In the name of art.
Art and money have always been in opposition to one another. Nonetheless, ask anyone from within the cultural sphere and they’ll tell you the environment is brutally competitive, whether you are the Royal Theatre with three magnificent buildings to fill or at a publisher with four small publications to sell. One must compete and communicate for the publics favor, for the media’s attention and for the support of the powers that be. Applying dark arts of marketing, without corrupting the finer arts.