We need tastemakers

When I first started getting into sword-and-sorcery fiction, the internet was a fledgling, creaky, place. Charming, but impractical. Think bare-bones HTML websites and USENET and bulletin boards. Interesting, but not much help in finding what you were looking for, save by happy accident. Encyclopedias still had a place in this world. 

So, I read the introductions of books, written by real people.

I found L. Sprague de Camp’s Swords & Sorcery (Pyramid, 1963) and read the stories of Clark Ashton Smith, C.L. Moore and Henry Kuttner. I sought them out, and in so doing found authors like Poul Anderson and Jack Vance.

Lin Carter, champion S&S enthusiast.

The best of these early tastemakers was probably Lin Carter, whose glowing and enthusiastic (and occasionally erudite) introductions to the Ballantine Adult Fantasy series led me down many a merry chase. Carter (June 9, 1930 – February 7, 1988) was long deceased, but was posthumously leading me toward many other fine authors like Lord Dunsany and E.R. Eddison and William Morris.

As the internet began to bloom I found the likes of Steve Tompkins at The Cimmerian and articles by Howard Andrew Jones at Flashing Swords and Black Gate. I read about authors like Harold Lamb and Karl Edward Wagner in their essays and sought them out. 

In hindsight I was lucky. I was steered by people who knew what they were talking about. 

In recent years I’ve been steered toward new finds by the likes of Morgan Holmes and G.W. Thomas and Deuce Richardson. Today I try to do that here and carry on the tradition. I am always very pleased when I read comments like this one, which I just got on a recent post about Darryl Schweitzer’s We Are All Legends. 

I love hanging around this blog, for several reason but especially for a post like this. I had never heard of Schweitzer or seen his works in the wild until now. Seeing a "new author" to me is always exciting. Immediately ordered from Schweitzer's Ebay store.

We need people we know and trust and respect to give good recommendations. 

One person who understands this better than most is marketing guru Seth Godin, who I can’t recommend enough for works like The Purple Cow (look, I’m playing tastemaker!). Godin views tastemakers and curators as leaders who define culture by selecting and combining experiences for a specific audience, helping to build trust and navigate an overwhelming flood of content. In his view, tastemakers and curators stand in contrast to algorithms and mass platforms, which tend to promote a race to the bottom by simply surfacing what is popular. 

I love this. Algorithms push us toward an average and mean, and who wants to be average, or mean (as in, not nice)? 

Curation and tastemaking is a place where editors of S&S publications can step up. Set the direction. Show some taste. Differentiate yourself from AI slop. Give me the names of authors and artists whose work has moved you, and tell me why. You might convince me to give them a try.

I don’t want ChatGPT or Instagram algorithms steering me dully, without thought, toward whomever and wherever their programming tells me to go. Which is probably toward cat videos and thirst traps.

Give me odd, weird, and sympatico people.

We need tastemakers.

Who are yours?