c a s T i N g is an art collective based in Venice, which has initiated
a contest for visual artists, thus named c a s T i N g.
c a s T i N g is a project that entails the selection of one or more
visual artists suitable for personal promotion during the opening week
of the Venice Biennale 2005 by placing posters throughout the city of
Venice. The promotion is intended for the artist as a person who will
be exhibited in the place of his/her own works of art.
The selection process is based on typical selection procedures conducted
by television programs. As a matter of fact, it is a real casting
where the candidates will be judged upon their personalities, image
and their ability to interact in an effective manner, all of which are
useful qualities for an aspiring career artist.
casTiNg is at the same time a reflection on the way artists are promoted
within the world of contemporary art and aims to underline the boundaries
of such strategies. If a person from the world of show business can
rely exclusively on his image and communication skills in order to achieve
success can the same strategy be applied to artists? In other words
what is the true value of a work of art? What is the effective role
of an artist within the contemporary society? What is it that characterises
an artist? In order to answer these and other questions we intend to
offer the possibility of high personal projection for visual artists,
without their works, utilising typical promotional strategies of the
media world. We are aware of how important it can be today for an artist
to maintain the right connections, we are also aware of the worth that
the media and in general the achievement of public attention has in
the life of an artist. At the same time though we do not ignore how
all of the above aspects can be many times superficial making us reflect
whether these kinds of strategies have any rightful place in the contemporary
c a s T i N g through a selection process and the promotion of an artist
based on his/her personality and physical appearance underlines and
exaggerates the mass media side of the contemporary art system in order
to bring it, ironically, to the paradox of the disappearance of the
work of art.