https://www.instagram.com/reel/C0Qe8vMOGHH/
Sooo.... I agree with this on a fundamental level. The role of the artist is to express him or herself using their craft to the best of their ability.
But whether or not you make money at art is entirely predicated on whether or not other people like what you're doing, so I think the caveat to what Rick Rubin is saying here is simply that artists need to be really honest with themselves about whether or not their work is ever going to be interesting to anyone other than themselves. If not, then it's a hobby. If so, then maybe it can be a living.
Alternatively, if your goal supersedes the "art" itself -- for example, if you're an organization with an educational mission using creative media to attract audiences -- you need to work really hard to find the balance between your goals and the art.
The only thing that legitimately works well, in my experience, is first brainstorming ideas that audiences are likely to love and which you have good reasons to believe will speak to a large group of people, and then pair that idea with a creator who is personally passionate about it and let them do their thing.