Jennifer Lyn Morone has turned herself into a corporation and collection of marketable goods and services. Everything she is biologically and intellectually, everything she does, learns or creates has the potential to be turned into profits. Jennifer Lyn Morone™ Inc is a graduation project in Design Interactions but as Jennifer underlines, this is not a speculative project.
JLM Inc is a new business established to determine the value of an individual. The corporation derives value from three sources and legally protects and bestows rights upon the total output of Jennifer Lyn Morone:
1. Past experiences and present capabilities. These are offered as biological, physical and mental services such as genes, labour, creativity, blood, sweat and tears.
JLM Inc is not only an audacious long term performance, it is also an thought-provoking exploration into personal data exploitation by corporations and governments. The projects is an extreme form of capitalism which might ironically enable an individual to regain some ownership of and power over their own data. Jennifer Lyn Morone Inc is obviously a very personal venture but the designer is also beta testing on herself an app, the Database of ME or DOME, that will ensure that your identity and data can be collected and stored for you and only you.
A few questions (amongst the dozens i wanted to ask) to Jennifer:
Hi Jennifer! I obviously laughed when i read the sentence 'This is not a Speculative Project' in the gallery. So you really managed to become an Incorporated Person? How did you do that? Is this a standard, banal process?
It's nice to know that the sign worked as it was intended. I feel that there's a limit to the impact that speculative work can have as it can't be directly compared to a current reality. This was my way of addressing the audience just to make it clear that the project is real and actively negotiating several problems that we are faced with today and that need to be addressed.
So, yes, I really have become an Incorporated Person. The process has not been standard or banal at all but that's probably because I am not in business school setting up a business to sell something. Rather, I was on a critical design course reappropriating capitalist and corporate strategy to make being a person a business.
In November 2013 I starting looking into the details to incorporate, which seemed deceptively simple: choose the business name; decide what kind legal entity you want your business to be (I became a C-corporation); figure out where to incorporate (I did it in Delaware); find a registered agent; fill out some forms; and then pay. All of this, however, required a significant amount of research for me to even understand what the legal and financial implications of my decisions would be. For example: what being a C-corp versus an S-corp entails, how valuation of companies works, what are the benefits to incorporating in Delaware compared to other States, how shares work and how the price per share is determined (which I find completely illogical).
I used the research, combined it with my intention and fused it into a business plan where I had to define what my mission is, what I stand for, and what my vision is and how I plan to achieve these by being the business (person) I will be. Repurposing the corporate mentality even further required me to stop thinking like an individual about what I want and need but what other people want and what can I offer to meet their needs. This helped me to determine my services.
What I found interesting is that it is quite common for people to incorporate before they even know what they want to do. They can do this because, in Delaware where the majority of major corporations are located, all you need to state in the articles is that "The purpose of the corporation is to engage in any lawful activity for which corporations may be organized under the General Corporation Law of Delaware". This is also the common way of describing what the company will do so as not to limit the ways in which it can make money.
Now that I have incorporated myself, I have legally created another person with my name in the eyes of the law. In the USA my corporate self now has not only the same but even more rights and benefits than I do as an individual. My corporate self takes on any responsibility and I am not liable for its actions or debt, only my initial investments. This is why we see companies able to go bankrupt, get bailouts or get away with ruthlessness without anyone being charged or responsible for what happens.
As the founder of my corporation I turn over my skills, capital, possessions and intellectual property to it and these become its assets and increase its value. My identity (name, appearance and IP addresses) become the brand and are trademarked; my mental abilities (knowledge) as processes and strategies; my physical abilities as equipment; my biological functions as products, my data is the corporations property and the shares are my potential. These all become assets that I can now capitalise on. My debt is turned into the corporations liability, which actually increases the company's value if it were to be sold.
By issuing shares I can raise capital, based purely on my potential success. In exchange the shareholder has partial ownership of my corporation. I wanted to do this to expose that shares in no way reflect the true value of a company, only its perceived value based on popularity and that stock markets are pure gambling.
As the founder I can set the price of the shares extremely low, the usual amount advised in 10,000,000 shares at $0.001 or $0.0001 per share, I opted for the latter. After that I applied for a tax number (EIN), which takes about an hour to receive. Then you have to set up a bank account after which you can buy your shares, usually at least a third of the shares, and reserve about 10-15% for stock equity to pay for any services needed. Then you look at what the corporation's assets are, what's your inventory, and include the work that has gone in so far and put a number to it. A valuation has to be done to then determine what the new price per share will be and this can be done by someone who is an experienced investor or a venture capitalist, but they basically just take that number that you have got and multiply it by 10 and then divide that by the number of shares.
How do you put value on things such as Education RCA and Live and work in Germany? And why is living and working in Germany proportionally more valuable than living and working in France?
Those prices actually have no reflection of how valuable the experiences have been. What the numbers represent are of what my life has cost so far divided up into periods of time based and how much I either earned or what was paid for me to live and learn. These become my base values, the initial investment, on top of which I can begin adding the intangible (knowledge, personality, skills which are very hard to put a price on) I gained from these experiences and tangible assets (possessions/inventory, both internally - i.e. blood and externally - i.e. computer) that I acquired or continually produce. This gives me a starting point to know what my production costs are so I can determine an honest price for my services.
The cost of my education, how much I received after my father passed and how much I earned in France and Germany (to answer your question: France was significantly less since I worked for an ex-partner and didn't receive a salary but also didn't pay rent) I knew already. What I didn't know and never thought to ask before was how much I cost my parents, purely financially, from conception to the age of 18. I asked my mother and she came back to me with this number with inflation figured in. I've since set aside shares for her.
It is an interesting perspective to now have. Often we think about what we don't have or aren't receiving. By calculating how much money has gone into my existence as input I then took a look at what my output has been, what I've actually done with that, and I wasn't terribly impressed. In capitalism individuals are meant to consume as much input as possible, while corporations can't survive unless their output is both useful and greater than their input, which needs to be relevant and not wasteful of time or money.
Could you explain us the purpose of the DOME app? How does it insure that your own information remains your property?
The philosopher John Locke stated that a person's natural and inalienable rights are "life, liberty, and property": that "everyone is entitled to live once they are created", that "everyone is entitled to do anything they want to so long as it doesn't conflict with the first right" and that "everyone is entitled to own all they create or gain so long as it doesn't conflict with the first two rights". Today, I believe that the data a person creates should be considered their property: it has a monetary value in the economic system that our lives are structured around. So I see data as a resource that people create and that is currently being exploited.
Governments were created to protect people and their rights but as we are living in a time of crony capitalism, where economic success is dependent on close relationships between business people and government officials, I think it will be a long time before any policy or solutions will be established. Instead what we are seeing are efforts made to better track and monitor our actions to get a clearer picture of how to better target our consumptive behaviour. This is what I consider data slavery.
Right now, as a hyper-connected network society, each person creates a trail of data that is being used and profited on mostly for advertising purposes. People are now referred to as consumers and statistics and government and Industry pay substantial sums for our information.
So as a form of protest and in an effort to revolt against this, I am using subversive tactics to reclaim what I feel should be a person's rights by incorporating my identity and creating DOME (Database of Me) as a way to take ownership and control of my property. Now that I am a corporation any data that I create that is linked to my name, IP address and appearance is copyrighted or trademarked and therefore subject to litigation if used without my permission...think of how Getty gets the rights to images and if you use it without their permission or having paid you get a fine. So any photo I take, any email I write, any call, text, web search, cctv footage of me that is stored on someone else's, company's or government's sever does not have the right to be there or to be used, sold, leased or traded.
DOME's function, in its simplest form, is an app that acts as a firewall between you and other servers. You use all of the same services, apps and interfaces you do today but you also have your own server and the app operates quietly in the background of any device you use, making two copies of the data you transmit. One hard copy goes to your database, the other is encrypted and goes to its intended destination but can't be used beyond that. In DOME's complete form it is a customisable app that still does what the simpler form does but with its own applications so that a person can communicate, share photos, socialise, navigate, search for information, and record external sensors such as biosignals. So people would need to have their own server or a data locker on a shared server and download the app on their computers and phones.
For the purpose of this project all of my personal data collected with DOME is being displayed on the tracking page. This is to show and make a clear distinction that there are real lives behind the data, which is something that I think is critically missed in this data discussion. Right now there is only a portion of my information compared to what will eventually be there. It will being streamed in real-time to mimic how the NSA, GCHQ, Google, and others view our information now and it is public because I want to draw attention to how exposed we currently are.
I am also using it to measure my "operations" to monitor and track productivity and efficiency in the same way that corporations normally do. Spy software and keyloggers are becoming very commonplace mostly used by companies on their employees, jealous partners to their loved ones and parents to their children.
Currently, I am the first and only beta tester. I am using myself as the case study to capture as much data about myself as possible, store it all in one place to see how much a person can actually generate, and then correlate it to see which combinations are valuable.
Given the growing market for information if people have ownership and control of their data they should be the ones compensated for it, not other companies. So beyond any success with DOME I have the intention to build a Platform, or try to work with others who are heading in this direction as well, as a cooperative Data Broker. People would use DOME and have an overview of their information as a data portfolio from which they could choose, if they want, to send as packaged data sets to the Platform as an investment for a known purpose. The Platform would then combine different people's information, as this increases the value of the data, and then sell it to the approved markets. Those that contribute their information would then get a return on their investment. This is not necessarily the best solution, it is only a fairer alternative to the system that is in place now.
Do you think that an individual has more to lose or more to gain from this extension of capitalism to their own person? Because on the one hand, they regain some power. On the other hand, the idea seems a bit perverse.
What I am doing is quite outside the realm of ordinary behaviour but we are made to behave in what I consider quite a perverse way because of the economic system in place. Which I am in awe of as it is not really what I would have expected after millennia of evolution.
But here we are and it is obvious that Capitalism works best for Capitalists. So, I am experimenting, with myself as the subject, to push the limits to the extreme to provoke change. The way in which I am doing it is merely reflecting how things are and where they seem to be heading. Systems and governments have been adjusted and overthrown before, the problem with this one is that it works too well for the ones running it but not well enough for the rest...and the disparity is growing wider.
Theoretically, I think a person would have more to gain as a corporation as long as capitalism is in place. In practice you might have to ask me that in a year, five or even 10 years time. People change, adapt, and continue to learn throughout their lives which is much more sustainable and scalable than the way companies operate. Together we are very diverse and alone unique because of the experiences we go through which create our most valuable asset, our individual perspectives. We all have assets and potential, but for many only a small percentage is even used and rarely for one's own benefit. If my friends and family became corporations I know exactly who I would use and for what and I know who I would invest in, not only because of what they can do but because of who they are.
If people were to write a business plan like I did they would most likely benefit in some way and definitely gain a greater perspective. But unless they take on the legal and financial implications like I have they won't truly change the way they live and how they engage with others. Technically speaking, all becoming a corporation really comes down to is looking at what you do and what you want to do and applying the same terminology, strategy and framework that corporations use to make money. I think that there will always be perversion as long we need to gain or earn money, or some form of currency, to meet our basic needs.
Could you describe to us the kind of services you are offering for free or those you are offering in exchange of money?
It really depends on who is asking and what they are asking for and is also affected by supply and demand. My services are categorised under mental, physical or biological, under which are combinations of features such as problem solving, compassion, strength, coordination, heat, and bodily functions. So when I offer something for free it's because I produce it anyway and have no use for it myself and there is no demand, so it's waste. If there starts to be a demand then it's no longer waste but a byproduct which I can sell. If there's something that is going to require depleting a resource, which would be measured by time, money and energy spent, in order to do it; such as consoling a friend and trying to help him through his problems for a few hours, then it will either be an exchange or invoiced. For example if this friend who often asks to meet to talk about his relationship problems is also there for me when I need consoling or help then it's an exchange. But if he is never there for me when I need it, then I would send him an invoice.
Another example compared to how we are used to working now would be if a firm or company wants me for some mental services, say creativity and knowledge, then it would be similar to acquiring a consultant, but I would calculate my price based on what the knowledge cost to produce (education and experience) and calculate in my overhead costs, what I lost in time and energy against what I may have gained in value such as enjoyment or if I learned something new. If I there was value I gained I would deduct that from the price.
Oh! i just saw you're offering free urine! Is it ironic or would the urine be of any use to the buyer?
It's both! There's irony in the whole project, I've just dealt with it very pragmatically. We are bound to our bodies, some ways it's an extension of our mind, in other ways it operates without us even having to think about it, in either case you are in it for as long as you live, or as long as it keeps up. It is 100% yours but there are external factors such as laws and taboos that condition you to use your bodies and the valuable things they do in very specific and deemed acceptable ways. Companies on the other hand don't work this way. As I described above in how a waste might turn into a profitable byproduct, it depends on supply and demand.
So if you look at the body as equipment with quite mechanical operations, it produces things like urine systematically. As I am just starting I don't have any customers. So I am copying how businesses give free promotions to attract potential buyers. In my research I came across people that were looking to buy urine for drug tests. There is also the potential to sell to labs of companies that are developing bio-fuel cells to power phones. Who knows who else might want it.
As there's a pretty steady supply, which can be increased to an extent, if there started to be a demand that was more than I could supply then I could increase the price. If the demand is equal to the supply then I would price it based on what I saw people would pay and keep it competitive to bottled synthetic urine, yes there is such a thing. I could also increase my profit margin by only drinking tap water.
So, there's irony on several levels: to illustrate the exploitative aspect of capitalism on resources and what this looks like at the extreme level of and by the individual; the ways in which we are conditioned to use our bodies and what we are 'allowed' to do with them; and the fact that you can potentially sell anything as long as there's a willing buyer.
There is also another level of sincerity, in that the more manual your work is the less you are paid. When times are really tough, women in particular have had to resort to selling their bodies for money, with sex, pulling teeth, hair. I saw many people online looking to sell their kidney to help a friend in financial need. I also went to start a clinical drug trial and found that there are many healthy and educated young people who are now doing this for additional income. In face of an increasingly specialised workforce and automation of manual jobs people have to be resourceful and will have to look at what they have and what they can offer to live from.
Do you have a marketing plan that will ensure that people are eager to get those services and that you will make a profit rapidly?
I do have a marketing strategy as it was part of the business plan. My initial customers or users of my services will be everyone I engage with and know now. For example, if you wanted to interview me after the launch you would have to go through my website, check my calendar and block my time with the type service you want. You can then check my progress with the tracking page to make sure I'm doing what you asked of me. It would probably be an exchange as you are promoting me and helping me reach a wider audience, which would increase the value of me as a company and therefore effect my share price, creating profit for the shareholders.
My website will be monetised on the use and tracking page with banner ads to click on displaying things I own and want to sell, services I'm promoting and other people's services. That will be similar to the way Google AdSense works with affiliate marketing but instead of products and companies it will be with people I know are looking for work or have just done something that's available to the public, such as an exhibition or a book.
I plan to create some revenue also from endorsements to promote events I might attend, clothes I might wear, restaurants I might eat at and products I might use. This is to reflect how celebrities and athletes are used to influence the public and how product placement only happens when it has been paid to be seen. However, as normal people, we actually buy things and become walking billboards if logos or the brand's identity are obvious.
Finally, there is the profitable but time consuming endeavor of pursuing intellectual property infringements. The profit of this will depend on whether my lawyer will charge me fees or if he will take a percentage from cases won.
In the video you present yourself dressed as a businessman. Why not highlight the fact that you're a woman?
This project takes its stance in criticism to the capitalist system of which I can not think of a more iconic image than the man's business suit. When you see a man in a business suit you know his job is to make money. I wanted to highlight that I am reappropriating the Capitalist's role and strategy by embodying this uniform. There is a very schizophrenic nature to this project and through it I must play many different roles and not all of them will fit. The clips in the back are used to represent this and indicate that I am making this role fit me and not the other way around.
I think that it is still obvious in the video that I am a woman. If I had accentuated this fact by dressing up in a female business outfit or a sexy dress then I still would still be playing a role. Actually, over the course of this project so far the fact that I am a woman has already come in the way a few times and with people I considered friends. One wanted to help with contextualising the philosophical nature of the project. Our communications became muddy because he developed feelings, which was uncomfortable to say the least. Then he became greedy after speaking with people about the project and aggressively stated that he deserved a large proportion of shares. And finally, he was dishonest about how he used money I gave him to set up the my server. The second set-back, which was directly because I am a woman, was with a friend that I pitched to as a potential investor, since he's squandering lots of money to build a spaceship so he can go to the moon in a few years. At first he was very interested, up until the point that he realised I was not going to sleep with him.
It looks to me like the project has just begun and you are going to learn and experience a lot in the coming months. Or will JML Inc disappear beyond the graduation show?
Yes, this project has just begun and there is so much work still to be done before launching. Over the summer I will be at Innovation RCA's launchpad where I will have a business mentor and work more on the marketing plan. I will also be holding a crowdfunding campaign for DOME and will soon do a friends and family round of shareholders for JLM Inc.
I am looking forward to many aspects of the project such as exposing the loopholes that big corporations use to their benefit and challenging norms that we are conditioned to. I have already learned many things and gained a greater understanding of our economic system, which brings a clarity to why our society and culture are as they are.
This project has the potential to go on indefinitely as I am using my life as the subject. And just as life goes, it's hard to say what the outcome will be.
Film: director- Ilona Gaynor
Now that I'm back from a series of trips, i might finally be able to catch up on the many conferences, festivals and exhibitions i've attended over the past few weeks. Starting with Piratbyrån and Friends, an exhibition at Furtherfield that presents screenings, installations and artworks by founding and more recent members of Piratbyrån (The Bureau for Piracy), keen to tell the story of the group on their own terms.
Piratbyrån was created in 2003 to support the free sharing of information, culture, and question intellectual property. In clear contrast with the 'values' of Antipiratbyrån, Hollywood's lobby group in Sweden. Until i saw this exhibition, i didn't realize how much contemporary culture owes to the trailblazing thinking and acting of Piratbyrån. Piratbyran is often reduced to file-sharing and The Pirate Bay. In reality, the group looked more broadly at the potential of copying in technical, artistic and philosophical contexts. As Geraldine Juarez wrote me "I don't know how whisteblowing would work today without someone knowing that you can copy files in a USB and send it to journalists. Leaking is fundamentaly file-sharing. Leaking an album or secret documents go through the same process of *copying*. And as the exhibition efficiently demonstrates, Piratbyrån is also about more egalitarian models of networked culture, about collaboration, about not being an artist but using art as a strategy to spread values.
In 2007 - after having kickstarted the Swedish debate over file-sharing, which by the time had become a major issue in the previous years national election and after having created The Pirate Bay as a side-project that became the world largest file-sharing system - the people from Piratbyrån had grown tired of the file-sharing debate and its endless repetitions of for-or-against, legal-or-illegal, payment-or-gratis. At the last day of April in a Walpurgis fire on the top of the highest mountain in Stockholm the masked members burned the remaining copies of a book on file-sharing they had published some years earlier and declared the debate dead. The video documentation of this ritual, set to the soundtrack of KLF's What Time is Love, found its way to the Indian Raqs Media Collective group who was just about to curate the next Manifesta biennial in Bolzano, Italy.
Piratbyrån closed in 2009 and the Furtherfield show tells the story of this group of friends through videos, a timeline, archive material and newly commissioned work by artists Geraldine Juarez and Evan Roth.
Quick and partial walk-though:
Appropriated police riot shields:
The seven open wireless routers of Evan Roth's Kopimi Totem are arranged in the iconic Kopimi pyramid. Visitors can connect to each of the routers and download archival media (text, images, video, etc) from the 10 year history of the Piratbyrån organization. Visitors can also upload their own files, thus contributing to the harmony of the data life cycle of copy (yin) and paste (yang).
From the dotcom bubble to the Embassy of Piracy at the Venice Biennale. Magnus Eriksson showed us snippets from the Piratbyrån archives.
Exhibition trailer: Piracy as Friendship @Furtherfield
More photos at Furtherfield and Paul Ros.
Pau Waelder has recently published at Merkske $8,793 Worth of [Art], a collection of 159 real and false certificates of authenticity, culled from S[edition], an online platform that sells limited edition artworks in digital format. All Waelder had to do was a small 'hack'. He copied the preview certificates of all artworks being sold in the "curated" section of Sedition. At the time the preview of the certificates displayed his name as owner and a fake edition number, just as if I had bought them. He then added to these certificates real certificates from artworks he bought on the platform. That was it.
The title refers to the amount that would have been paid if all of the works had been bought as the certificates apparently attest.
Waelder is not an artist, he is an independent art critic, curator and a researcher in new media art. And judging from what i read in his essays, he is someone who certainly has a few interesting comments to make on notions of ownership and authenticity in the digital era, networked pieces sold and exhibited in gallery environment and "traditional" art sold and exhibited online, new ways of selling art online, "Damien Hirst for six quid", etc. Someone to follow on twitter and elsewhere. And someone to interview...
Hi Pau! You're an art critic and curator so i'm tempted to think that $8,793 Worth of [Art] functions also as a piece of art criticism. What motivated the publication of $8,793 Worth of [Art]?
To be honest, I didn't know if it was worth publishing. I am working on my doctoral research on art, new media and the art market and Sedition is one of my case studies. I've followed this platform with great interest since it was launched on November 2011 because I consider that its business model could be a viable way for selling new media art. I've also bought some artworks (or editions) in order to experience what it meant to collect these pieces and be able to experience them on my computer, smartphone or tablet. So far, I've learned that I really don't look at the artworks very often, so probably I should have a screen connected to the Internet and hung on a wall at home to really enjoy these works as I do with other artworks I own. Another thing that struck me from the beginning was that the only document asserting my ownership of these "digital editions" was an equally digital certificate of authenticity, which is in fact a JPEG that pops up in my profile page.
One day, as I was browsing Sedition's website to have an idea of the average price of the artworks, I noticed that on the page of each artwork there was a preview of the certificate of authenticity that I would get if I bought the piece. This preview looked exactly the same as the certificates of the artworks I owned, including the artist's signature and an edition number. So I started taking screenshots of the preview certificates of all the artworks and kept them in a folder. My intention was (and is) to use this information in my thesis. It was later on that I thought it would be interesting to put together the real and false certificates in the form of a book, which would be an artist's book if I were an artist. Since I'm not, I didn't know what to do with it until I contacted Merkske and they decided to publish it. We present it as a limited edition for a low price that is incremented as more copies are sold in order to (playfully) follow the rules of the art market.
In an article you wrote for artnodes, you mention Olia Lialina's exhibition Miniatures from the Heroic Period, in which she offered for sale 5 works of net art, by Alexei Shulgin, Heath Bunting, JODI, Vuk Ćosić and herself. That happened in 1998. How much has changed since 1998? And why do you think now is a better time to sell art on the internet?
I'd say that one of the changes has taken place in Olia Lialina herself: if you read, for instance, her texts from 1998 (cheap.art), 2007 (Flat against the wall) and 2013 (Opening speech at Offline Art: new2 at XPO gallery), you will see an evolution on her point of view about the delicate question "does it make sense and is it possible to show net art in an art gallery?" As she admits, her answer has changed "from a definite No to Maybe, to Yes, but and finally, to Yes." I don't criticize her change of mind, in fact I welcome it as the result of observing this situation for more than a decade. I agree with her in the fact that the web is now a mass medium. The naïeveté that impregnated our perception of this medium is long gone, and therefore it may be argued that a gallery environment is valid for a networked piece since it is placed in a space that invites a more focused observation and finally does not extract the piece from its original context, since the Internet is everywhere now.
Lialina's remarks are part of a wider context in which many artists have developed innovative ways of selling art online, or making a net art piece salable in the context of a gallery. For instance, Carlo Zanni has been researching on this subject for more than a decade and has created artworks such as Altarboy (a net art piece sold as a server-sculpture in 2003) or My Country is a Living Room (an online generative poem made in 2011 which can be seen on pay-per-view). Mark Napier created The Waiting Room in 2002, an online piece that was sold at bitforms gallery and requires collectors to share the same online space. Rafaël Rozendaal is known for selling his websites under his own Art Website Sales Contract, which he also shares with other artists. And lately Aram Bartholl is developing interesting ways of taking online art to the gallery as in the group show OFFLINE ART: new2, which he curated in 2013 at the XPO gallery in Paris. These are just some examples, but they illustrate the fact that many people have been thinking about selling net art since the late 1990s.
In a parallel direction, many other people have been working on selling "traditional" art (paintings, sculptures, drawings and so on) online. Probably the most notable example is Saatchi Online (now Saatchi Art), an online platform where artists can set up a profile and sell their work. It was launched in 2006 and quickly attracted around 70,000 artists who sold their work without paying commissions to Saatchi. It was estimated that the sales amounted to around $130,000,000 in 2007. In 2010, the website was redesigned and now took a 30% commission on each sale. Around a year later, several new platforms where created, such as VIP Art Fair (now Artspace), Artsy, Paddle 8 or Sedition. Maybe the news around Saatchi's website making so much profit spurred these other initiatives, or maybe as Olia Lialina says we've reached a moment in which most people in the art world understand the medium. In any case, it must be pointed out that most of these platforms are not particularly interested in selling new media art, they sell the same artworks that you may find in an art gallery or an art fair, but now they do it online.
At the time of its launch, enthusiastic journalists repeatedly wrote that sedition was 'revolutionizing the art market'. But i've been wondering whether sedition truly offers something new to the art market - in general and on the internet- or whether it isn't just replicating 'traditional' models of selling artworks, except that everything takes place online. What is you opinion on this?
Sometimes, when I read news on the mainstream media about art and technology I have the impression that the journalist has been hibernating for the last ten years. Obviously, there are many journalists who are quite aware of what is going on, but at the same time it seems that everything was invented yesterday, everything has to be new and revolutionary, as if it were a newly released product from the computer industry. So it is not surprising that Sedition was described in that way. Certainly their model is interesting, but not that new, since other people had been working in this direction. I remember, for instance, Carlo Zanni telling me some years ago that it didn't make sense to sell a video in a very limited edition at a high price when you could sell it at a more popular price in an edition of several hundred (or thousand). But Sedition has turned these ideas into a working platform and it has done so with good funding and connections in the art world. Certainly, if Sedition hadn't launched selling "Damien Hirst for six quid" it wouldn't have attracted the attention of the media, and the model would not seem so revolutionary, since it is in fact quite unprecedented to "own a Damien Hirst" (with a signed certificate of authenticity) for that price. From the point of view of someone who is familiar with net art and new media art in general, it makes no sense to pay any amount for a JPEG of a painting by Damien Hirst. I guess this is true for many people who like Hirst, too. In my opinion, Sedition is interesting when it sells a work by Ryoji Ikeda, Rafaël Rozendaal or Casey Reas, which must be experienced on a screen or a projection anyway. Of course, it is not the original work, which usually results from a continuous calculation process or is interactive. What you get is a video, but for the price you pay it is obvious that you can't ask for more, so in a way it is similar to buying a lithograph.
Sedition replicates traditional models and it has to do so, because the art market is based on those models. It needs scarcity (limited editions), control over the artworks (a closed system for accessing the files) and certificates of authenticity. Otherwise, it wouldn't be taken seriously. The problem is therefore not so much with Sedition itself but with the contradiction between how the art market works and what it means to sell, buy and own digital files.
When asked about piracy, the founders of sedition answered: "The videos cannot be streamed to someone who doesn't own them. As for the still works, they are digitally watermarked and have their owner's name on them." So what is the meaning of the certificate of authenticity and more generally of the notion of ownership in a digital context?
I have the impression that Sedition is learning by doing, which is the natural thing to do when you explore a new business model. Initially, the videos on the website didn't have watermarks, but they were added when they realized they could be copied. The previews of the certificates of authenticity have been changed after I did most of the screenshots, now they don't display the real signature of the artist nor the edition number. In any case, it is always possible to copy a digital file, and therefore the only way to prove one's ownership is the certificate of authenticity. Most artists and dealers selling art in a digital format will mention the certificate of authenticity when asked what happens if the collector or anyone else makes a copy of the files. When you access an art website by Rafaël Rozendaal, your browser is loading a copy of the file stored in the server, but the artwork belongs to the person mentioned in the source code. I'd say that ownership of a digital file is mainly about having unrestricted access to it (just as it happens when we buy an ebook or an music album in mp3 format) and some document or database record indicating that you've paid for it and therefore have the right to access the file, download it, copy it, and so on.
When I interviewed Rory Blain, director of Sedition, at the UNPAINTED art fair in Munich in January, I told him that ownership in Sedition seemed like a fiction to me. He admitted that owning a digital artifact is a "slightly bizarre idea", but more interestingly he pointed out that what gives collectors a greater reassurance was the possibility to sell their editions in the Trade section, which is Sedition's secondary market. In the Trade section you actually make money, because the edition you bought has necessarily risen its value: for instance, an artwork by Ryoji Ikeda that was sold for £5 now costs around £70. So it seems that ownership means being able to sell the digital artwork and make a profit.
Obviously i'm happy that sedition offers new ways for young artists to earn a living. however, in every interview i've read about the platform, the founders and journalists insist on the fact that sedition offers a democratization of the art world and that people who would normally not be able to afford a Tracy Emin can finally do so. This reminded me of an interview in which Takashi Murakami explained that he was selling dolls and little objects of his most famous characters Kaikai and Kiki so that everyone can have pieces of the Murakami art experience. But ultimately, i've been wondering how different is a limited edition of a digital work on sedition different from the limited edition of a t-shirt or mug with a Hirst skull or other objects sold in museum shops. is this something you'd like to comment on?
The first article I wrote about Sedition was titled "art for the Long Tail", since what Sedition is doing is addressing the "Long Tail" (as Chris Anderson would put it) of art lovers who are eager to buy a Tracey Emin but can't afford it. Following Anderson, it seems that there is a lot of money to be made in selling products for smaller amounts to a large number of customers, particularly if no storage or shipping costs are involved. So it could be a profitable market niche, but then the art market is not like other markets. Digital works on Sedition are not so different from a limited edition of a T-shirt, and in fact the prices are quite similar. This can be a problem if you apply the traditional notion of the artwork as something unique and very limited, which cannot possibly be sold in a museum shop. Murakami states that he sells his merchandise because, to him, there is no difference between "high" and "low" art, that this separation does not exist in Japanese culture. If you apply this idea, then it is not a problem that a digital edition is something like a t-shirt or a mug, because it doesn't replace the original artwork, it just refers to it or derives from it. Then maybe what you must consider is how much of the "Murakami experience" you get, if it is worth your money or not.
Has sedition reacted in any way to your work?
The only reaction I know of is the following tweet: "Yes, we saw this. Clever appropriation art. Like to see how much will sell" (April 30th). It's interesting that they are concerned (or interested) about the sales of the book, while obviously this project is not about profit (100 copies at £2-3.5 each is not really money). Anyway, I don't expect them to "react": this project is not against Sedition but rather intends to sparkle a conversation about how will the art market adapt to the digital environment: will there really be a "revolution" or a "democratization"? Or will everything just stay the same, the same galleries selling the same art on a website?
You can get the book at Merkske, a publisher of original artworks in book form as limited editions of 100, each numbered and signed by the artist. They have a very small but perfectly curated catalogue.
Mishka Henner has a solo show at the Carroll/Fletcher gallery right now. How come i never paid more attention to his work so far? Just like Edward Burtynsky, he looks at how industries shape landscapes. Like Trevor Paglen and Omer Fast, he is interested in (overt and covert) sites that the U.S. military deploys outside of its own borders. Just like Michael Wolf and Jon Rafman, he is a photographer using google mapping instruments instead of a camera. Yet, comparing his work to the one of some of the artists i admire the most is pointless. Henner is his own man slash artist. He uses contemporary technology to give a new twist on artistic appropriation and redefines the role of the photographer, the meaning of the photography medium and the representation of the landscape. Without ever using a photo camera.
The Black Diamond exhibition brings together four series of work, based on the collection and mediation of publicly available information sourced through the internet. Henner explains: 'I'm exploiting loopholes in the vast archives of data, imagery and information that are now accessible to us, connecting the dots to reveal things that surround us but which we rarely see or don't want to see.'
Feedlots are cattle-feeding operations used in factory farming to 'finish off' livestock. Almost all the beef consumed in the United States will have been finished on a feedlot where up to 100,000 steers at a time spend the last months of their lives gaining up to 4 pounds a day on a diet of corn, protein supplements, and antibiotics. Everything on these farms is calculated to maximise meat yield; from the mixture in cattle's feed to the size of run-off channels carrying the animal's waste into giant toxic lagoons.
In certain parts of the USA, natural features have long been supplanted by man-made marks and structures reflecting the complex infrastructural logic of oil exploration, extraction and distribution. The result is stunning. The prints look fake, painted over and heavily retouched. The exhibition essay compares the images to the work of abstract expressionists.
Fifty-One US Military Outposts presents overt and covert military outposts used by the United States in 51 countries across the world. Once again, the sites were gathered and located using data which exists in the public domain, including official US military and veterans' websites, news articles, and both leaked and official government documents and reports.
"The internet is full of loopholes and leaks," the artist said. "I remember one day Hilary Clinton had categorically stated: 'we have no US military presence in Honduras.' However, the next day I was on Panoramio and was looking around pictures from Honduras - sure enough there was a photograph of a native Honduran worker with his arm around a sergeant major from the US cavalry regiment. The Honduran had even written to all his mates talking about how happy was to have got a job on this US military base. So the internet is full of these really simple leaks that completely contradict statements made by very powerful organisations."
The prints are displayed on plinths filling the rear gallery space, allowing visitors to walk around and watch the images from above, as if we were satellites. Or drones.
The walls of the space downstairs are covered with Henner's ongoing Scam Baiters series. Scam baiters are internet vigilantes who pose as a potential victims in order to waste scammer's time and potentially expose their identity,. They respond to their email, pretend to go along with the scammer's demands in exchange for time-consuming requests supposed to ensure that the money transaction will be successful. Henner is showing cardboard signs that various scammers were asked to make as a result of email conversations, negotiation of fraudulent documents and bogus websites. One case involved an almost four-month long correspondence between Henner's associate, 'Condo Rice' and a trio of scammers spread across Libya and the United Arab Emirates. In one of his final message, the scam baiter asks the scammer for proof of identity. He asks for a photo containing a U.S. flag held on a stick, a sign with SKAMMERZ ISHU, and 'to be absolutely certain this is a genuine photograph", the scammer has to wear an Obama mask.
Sound recordings of the scammers singing popular songs permeate the space.
Henner is currently shortlisted for Consumption, the Fifth Prix Pictet Award. The exhibition of finalists will be on display at the Victoria and Albert Museum, London in May 2014, where Henner will show a selection of works from his "Oil Fields" and "Feedlots" series.
In the early 1920s, painter and photographer László Moholy-Nagy started creating artworks through instructions he gave over the phone:
In 1922 I ordered by telephone from a sign factory five paintings in porcelain enamel. I had the factory's color chart before me and I sketched my paintings on graph paper. At the other end of the telephone the factory supervisor had the same kind of paper, divided into squares. He took down the dictated shapes in the correct position. (It was like playing chess by correspondence.) One of the pictures was delivered in three different sizes, so that I could study the subtle differences in the color relations caused by the enlargement and reduction. (via)
With this series of paintings, Moholy-Nagy presents the artist as a producer of ideas rather than objects.
Jamie Allen and Bernhard Garnicnig were inspired by Moholy-Nagy's telephone pictures. They are using the internet this time but also the gaps in communications that happen via electronic media. The title of the work itself is the result of a misunderstanding: Austrian artist Bernhard mis-hearing of the name Moholy-Nagy when it was pronounced with a Canadian accent by Jamie in a noisy pub in Northern England.
That's how Moholy-Nagy became My Holy Nacho. In this work in progress, a single object is traveling to manufacturers and workshops to have various physical fabrication 'processes' applied to it via online services. Each process is chosen, in secret and in turn, by the collaborating artists, Jamie Allen and Bernhard Garnicnig. After 10 processes, the final sculptural object -- whatever it turns out to look like -- will be exhibited, alongside the documentation of process and dialog with manufacturers and shipment companies.
The piece reveals the materiality of networks and the power of information infrastructures to enact physical change.
What exactly is it that happens when you click the 'submit' button on a browser? Will a factory worker be set to action in distant land? Will a power outage be caused in a small town near a datacenter? Will the global economies be affected? Will it make someone smile? Will a long-lost friend come and visit? There is so much power in the action of a 'click', to move people, money, mountains, art.
For MHN, a single object was sent to different manufacturers and workshops to have various 'processes' applied to it. Each process is chosen, in secret and in turn, by Jamie Allen and Bernhard Garnicnig. What is the object like now? And what did it look like at the beginning of the project? Did you chose that original object at least?
No one involved with initiating the project has much idea what the object is like right now, actually. What we think we need to know, but do not know and can not know, is one of the things we are learning about as we work on My Holy Nacho. The title, in fact comes from a moment of cracked communication between us, when we were tired, shiftless and in a noisy pub in the UK. I was attempting to say something smart about famed Bauhaus professor Moholy-Nagy, in mumbled north american English, to Bernhard. So Bernhard's misheard citation created this weird, divine mexican corn snack -- a stand in for all the things we think we know, but don't, in language, collaboration, fabrication and exhibition.
Anyway, the beginning of the project involved the selection of three objects by each artist, and the actual starting point was chosen by the project administrator, so neither Bernhard nor I know what the precise starting point was. In this aspect the work shows our love for Moholy-Nagy's telephone paintings, where he called in instructions to a sign fabricator of how to make one of his works. The starting point is more the entire framework and network of digitally-available, material-industrial, process available at the click of a mouse.
It's a work you developed almost completely in the dark and had no control over, right? So how can you say you collaborated on it once the idea of how the work would evolve was established? it could have been Jamie working with a random person met on the street or Bernhard with a random cat met on the same street?
There are inherent contradiction in trying to control any process. The more noise there is, in a sense, the more predictable something is: It will always be noise. And processes you think you have complete control over are always the ones that bite back hardest, generating more "WTF" moments and leaving people wondering how someone could not have understood something the way they do. So the process -- this kind of ping-pong of process selection that we have embarked on -- is in one sense highly specific, and in another sense entirely outside of our control.
Actual collaboration is in many ways impossible. Collaboration is more about the love of misunderstanding and the impossibility of knowing than most people think. It's not about feedback, but pushing each others ideas and intuitions forward, developing unique things together. Imagine two people cooking together, for example, discussing each condiment and about whether now is a good moment to stir -- that's not really how it works. Someone nudges ideas and materials this way or that, and then someone else comes along and nudges it some other way. That's just how bodies, brains and time work. So the "artwork" or object in My Holy Nacho is not what's being collaborated on, but there are ideas and processes set in motion, suggesting a whole bunch of gaps innate to (particularly digital) collaborations: The gap between actuality and language, the gap between idea and implementation, and the gap between people in collaboration. The work is "about" those gaps as much as anything else. And yes, we could each have collaborated with a random person on the street, but there seems to be something about our (Bernhard and I's) ways of communicating that lend themselves to productive misunderstandings.
The top entry of http://myholynacho.tumblr.com/ is legible but i don't understand a word of what comes below it. what are these texts? How were they generated?
We've been trying to develop ways of communicating a piece that essentially all process, without disclosing any information about the object or the processes. So one of the things you'll see on the project website is a realtime feed of messages sent between the administrator and the contractors, automatically garbled by a trivial word replacement algorithm that keeps us (amongst others) from understanding what's actually going on. There are also images that we come across in our research and other links, all designed to abstractly represent the potential transformations that an object can undergo via online order form, but without disclosing anything about what might be happening to the object, or what it might look like *right now*. We occasionally ask our administrator for a screenshot (appropriately sensored) of the building that the physical piece might find itself in, just to pique curiosity and emphasize where (not what) fabrication is taking place.
How did the manufacturers and workshops react to the instructions you sent? Did you document the exchange of messages?
All of the contact and coordination correspondence and ordering "paperwork" (it's all electronic) are part of the project. The whole archive (consisting of emails between the project administrator and industrial manufacturers and each of the artists communication with the administrator) will be included in exhibitions that take place once ten processes have been completed.
Our administrator reports that even though you would think that a project like this would generate questions and commentary from the people doing the various steps, that actually they're quite happy to participate, and interpret what must seem like a rather strange request however they see fit -- as long as they are paid as normal for these services. The details of how different people react is unknown to both of us, and they will see the documentation of these interactions at the opening of the upcoming exhibition, along with everyone else.
If i remember well, an 'administrator' was following the whole process and he/she was the only person who knew what was going on, is that correct? Was his/her role only one of control and management or did it go beyond that?
At the beginning of the project it became obvious that we'd need someone to move the project along, and keep anyone involved from knowing anything about the object or prior processes. We couldn't necessarily entrust the various manufacturers with shipping the object to the next stage, so our administrator is taking care of that. Beyond that the assistant also selected the initial object from the object each one of the artists proposed.
The role of the project administrator became essential rather early on, is to ensure that neither one of us is aware of the processes of the other, and that the processes are completed, the object shipped to the next location.
The project 'uses the gaps in communications via electronic media to create an artwork.' What characterize the gaps in communications via electronic media? How different are they from other gaps in communication?
The gaps we are looking at are inherent to an increasingly common, and particularly Internetty workflow. The process of the todays artistic practices of creating and exhibiting work globally involves a lot more email, digital document creating and coordination than people like to admit. So, as well as artistic reception occurring mostly online these days (trolling for images of artworks and exhibition photos on tumblr), works are also themselves also created at-a-distance: involving 'ordering', production processes, tools for fabrication. So the artistic medium actually looks more and more like an abstract software specification, where in some ways the artistic 'practice' is specification and coordination itself.
And, as mentioned this retains always a double-bind: Asking someone to perform what might seem highly specific actions (e.g.: coat this object with chrome) actually highlights the many, many potentials for ambiguity that exist. In a culture of technical documents, the assumptions and interpretations required become greater, not less, in many instances. My Holy Nacho tries to exacerbate the situation, maximizing and highlighting these "uhm what the fuck?" and "oh, you did it like THAT..." moments.
Artists like Takashi Murakami and Damien Hirst are famous for not painting or sculpting themselves, they have staff who do that following their instructions. Did you have in mind to do something similar, only pushed to the extreme?
These kinds of investor-artists were not really what we were thinking about at the outset, but of course when you highlight gaps between idea and realisation, you're also pointing out the people that exist at either end. Some person specifies, and some other person makes, according to specification. This is a power relation, as much as it is a kind and often generous relation of intense trust, endearment and mutual admiration. The artists you mention are notable partially because they frustrate certain romantic notions of the artist-as-artisan, but they are more of an effect of an industrialised potential than they are the cause of any particular creative or artistic impulse. There are very few things you cannot get made or done if you have the resources to pay for it. Without all the layers of standardization, specification and abstraction that industrial (and now digital and algorithmic) culture has allowed, phenomena like Murakami and Hirst could not exist. The kind of art they make is somewhat about this historical, and developmental, contingency, despite most people thinking its still about sculpture or objects or something. This is something My Holy Nacho shares with their work, I suppose.
But we are not trying to make the point that "artists should make their own work" by hand, or whatever, but that the perceived abstractions allowed for via the online culture make this action at a distance something we take for granted.
The agreed upon rules for the piece stipulate that the processes must be available via "online order." This sometimes devolves to coordinating via email, but the initial research and information about each process always takes place through web and online research. Otherwise the selection is completely up to us, individually, and something that gets even more meaning through its arbitrariness.
As we're not aware of the process that came before, we suppose that the processes will get ever-more ridiculous and hard to interpret. Amongst other things (the object will likely get larger in size, for example) the physical piece itself will gain a kind of troublesome complexity, there may be issues with chemical decomposition or temperature and structural integrity... as well as the more fundamental problems of someone we've ordered a process from understanding why any of this would be going on in the first place. On this point it should be said that oftentimes the manufacturers choose us, as we have compiled a much longer list of potential processes we want to have applied, but receive no replies from people who think the whole thing is a scam or something. But once they agree to it, the work seems to get done without too many questions, oddly enough.
Anything coming up for MHN?
In a few months, the finalised object will be shipped right to the gallery -- just in time for a vernissage, so we can involve the deliveryperson somewhat -- where we will stage an "unboxing" (inspired by this fantastically strange phenomenon of online unboxing videos people make after something gets delivered).
Right now the process, as a whole, is more or less at its middle stage and we're discussing different possible places for this unboxing ceremony to place in the Autumn of 2014. There's a main project site at http://myholynacho.net, and you can track progress and activity on the project tumblr at http://myholynacho.tumblr.com.
Thanks Jamie and Bernhard!
The new episode of #A.I.L - artists in laboratories, the weekly radio programme about art and science i present on Resonance104.4fm, London's favourite radio art station, is aired tomorrow Wednesday afternoon at 4pm.
My guest will be artist and 'videosmith' Sam Meech whose work explores the role of analogue technologies in a digital landscape, and the potential to fuse the two in production, projection and performance.
I discovered Sam's work in Liverpool a few weeks ago, it was part of Time & Motion: Redefining Working Life, an exhibition at FACT that explores how the working day has evolved from the industrial revolution to the digital age. Sam Meech has hung over the gallery a banner which translates into a knitting design the working hours patterns of people active in the 'creative industry' and they are, as you suspect, radically (depressingly??) different from the traditional 8 hour shift.
Sam is also a co-director of Re-Dock - a not-for-profit arts organisation, developing projects that explore ways in which communities relate to digital media, ideas and public space.