The Bruce High Quality Foundation - Con Artists
In our age, identity has become something of an obsession. Andy Warhol predicted the perennial pursuit of one’s “15 minutes of fame”, and celebrity status represents the ultimate destination of success. The art world has been far from exempt from this trend: the persona of a well-known artist is often as carefully crafted as his artwork. The cult of personality can reap considerable profits, as the latest record-breaking artworks of Klimt, Picasso, and Pollock will attest to. The elusive nature of creative genius garners a level of worship that makes today’s museum as sacred a place as yesterday’s cathedral.
One of the most exciting tendencies of art is its ability to constantly upend itself. Styles are meant to be challenged, theories debunked, rules broken. In the end, the role of art is to make us see things differently, and just when we think we have done, shake up our world again.
Just as we read about the latest most expensive painting being sold, or the hottest young art star hitting the scene, a quiet countermovement is taking place. The cult of personality is making way for the quest for anonymity. Art collectives shun what they see as outdated values such as egoism, fame, and recognition. Avoiding limiting designations such as roles or credits, collectives bring the focus back to the work itself, art for art’s sake.
“The most radical gesture of art is its own existence,” is a key line in The Bruce High Quality Foundation’s (BHQF) artist’s statement. This young art collective, based in Brooklyn, NY, has successfully maintained a studio and “career” based on the spirit of collaboration. Although they have never cited any of their individual names in the press and until now, have not even really shown their faces, their philosophy is not necessarily about “obfuscating shit”, or strategically dodging identification. Their vibe is more about the “liberating qualities of fiction”, the principle that “facts” do not necessarily lead to the “truth”. BHQF’s avoidance of pin-down-able “facts” creates interesting challenges such as not qualifying for an official Wikipedia entry (Wikipedia requires “facts” that can be verified twice in publications), or often being “misrepresented” in the press.
But these aspects are all part of the fun. Perhaps it is not surprising that this (loosely defined) collective of young gentlemen are often characterized by a form of highbrow hijinks: playful references (e.g., superimposing “Bruce’s” face on famous artworks), wacky interventions (e.g., staging a “protest” at the Art Basel art fair in Miami), and mass open events (e.g., producing their own interpretation of “Cats on Broadway”). The work often resembles a form of fratboy pranks dreamed up by art school intellectuals.
But perhaps the most fascinating aspect of collectives is their will to exist and persist. According to “the Bruces”, their most commonly asked question is how long “the experiment” will last. Political projects could probably take a cue from the Bruces’ formula of success, which involves a combination of fluidity, openness, and genuine camaraderie. Until now, it’s been working and there doesn’t seem to be any end in sight. (jn)
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