Crossing Borders: Embracing the Duality of Art and Marketing
Sometime in the 80's, in my grandparents' backyard in Matamoros, I was sad to see my decimated piñata the day after my birthday party.
Growing up on the US-Mexico border felt like living in a unique microcosm, where cultures flowed from Mexico to the US and mixed as easily as a river meets the ocean. Every morning, I crossed the “puente viejo” from Matamoros to Brownsville, Texas, visa in hand, on my way to private school. It was a journey between two worlds that felt like one, a place where language and culture blended seamlessly, creating something entirely its own.
Quick story: My dad had ONE joke for every time we crossed the border. As we reached the border patrol, he’d exclaim, “¡Se me olvidó el pasaporte!” Despite the predictability, it never failed to make us laugh.
Years later and thousands of miles away, I often think back to that time, not just with nostalgia but with a deep appreciation for the fluidity and ease with which I navigated those dual cultures and how they influenced me.
It’s that experience—of living in a space where borders weren’t barriers but bridges—that has shaped my philosophy at Mariana Durst Studio.
Just as the border was a place of cultural exchange, my studio is a micro-culture where artists don’t simply tolerate marketing and entrepreneurship; we embrace it.
Embracing Both Worlds: Art and Marketing
For so long, artists have been made to believe that promoting their work somehow diminishes its value, that true art must come from suffering, and that making a living from art makes you a sell-out. But I reject that notion entirely. I believe that the area where art and marketing meet is a rich estuary—a dynamic environment where creativity and commerce mix to create something even more vibrant and life-sustaining.
One of my core beliefs is that sharing your art is part of the creative process. It’s not just an afterthought or a necessary evil; it’s an integral part of bringing your work to life. Marketing, in this sense, isn’t about selling out—it’s about ensuring that your art reaches those who need to see it, who will be moved by it, who will be changed because of it.
The “Both/And” Space
At Mariana Durst Studio, I’m creating a space that embraces the “both/and.” You can be both a serious artist and a savvy entrepreneur. You can create work that is deeply personal and meaningful while also building a thriving business. This space is about rejecting the false dichotomies that have long been imposed on artists and, instead, embracing the full spectrum of what it means to be a creative professional.
In the same way that the border I grew up on was a place of fluid cultural exchange, I want my studio to be where art and marketing flow together, where we find strength in combining both. Because when we embrace this duality, we not only expand our reach but also deepen our impact.
A Call to Embrace the “Both/And”
So, to all the artists who have been told that you can’t have both—passion and profit, creativity and commerce—I say this: You can. The sharing of your art is as much a part of the creative process as the making of it. And in embracing both your artistic and entrepreneurial sides, you’ll find a new sense of freedom and fulfillment in your work.
At Mariana Durst Studio, we’re not just crossing borders; we’re redefining them. We’re creating a micro-culture where art and marketing don’t just coexist—they thrive together.
