I’ve just learned of some troubling news. It involves art, Bravo, and Sarah Jessica Parker. Apparently her production company is producing a show similar to Project Runway and Top Chef called “The Untitled Art Project” that is going to be for “artists trying to make it big.” What of what will the tagline be this time? “Make me believe that this works”? “You are America’s next Biennale representative”?
Let me begin to explain all the reasons this is a terrible idea. First of all, for full disclosure, I am a huge Project Runway fan, I won’t deny it. I am hooked. I will shamelessly watch 8 hour marathons when I have more important things to do. I’ve only watched Top Chef once but it doesn’t seem that bad. From what I have gathered, this show intends to be a PR, but for contemporary artists working in “painting, sculpture, installation, video, photography, [and/or] mixed-media.” I imagine there will be immunity challenges, stiff competition to create the next great Koons, and the personality clashes, oh the personalities! The most glaring difference (of many) between art and fashion/cooking is that these industries works on a basis that mirrors the contrived challenges of PR and TC. There is always a client and always a clientele. I fear this show will merely emphasize the idea that artists are making products for sale, setting up a consumerist and capitalistic art culture that will inevitably devalue it (as it has recently with the free-falling prices and the Rose Museum scandal). Furthermore, this will reinforce all the negative stereotypes of artists. I know this is easy to say, but I’m talking about both the superficial stereotypes of effeminate metrosexuals and queers as well as show them as power-hungry attention seekers who will inevitably sign up for this show. Which is really the problem in the first place, those who are signing up for an audition (I don’t want to know) are the artists who think that they just need their big break and everything will go all nice and dandy for them for the rest of their career. These shows proffer this image of creatives that are trying to circumvent the entire system of hard work, dedication, and responsibility for a shot at instant stardom. They will probably all get shows as a result of this and then quickly fade into obscurity right about the time season 2 rolls around. (For a great look into the lives of former PR stars, have a read of this: http://nymag.com/news/features/35538/ )
There was a show similar to this in the UK a couple years ago on Channel 4 called “Picture This” (http://picturethis.channel4.com/). It was the same setup: challenges, judges, a show and a book deal at the end of it. The work was miserable and they chose the girl with no talent. I really cant get over how utterly depressing it was watching that show. I cant imagine Bravo’s new venture being any less unwatchable. Art is at its basest a personal venture, an intimate relationship between an artist and an object, an object and a viewer. To turn art into a competition where you are judged on an arbitrary rubric at every stage, is unfair to all those artists out there who work for months and years on projects, giving themselves to pieces without any notion of its worth or value. They do it because they love it, because this is what invigorates them, not because they could get their big break and become an overnight sensation. If you want the publicity, go rob a bank. This show will give the viewers exactly what they want to see: their own preconceived notions of artists, like that stupid movie Art School Confidential. Except I fear that people may actually watch this show. In my honest opinion, this could wreck art was we know it and for a generation or more down the road, it will be known only as a stupid game to be won and lost. Auf Wiedersehen.





