Expanding the Creative Genre
nime is a great way to relax and enjoy the work done by a creative. It is the perfect balance between adult story lines and childhood obsession with watching cartoons. One can even learn a new language while they are at it. Avid watchers of the series ‘One Piece’, are familiar with the repeated expressions 何だ (Pronounced Nanda) meaning ‘What?’ in English. Other words I have picked up are ありがとうございました (Pronounced Arigatōgozaimashita) meaning ‘Thank you.’ Anime alone is not enough to learn Japanese but it has contributed to a spike in interest. In this piece, I compare two characters Gon Freecss from the series Hunter X Hunter and Monkey D. Luffy from the series One Piece. Both young, loveable and clearly, the antagonists of the story. The first arch of this article will focus on Luffy, drawing parallels with creatives in the field.
Following Monkey D Luffy
In the first 4 seasons of One piece, we notice little change in the abilities of Luffy. He swallowed the gum-gum fruit, expands and contracts while using a handful of techniques to beat his opponent. He is incredibly talented but driven by sheer determination. Similarly, there are creatives whose works are amazing. They are natural dancers, natural photographers producing stunning works of art but unfortunately are little known. Only upon gaining notoriety is he taken seriously on his path to becoming a king of the pirates.
This is one area that requires little intervention but cannot be stressed enough. It simply not enough to be talented. Creatives must learn to hone this talent using strategy. A great example of this is a personal friend. A great photographer, more importantly, he is soon to be known as one of the progressive forces behind levitation photography. A style of photography that if sufficiently developed could be studied in schools.
The creative progression as per limited research involves three steps:
- Development of talent
- Growing personal brand
- Creating niche/ enhancing the creative genre.
1. Development of talent: Polishing the diamonds
Gon Freecss is an amazing example of this talent growth. We see massive character development. He is able to quickly adapt to his environment by learning. When trailing Hisoka, he learns to conceal his presence out of necessity. At INCMMN we boast creative growth as part of our partner journey. It is important for us to attract amazing talent and ensure that talent grows. We do this through provision of opportunity for work. We believe the days of creatives working for brands for nothing is over. Rather creatives should work with brands at the level they are in. This creates a pricing differentiation and an incentive for growth. We also pair creatives with other more established colleagues across the world. Doing so builds a community, develops a mentorship culture and encourages the exchange of ideas needed to create authentic campaigns. Coordinating this is hard work for all the creatives involved as well as management. However, achievements only come when we are ready for them.
Growing personal brands: making official experts by necessity
Done concurrently is ensuring work by our creatives is amplified. This is done through constantly shouting and celebrating their work. At least on social media and on our websites. We constantly make meetings with our creatives and partner with them to achieve their personal goals while gaining influence and building their community. It is a slow process. Making sure their work is known and elevating one in a world of many, but consistency is the name of the game in this field. We are shameless about how proud we are of our creatives. Their ability to develop skills with or without formal training and we hold each one; trained experts and experts by necessity at the same level. We make infectious our pride in them, spreading the world about the new kid in town or the established creative whose works need further celebration.
Creatives have in the past and continue to do this in their daily activities; the daily posts on their Instagram, the weekly article on their websites. They have learnt to juggle many hats. We only come in to walk with them, cheer them on and show them the path others ahead of them have taken. We advise them about the best time to make posts as per research on different social media algorithms and make easier their understanding of the legal and business elements of their work through our resource page and one on one consultations. We are perfecting the process of walking with many to go further as opposed to walking alone to move faster.
Expanding the creative genre
Moving past the understanding and expertise into charting new territories. This is the INCMMN definition of success. It not enough to gain notoriety, not enough to be talented. One must expand the envelope of the known to create a completely new field. The community built along the way must push this envelope even further.
We assert that each of our creatives will soon be studied in schools. Each of them founding or expanding the boundaries of their art. This lifelong goal is what allows us to develop lifelong partnerships with them. As they elevate so must we. As a ship grows larger so must its sails widen to grant it speed in the unknown waters.
We continue to build, measure and learn in each of the creative journeys that partner with us. Looking for more opportunities jointly and ensuring that we usher in a new age of agency- creative relationship. One that is driven by mutual growth and not simply profit.
Grace Guyatu Diida
Growth and Strategy, INCMMN