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General Idea Editions
30 Aug 2003 – 12 Oct 2003
General Idea. FILE Megazine (vol. 5, no. 4, 1983) 1983. "Special General Idea Issue – Mondo Cane Kama Sutra Dog Eat Dog Eat Dog." Offset periodical, 26 pp. plus cover, Day-Glo colour reproductions: 355 x 280 mm. Edition of 3000. Published by Art Official Inc., Toronto. Photo: Peter MacCallum.
"This is the story of General Idea and the story of what we wanted. We wanted to be famous, glamorous and rich. . . We knew that if we were famous and glamorous we could say we were artists and we would be. We did and we are. We are famous, glamorous artists."Operating under assumed names as the corporate entity General Idea, AA Bronson, Felix Partz and Jorge Zontal perfected the inhabitation of commercial formats such as the beauty pageant (Miss General Idea), the fanzine (FILE) and the museum shop (Yen Boutique). General Idea called its parasitical tactics "the Image Virus." By 1975, the media-savvy trio had made themselves the centre of their own mock-media empire, based in Toronto. "Every image is a self-image," they said. "Every image is a mirror." This retrospective of G.I.s internationally esteemed production includes posters, balloons, wallpapers, cocktail accessories and other countercultural souvenirs that retrace the spread of the Image Virus. MSVU Art Gallery is the sole Atlantic Canadian venue on the North American tour of this long-awaited exhibition.
(Out of stock)
MSVU Art Gallery is the proud co-publisher of the catalogue raisonné General Idea Editions, which was prepared with support from the Canada Council for the Arts, the Department of Canadian Heritage Museums Assistance Program, the Ontario Arts Council, and the Andy Warhol Foundation. The beautifully illustrated, 325-page book can be purchased at Venus Envy, Barrington Street, as well as the art gallery, for the duration of the exhibition. The $35.00 price is well below the cost of production.
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