Smells Like Transpop
Mari Sobolev and Hanno Soans
Hanno Soans:
1) The statement that an artist (critic, security guard, deputy chairwoman of a coalition party, musician or ice-cream man) is popular presumes that he/she has an interest group with a wide resonance in society. There is a requirement(partially independent from his work assignments): to live, to fulfil, or to personify the wishes and dreams which, in the lives of the people who belong to the interest group are not realised. And as if this was not enough he has to make these wishes and dreams visible in the society.
2) If something is popular, one cannot infer anything substantial from this, only quantitative. It has scale, quantity, power and volume; In short, success. In a media society success is an absolute investment that is perpetual. Success produces and guarantees success, working with the tools of the media. The only impact that is definitely needed is the special skill and ability to raise interest.
3. Of course, the starting point an artist and a writer have towards popularity is much better than a politician's or an official responsible for a city's property. And the reasons for this are absolutely objective: the life-style, values and convictions of popular artists can be as different as the view in a kaleidoscope, all worthy of identification for someone. Mark Kalev Kostabi, for instance, represents the dream that seldom becomes true for an artist: financial success. He is the personification of yuppie values, the yuppie life-style and success. On the other hand there is Kurt Cobain—a dirty, uneducated and drug-affected musician up until his death, one whom it is good to identify with when hungover. An artist inevitably has to concentrate on being interesting.
4. Nietzsche regarded his thoughts as rare high mountain air that is suitable for only a selected few. When thinking about the manner of a unrecognised genius represented by this statement, it is evident why identification is easy. Who would not want to think the same way as Nietzche did? And his philosophy is popular today. Nietzsche's philosophy is in a more confined sense an argument, a popular concept and an indication where to point a finger. Original text and personality do not give any credence to it.
5. The works of a popular artist do not have to have a simple syntax, and surely they cannot be senselessly folksy. A first-rate example is artist Andy Warhol: he concentrated on the idea that his works would be fascinating both to the refined art critic and to the everyday housewife. Another example of this type of popular artist can also be Joseph Beuys, creator of some of the most cryptic installations in the second half of the 20th century. He held public speeches, he was Germany's first-class media figure and he established several political parties; one of them, Germany's Green Movement, was at his time a major political power. To raise interest is the only imperative for a popular artist. In this context popularity does not coincide with commercial success. No matter how popular commercial artists are with their buyers there is no substantial value in their art(or anti-value; pop art is not moralistic nor fastidious), and their life-style is nothing to dream about.
Mari Sobolev:
1) The language of pop art is the most universal language of communication because it is derived from the language of mass-culture; respectively, mass-culture emanates from a market economy which is common in most of the world.
2) The basis for pop art language is universal images.
3) The language of pop art, as in every other language, is able to express the whole spectrum of feeling; the form does not determine the matter.
4) Pop art is not based on memory like most of the cultures, but on forgetting.
5) Pop art lives in the present.
6) Pop art is meant for people, even if it does not reach them.
The word "pop" has quite a complicated etymology. Hanno Soans has considered the subject from the point of "being popular," but this is not the only option. In my theses I concentrated on one possible alternative. I imagined the word "pop" before the word "art"— I got the idea from the word "lollipop" which has nothing to do with popularity. A lollipop is one of the symbols of mass-culture, and the language of mass-culture was the basis of my thesis. A lollipop is significant in many ways: it was present in the reputedly first piece of pop art, a Richard Hamilton collage. In addition, charismatic Estonian transpop artist Kiwa initially came out with a happening called "Lollipop Fiction". And finally, a lollipop is one of the first products of mass-culture that a young citizen gets his hands on.
At the same time one cannot deny the aspect of popularity when observing pop art. I have witnessed the birth of the Estonian version of this phenomenon, and thus I might have underestimated vanity as a possible catalyst. But a certain dose of vanity is needed to attract interest, otherwise an artist could not work, but it does not have to be the driving force. To be honest, Warhol and the other guys do not really interest me (I do not have an urge to identify with them, even though it is necessary to be familiar with their work). I am interested in transpop. "Trans" is a prefix that is as multi-dimensional as "pop", and transpop definitely has a transcendental aspect (especially in Tarrvi Laamann's work); trance as a state (Toomas Altnurme); trance as the basis of club-culture (Kiwa); transparent as a slogan, a poster likeness (Sütevaka Andres). These implications, of course, do not apply to one person only, but are in different proportions dispersed into different works of all of these artists.
I would like to emphasise the aspect of transparency from where the prefix "trans" is derived—to pass through something. It can also be called innocence. It seems that everything in art is done already—someone had an idea, but then it turns out that someone else has also had it. Therefore one has to forget the past and start from the present surrounding us. Artists can see through art history; art history has become transparent, it is not visible and is thus unimportant (unpopular). They also see through the ways of society.
Everyone remembered the end of WW II when pop culture first started out; peace was a relief and inspired optimism. The development of science and technology enchanted people; democracy and socialism were blooming. Today it is evident that there will be no global happiness and the best possible perspective for the future is survival. In the 1960s there was no reason for such pessimism, and it was enough to declare the beginning of new phenomena. A hamburger as big as a room or a row of look-alike Monroes is definitely absurd but it is still more of a joke. It suggests that the values of society have changed but does not give a definite judgement. Even a few years ago a discussion about the depiction of youth culture in art, if youth art exists and if something opposes it, concluded that youth is totally without opinion and aloof. Time has shown that this is not wholly true.
The majority of work shown at transpop exhibitions and artists' personal projects expresses a certain conception and is opposed to the prevailing values. The difference with the "father-killers" of the last decade is that these artists do not battle with art that was already created; they do not want to disagree with the principles of their fathers; they do not claim to be doing something new and different: the manifestation is focused on an entirely different canal—not on art but on everything else that is happening around us, to social values in the widest sense, foremost. It is not important what art was like ten years ago. Election results, stock-market deals, legislation, mass- media, religion etc., they are important. It is not primary to be a cult figure in the middle of your own art.
The transpop exhibitions tend to be anonymous mass meetings. Especially because it is not possible to distinguish anyone's personal handwriting at a road exhibition, for instance. One mostly remembers slogans like "Jerk Off, Bourgeois!" or "Fuck $1,000,000" as the names of the artists. Of course there are artists who use themselves in their art. There are many different presumptions about transpop, especially when considering the work of Kiwa (he is involved in many different forms of art and his image is a part of his art), but he is not typical at all. There are many transpop artists who have done one or two excellent works but no-one has heard of them again. This does not make their work less valuable or important.
One can draw a parallel to music: artist-centred, traditional art is like rock music, where the central figure is a flesh and blood star (with his rotting nose, perversion and arms covered with track marks); club music, though, is created by different DJs and no-one can really define the limit of their authorship, no-one remembers their faces under the knitted hats in the same extent as a rock-star. When Jasper Zoova wrote to the internet billboard "Zoova, the King of Universe," his aim was not to establish a cult of personality, but as they say in one song by Manic Street Preacher: "Who's responsible? You fucking are". When Andrus Joonas's subject is "An Artist Kills a Beast" and then uses himself as the artist's image, he does not want to have his photo published on the cover of a glamour magazine, but stresses the enormous role of an artist in the system of collective responsibility for the individual.
A certain responsibility is essential to the work of transpop's stronger representatives. They have a healthy dose of desire to improve the world and yet they are pessimistic towards this noble cause (this information is obtained from observing their art and also from private conversations).
Hanno Soans:
I am interested in popularity and related social mechanisms . In pop art as I understand it, from the sociological viewpoint, visual arts can also find a niche in pop culture. There they can overcome the dismally marginal importance that they currently enjoy. Also--pop art affords an opportunity to amplify art up to a level of anonymity and abstractness, to disengage the artist from his personality and his art. This is important because if it is effective, then there is no need to simplify self-expression and to pander to consumers of culture. Pop art is accompanied by media hype which can override the most subtle and intricate artistic message. In countries with sophisticated pop cultures, it is the media which has the role of being the advocate of pop and communicating with the consumers of culture. At least in an illusory sense, the centre of pop art is always the cult figure.