Management lesson: Commercial value

Based on a true story.


Once upon a time, in a wealthy city, there was a famous art institute. This art institute was the best and the biggest in the state. Art students from all over the nation wanted to be accepted into this institute. This institute catered to the academic needs of various budding artists.

This prestigious art institute had a long standing tradition. Every year in the beginning of spring, this institute would arrange an art festival, where the pupils had the opportunity to showcase their talent. This art festival was unique and showed the great talents of the students. Renowned artists from all over the world would visit this festival. Students whose work was featured in the art festival would get job opportunities. The success of the art festival would improve the reputation of the art institute as well as provide a platform for art students display their work to the wider audiences.

This art festival started gaining popularity among the masses. Irrespective of their profession, qualification, or interest, people started flocking to this festival. Visit to the art festival made a buzz on social media. Actors, singers, influencers, and many more started to visit the festival. Some artists started performing at the festival. 

However, the things started changing. Big companies found a huge opportunity to promote themselves in this festival. These companies paid a huge amount to grab a spot at this festival. Their spots may or may not have an artwork, but tge spot would carry the brand's name. Some companies would sponsor some art project to showcase their name in the festival. Most of the sponsored projects would have a mediocre artwork at the display. Soon after, there were more big company projects than the students' art projects. Students original projects started getting sidelined and sponsored projects took the centerstage.

Now, the art festival was dull. It had commercial value but not art. The art at the display was lackluster and soulless. Still the festival goes on and creates millions of impressions. Only that artlovers get replaced by the influencer zombies.

The management lessons we learn from this story:
1. Commercial value overrides the artistic value.
2. Commercial value does not indicate the artistic value.
3. Where money drives the decisions, art may fail.
4. Money will control the artistic vision.
5. Sponsorship may not always help in building thoughtful art.
6. Not all publicity is a good publicity.
7. Money and greed may destroy good art.
8. Artlovers will seek art not money. 
9. Social media craze may die but art will survive.
10. Any noble initiative could be destroyed by greed.

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