Jeff Koons (1955- ) the kitsch products of consumer culture are elevated to the spectacle of high art .Using factory production method’s ..car manufacture standards are applied to the production of elitist commodity art pieces for consumption by private collectors and internationally recognised museums . Koons develops a concept.. selects the object… ..decides on the scale and materials , colour schemes, sprayed or painted and oversees the projects , he is the project manager . He also manages the” idea” of the artist Jeff Koons , the Brand ..the public relations media logo , just like the corporate world he emulates, the carefully constructed rhetoric indorses the mystique of the object …. think Gucci , high end, blue chip , lear jets . His work reflects the soulless shallow kitsch concerns of a consumer culture , its empty because its supposed to be , it mirrors the vacuum within post industrial capitalist society. There is no “false consciousness” to awaken from, because the work champions the consumer culture that he appropriates from, is celebrated and endorsed … a glittering , cosmetic ,charming void. Koon’s operates in the conceptual space that has been” cleared” for him by post modern art critics who’s preoccupations with what an artist should be and how art should be produced and which subject matter should be addressed. He is the embodiment of the twenty-first century western artist an objective detached conductor , the offspring of Warhol and Duchamp , and they “art critics” hate him for it ! Art critics deconstructed the narrative of the artist and developed a set of criteria with which to validate their ideas of what art could or should be . By closely adhering to the guidelines of a disinterested agent and staying within the conceptual model of thinking , selecting , production and marketing Koon’s has managed to achieve international recognition he is a very astute creative businessman who followed the instructions on what NOT to do . There’s no preaching or passion no strife or struggle its all surface, a beautiful ,comfortable, slick excessive luxury …made in heaven …
question of the .. what and who and how art should be produced .the WHAT , what constitutes art anyway ? where do the boundaries lie ? how far can the envelope be pushed ? should art produced not reference the products of everyday culture ?
the WHO , who makes art , should it be a skill based activity , should artists “make” art with their hands . alternatively a “hands off” approach may be employed where the artist manager makes creative conceptual decisions , designates and delegates to a group of technicians or staff who produce the art product ..a creative director , a manager of labour
the How . should art reflect the economic industrial corporate world in which we live in the west ? the means of production of an art piece should reflect the means and methods of an industrial consumer culture and its economic middle class of managerial business practices . the art product is produced to the highest standards , precision, high-tech , quality control , exclusive materials .consistency