When Nikolas Bentel known as round to artwork sellers to ask if he might purchase and destroy a bit value tens of 1000’s of dollars, most of them stated no.

Bentel, a New York-based artist, examines social points and their relationships with objects, and is a part of the New Museum’s artwork and design incubator known as New Inc. He’s at present elevating cash to purchase a bit by pop artist Robert Rauschenberg that’s value $10,000. He plans to right away destroy it—by protecting it in promoting.

He’s promoting advert area on the piece for $92.59 an inch. When the area is all bought, he’ll purchase the signed 1973 Rauschenberg piece for ten grand, and get to work portray commercials onto it.

“The conservative artwork sellers positively don’t wish to be caught up in a scenario like this,” he instructed me in an e mail. “It took me a few yr to get from sketching out the thought to launching this undertaking.” Ninety % of the sellers he known as refused to promote to him due to his intentions with the piece, he stated.

Which is ironic, as a result of Rauschenberg, who died in 2008, most likely would have beloved it. In 1953, the pop artist destroyed a drawing by Dutch artist Willem de Kooning, persuading it away from the more-established artist and erasing it meticulously over the course of a number of months.

“Rauschenberg’s legacy is constructed round questioning the artwork world’s norms,” Bentel stated. “Sadly, he’s not round to see this undertaking however perhaps he would discover this undertaking fascinating.”

To put it in additional trendy phrases, the undertaking has been in comparison with the Million Dollar Homepage, the place somebody bought promoting area on a single net web page and made 1,000,000 bucks doing it.

So far, Bentel’s bought a few third of the area on the work to date, largely to small, native firms which might be someway affiliated with the artwork world. The undertaking launches publically as we speak, so the advert gross sales—and criticisms for defacing priceless artwork—are but to begin flooding in.

Bentel stated he sees this, partly, as a critique of each the artwork world and the way in which firms search for methods to infiltrate our day by day lives. “This undertaking exemplifies how ridiculous the promoting world is,” he stated. “But it additionally exhibits us the financial feasibility of this undertaking and the promoting world!”

This article sources info from Motherboard