Slow Art

Berlin.  Or Ber-lin, as I’ve heard the locals pronounce it.  The name conjures so many thoughts and emotions; the most notably oppression, fear, communism, and The Berlin Wall.  However, over the years Berlin has become known as a hub of art and culture, attracting film makers, artists, musicians, and designers to name a few.  Out of the darkness that has surrounded Berlin for decades comes a glimmer of light and inspiration.  These creative types are attracted to the low cost of living, the strong support for the arts from the government, and the wealth of diversity that makes up the city. 

According to the New York Times, The Fifth Berlin Biennial for Contemporary Art, which runs April through June 15, has started a new movement in the way they want people to experience art.  The event is divided into “Day,” where visual displays are seen throughout the city, and “Night,” which encompasses performances, concerts, and other events that take place generally during the evening. Normally there is a lot of hype surrounding new exhibits, showings, and festivals.  Especially when there are more well known artists or a work of art that has garnered some attention.  “When Things Cast No Shadow,” is different in a sense that it wants the focus to be about the art and “not the shadow, the hype, surrounding it.” 

Now I’m not quite sure that I buy into the whole “no hype” idea.  Without a general buzz about the biennial, how do they plan on getting interested patrons not involved in the colorful world of art to attend?  What I think they are really getting at is that they don’t want people to clamor around higher profile works of art and simply regurgitate comments and opinions they hear from art elitists.  Elena Filipovic and Adam Szymczyk, the curators of the show, want each individual to form their own idea and opinion without outside interference.  Hard to do if you actually want people to show up.  There needs to be something out there to create awareness and build a sense of trust that this isn’t some dog and pony show.

In a way I like this idea but I also feel that it’s counterintuitive.  Let’s face it; no matter how evil you think marketing is, it does serve a purpose.  A friend of mine the other day made a comment on this very topic.  He was talking about how well known Andy Warhol’s Campbell’s Soup Cans are and what exactly made them one of his more famous works of art.  The answer is marketing, plain and simple.  Warhol was able to create a brand for himself that gave him recognition world-wide.  This isn’t to say that his work is any better than the next artist, just more accessible.  The more contact the public has with an artist and their work, the better chance they have becoming well known and successful. 

Artists need a way to draw attention to their collection to get people interested.  Word of mouth is the best marketing tool an artist can utilize, because it’s free and effective.  At an event such as The Fifth Berlin Biennial for Contemporary Art, their best friend is the press (newspapers, reporters, bloggers to some extent).  What they should aim to do is get a general description of the event and profiles of some of the bigger artists.  Reporters could provide a snapshot of what can be expected without going into detail about any one particular work of art.  By informing without structuring an opinion, the press can invite people to come see for themselves and allow them a blank canvas in which to form their own idea. 

These gatherings generally have a website with more information about the overall event, artists, and artwork that will be featured.  An interesting dimension that could be added would be a place for people to enter their thoughts and opinions on what they saw at the biennial.  An open forum would be too messy; however, if they could allow people to comment on specific artists or creations and have these linked to the particular artist, it could foster all types of dialogue.  This method also allows for a sense of anonymity, letting people feel free to say what they feel.