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When you start out on a career in the arts you have no idea what you are doing. This is great. People who know what they are doing know the rules, and know what is possible and impossible. You do not. And you should not. The rules on what is possible and impossible in the arts were made by people who had not tested the bounds of the possible by going beyond them. And you can.
Neil Gaiman, “Make Good Art” (read it here)
“You call it procrastinating, I call it thinking.”
Aaron Sorkin
“Procrastinating is a vice when it comes to productivity, but it can be a virtue for creativity. What you see with a lot of great originals is that they are quick to start but they are slow to finish.”
According to an article in the Atlantic, the industrial designer Raymond Loewy had a theory about what makes new products desirable.
He believed that consumers are torn between two opposing forces: neophilia, a curiosity about new things; and neophobia, a fear of anything too new. As a result, they gravitate to products that are bold, but instantly comprehensible. Loewy called his grand theory “Most Advanced Yet Acceptable”—MAYA.
The theory applies equally to art.
Could Loewy’s MAYA theory double as cultural criticism? A common complaint about modern pop culture is that it has devolved into an orgy of familiarity. In her 2013 memoir cum cultural critique, Sleepless in Hollywood, the producer Lynda Obst mourned what she saw as cult worship of “pre-awareness” in the film and television industry. As the number of movies and television shows being produced each year has grown, risk-averse producers have relied heavily on films with characters and plots that audiences already know. Indeed, in 15 of the past 16 years, the highest-grossing movie in America has been a sequel of a previously successful movie (for example, Star Wars: The Force Awakens) or an adaptation of a previously successful book (The Grinch). The hit-making formula in Hollywood today seems to be built on infinitely recurring, self-sustaining loops of familiarity, like the Marvel comic universe, which thrives by interweaving movie franchises and TV spin-offs.
But perhaps the most maya-esque entertainment strategy can be found on award-winning cable television. In the past decade, the cable network FX has arguably produced the deepest lineup of prestige dramas and critically acclaimed comedies on television, including American Horror Story, The Americans, Sons of Anarchy, and Archer. The ideal FX show is a character-driven journey in which old stories wear new costumes, says Nicole Clemens, the executive vice president for series development at the network. In Sons of Anarchy, the popular drama about an outlaw motorcycle club, “you think it’s this super-über-macho motorcycle show, but it’s also a soap with handsome guys, and the plot is basically Hamlet,” she told me. In The Americans, a series about Soviet agents posing as a married couple in the United States, “the spy genre has been subverted to tell a classic story about marriage.” These are not Marvel’s infinity loops of sequels, which forge new installments of old stories. They are more like narrative Trojan horses, in which new characters are vessels containing classic themes—surprise serving as a doorway to the feeling of familiarity, an aesthetic aha.
I have always believed in studying older stories, even using them explicitly as templates or models, so Loewy’s theory comes as no surprise to me.
In fact, there is a sub-genre of how-to books for the analytically-minded looking to write a bestseller. These guides dissect popular novels for common elements — a recipe for success. The latest, called The Bestseller Code, sics a computer algorithm on the data and concludes that my Defending Jacob is #10 on its list of “100 novels our computer thinks you should read.” So it turns out my blazingly original work is actually hopelessly derivative, which, if Loewy is right, might explain a few things.
“Do not try to create and analyze at the same time… they are different processes.”
— John Cage
“I knew well in advance that all of those people who had adored Eat Pray Love were going to be incredibly disappointed in whatever I wrote next because it wasn’t going to be Eat Pray Love, and all of those people who had hated Eat Pray Love were going to be incredibly disappointed in whatever I wrote next because it would provide evidence that I still lived.”
Hmm.
[There is] evidence that environments, schedules, and rituals restructure the writing process and amplify performance… The principles of memory retrieval suggest that certain practices should amplify performance. These practices encourage a state of flow rather than one of anxiety or boredom. Like strategies, these other aspects of a writer’s method may alleviate the difficulty of attentional overload. The room, time of day, or ritual selected for working may enable or even induce intense concentration or a favorable motivational or emotional state. Moreover, in accordance with encoding specificity, each of these aspects of method may trigger retrieval of ideas, facts, plans, and other relevant knowledge associated with the place, time, or frame of mind selected by the writer for work.
Ronald T. Kellogg, The Psychology of Writing. Read more at Brain Pickings.
The ancient masters of Japanese art were allowed to change their name once in their lifetime. They had to be very selective about the moment in their career when they did so. They would stick with their given name until they felt they had become the artist they aspired to be; at that point, they were allowed to change their name. For the rest of their life, they could work under the new name at the height of their powers. The name change was a sign of artistic maturity.
Twyla Tharp, The Creative Habit
To judge by the clock, the present moment is nothing but a hairline which, ideally, should have no width at all — except that it would then be invisible. If you are bewitched by the clock you will therefore have no present. “Now” will be no more than the geometrical point at which the future becomes the past. But if you sense and feel the world materially, you will discover that there never is, or was, or will be anything except the present….
For the perfect accomplishment of any art, you must get this feeling of the eternal present into your bones — for it is the secret of proper timing. No rush. No dawdle. Just the sense of flowing with the course of events in the same way that you dance to music, neither trying to outpace it nor lagging behind. Hurrying and delaying are alike ways of trying to resist the present.