Artists: Belu Simon Fainaru, Julia Kurek, Peter Puype, David Koronczi, Andrew Wasilewski, Thomas Wendland.
Concept: FEAR INDUSTRY. The title and poster are inspired by the work of Peter Puype. Fear has been one of the most effective tools for controlling people and entire societies. Fear of the facts. In becoming fact, it causes real actions, or lack of them, that push people into activity, or paralyze them physically and mentally.
Kriya Art Foundation (The Netherlands & India) book project Life in Covid19 times and after Book project and online display 2020.
Proposed publication partner: Notionpress.com The book will available on Amazon hard copy & PDF form.
The aim of the project is to bring 360 creative minds together to express and document global concerns about COVID-19. The initiative will facilitate a view of great artworks and good ideas from around the world at one platform and a memory of the time and a tribute to the people who lost their lives in these crises. This project is non-commercial and initiated through humanitarian motivation. How does Art and creative expression matter in times when the World is being affected by COVID-19? http://www.kriyaartfoundation.org
My contribution to this book:
Manipulation is a main topics in my artwork. Therefor I invented the fake brand LICENSE – ‘creating fear as a brand’. Fear is the best selling product of this time. Just because LICENSE is questioning indoctrination, we can immediately refer to propaganda. Propaganda is the concept used by totalitarian systems to proclaim an ideology. The mechanisms used in propaganda are similar to the techniques in advertising. Both want to manipulate our thinking, your believe. During this COVID19 lock down, everyone was talking about protection. One of the main tools is the mouth mask. Since no one was prepared for such an epidemic, there was a big shortage on masks. So, a lot of people started to make masks themselves. I was thinking how much time and labor is needed to make just one mask by hand. It’s incredible how many steps are required: Buying fabric and standing in line in front of the shop, buying plastic zipper bags, buying stretchers on the internet, cutting patches, measuring, pleating and ironing, cutting the stretchers, sewing the masks and putting them in a plastic zipper bag. This type of manual labor is priceless in Western-Europe, because the wages are too high. Do we consider here a limitation of the Western wealth? To protect us against this limitation ‘we created’ low wage countries. Where people are working in sweat shops for less than a minimal wage and suffering from bad conditions in which they have to work. I made 50 LICENSE face masks with the slogan ‘Fear is a funny thing’ and sold them for €20. Due to the added ‘certificate’ (with number and signature), all the masks where sold out in no time. The customer was involved in this project and had the feeling of buying an artwork.
‘Not For Sale’ is a part of LICENSE, Creating Fear As A Brand. This work is a critical remark on NGO’s as World Food Programme.
Kenyan economist James Shikwati says in an interview with Der Spiegel: “aid to Africa does more harm than good”.* According to him, the food aid increases corruption as local politicians have the opportunity to steal some of the aid to bribe voters or to sell the aid in the black markets killing the local agriculture.** He claims that the WFP people as an organization “are in the absurd situation of, on the one hand, being dedicated to the fight against hunger while, on the other hand, being faced with unemployment were hunger actually eliminated”. He suggests that WFP answers too easily to the calls of the corrupted governments, and supplies too much of food aid leading to reduction of the production of local farmers as “no one can compete with the UN’s World Food Programme”.
Establishing the brand, raising brand awareness, aggrandizing the rate of conversions/sales.
Research: first step is to do a market research for the product to be advertised. One needs to find out the product demand, competitors, etc.
Know the target audience: one need to know who are going to buy the product and who should be targeted.
Setting the budget: the next step is to set the budget keeping in mind all the factors like media, presentations, paper works, etc which have a role in the process of advertising and the places where there is a need of funds.
Deciding a proper theme: the theme for the campaign has to be decided as in the colors to be used, the graphics should be similar or almost similar in all ads, the music and the voices to be used, the designing of the ads, the way the message will be delivered, the language to be used, jingles, etc.
Selection of media: the media or number of Medias selected should be the one which will reach the target customers.
Media scheduling: the scheduling has to be done accurately so that the ad will be visible or be read or be audible to the targeted customers at the right time.
Executing the campaign: finally the campaign has to be executed and then the feedback has to be noted.
LICENSE: creating fear as a brand.
The art project LICENSE® is questioning marketing and how the brain gets manipulated by commercials and product branding strategy.
There’s no such a big thing as FEAR in this contemporary society. Smart marketing campaings responding on the political, social and economical environment in which we are surrounded with.
The LICENSE® messages doesn’t bring a sparcle of hope. This is for most of the population difficult to swallow. All commercials we are confronted with are bringing us a ‘happy’ message, they fulfill our desires, to consume.
LICENSE® is itchy, irritating and crawles under your skin in it’s rawness. That makes LICENSE® unique. Since there is no such a thing on ‘the market’ nowadays.
The concept LICENSE® is an art project created by artist Peter Puype and is totally settled in his other art work.
LICENSE® is using the biggest issue of this time: fear LICENSE® is criticising the (art)market LICENSE® is usuing Puype’s own slogans (see http://www.peterpuype.be) LICENSE® is playing with the market, while it’s inside the market
“United in diversity”, the motto of the European Union, first came into use in 2000.
It signifies how Europeans have come together, in the form of the EU, to work for peace and prosperity, while at the same time being enriched by the continent’s many different cultures, traditions and languages.