When the 2008 Great Recession destroyed advertising revenue for all of publishing and limited the cash that architects had for PR and photographers, the established way of promoting architects and architecture was brutally compromised. That same moment saw the instant availability of smartphones, with insanely good cameras, huge memory, and soon 5G transmission. Those technological revolutions turned graphic duffers into artists. Anyone can now photo, video, and narrate any perception anywhere, instantly, free – and share universally. The cliché of saying that the internet “everything changed” is true in how the world sees architecture.
This one-two punch of fiscal devastation and technological revolution has realized a New Practice; the Self-Promoting Architect, independent of the Machine of Defining Cool in architecture.