BOOK REVIEW: Business for Bohemians, by Tom Hodgkinson

In George Orwell’s Keep The Aspidistra Flying, the main character Gordon Comstock declares a ‘war on money’, devoting himself to loneliness and poverty in order to pursue his dream of being a poet. Comstock’s predicament represents the doomed aspirations of any artist in a commercial world, caught between the machinery of wage slavery on the one hand, and the alienating bitterness of rejection and poverty on the other.

For Orwell, there is no inbetween. Comstock’s desire to live a bohemian, free and creative life eventually gives way to inevitable capitulation to commercial values. It becomes simply unsustainable to live at odds with the wider social values.

Tom Hodgkinson’s Business for Bohemians, offers a third way, a middle path between alienated artistic destitution, and corporate enslavement. Hodgkinson is the managing editor of The Idler and has written a series of books on the importance of Idling – living a life devoted ‘bohemian’ pursuits. The central aim of this Idling Philosophy is creating freedom to develop a rich, fulfilling life.

Bohemianism, according to Hodgkinson, is not about dropping out and being a careless gypsy. It is about carving out freedom for yourself and living on your own terms. One of the hardest messages of the book is that being bohemian means becoming a businessman.

The difference between you and the hurried, stressful corporate world is not that you reject money, systems and routine. It’s simply that you create your own systems, rather than be dictated to by the systems and routines of larger, faceless entities.

‘Bohemians often are excellent salespeople. This is because they believe in what they are doing. And whether you are the editor of the new-agey Resurgence magazine, Satish Kumar, or Damien Hirst, or hedge fund manager Crispin Odey or the headmaster of Eton, your job is the same: asking people for money so that you can continue to do what you do. Enjoy it.’

Hodgkinson gives us some uncomfortable truths, based on his own mistakes trying to manage a business by being the laid back, ‘nice guy’. You have to learn how to use a spreadsheet, and you have to learn to love sales. You also have to be prepared to be the tyrant boss sometimes, to avoid being screwed by pseudo-bohemian losers who will inevitably see your creative values as easy prey for their lazy, hustling ambitions.

At times, it sounds like Hodgkinson is telling you to give up the very bohemianism he is supposed to be helping you foster. However, the truth is that living a bohemian life has nothing to do with being ‘anti-business’ or looking down on marketing and disciplined book-keeping. It’s not about declaring a ‘war on money’. It’s about freedom.

In a world convinced of the Marxist view that we are either enslaved or the enslaver, the idea of becoming a shop-keeping petty-bourgeoisie is far from cool. It fits into neither the romance of poverty nor the worship of material success. However, argues Hodgkinson, it is the only way to live an independent life.

He refers to Lenin, who thought that anarchists and individualist bohemians were merely bourgeois exploiters in disguise. This probably accounts for the continued suspicion of artists trying to make money and run a creative business.

There’s a reason why the petty-bourgeoisie shopkeeper types are hated by the rich exploiters and the Marxist revolutionaries alike: they don’t follow the crowd. They are loners, they hate ideologies and have no interest in joining anyone’s club. This kind of independent thinker is what Hodgkinson is trying to persuade us to become.

The point of bohemianism is to live a free, creative and self-determined life, and we can only do that if we, ironically, are prepared to put the work in. Idling is not about being lazy, it’s about being truly yourself.

‘Your business is a way of communicating an idea and creating a living for a group of people. It is a shared endeavour, a collective enterprise. Therefore, it must provide freedom and fun for the people you work with, as well as for you. After all, what is the point of it? If you just want to make money, then don’t start a business. Go and work for some awful money-making machine and wallow in your own amoral wretchedness. Join a corporation, climb the ladder and enjoy paid holidays and multiple departments.’

The fundamental point of this book is to show you the basic, unavoidable aspects of business that you must force yourself to love, before you can carve out time to live the Good Life. We must become practical in order to become creative. We must become disciplined, in order to be free.

Those who reject this call to arms as a kind of ‘selling out’ are in fact tacitly standing for the values of wage slavery and exploitation. They are basically admitting that the only people who can afford to be free and creative are those with established wealth.

‘It would be easy to grumble about all of this [becoming a creative entrepreneur] – to think that it is all beneath you. But this aristocratic contempt of the lowly tradesman will get you nowhere. And aristocratic contempt for trade is itself absurd. For the aristos, whose ancestors were royal lickspittles, murderers, thieves and rascals, to look down on those who choose to open a shop and sell stuff is patently ridiculous. It’s all right for the aristos to be anti-materialistic and scorn trade when own 20,000 acres and have a ton of serfs paying them rent every month. Does that give them the moral high ground? No.’

Hodgkinson’s point is that the creative life is available to us all, if we simply master a few basic tricks of the trade. You don’t have to declare ‘war on money’ to become free. You don’t have to avoid business to salvage your values from the corporate monster of modern life. You just have to be smart, knowledgeable and willing to do some heavy lifting in order to liberate yourself from agendas that are not your own.

You can order a copy of Business for Bohemians at idler.co.uk

A new online course is now available, with Tom Hodgkinson guiding you through the main principles outlined in the book. You can book your place here 

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Bohemianism versus hipsterism and lifestyle marketing

Traditionally, bohemians are middle class. But they are not bourgeois, in the sense that they don’t define themselves by wealth. Bohemianism emerges from the middle classes who are disillusioned with economically-driven social values.

Today, bohemianism has been distorted by lifestyle marketing.

Bohemians made an artistic statement through their lifestyles. Hipsters, use lifestyle fashion to seem like they are making a statement through their lives.

The difference is in the substance. Not just your actions, but your values.

Part of the problem, if not the complete problem of modernity, is that consumerism, brand marketing and public relations have made what you say more important than what you do.

The real value of bohemianism is in the influence these kinds of lifestyles have had on the culture. You can’t impact history, by simply dressing a certain way.

By putting out into the culture that it is possible to live a certain way other than through commercialism or politics, that you can put individual values front and centre of your existence, certain groups of people in history have left a legacy of stories, art and values, that remind us that individual growth is as important, if not more so, than collective survival.

This is different from the right wing individualism that is so prevalent in American politics. It’s also wildly removed from the liberal, hummus-eating, Camden-condo lifestyle hipsterism you see everywhere online and with which London is packed right now.

How do we tell the difference between crude individualism and lifestyle fashion, and genuine bohemianism? The influence.

Influence as a cultural force can be defined as that which new generations can’t avoid, they have to confront the phenomenon, before they can be free of it. They both love it, and resent, and the struggle for a new creative influence comes from this need to master the influence and transcend it.

Neither selfish individualism, nor lifestyle hipsterism fall into this. The selfish right wing are concerned with short term pursuits, and they believe that a momentum of short term self-advancement keeps the culture alive. Any case of corporate malfeasance, or political corruption proves this wrong.

Hipsterism is a false individualism. It reduces freedom, emancipation and creativity to fashion statements, and therefore becomes competitive and ego-driven. It’s simply commercial values masquerading as bohemianism.

To repeat, bohemianism is when you display a fresh, non-commercial, non-economic way of living in the world. It’s got nothing to do with technology, fashion or whether you drink green tea or Italian coffee.

What matters is whether you are seeking to create a new way of living that sources its values from alternative places outside the dominant, contemporary culture.

In the nineteenth century, it was bohemian to be a socialist atheist, or a christian anarchist. Nowadays, these things have become mainstream, or simply uninteresting cliches.

If you were a member of the Bloomsbury group, drinking green tea and sowing your own dresses was bohemian. Nowadays it has become a fashion statement.

Being a bohemian is not about what you do, but what values you are manifesting in the world.

Bohemian values are not to be found in certain clothing styles, record collections, or political movements, which have themselves become fashion statements.

Marketing has turned everything into a fetish. Which means that the lifestyle affectations become ends in themselves, rather than means to ends.

The true value in bohemianism is in creating a legacy of independent thought. You don’t fall for branding, advertising or marketing.

Advertisers are expert at looking to what your values are, and convincing you that their product will bring you closer to those values.

But our values must always be ready to change, or if they are fundamental, we must always be prepared to re-examine why we hold to them.

The bohemian doesn’t wear her values as fashion statements. The only value that really matters is individual conscience, free of the manufacture of opinion that characterises modern democracies.

The fastest way to embody bohemianism in the modern Mactopia, is to be suspicious of all lifestyle, fashion and advertising.

Yes, it is a losing battle. The war has already been lost. But there is something curiously and quintessentially bohemian about fighting a losing battle. In some ways that just adds value to the fight.

The number one duty we have is to dig deep into our culture, into what has stood the test of time – the architecture, the philosophy, the ideas and concepts of beauty, that have lasted centuries.

Some say this is a reactionary philosophy. I say it is truly innovative. The purpose is not to use these resources for dictation on how to live, but to build up enough of an inner world of creative possibilities and imaginative sophistication so as to be resilient against the ephemeral culture of modernity.

I am not advocating an orthodoxy of values. Simply recommending a way of feeding the soul so that we can become truly independently minded, free from the influences of contemporary agendas.

Going back to the idea of influence; we do not revisit past culture to imitate it, but to be free of it, and retain all that is useful and valuable in it. Also we remain connected to aspects of who we are that have nothing to do with the short term interests of power and money in our immediate world.

Being free of these distractions and interests is really what being a bohemian is all about.

Art, utility and bohemianism: The challenge for the modern artist

The biggest challenge for a writer and an artist these days is persistence. The sad truth of the matter is that as artists we are engaged in activities that don’t have immediate value in the market of exchange.

The artist is engaged in the celebration of life, not necessarily its enhancement, and his or her work is only valued in as much as it is a relief, a tonic to the business and pressure of the marketplace.

This means not only that our work cannot be valued in the same way as typical commercial products, but also that our work culture is different.

The first thing to remember in this battle is that there is actually a divide, between the values of beauty and the market. For sure they overlap, and they have been successfully combined at rare moments in civilisation. The Renaissance being one of them. And there remain pockets in contemporary life where examples of this overlap are very prominent.

Some of the older university colleges maintain a culture based on beauty and contemplation, while still offering value to the marketplace, for example. Some art galleries maintain a commitment to beauty for its own sake, and are a celebration of older, more permanent values, while they still function in the world as commercially viable enterprises.

These are rare examples, however, and in each of them the battle to preserve non-commercial values is ongoing. The beautiful for its own sake is always being infringed upon, and you can see that most starkly in places like London, where heritage buildings are never left alone by local councils. There is always some kind of tinkering and modification going on in the name of “accessibility” and “community education”.

It’s almost as if the price we have to pay for not demolishing old buildings (just for the crime of being old) is to allow the philistines to have their say, to leave their scars upon the heritage of beauty. It’s only way to placate the monster of modernity.

So how does the individual live in this world? How do we preserve those parts of ourselves that are of no utility, but of the deepest significance?

It’s very hard, because science and technology have reached a stage if unprecedented arrogance, and they have convinced the world that there is no underlying value other than utility.

However, the reality of being human doesn’t match up to their supercilious simplicities. The very fact that churches will be packed to the rafters this weekend is one example of this hidden, inexplicable dimension of human reality.

Another example is the tourist industry. Why do people flock to historic sites, to the Vatican, to London’s galleries, to the old monasteries of Scotland, if utility is the only permanent value worth integrating into culture and education?

Another slightly more ironic example is the fact that once people have enough money, having committed to the market their time and labour, they flock to older parts of cities, to more ornate houses built pre-modernism. The problem of gentrification in places like Brooklyn, San Francisco, or Shoreditch, speaks directly to this problem. Utility does not seem to be enough to those aspiring to climb the hierarchy of the market.

The best sign of status in the marketplace, seems to be the ability to exhibit non-market-based or utilitarian values. This could just be a kind of aristocratic self-indulgence. Or it could be proof of the fact that people demand more from their life than utility. Perhaps beauty and civilisation are of inherently higher value than the market?

None of this helps the artist, or the creator of those buildings, and thinkers of ideas, that become the sought-after artefacts of status. The artist as individual is stuck trying to prove his or her worth to the world of the market.

Not only that, but a modern artist understands that the true holy grail of their craft is to affect the market in a non-market way, to re-establish the values of beauty, contemplation and civilisation as a kind of guerilla assault on the marketplace.

For those who simply want to confine themselves to the cloisters, to puzzle away on useless problems, or who are content to sit in the quietude of creative privacy, it is enough to put up a barrier between the beautiful and the market.

For the artist, who sees herself as part of a tradition, who feels anxious about preserving the heritage of the culture, life is not so easy. You have to live in the market, but not of it.

This living in, but not of, the marketplace was what was once called bohemianism. Bohemians were neither bourgeois (though often they came from the middle classes, which is different), nor are they working class dissenters of the trade union, Marxist type.

The bohemian does not conform to, nor demolish, the marketplace. The first true bohemian could be said to be Socrates – a man who devoted the same energies most of us devote to survival, to ideas and the search for truth.

Jesus Christ, too, was a bohemian. Oscar Wilde called him the first Romantic, for calling on people to live “flower-like lives”. The whole Sermon on the Mount is a call to abandon the demands of the marketplace, and to live with “no thought for the morrow”. That is, not to get caught up in the busyness of trade and ambition, but to live for the enrichment of the spirit, to nourish the highest aspects of ourselves.

The Marxist Terry Eagleton has said that the commodification of culture has robbed culture of one of its most vital functions – to offer a critique of the marketplace. Eagleton says that culture has in fact become an engine of the marketplace – through public relations, the creative industries, advertising – rather than a counterbalance to it.

This explains why it is so hard to be a bohemian artist in the current economic culture. There is no room for a dissenting way of life manifested in creative values, because consumerism has subsumed dissent into itself.

This is the exact phenomenon we see in the recent outrage over the Kendall Jenner Pepsi advert. The language of critique and dissent is used for the propaganda of commodities. The imagery of resistance is used to induce capitulation.

The most prophetic example of this was the legendary Apple Mac Superbowl advert from 1985, whereby IMB was portrayed as the evil Big Brother state, and Mac users were shown to be the free-spirited individualists, emancipated by their personal computers.

How, then, does the artist live? How do we keep our spirits enraptured to our values, when anything that is said by an artist is subsumed into the marketplace?

The only way to live is to live ironically. That is, to accept the sorry state of affairs for what it is, but to refuse to let the marketplace have the final say.

This will require toughening up a bit. We have to become immune to accusations of delusion, madness and naivete. We have to abandon the need to prove our worth the a world that doesn’t deserve such efforts.

But finally, we have to keep working. There is a certain amount of trust involved. In truth, there has always been such an element of faith in the work of any great artist.

Michelangelo and Shakespeare were both adept at winning patronage in the marketplace of their times. However, their compromises probably came from viewing their work on a historic plane. They were okay doing a dance with the devil, for the long-term gain of imprinting their art on the cultural heritage.

It only seems harder to live as a bohemian, if you accept the view that contemporary, utilitarian values, are the end-of-history, final say of cultural evolution. The ironic shift in perspective necessary for an artist comes from finding emancipation in a private dialogue with history, with spending as much time in the timeless realm of ideas as possible.

This quiet, unobtrusive dissent will actually raise us up to the level of great artists, but it will do so to the scorn and ridicule of the world. We have to abandon the “cool”, we have to shun the group, and we have to resist the moronic need to prove the utility of our daily work.