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Italy during the Renaissance was a society that was obsessed with display and spectacle. Life in the towns and cities of the time were structured around an apparently endless round of civic and religious ceremonies and festivals. The courts of the rulers were also renowned for lavish spectacles. <ref>Celenza, Christopher and Kenneth Gouvens, Editors. <i>[https://www.amazon.com/gp/product/9004149074/ref=as_li_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=9004149074&linkCode=as2&tag=dailyh0c-20&linkId=e30a1e7a250f2433267f6270d8640f11 Humanism and Creativity in the Renaissance]</i> (Longmans, Leiden 2006),pp. 295–326</ref>  The New Elites such as the De Medici used spectacles and display to assert themselves in society and to demonstrate their wealth. Wealthy members of the urban elite and the aristocracy were always keen to demonstrate their status. This need to publicize and affirm one’s status led to the patronage of great artists and writers to provide displays and exhibit the wealth and power of the elite. This need for others recognition was vital in the Renaissance and it led to the lavish patronage of the period. This led to a great deal of competition to patronize the best artists and writers. For example, the Sforza paid De Vinci a huge sum to work for them in Milan. The need for display and ostentation benefitted humanists, artists, and writers as it allowed them to receive more commissions and it also encouraged them to be more creative and daring to produce works that would get the attention for their patrons.<ref>Celenza, p. 296</ref>