An Article by A. V. (851 words, 5 min. read)
The Rise of Superficial Recognition
In the past, an artist’s success was measured by the depth of their work, their technical mastery, and the impact they had on the art world. Recognition came through galleries, exhibitions, critics, and years of dedication. Today, however, success is often dictated by an entirely different set of rules: those of social media. Visibility, engagement, and self-promotion have taken center stage, reducing artistic merit to mere numbers on a screen.
While social media has opened doors for many, it has also created a dangerous illusion: that being famous equates to being talented. A viral post can elevate an artist overnight, regardless of the quality of their work, while true artistic innovation is often drowned in an endless flood of trends and algorithm-driven content. This shift has made it easier than ever for individuals with little to no artistic skill to gain international recognition, sometimes surpassing artists who have spent years honing their craft.
Buying Fame: The Illusion of Success
A new industry has emerged around the commodification of success. Today, artists don’t just work on their craft, they manufacture their own fame. With the right amount of money, almost anything can be bought:
• Followers and Engagement: Many artists purchase fake followers and likes to appear more influential. Social media algorithms favor engagement, so inflated numbers make them more visible, giving the illusion of popularity and demand.
• Awards and Titles: There is a growing market for paid awards from obscure organizations. These awards often have little credibility but look impressive on a résumé, helping artists gain attention from galleries, collectors, and even the media.
• Paid Press Coverage: Instead of earning recognition organically, some artists pay for featured articles in magazines or journalistic platforms, presenting themselves as established figures in the art world.
All of this creates an artificial image of success, one that convinces people, including collectors and institutions, that these artists are more significant than they actually are. Meanwhile, the real work of creation becomes secondary, as marketing and branding take priority over skill and originality.
The Silent Struggle of True Artists
While some artists are busy curating their online personas, others are fully immersed in their work, refining their techniques, experimenting with new ideas, and expressing deep, meaningful concepts through their art. These are the artists who stay up late in their studios, who pour their emotions into every brushstroke, who dedicate years to perfecting their craft. Yet, many of them remain invisible.
Unlike those who invest in social media strategies, real artists often struggle to market themselves. They are not focused on building a “brand” but on creating something of artistic and cultural significance. However, in a digital world where attention is the ultimate currency, their work is often overlooked. The industry that once valued originality and depth now rewards those who understand how to manipulate visibility.
The Role of the Audience: Why Do We Fall for It?
The art world has always had an element of exclusivity and elitism, but social media has added a new layer of deception. Many people, including collectors and curators, judge an artist’s value based on numbers rather than artistic depth. A large following is often mistaken for genuine influence, and viral trends dictate artistic relevance.
This phenomenon is not entirely the fault of artists who take advantage of the system. It is also driven by audiences who prefer easy, digestible content over deep, complex work. Scrolling through Instagram, people are drawn to what is already popular—because popularity is equated with worth. As a result, many great artists remain in the shadows while mediocrity thrives.
Can We Shift the Narrative?
The question remains: can we bring true artistic talent back to the forefront? The answer lies in education, critical thinking, and a shift in how we consume art. Instead of being dazzled by titles, numbers, and viral success, we should ask:
• Does this artist’s work have depth, originality, and meaning?
• Is their recognition built on talent or self-promotion?
• Are we appreciating art for its substance, or are we simply following what the algorithm tells us is valuable?
True collectors, curators, and art lovers must make a conscious effort to seek out and support artists who are genuinely talented. The issue isn’t just about online presence—it’s also about trends. Many in the art world chase the same few artists, not necessarily because of their artistic value, but because their work has become a profitable investment. As a result, lesser-known but equally talented artists are overlooked simply because they are not yet part of the market’s cycle of demand and resale. However, recognition doesn’t happen by chance; it requires someone to take the first step. By giving opportunities to new voices and valuing art for its depth rather than its marketability, collectors and curators can help restore balance and ensure that true talent is not lost in the pursuit of financial gain.
In a world where everyone is a “multi-award-winning international artist,” we must remember that true art speaks for itself, for it doesn’t need to be bought.
