The Push Forward: Navigating Market Realities for Independent Producers with Sarah Rivera – Host of "The Setting"

Sarah Rivera – Host of "The Setting"

Special Guest: Dr. Emily Davis – Professor of Marketing, skeptical of scaling artisanal businesses globally.

Community Commentator: Carlos Mendoza – Foreign Political Trade Specialist, supportive of artisans and creators in the global market.

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[INTRO MUSIC PLAYS]

Sarah Rivera:
Hello, hello, hello! Welcome back to another episode of "The Setting," where we talk about art, culture, business, and how to make it all work—without losing your mind! I’m Sarah Rivera, and today, we’ve got an episode full of spice. We’re talking about artisanship, global markets, and the creative hustle. Today's Podcast Title "The Push Forward: Navigating Market Realities for Independent Producers."

My guests today have very different takes on how small creators can navigate the big, bad world of global business. First up, we’ve got Dr. Emily Davis, professor of marketing, who thinks scaling artisanship can sometimes be a pipe dream. Welcome, Emily!

Dr. Emily Davis:
Thanks, Sarah! I’ll do my best not to crush too many dreams today.

Sarah Rivera:
And our second guest is Carlos Mendoza, a foreign political trade specialist, who’s here to defend the little guys—our artists, our creators, our crafters—and prove that they can indeed thrive in the global marketplace. Carlos, welcome!

Carlos Mendoza:
Thank you, Sarah! I’m ready to back up our artisans and small business owners.

Sarah Rivera:
Alright, let’s get into it. We’re talking about small creators, whether they’re visual artists, authors, podcasters, musicians, or textile makers—there’s a lot of talent out there, but with so much competition, especially online, how do they make their work stand out? And more importantly—how do they protect their creativity?

Emily, you’re our realist in the room—what’s your take on this global competition? Especially with things like reprints from foreign countries undercutting original work?

Dr. Emily Davis:
Oh, absolutely—it’s a real issue. Small creators are constantly facing their designs being stolen, mass-produced, and sold for pennies on the dollar by foreign markets. Artists might create a unique Taino symbol, a Puerto Rican-inspired design, or even original photography, and suddenly, it’s all over the internet on cheap T-shirts or mugs. These creators often don’t have the resources to fight back legally, and the competition is brutal.

Sarah Rivera:
Yeah, I’ve seen it happen. A creator posts a photo on social media, and next thing they know, it’s printed on dishware in some random country! Talk about frustrating.

Dr. Emily Davis:
Exactly. Artists are caught in a tough spot—they want to share their work, but the moment it’s online, it’s vulnerable. Unfortunately, the legal protections just aren’t strong enough. The global market can be a double-edged sword—on one side, you can reach customers worldwide, but on the other, your work is at risk.

Carlos Mendoza:
That’s where I come in! Sure, it’s a challenge, but there are ways to navigate this. Creators can work with trade specialists and legal consultants to protect their intellectual property. And let’s not forget about blockchain technology—NFTs, for example, have started providing artists with a way to prove ownership of digital art. It’s an emerging solution to this very problem.

Sarah Rivera:
Oooh, look at Carlos bringing in the tech talk! Emily, any thoughts on that?

Dr. Emily Davis:
Well, I think NFTs are interesting, but they’re still very new and not exactly foolproof. Plus, not all creators are tech-savvy enough to jump into that world. It’s a cool idea, but it doesn’t solve the broader issue of affordable legal protection for small creators who can’t pay for big lawyers.

Sarah Rivera:
Let’s broaden the conversation a bit—when we talk about “artists,” we’re not just talking about people who paint or sculpt, right? There are authors, podcasters, voice actors, even musicians—all of them are struggling with similar issues. How do we change the perception that artists are just people who doodle on a canvas?

Carlos Mendoza:
Exactly, Sarah. The term ‘artist’ has evolved! Podcasters, like you, Sarah, are artists. You’re creating content, building a brand, and telling stories. Same with authors, voice actors, and even 3D modelers. People often think of an artist as someone with a paintbrush in hand, but today’s creatives are working across so many mediums.

Sarah Rivera:
Finally, someone recognizes my true artistic genius! (Laughs) But seriously, you’re right. Emily, what’s the marketing angle on this? How do we help shift the perception?

Dr. Emily Davis:
It’s about brand building. Whether you're a visual artist or a podcaster, you need to show your audience the value of what you’re creating. That means educating your market. If people see your work as just doodles, it’s because they don’t understand the process behind it. Artists need to highlight their process, their inspiration, and how their work connects with people on an emotional or intellectual level.

Sarah Rivera:
Yeah, it’s not just about slapping a design on a T-shirt and calling it a day!

Carlos Mendoza:
Exactly! And we’re seeing more appreciation for that in today’s market, especially with movements supporting independent creators. People want to connect with the story behind the art. Whether it’s Puerto Rican pride, Taino symbols, or something more abstract, the connection is key.

Sarah Rivera:
Okay, let’s throw another wrench in here—3D printing. This is one of those tech things that people either love or hate. It’s changing the way artists create, but is it 'good' for small creators?

Dr. Emily Davis:
I’m not convinced. Sure, 3D printing opens up new possibilities, but it also comes with its own challenges. Like I said earlier, once you introduce mass production, are you really an artisan anymore? Can a machine-made product still have that “handmade” authenticity that consumers are looking for?

Sarah Rivera:
You know, I once printed a 3D cat statue that didn’t even have a face—it was not the artisanal experience I hoped for!

Carlos Mendoza:
That’s a whole other issue, Sarah! But seriously, 3D printing can be a great tool for artisans. It doesn’t replace craftsmanship—it enhances it. For example, an artist can use 3D printing to create intricate designs that might be impossible to do by hand. It’s a way to bring creativity to life in new forms, but it’s still up to the artist to guide the process.

Sarah Rivera:
So you’re saying that as long as the creative vision is there, it doesn’t matter if it’s made by hand or printed in a machine?

Carlos Mendoza:
Exactly. It’s about how the artist uses the technology, not the technology itself.

Dr. Emily Davis:
I’ll admit, it has potential, but I think there’s still a risk of losing that personal touch. The challenge will be for artisans to find a balance between embracing new tech and keeping the integrity of their craft.

Sarah Rivera:
So, to wrap this up—whether you’re an artist, a podcaster, an author, or even a 3D print master, there’s no easy road in the global market. It’s a crazy world out there! But we’ve learned a lot today about protecting creativity, expanding the idea of what an “artist” is, and balancing tradition with tech.

Dr. Emily Davis:
Absolutely, Sarah. The key is for creators to build strong brands and find their niche in the market. Whether through traditional means or using new technologies like 3D printing, they need to stand out in a world that’s always changing.

Carlos Mendoza:
And I’ll say that there are more opportunities than ever! Small creators have the tools to protect their work and scale their businesses while keeping their authenticity. The global market is competitive, but it’s also full of possibilities.

Sarah Rivera:
Possibilities, challenges, and a little bit of chaos—sounds like the perfect combo! Thank you both for the lively debate, Emily and Carlos. And to our listeners, keep creating, keep innovating, and don’t let anyone print your art on a T-shirt without permission!

[OUTRO MUSIC PLAYS]