For decades, a very limited number of architects have broken through to become superstars of our profession. A select few, mostly architects with connections cultivated during their time at the nation’s top universities, were celebrated as pillars of the profession. Elite networks of wealthy individuals decided which works were worthy of support and controlled who would be viewed as leaders in the field.
Trade journals followed suit, featuring these chosen firms on the glossy pages of Progressive Architecture, Architecture Magazine and Architectural Record. Following the lead of the trade publications, Architectural Digest and other consumer publications would present the work of the select few as examples of architecture worthy of celebration.
Designers throughout the world would then create imitations of the featured works with hopes of being noticed by the press and be chosen as the next celebrated designer.
The internet has changed everything.
Within the recent past, we’ve seen nations reborn, national policies initiated, music icons discovered, new professions invented and unknown artists introduced to the world. Many of the trade publications have disappeared and the closely controlled system of elite decision makers is rapidly eroding.
New ideas are spreading virally throughout the world. Hundreds of new websites, blogs and podcasts are launched everyday. The elite patrons, universities and traditional media no longer have the influence and power they once held. They are no longer the exclusive source of presenting architecture to the world. They no longer have the power to ordain the next the “Starchitect”.
Today we have unprecedented power as individuals. Through email and social media, we have access to almost anyone with which we seek to connect. Our networks are limited only by our courage and determination to succeed. Anyone with an internet connection has the ability to build a platform, share their art with the world and get noticed. The low cost of entry and the meritocracy of the web eliminates bias and allows true talent, skill and determination to rise to the top and be celebrated by the masses.
The barriers have all been removed. We are entering a new era of truth and authenticity. If you have talent, follow your passion, create and share your art with the world, you will be noticed.
You are the next “Starchitect”. There is nothing stopping you… except you.
Work hard. Have faith. Live with certainty. Fear nothing… and amazing things will happen.
Well said Mark!
We may not all have the advantages of the Starchitect-era Elite but modern communication and marketing tools (like email and Social Media) are definitely leveling the playing field.
Live and work your passion, use these tools to communicate that passion, tell your story as it were, and it will resonate with someone … probably many, many someone’s.
Thanks for the post.
Jeff
Amen Jeff.
The key to the success for these ideas is the push… getting our art out to the world. It is not enough to be talented, create amazing art and post it to a platform. As you mention, using email, social media, as well as physical networking and the “old-fashioned” hustle, we need to work hard to push our art out to the world using every tool available to us.
Absolutely Mark, this why we blog – because we know realize the potential of harnessing social media tools. Great reminder of how architects and get closer to their goals by using the internet as a ‘tool’.
I agree Enoch. You and I (and several others) are using these ideas to push our art out to the world. In the case of Business of Architecture and Entrepreneur Architect, our art is being expressing in written words, video and audio.
I may not be a Starchitect (and that may only be due to the fact that is not my desire), but I can certainly tell you that the tools I am using are working to get me noticed, both at EntreArchitect as well as at Fivecat Studio.
Design, finance and build our own works is the best way. Waiting around for clients dangling a little carrot (with a huge stick) and beat down our fees is not a good way to make a living.
Nung, I believe that many architects today are thinking the same way. Stay tuned, several chapters from now, you will see me doing just that.
I’m looking forward to what Mark writes on this topic. In the meantime, Enoch Sears has produced several excellent episodes on Architect as Developer and Architect Led Design Build over on his Business of Architecture Podcast. I think every Architect should listen to his latest episode: “Architect Led Design Build with Francisca Alonso”
Working on it.
I know you are…
Bob, you are a perfect example of what I am presenting. You are a rural Vermont architect. Without the tools we have available to us today, your only option would to be to work the system of elite decision makers and trade publications. You are using the tools and platforms available and are getting noticed… slowly, but surely.
I totally agree with Jeff Echols comment
Thanks Nasir. I really appreciate Mark’s insights in this article. It’s an excellent example of his passion coming through.
I am not sure you need to be the next “Starchitect” to be a successful architect. I know many successful architects that have not reached stardom, but work hard to serves their clients and become highly regarded in the area they strive. This is more the model I seek. Not some celebrity status.
Yes, I totally agree the barriers have been removed and becoming recognised is far easier with social media.
Now off to create my own fan base…
David
I completely agree with you. I am not seeking celebrity status either, but the idea I am presenting is that we all have the opportunity to share our art with the world. The barriers previously held in place have been eliminated by the internet. If you have the talent, create “remarkable” art and work hard to push it out to the world, you could be the next Starchitect, if that was, if fact, your goal.
Well said, Mark.
If you will indulge me, I’d like to share one of my first blog posts, in which I suggest two of the points you have made here:
– “Starchitects” are an elitist, inauthentic old-media invention
– The new-media affords each of us the opportunity to be “stars”
“Stars in the Sphere of Influence” was my seventh post, written in Aug, 2009.
(http://www.buildingcontent.highercontent.com/stars-in-the-sphere-of-influence.html)
why do you feel the need to be a starchitect? be the best you van be and thats all