by Justin E. H. Smith
Marina Abramović (with the Austrian Decoration for Science and Art she recieved in 2008) at the screening of Marina Abramović: The Artist Is Present during the Vienna International Film Festival 2012, Gartenbaukino. [Image from Wikipedia.]
1.
Marina Abramović is seeking to found an institute that will bear her name, in the Hudson Valley, which was formed by the retreat of the glaciers at the end of the last Ice Age. She has been on a publicity campaign recently to promote the project, including most importantly a crowdfunding campaign on Kickstarter. Please click the link and donate, it ends soon!
On the phone last week (she at a fine hotel in Oslo, I at the Ibis in Bucharest), I asked Abramović about the possible difficulty of carrying over her well-known conception of the performer-audience relation –namely, that in performance art it is precisely this relation that constitutes the work itself, that makes the work happen– into an institution that bears her name, where she is no longer a person standing in one-to-one relations with the members of her audience, but rather, now, a name etched in stone: a person who becomes a building that becomes a monument to the idea of the mere person she once was.
“The institute is not actually related to my work,” she explains. “It's built on experience from my work, and my life.” Abramović hopes that by this distinction the institute will remain centered on experience rather than monumentality. “I like, really, ‘institute' because it's really not ‘foundation'. Most of the artists make foundations, and foundation is something that you actually leave after you die.”
It seems, here, we're getting to the heart of the matter: a foundation is a mausoleum to a person who did something at one time, but of whom the Romans would say, vixit: the perfective form of the past tense of ‘to live', conveying with understatement that by now all the living has been done. Foundations are for artists who can only figure out a way to have lived; Abramović thinks she has found a way to continue to live.
She happily acknowledges that her project is ‘utopian', and that most utopian projects fail. Hers will avoid failure, she thinks, because in giving her own name to the institute she is quickening it with the “symbol of that kind of vitality, that, you know, ego is not standing in front of it, everything is happening in it that's possible, and I'm open to that.”
“But isn't that placing a big bet on your name,” I ask her at this point, “that it will always be associated with vitality?” Abramović is unconcerned. She has a strategy, based in large part on the cultivation of a younger generation of successors. “I… have the very big respect and adoration of young people and the young public,” she explains.
In pursuit of her strategy, Abramović has selected a few young, and not-so-young, megacelebrities who, she hopes, will be able to serve as conduits for her vitality. “I just made a workshop with Lady Gaga,” Abramović tells me, “and at the same time, you know, Lady Gaga has 43 million followers on Facebook. This is a generation of kids from six years old, and these kids now are looking into performance art because Lady Gaga did it, and they are my future followers.” The idea is that after her brush with Abramovic, Gaga is no longer only doing whatever variety of popular entertainment she had being doing before, but rather, now, something more elevated: performance art. Performance art, on this understanding, is stuff famous people do, plus the approval of Marina Abramović.
I personally can think of few things more tedious than to get individually rapped at by Jay-Z, to mention another member of Abramović's retinue, while being expected to make that somber art-appreciation face the whole time. The Black Album is a masterpiece and the artist behind it deserves his place in our cultural canon, but the faces it causes us to make –even if these are the faces of dorky white guys borrowing a bit of phantasmic street cred in the privacy of our own cars and bedrooms– are different from the ones we have learned we are supposed to make at MoMA. This is a social fact, and Abramović's christening can do little to change it.
One danger in Abramović's investment strategy is of course that a grown-up, even a genre-defining performance-artist grown-up, might not be in the best position to predict long-term trends in youth culture. Lady Gaga, for example, might turn out, as I suggested to Abramović, “to be less of a transmitter of the sort of vision of art and creativity that you're hoping than it had seemed earlier on.”
“What do you mean, 'early on'?”
“Well, than it would seem in the present.”
“No, I think she's in a perfect place,” Abramović insists, “because, you know, she came to the museum in MoMA to look at my work, and because she was there all the young kids around her did the same, she left, but the kids stayed, and now they're my public… I have this huge amount of people Googling and asking what is performance art now.”
I'm still not sure I understand by what secret Verwandlung a performing artist becomes a performance artist. This is not the transfiguration of the commonplace, to invoke Arthur Danto's helpful term for ready-mades. This is the diversification of the celebrity portfolio, which only works because the celebrity was already elevated, glimmering, not at all commonplace, prior to receiving the Abramović stamp. Jay-Z is no Campbell's soup can.
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