Fair warning, I may be exposing how much of a nerd I am with this post, shattering whatever cool photographer/artist image you may (or, more likely, may not) have of me. But fuck it, it is what it is. Let's go...

I've been an artist about as long as I can remember and my relationship with technology goes back just as far. My first memory of a computer was this ancient computer my mom brought home one day from her job. They were giving them (they were being replaced by newer models) away and she was smart enough to snag one for the house. It sat disassembled in several boxes for about a week until one day she came home and found that I had put it together myself, no instructions, nothing. I was 8. I think that was when we both realized that this was something that I just might be good at.

Fast forward 11 years and I was reeling from the death of my father from colon cancer. The loss shook me to my core and I was mentally and emotionally adrift for quite some time after his passing. If not for two final gifts he gave me, my life might have turned out very differently. One of those objects is something that I have discussed at length, the Olympus Pen FT camera he left me that started my journey as a photographer. But the other thing he left me I have not really discussed very much, despite it being an integral part of my journey as a creative. I inherited about $5k from my father, which wasn't a lot but was enough for me to buy my first computer with Adobe Photoshop 4.0. And honestly, that was the beginning of everything for me.

My understanding of how technology worked and attempts to integrate it with my artwork are the core of my personal success. I quickly realized that it gave me an edge as an artist. I was fascinated by the web and dove into learning HTML and CSS so that I could create a website and showcase my work. I took for granted that I was able to be both the artist and the designer because I just didn't see a lot of other people trying to do what I was working on. I strove for cohesion, a seamless integration of art and presentation. Simultaneously I was exploring the same approach through the printed page, making photo zines after hours at the Kinko's I worked at and drawing/painting as much as I could. This journey culminated with me attending Cal State Los Angeles for Graphic Design and taking color photography courses for all of my electives while I was there. I created Nonstndrd the year I graduated and been refining this project ever since.

So, it's safe to say I have a lot of experience thinking about ways to conceptualize my artwork in the digital/online space...

Which brings me to the newsletter you're reading now (bet you were wondering when I was going to get to this). Like many artists, I was led to the newsletter space under duress. The end of the social media era where, as an artist/photographer you could reliably and consistently find and promote your work, was a shock to the system. It left me searching for a way to control how my work was distributed in way that was not dependent on the algorithmic whims of the tech companies that dominate the digital space. They had collectively gone in a direction that was untenable for my practice, prioritizing platform specific "creators" over established creatives. I saw the newsletter as a way to possibly break that cycle.

But I also saw several of the most popular platforms lacking in some glaring ways. Substack had the biggest name and brand recognition but, as a web designer, I found the lack of visual customization confining. And there was the Nazi thing too. I had a traditional Squarespace website for a while but I felt like that format was stuck in the past. I eventually settled on Ghost because it's open source and supported theme development. But the biggest reason was that I saw a way that I could flip the subscription workflow to move my printed goods. Finally, I would have control over my distribution, the choke point that artists and musicians have always had to compromise. For my ambitions, this was the final piece of the puzzle.

But the journey wasn't over yet, there was a bit more for me to figure out. Mainly, the question was how to present this to people who visit the site? I settled on creating a free newsletter (which you are reading) and a separate paid tier that served as a vehicle for the printed subscriptions, which I call the "Digital + Publication Tier". I only offer it as a yearly subscription at a price point which covers the production and mailing of the work I create. I began this experiment last year with my Archival Recordings Photography project and its success has FAR exceeded my expectations. Not only has it been great in a business sense, I have established a direct connection with people who support what I do across the country that is independent of social media. I compare it with the stories of the rap legend Too Short selling tapes out of the trunk of his car.

Subverting the established distribution channels to get your art directly to the people is part of the Black creative tradition. This is my own variation on that theme and it's going well, which is why I'm sharing what I have learned along the way. Technology and the open web are vital parts of a contemporary creative practice today. Although I know most artists don't have the skillset or desire to create work AND design websites/newsletter themes, that intersection of mediums is the foundation upon which Nonstndrd Creative is built.

I realize this post is atypical because it's focused on tech and promotional strategies but I like to cover that too. I will leave you with a recent drawing though because after all, the art is the reason I do any of this in the first place. And look out for an update on my upcoming "Rap Dreams" art book and the latest Archival Recordings zine (available ONLY via subscription) very soon (like next week).
Stay safe out there friends.
-Kwasi