For almost as long as I can remember, I’ve been enamored with artists who operate with authenticity and create work that I consider to be remarkable. It started early on for me with the likes of Fugazi, the beat poets and Jean-Michel Basquiat. During the pre- and early-Internet days it seemed like there was no shortage of musicians, writers and visual artists who were creating work of staggering genius. It took a great deal of effort on my part to discover, but that effort was worth it to me because the work was remarkable.

Since then, the Internet has taken hold. And due to the creative paradigm shift spurred by the web, I’ve found it difficult to discover post-Internet artists of the same authentic and remarkable caliber. While the benefits of the connected world (democratization of media, the enabling of real-time publishing, etc.) are regularly touted, I feel these same benefits are also the fundamental detriment of the world wide web.

The signal-to-noise ratio is completely inverted. There is too much collective and regressive output. Everything is instant and temporary. Meme culture and SEO and pay-per-click and the incessant self-promotion that comes along with the premise of social media is drowning out the amazing art I’m sure is out there. Somewhere. Beneath the din.

I am not alone in this view. Writer JD Bentley feels the same and is taking action. He writes in his fantastic essay, Our Secret Handshake is Not an Algorithm:

Medi­oc­rity reigns supreme, the noise exceeds the sig­nal, the best are drown out by the loud­est because being loud is much eas­ier than being remark­able. While sites of the past felt like secret clubs which demanded a secret hand­shake (that human con­nec­tion), today’s sites are often mass-produced mar­ket­ing non­sense, their secret hand­shakes being noth­ing more than an effort­less algo­rith­mic assump­tion on Google’s servers. It is this with which I’m fed up.

Quite a statement. And Bentley is walking the walk. He’s pulled his site from search engines, removed all social sharing features and is relying solely on reader referrals to grow his audience base. This emphasis on quality vs. quantity allows him to completely focus on his mission: Making remarkable art.

As someone who’s intimately involved at the intersection of mission-based messaging and new media, this approach is so refreshing. I’ve written about digital authenticity in the past. It’s something I’m borderline-obsessed with. I’m constantly thinking about ways to honestly, innovatively and authentically connect with audiences. It always boils down to the mission. Everything is driven by the mission. Aspire to be true with your message, not loud.

I’m excited to see a writer like JD Bentley take this step and I hope more artists and mission-driven organizations follow suit.