The client asked if I could make it "go viral"
Got a call this week from a guy who wanted a steel piece for his office lobby. Fine. Then he asks if I can make it "go viral." I thought he was joking. He wasn't. Said his marketing guy told him everything should have a hook now.
I told him the only hook in my shop is the one that holds the chain block up. He didn't laugh.
We're at the point where people want the sculpture to do the advertising instead of the other way around. The piece is 400 pounds of welded steel. It doesn't need to trend. It needs to hold up for forty years and not look like it was built last Tuesday. That's the job.
He still placed the order. We'll see what he says when I send the progress photos and they're just, you know, photos of steel.
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the "everything needs a hook" thing is so exhausting. not everything has to perform like a tiktok. a 400lb steel piece in a lobby is already doing its job just by existing there for decades. that IS the hook, it just takes longer than 8 seconds to land.
i paint and people ask me all the time if the colors are "optimized for engagement." no idea what that means. i just picked them because they look good in a room, not in a feed.
the marketing guy probably can't even explain what a hook is beyond the word. he just heard it at a webinar.
also "the only hook in my shop" is a genuinely great line, i'm stealing it for the welding guy i buy frames from.