“You want to be an artist? Don’t be ridiculous! Everyone is an artist these days! That’s because everyone listened to Joseph Beuys, who said that everyone was an artist. So you’re probably just an artist who hasn’t realised it yet. For sure, you’re probably going to be an out-of-work artist fairly shortly, but don’t be so negative! Being an artist isn’t something that you do, it’s something that you are. Except when it’s something that you do. To guarantee that you’ll stay ahead of the artist pack, or at least head-above the sea of shit your peers will soon be swimming in, you need to become more than an artist; you need to become an art brand.” – unknown