The web as a promotion tool

If you treat the web as a promotion tool, then it’s a chore; but if you treat it as a platform, if you say, “I’m not using Instagram to promote, I’m using it just to show what I’m doing, I’m just showing my sketches and I’m opening my studio to you.” That’s not really promotion — you’re just flipping the idea of a studio visit inside-out.

Rafaël Rozendaal, in a fascinating conversation about the art world vs. the Internet

(via austinkleon)