I want to use the example of Jay-Z’s performance at Pace Chelsea last week as a case study for something more encompassing, without getting into all the details since it was meant as a location for a music video shoot and not as an art work. (At least, I’m hoping) So just as a recap: Jay-Z performed “Picasso Baby” from his new album “Magna Carta…Holy Grail” for six hours to a packed and rotating crowd of art world insiders, celebrities and fans last Wednesday.
A celebrity’s presence in our space, instead of the media version we tend to see them as confirms our own existence. At the same time, it complicates that existence. We are seen by those we have saw but here unto unseen by. I see (consume one’s image) therefore I am, but when I am seen, what am I? It is mindfuck of Turrell like proportions, as we lose our sense of up and down, left and right. We choke on our own vomit, we are paralyzed. In exchange, or maybe as a symbiotic response, we return them to a mediated image from our cellphone capture. Shrinking them to a 2.5” x 3.5” format, moving at a mere 16fps, they are more manageable as a digital apparition. With Jay-Z rapping in our face – a desire of many to be that close to a living legend, to be acknowledged by He who hath created the current state of Hip Hop – we are quickly overwhelmed, and thus respond with our cell phone’s sad idea of video to return to a sense of normality. It helps us relate to his intangible nature. It is in this way that we treat the celebrity both as a solar eclipse and a stripper at a gentlemen’s club. At at least one point during “Picasso Baby”, a tight circle forms around Jay-Z. We see his professional camera crew which is typically meant to be invisible. They are anything but in the many cell shots taken, reminding us that this is a planned operation, to be dissected and re-edited later. However, their visibility being an anomaly, suggests a future that is somewhat less imminent than the rapidity of the cell phone.
The shifting of time is the next big thing here, as the immediacy of cell video to internet upload has a tendency to further define the Present. This is congruent with the very sense of the 21st century that the Future is a finite entity, that one day, and one day soon, we will run out of Future. The speed of life itself is steadily increasing thanks to the plethora of communication technologies available, more immediate global awareness and the loss of physical frontiers and the tightening of borders. Every summer blockbuster movie (EVERY) of the last ten years has dealt with some sort of social horror of apocalyptic proportions or post human mutants, all of which signal a cataclysmic shift in life as we know it. THE END IS NEAR has returned to our minds (though it has rarely left us) with a vengeance and we are responding by trying to do as much as we can as fast as we can. And that means celebrities having completely proven themselves in one field must try other, usually related fields. (We will exclude Terminator X’s Ostrich Farm for this reason of “related”) For Jay-Z to stage a music video shoot as a performance in an art gallery is not a huge stretch, yet it is breaking new ground from the stand pint of those who were quick to critique it as art. Increasingly, there comes the Nike spirit of “Just Do It”, though oftentimes of DIY immediacy. (thats the cell phones, not a fully planned Jay -Z event). Complicating matters is the six hour duration of the performance. Somewhere in the preface of the “Performance Artist Handbook”, Jay must have read that 6 hours is the minimum duration of a performance work. At the same time, a music video shoot is an all day affair or more, and most galleries are open for about 6 hours in a day. BUT, looking at it through my single minded viewpoint, a 4 minute song performed repeatedly for 6 hours, starts to mess with our perception of time, by looping it, putting us in a casual Groundhog’s Day Lite scenario (if only Bill Murray was in the audience!) where we can start to see the future and we lose our sense of the past, ever so slightly, for as long as an audience member may choose to stay. We can clock time in 4 min. increments instead of seconds. And every moment sounds the same (looks different, but in a bare white walled gallery, not too much different). Stuck within a seemingly never ending 4 minute sequence, we have found a loophole in time, thus gaining an extra 5 hours and 56 minutes of life. What to do with this extra time? Upload crappy video from our cells to the internet and listen to the dumbest song of the summer seems to be the only option. Sounds like we’ve just entered purgatory.
I’d like to thank “A Private View: American Paintings from the Manoogian Collection” by Yale University Art Gallery and the Detroit Institute of the Arts for providing me with a surface to write on while preparing this text, as well as the ACTUAL audience members of Jay – Z’s performance for showing me in their YouTube video uploads that despite his admirably true giving to his audience, I didn’t miss anything.