The masters, are they still important?

[Iniobong Uto-Uko]

I just uploaded a video on Rembrandt; this triggers a question. When you sit down to create a panting, drawings or print ad, do you find yourself looking at what other artist are doing currently or picking up a art history text book and discovering an element from one of the master which you can add to your work.

I feel I need to consistently look back to the masters and discover how they approached their work.