What happened to avant garde?
The absence of avant-garde is nothing new and most of (basically educated) folks know the concept of the avant-garde belongs to 20th Century art & movements. In fact, it is possible to say true avant-garde art could exist for a split second, as the notion of “leading into victory” arrives uninvited, like a bolt of lightning or rebellion with a purpose to destroy everything old, parasitic and corrupted. However, history teaches us those who initiate a change remain (often) hidden under the veil of history and followers (a.k.a.bicycle thieves) become recognized and consequentially endorsed by official (art) institutions. In other words, avant-garde dies at the birth and bicycle thieves take over, becoming officially celebrated artists.
Money Searching Engine
However, by stealing a bicycle, thieves cannot get far and this is the reason why avant-garde ideas often dilute. Even the worst case scenario wasn’t able to predict the arrival of google and advertisers who creep into our minds exploiting strategies for extracting pennies form our pockets. Advertisers jumped on stolen bikes and rode on borrowed avant-garde ideas, turning art manifestos into selling slogans and applying ground-breaking aesthetics to promote all sorts of things, from cars to politics. Advertising industry managed to plagiarize every single avant-garde idea and turn it into a merchandise.
Good Artists Borrow
Next step was inevitable: generations of artists became deeply influenced by dominant aesthetics and they started making art borrowing advertising formulas. This way (they must’ve be thinking), some of the money will drop down into their pockets. However, cash persistently floated upstream, leaving young and foolish at the mercy of gravity and foolish desires. As Picasso used to say “good artists borrow and great artists steal”, it looks like the greatest artists of our times are – advertisers.