enough” or “it works” may be an understatement, but definitely means that it meets that standard. So when is “good enough” good enough? When we are willing to publish it or ship it or make it available with our name on it. If we are willing to own whatever the artistic decision is, then it is absolutely good enough. In fact, it might even rate a “that’ll do pig,” which, as we all know, is the highest praise that can be offered.

Category:Creativity | Comment (0)

The Key Ingredient

Monday, 23. October 2017 0:29 | Author:

A friend of mine whose house was ruined in the recent flooding of Houston has been hard pressed to make decisions about redecorating. She knew what palette she wanted but, as anyone who has decorated recently knows, the choices even within a single color group are myriad. So she looked as swatches and remained undecided. Then she made what she thought was an unrelated decision; she decided to replace the front door and picked one out; it came in colors, only one of which was in her palette. It was only then that she realized that the front door color would dictate her color choices, at least in three major rooms, and so she could not go forward with her paint selection until the door arrived and she could actually see what the key color in her newly-painted home would be.

Another person in the same situation had exactly the same problem. The choices were too many to consider all at once; the result was a very frustrating indecision. With the help of her daughters, however, she managed to solve the problem by deciding to use a theme throughout the house. That decision allowed her to paint and decorate each room individually, with the whole being tied together thematically. Other choices immediately fell into place.

A writer I know had all the pieces of his book except the beginning; he couldn’t figure out what the beginning should be—at least not until he looked around in the small-town all-night diner where he was having a cup of coffee. That place and its patrons immediately became the beginning of his novel.

The same phenomenon applies to visual work. Some of my abstract photographic work takes the form of grids. The assembly of a grid is complex process which on most days is fairly difficult. However, I have found that somewhere within this process is a single image that will bring everything together, or at least provide a direction for the remainder of the grid.

And it applies to performing arts. Often when actors are developing their characters, the results will be incomplete until the actor “accidentally” discovers that one thing that, like the key image in my grid example, will bring the whole thing together, tying research to imagination and allowing the full creation of the character.

What we are talking about is the key ingredient, and it seems that every creative process requires one. Sometimes it’s a major thing, but more often it is one tiny detail that causes all the other pieces to fall into place, triggering the project’s final shape. It’s the image that enables the director to move forward with the film, stage play, or musical. It’s the chord change or musical phrase that pushes the musical composition. It’s the juxtaposition of words that propels the poem toward completion.

The problem with key ingredients is that they are almost always “discovered,” arrived at seemingly by accident. Sometimes artists are slow to recognize that every project needs one. Others recognize that every project needs a key ingredient, but have no idea how to find one.

I wish I could say that I have a sure-fire way to locate the key ingredient every time. But, alas, I cannot. The best I can do is to suggest that we, as artists, need to recognize that such things exist and can aid the creative process tremendously. Beyond that, I can only suggest that we stay open to all possibilities and allow serendipity do its work.

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“I Never Thought About It Like That Before”

Monday, 9. October 2017 1:13 | Author:

Over the last few weeks I’ve heard that phrase or some variation three or four times. In each case it was a genuine acknowledgement of a new and interesting viewpoint on an old topic. It’s not a saying that we hear all that frequently, so it surprised me to hear it so often in such a relatively short time span. And there’s a reason that it’s not all that common; it’s because we are seldom presented with the opportunity to say it. Rarely are we presented with a new and interesting viewpoint on an old topic.

And that’s sad, because it seems to me that that is exactly what artists should be doing: looking at topics (Old topics are just fine—are there really any new topics?) with new eyes and thinking about them in new ways and then showing that new, unique, and interesting viewpoint to their audience. Isn’t that what all the great artists have done—forced their audiences to look at a subject from a different perspective—one they never thought of before? And suddenly their world changes. Because of the new point of view, they see the matter in a completely new light, and if their mind is open only the smallest bit, they are forced to acknowledge how different the topic is when viewed from this new direction.

If the artist is in the business of making artifacts to sell and has found a comfortable market niche, s/he may not be interested in doing anything differently; the old point of view may be working very well. However, if the artist is about creating new things, developing a new viewpoint may be exactly what is needed. It will provide the artist with a different approach to his/her work which can only result in work that is new and different, work that is more thought-provoking and interesting than previous work.

Still, it’s difficult to look at thing differently than we have in the past. Artists, like almost everyone else, have comfortable habits, both physical and mental. We do things the way we’ve done them in the past, and we think about think about things the way we always have. And it becomes really easy to convince ourselves that we can create within our comfort zones. And we can, but our work of tomorrow is likely to look like our work of today which looks like our work of yesterday. Our work is of high quality and has a consistent point of view. What could be better?

Work that is of high quality and is new and fresh and unexpected might be better. That is what we could anticipate if we can manage to come out of our comfort zone and look at our subject matter and take a fresh look at our subject matter. With that fresh look will come fresh insights, and those fresh insights will cause our work to be new and fresh as well. And because our work is new and fresh and interesting, we have more to give our audience.

The net result is that we will be better artists. It is likely that we will not reach our full artistic potential until we are willing to come out of that comfort zone and look at the world or at least the artistic part of our world in new and different ways. Only by doing that will we grow as artists.

Category:Originality, Productivity, Quality | Comment (0)

I Can’t Get No. . .

Sunday, 24. September 2017 23:46 | Author:

As I was mulling over my dissatisfaction with my latest photo shoot, I realized that dissatisfaction is something I experience with every photo shoot—and every play I direct, and everything I design, and every image I make. Then I realized that dissatisfaction is nearly a constant state with me; insofar as it applies to art, I’m never satisfied.

It’s not about perfection. I gave up on that a long time ago. I came to believe, as Seth Godin preaches, that the search for perfection is a fool’s errand that prevents the artist from getting anything out the door. It’s the reason that paintings (and all other artifacts) are never finished.

Those of us who have given up on perfection, however, still have standards, and often those standards are expressed as satisfaction. It’s not about being perfect; it’s about being as good as it can be. I realize that that is a very fine distinction, but still the distinctions exists. Satisfaction means being happy—or at least content—with all aspects of the final project; it denotes a relationship between artist and artifact. Perfection, on the other, indicates that there is absolutely no way to improve the final project; this is a quality of the artifact only. And this, of course is virtually impossible; any artist who attempts perfection is not likely to have a significant output.

Even though satisfaction seems to represent a lesser standard—as compared to perfection—it’s still difficult. Most artists set the bar very high. And therein lies the problem. When the bar is high, the artist sometimes fails to reach it. There is always something that could have been done better, something that could be clearer, or cleaner, or more imbued with meaning.

There are three ways to deal with this situation: (1) set the bar lower; (2) improve the quality of your work; (3) learn to accept dissatisfaction.

Some artists opt for setting the bar lower or redefining the bar. The result is that their work, which was never “good enough,” now is. Dissatisfaction dissolves. If the bar was sufficiently high to begin with, this is just a matter of labeling. The artist’s output will remain the same, both in terms of quality and quantity, and the artist will feel better. This should be the choice particularly of those artists whose standard is unrealistically high, like those who are really looking for perfection.

Improvement would be the choice, I think, of most artists. The problem becomes one of deciding what to improve. General improvement might not get to the source of the dissatisfaction. So a bit of analysis is required. The artist must answer questions like: does the dissatisfaction arise from the same issue in each project? What aspect of the project causes the dissatisfaction? Is the level of dissatisfaction consistent with each project or does it vary project to project? Of course with the answers to these questions there will be follow-up questions. Once answered, the artist can see where and what s/he needs to improve.

Dealing with dissatisfaction can mean just getting used to it, or it could mean undergoing psychoanalysis, or it could mean anything in between. This approach acknowledges the persistent existence of dissatisfaction and attempts to find ways for the artist to come to terms with it without modifying the work.

Most artists I know experience dissatisfaction with their work to some extent, and most of those artists have chosen some combination of these three methods to deal with it, with greater and lesser success. How do you deal with your artistic dissatisfaction?

Category:Creativity, Productivity | Comment (0)

What We Really Want to do is Make Poetry

Monday, 14. August 2017 1:14 | Author:

In reviewing the photographic work of Ren Hang, the Chinese photographer and poet, who ended his life earlier this year, I realized that each of his photographs is a visual poem—much in the same way that the late poet/songwriter/composer/performer Leonard Cohen’s songs were poetry. Note that here I am using the secondary definition of poetry: “a quality of beauty and intensity of emotion regarded as characteristic of poems.” And those characteristics are specifically, “a concentrated awareness of experience” created with elements “arranged to create a specific emotional response through meaning, sound, and rhythm.”

One often hears about the poetry of a Tennessee Williams play, or the poetry of a particular ballerina, or the visual poetry of any number of painters and photographers. The more I thought about it, the more I realized that the iconographic work in every genre of art, indeed in every sub-genre, is poetic in nature, i.e. they have some sort of concentrated awareness, the elements of which are arranged to work intricately with each other to generate a specific emotional or intellectual response.

A simplistic explanation would be that the “poetic” artist is simply following the Principles of Design. Although sources provide many different lists of these principles, the Getty list is a solid one and lists nine principles of design: balance, emphasis, movement, pattern, repetition, proportion, rhythm, variety, and unity. And yes, these principles do contribute to poetic possibilities of a work of art.

But that’s not enough. Many artists work to use all nine elements in their work, and that work (including poetry itself) may qualify as “good” or even “very good,” but it never quite rises to the level of poetry that I am talking about. We have all seen plays, movies, dance productions, paintings, photographs, sculptures, and have heard songs, concerts, readings that, upon analysis, did use all of the principles of design, but only a few reach that iconic level that I am calling poetry.

The question is why. If all the pieces are there, what prevents the work from reaching its absolute potential? The answer, I think, is all of those elements must not only be there, but must be interconnected and work together—along with form and content—like the wheels and cogs in an intricate mechanical device. Indeed these elements must be melded together integrally so that it is almost impossible for the viewer to isolate any one individual part. This fusion of all the components of the piece creates a beauty that is larger than the sum of the parts.

And that is what we who claim to be artists are trying to do—make work that transcends the components that we manipulate to create the work. And even though the Ren Hangs and Tennessee Williamses and Leonard Cohens make it look easy, it isn’t. (And if you dig, you‘ll discover it wasn’t easy for them either.) But, like them, we want our work to be the best it can be, and that requires constant effort and self-evaluation. But with effort, we too can make work that may not be perfect, but is certainly poetry.

Category:Aesthetics, Creativity | Comment (0)

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