ALL
FOR FREE By Brett Bloom |
Giving things away for free has the potential of
being a very radical gesture in a culture that tries to sell every square
inch of existence for whatever it can. Giving things away in a culture
with an all too often base preoccupation with money is usually a means
of luring someone into buying something. This gesture
is an advertisement. Advertisements always want something from us. They
want us to buy this item or use that service. They are never generous.
They never give us anything for the sake of giving. Ad firms never have
to worry about being accused of altruistic behavior - making a sacrifice
with no gain for oneself. No one trusts ads. No one trusts someone trying
to swindle him or her. No one trusts things that are free... until they
are about actually giving. When people realize that you are giving them
something - and just giving them something - they respond in ways that
cut through their expected mistrust and cynicism. The response is all
the more amplified if you are giving them something good.
With Free For All, Temporary Services is giving away over 9,000 items! These items cover an immense range of practices from art making to religious pamphleteering. David Shrigley has contributed hilarious, photocopied booklets originally made for a friend's wedding. Shy Girl has donated hundreds of stickers made by hand that have check-boxes onthem next to which appear several choices (normally used graffiti-style, they are like abstract, public opinion polls). Jews for Jesus has sent multiple copies of a tract they put out co-opting the characters from South Park to push their own agenda (a frightening example of how once radical strategies of resisting conservative agendas have been taken over by groups like this)! Krista Peel made watercolors that fit into tiny medicine capsules allowing you to easily ingest her artwork. Some of the material in FFA was found and reproduced specifically for this exhibition. This includes fliers by an unknown person we like to call the Ancient Order Guy. The fliers are on folded, 8 1/2 x 11, photocopied paper. They warn of vast conspiracies orchestrated by a group identified as the Ancient Order. Complex numerical calculations become proofs of the devious activities this group is responsible for. The originals were found distributed anonymously in free newspaper dispensers throughout the city over a period of many months. There
is one religious tract from the Fellowship Tract League that should
be mentioned. Part of its cover is used for the cover of this booklet.
On the tract's cover in large, bold letters are the words "Absolutely
Free". Underneath them is the following text:
Yet here is the most wonderful and precious gift especially for
you!!
It has already been paid for by someone else. Please read on to find out more. This
tract isn't honestly giving you something for free. It is pushing its
own religious agenda. Its goal is to trick you into accepting its belief
system. The tract functions in a manner that is the direct opposite
of how we want FFA to work. FFA establishes a context for distributing art that the work of many of the artists involved rarely enjoys. It is simply not enough to make multiple copies of artwork and think that this is participating in broader, contemporary culture - the bulk of multiples made by artists today just ape the aesthetics of mass production in an attempt to cash in on the afterglow of a once radical gesture. Most artists' multiples fail to live up to their promise of being relatively cheap to produce in quantity because little to no effort is made to distribute them outside the usual art circles. The work is allowed no opportunity to compete visually or conceptually with other objects in the world. FFA acknowledges and emphasizes the expanded context that this material exists in. This is part of the service that we provide; we seek to ever expand the contexts in which art is understood. The way that things are given out for free plays an important role in how people respond to what they receive. The items in FFA aren't being handed out on the street from one person to another. This method of distribution is often seen, by the person receiving the material, as intrusive. It shuts people off from something that they might actually want. Or put another way, it doesn't allow someone to comfortably make a choice if they want the item or not. This clearly happens on a daily basis in conjunction with those handing out religious tracts or distributing advertising supplements. If these actions are particularly aggressive, then the person who encounters them is all the more likely to avoid them in the future. We are interested in finding ways to present work in a manner that is open to larger numbers of people. We felt that FFA wouldn't make sense in our office space so it has been done in a place where the items are accessible to passersby. Every step has been taken to make people feel included. Getting those who normally don't seek out art to engage our work is an ever-pressing concern. It has been difficult in the past to get large numbers of people from the neighborhood to come into our space. For FFA, Temporary Services was lent an old storefront that we could, appropriately enough, use for free. We are presenting FFA on a Saturday afternoon in order to avoid the exclusive, party atmosphere typical of evening gallery openings in this neighborhood. We are using make-shift methods of distribution and display that are commonly found in flea markets, garage sales and craft shows. These forms are familiar and people feel comfortable approaching them on their own. An atmosphere encouraging peoples' voluntary participation is what we seek to provide. This service is open to anyone. No one is being forced to pay to get in or to have the things we are giving away. Along
with seeking to make art more relevant to larger groups of people, Temporary
Services is committed to non-commercial methods of art production, distribution
and reception at a time when this is becoming increasingly rare. Art
needs to be moved out of "underground" and exclusive positions and to
do that, an enormous amount of re-constructive and outreach work must
be done. There are more ways of structuring relationships with others
than through making and spending money. FFA begins to move art out of
its hiding place into a position where it becomes relevant to the lives
of increasingly more people. Giving the work away in large quantities
is a way of allowing people to live with art and further integrate it
into their lives without having to drop hundreds or thousands of dollars
for this privilege. Ideally, we would like to do this project on a massive
scale drawing thousands of people. Efforts of this magnitude are something
we are developing strategies for and working toward. FFA
asks questions about mass production that get avoided by antique notions
of art production and reception. What does it mean to actually operate
on a larger scale? What happens when art is put into play with other
items made for mass reception? What happens to art when its reception
is out of the control of a rarefied space? What does it mean to actually
take responsibility for your work and use it as a means of communication?
Why can't art be incredibly intelligent, articulate and also highly
accessible? Do people who talk about not wanting to "dumb down art for
the masses" really have anything interesting to say in the first place
or are they protecting a privileged and weak position?
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