What has been foxing me for the last few weeks is how to market my fringe show, "Maurice Le Noir Presents: Untitled (a conflict in concretism)". It's a solo show, and it begins when Maurice Le Noir fails to turn up for his own comeback, leaving his assistant to perform the piece alone; mixing the concrete herself and completing the arduous task of building a non-representational granite monument whilst simultaneously playing the trumpet accompaniment. I had what I thought was a fearfully clever idea of marketing it as a genuine art show, inviting the audience to buy into Maurice Le Noir as a serious artist and then blind-siding them as the assistant takes over. Not one of my best ideas, for this reason:
It's not about him. It's not even really about Art, although that is definitely a strong theme. It's about the assistant and her relationship with the work, it's creator and most importantly herself. So: here's a working copy of what will appear on the publicity material:
Meet Martha. Martha works for Maurice Le Noir. Martha plays the trumpet whilst Maurice creates "Art" with granite bricks and concrete. She doesn't pretend to know anything about modern art. She doesn't have to. She's just the trumpet player.
Maurice Le Noir is a conceptual artist of world-renown. He hasn't done anything since his immensely popular work, CUBE. That was 10 years ago. Maurice is making a comeback with an edgy untitled work exploring a conflict in concretism. With bricks.
Martha has a problem with the bricks. She used to be Maurice's muse. That was before the bricks. Now the bricks are centre stage and Martha is behind a curtain. She harbours a secret fear that the bricks are more photogenic than she is. They certainly answer back less. Martha hates the bricks and would like to see them at the bottom of a canal.
Martha is not allowed to discuss the work. She is expected to stick to playing the agreed musical score, and is banned from making any remarks of a personal nature about Maurice Le Noir or in any way criticising the artistic decisions that were taken during the creative process.
Martha is not happy.
Martha will soon have an important decision to make. Will she be defeated by the bucket of doom, or will she wield the sledgehammer of victory? Demotion or demolition? Only Martha can decide
Tomorrow I have a photo shoot for my main publicity image with the insanely talented Bas Niemans. I'm taking along a few bricks. They are indeed very photogenic.