Using theorists Adorno and Walter Benjamin, this thesis examines how capitalism affects independent artists who are voicing meaningful concerns and are not given the same recognition as commercially oriented artists. The issue is that capitalism uses popular art to distract the masses from social conflict or from anything that generates deeper thought. Art, being the application of creative human skill and imagination for the purpose of expression is the most essential form of communication in post-modernist American society. The art influence in the media can be used to market musicians, advertise a product or even sell a particular lifestyle. The thought to take into consideration is the following; At a certain point, there comes a time when utilizing these tools such as marketing and product placement, under capitalism, erase the authenticity of art.

Production The production is a business plan showcasing how Gems of New York aims to showcase independent artists. The video is an example of an independent artist Gems of New York supports.