A conversation with a colleague over coffee sparked an uneasiness in me that has continued to brew in the last few weeks. It has been gathering speed and size like an avalanche but hiding right under the surface and churning beyond my mind’s eye like a foggy memory trying to take shape. Two days ago, while waiting for the bus, I was mindlessly browsing through TikTok and came across a video discussing the concept of the “empty billboard,” as described in Marketing-Interactive’s article, “The power of empty billboard’ influencers: A case study into TikToker Nara Smith,” published earlier this year. My brain lit up. Bingo.
The concept of the empty billboard is very well known in the marketing industry. It has been recently popularized with the rise of social media influencers and personalities, especially with the pronounced dominance of TikTok. An empty billboard describes someone who is broadly appealing by design. A personality who avoids publicly expressing opinions, beliefs, views, moral stands and stays clear from controversial topics which could potentially alienate a broad audience. It is strategic neutrality executed via the most psychologically manipulative marketing tactics. An empty billboard personality never discusses topics which may be perceived as negative and/or controversial. They never engage in a public dialog or argument in a truly meaningful manner as it may expose their views and make them unlikable. They remain a blank canvas which is available, and convenient, to project onto. Essentially, empty billboards are completely opinion-neutral, to appeal to as large of an audience as possible with the goal of personal, professional, and financial gain. Both marketing companies and brands love empty billboards. In the time of cancel-culture they appear safe and profitable. Minimum risk, maximum gain. The concept is as old as the hills. After beheadings went out of style, royals have been groomed for generations to connect with the masses by not engaging in a risky behaviour of expressing political and social views.
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So, why is this important in classical music now? We have engaged with the industry through the concept of the empty billboard for years and have applied it masterfully, often with catastrophic results. We educate each generation to please and blend while demanding artistic authenticity and courage from them. We exercise, often the pretence of, extreme political correctness while from the corner of our eye witnessing abuse in our educational and professional institutions. We allow crowd mentality to sway the conversation while forgetting that historically the crowd has been mostly wrong. Our business loves good boys and girls who fall in line and it rewards them with better and more opportunities. They are a safe investment who will not challenge the status quo. Minimum risk, maximum gain.
We have been taught that artists who express strong opinions, voice views and speak loudly about their beliefs are unsafe. Those who are ready to have uncomfortable conversations without hesitation, when needed, make us feel uneasy, tense, and anxious. The individuals who go into battle armed with conviction and fervour do not win popularity contests. They rarely are the ones preferred and/or recommended for the job. Because in a world ruled by consumerism, where being liked and having a mass appeal is more important than doing the right thing, they are a marketing nightmare. High risk, unknown gain.
Imagine Maria Callas as an empty billboard. Would you still hold that special corner in your heart for her? Imagine Jessye Norman as an empty billboard. Would you still weep when she sings “An die Musik?” How sad would our history be we never heard and felt the full impact of their presence and artistry?
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An arts executive recruiter recently told me that we live in the age of promoting and hiring the “known.” I did not fully process this until I connected the dots and followed the stale bread crumbs to the empty billboard concept made so palatable by the industry. People who swim against the current make waves whose ripples have the power to reshape maps. So, by design, they do not have a broad appeal. Change is uncomfortable and messy. Progress is painful and unpredictable. High risk, unknown gain.
Engaging with our business through the prism of the empty billboard concept feels like a good career move—safe, neat, and clean. However, it also casts thicker shadows to the already historically grim corners of our business where abuse, injustice, -isms, toxicity and fear live and thrive. Keeping voices void of strong views, varied opinions and passionate beliefs defrauds us of our honesty and authenticity, it makes our business an unsafe place to be and it systematically robs our beloved art.
