Manifesto
In an age of ubiquitous neoliberalism1—big data, praised optimization, and endless spreadsheets—it seems that even many of the creative brands that we once turned to for humanistic solace are now, too, just victims to the same cold market principles.2 Many print houses, record labels, and creative institutions seem to have become overly focused on quantifying demographic audiences, carefully constructed social media presences, and the dictating sword of ROI,3 “producing content” rather than “creating art.” They are not entirely to blame; we all need to survive, after all. But Qualitative Methods aspires to be something different.
Qualitative Methods is an imprint of contemporary print-media and audio. It is a label that cares less about profit-margins, performance, and audience growth as much as it does about simply releasing works of art that reflect the human condition.4 It derives its name from the idea that a focus on catalytic-validity5 and qualitative connection outweigh popular-appeal and quantifiable reach. It values depth over breadth, favoring a rich resonance with the right individuals in place of bland, large-market solutions.
Qualitative Methods believes that “success” in creative domains is defined as simply finishing a creation that the creator is proud of,6 not by measures of how many viewers or sales that a creation yields. Birthing one’s creative work is the goal, first and foremost. If a creative work changes the life of even just one other person,7 then it has already exceeded that goal. But focusing primarily on reaching a large audience, achieving fame, or acquiring wealth from a creation are an ego’s errand, teleological baggage from a flawed capitalistic framework that we find to be both outdated and sabotaging.
Qualitative Methods likes regular, everyday people. We prefer autodidactic dilettantes and outsider-artists8 to classically trained prodigies; lo-fi bedroom producers9 to polished virtuosos; sketchbooks of abstract doodles to neoclassical paintings; lifelong-amateurs to professionals; interesting imperfections to sterile perfection. Ultimately, we believe that humanistic art benefits and attracts humanistic people.
Qualitative Methods is an imprint of contemporary print-media and audio. It is a label that cares less about profit-margins, performance, and audience growth as much as it does about simply releasing works of art that reflect the human condition.4 It derives its name from the idea that a focus on catalytic-validity5 and qualitative connection outweigh popular-appeal and quantifiable reach. It values depth over breadth, favoring a rich resonance with the right individuals in place of bland, large-market solutions.
Qualitative Methods believes that “success” in creative domains is defined as simply finishing a creation that the creator is proud of,6 not by measures of how many viewers or sales that a creation yields. Birthing one’s creative work is the goal, first and foremost. If a creative work changes the life of even just one other person,7 then it has already exceeded that goal. But focusing primarily on reaching a large audience, achieving fame, or acquiring wealth from a creation are an ego’s errand, teleological baggage from a flawed capitalistic framework that we find to be both outdated and sabotaging.
Qualitative Methods likes regular, everyday people. We prefer autodidactic dilettantes and outsider-artists8 to classically trained prodigies; lo-fi bedroom producers9 to polished virtuosos; sketchbooks of abstract doodles to neoclassical paintings; lifelong-amateurs to professionals; interesting imperfections to sterile perfection. Ultimately, we believe that humanistic art benefits and attracts humanistic people.
1. A flavor of capitalism characterized by free market trade, deregulation of financial markets, privatization, individualization, and the shift away from state welfare provision.
2. “Harder, better, faster, stronger.”
3.
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4.
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5. A measurement of efficacy, popular in qualitative research in the Humanities. Validity is assessed by asking: did the employed method help spur positive change amongst the population under study? Was it both participatory and emancipatory?
6. “Whatever it takes to finish things, finish. You will learn more from a glorious failure than you ever will from something you never finished.” - Neil Gaiman
7.
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(Winter Light, 1963)
8. “Outsider art is art by self-taught or naïve art makers. Typically, those labeled as outsider artists have little or no contact with the mainstream art world or art institutions.“ (Wikipedia)
9.
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2. “Harder, better, faster, stronger.”
3.
4.
5. A measurement of efficacy, popular in qualitative research in the Humanities. Validity is assessed by asking: did the employed method help spur positive change amongst the population under study? Was it both participatory and emancipatory?6. “Whatever it takes to finish things, finish. You will learn more from a glorious failure than you ever will from something you never finished.” - Neil Gaiman
7.
(Winter Light, 1963)
8. “Outsider art is art by self-taught or naïve art makers. Typically, those labeled as outsider artists have little or no contact with the mainstream art world or art institutions.“ (Wikipedia)
9.
