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I'd argue creativity isn't to (and can not) impress large audiences, even though successful pieces have also been creative. The creative parts themselves are due to the ego, and the widely successful parts are from learning what past creatives did right.
When I compose for example, I sometimes may want to impress the requirements of the job, if that's making money or satisfying the writer's vision that's relatable to many people viewing. But on the other hand, I always feel a necessity to be creative and clever ie. to have my own voice. This often unprofitable necessity arises from what it means to compose. Composing means = being the composer yourself. To express your identity, directly or indirectly.
When I compose for example, I sometimes may want to impress the requirements of the job, if that's making money or satisfying the writer's vision that's relatable to many people viewing. But on the other hand, I always feel a necessity to be creative and clever ie. to have my own voice. This often unprofitable necessity arises from what it means to compose. Composing means = being the composer yourself. To express your identity, directly or indirectly.