Integration

We all know the mantra, you need to specialise, to pick a genre, or style and stick to it. You’ll confuse people, never get discovered & make yourself impossible to market if you don’t stick to one thing.

I just don’t buy it.

Instead of specialisation, why not focus on integration? The ability to draw different insights into your work, cultural experiences, mix media and work across disciplines is not only viable, it is also attractive.

Not that focus, discipline and rigour don’t because they do, a lack of them will drain you of the much needed spark that lights our creativity.

But, ours is a world of increasing complexity and cultural cross-pollination and the problems we face require insights from a range of disciplines – so it makes sense that the art of our moment should also embrace different specialisations and integrate them.