Within the conditions of digital technologies of production, reproduction and distribution, we are all busy working away at our creations, leaving no cultural space for others to look and contemplate. Here we come back to our guiding question: if we are all compelled to be artists, what happens to the figure of the artist understood as something other than simply the producer of content? Indeed, what happens to art as a zone of cultural activity that is not simply subsumable to the endless machinations of creative production and reproduction?