Above is an Adidas-sponsored re-performance of a collaboration between artists Marina Abramović and Ulay. The original work was part of a long series of experiments in the possibilities of relation-in-performance. Many of those performances had strong durational elements to them: the 1978 performance cited here involved just the two of them moving stones around in buckets. Abramović outsources the work to 11 performers for this contribution to the Adidas World Cup campaign. We watch 11 people engaged in a pointless task. Seems pretty apt.
Folks in the art world are furrowing their brows.
The FIFA/Adidas/Abramović collaboration is grotesque. But I don’t recall art critics frowning when Douglas Gordon and Philippe Parreno collaborated with Zidane—and Adidas, and La Liga—in their production, Zidane: un portrait du 21e siècle (2006). That work was only possible because Adidas saw it as good publicity. A reminder of this, for me: about five years ago, I tried to develop a program on experimental football cinema to propose to the Nike theater in Hollywood: the project fell apart because the Nike folks saw Zidane as an Adidas film.
I also don’t recall there being much irritation when Kehinde Whiley produced his 2010 advertisements for Puma. LACMA has been using that work all summer to advertise its exhibition Fútbol: The Beautiful Game. You will see this gorgeous ad for Puma’s “Africa Unity” kit on banners across Los Angeles. When male artists work with the commercial structures of football, folks in the art world enjoy the chance to feel like one of the guys. But when a woman does it, she’s whoring herself?
I’m not one to give Abramović a pass. But, excepting the medium (performance-based work v. visual art), I don’t see that she’s doing anything that much more awful than what blue-chip contemporary visual artists do pretty routinely. Why, review FIFA’s expensive special edition art posters. A complete set costs $6,589.99. There you will find an impressive (shameful!) array of artists who have licensed their work to FIFA.
Marina Abramović’s recent collaborations with dumb celebrity annoy most everyone in the neighborhood of performance art. The performance cited here was developed outside the charnel house. Her collaborations with Ulay were intense. In their own way, they could be painfully sincere. The deployment of that performance history and archive (with its serious affect, black and white photography, etc) within the World Cup economy is gross, but it is perhaps no more or less gross than anything else circling this particular drain.