When i was a graduate student, i found myself rebelling against this idea very instinctually. There's a lot of good things about art, you know, outside of challenging, disturbing and jarring. As an artist, i have always wanted an audience,. I want people to actually like my work. And i found that that instinct was really not welcomed in the art world. So i found myself moving more towards like, let's call it indy film, kind of economics, an ecosystem and business world.