How Has Technology Changed My Job?

Once upon a time, being an artist meant jumping through a series of hoops set by gatekeepers. If you wanted your music heard, you needed a record label. If you wanted your book published, you needed a publisher. If you wanted your art seen, you needed gallery representation. The rise of technology—print-on-demand services, social media marketing, streaming platforms—seemed to change all of that.

Suddenly, anyone with an idea had a real shot at making a living doing what they love. No middlemen, no barriers. The dream of the independent artist thriving on their own terms felt closer than ever.

But lately, I’ve been rethinking this narrative.

How has technology changed your job?

At first, print-on-demand seemed like the ultimate tool for an artist like me. No need to print hundreds of shirts or posters upfront. No need to rent storage space or handle shipping logistics. But here’s the trade-off: convenience comes at a massive cost. These services take a significant cut of your income, limiting your profit margins. You’re not really in control—you’re just another vendor in someone else’s system.

Then there’s social media. Once upon a time, it was free real estate for growing an audience. But now? You have to “pay to play.” Organic reach is all but dead unless you’re willing to invest in ads. The platforms own your audience, and if they decide to change the algorithm tomorrow, your business could take a major hit overnight.

Streaming services replaced record labels, but musicians make very little per stream. Online course platforms promise financial freedom but often take hefty commissions. The illusion of freedom has kept most of us playing within the system, believing we’re independent while still being controlled.

A Harder but More Rewarding Path?

What if every creator had their own website, their own storefront, their own direct connection to their audience? It’s harder. You have to build everything from scratch, hold inventory, invest money, and take risks. But isn’t that how real entrepreneurs thrive?

The challenge isn’t just producing great work—it’s guiding your community away from Instagram, TikTok, and Facebook and towards something you truly own.

The reality? This shift probably won’t happen on a large scale. Most artists will continue relying on third-party platforms because they make things easier. But it’s worth thinking about:

• What services can you use less?
• What parts of your business can you take back control of?
• How can you increase profits without killing your creativity?

I don’t have all the answers. But maybe technology does.

So what’s a possible solution? 

If I wanted to build a sustainable art business outside the grip of big tech platforms, what steps would I need to take? Let’s break it down.

1. Own Your Digital Home

• Build a website with an integrated store (Shopify, WooCommerce, or a custom-built e-commerce site).
• Set up an email and mailing list—this is the only direct line to your audience that you control.

2. Reduce Dependence on Third-Party Platforms

• Instead of Etsy or Redbubble, create your own fulfillment process or work with a local printer.
• Instead of relying solely on Instagram, build a blog or newsletter that brings people directly to you.
• Instead of Patreon, consider a private membership platform or subscription service on your own site.

3. Take Back Your Audience

• Encourage fans to sign up for your newsletter rather than just following on social media.
• Offer exclusive content, discounts, or early access as an incentive.
• Create a private community space (Discord, private forums, or even your own app).

4. Diversify Income Streams

• Sell physical and digital products directly through your site.
• Host live workshops or courses that you control.
• Build relationships with collectors instead of relying on platforms to find buyers.

5. Play the Long Game

• Growth will be slower but more sustainable.
• More effort upfront means greater control and bigger rewards down the line.
• You own your brand, rather than renting space in someone else’s ecosystem.

The future isn’t about escaping technology—it’s about using it on your terms. The question is: how much control are you willing to take back?