cubes with arrow
oil on canvas
30 x 36 1/8 in inches
At this weekend’s Art Los Angeles Contemporary show, artist Joe Sola presents a new work entitled Car salespeople selling my paintings at Art Los Angeles Contemporary. Sola has hired several area car salesmen to sell his art (like the painting at the top of this post), and will pay them a base fee plus commission, just as if they were “on the lot”. TIF SIGFRIDS presents the piece, and has this to say:
For Art Los Angeles Contemporary, TIF SIGFRIDS will be presenting a solo project with gallery artist Joe Sola. Sola, who is well known for his inaugural show at the gallery Portraits: An Exhibition in Tif Sigfrids’ Ear that took place in October of 2013, will be exhibiting a new body of paintings, presented with a twist. In place of dealer Tif Sigfrids, a series of car salesman will be introducing this new body of work to the pubic at ALAC.
When Sigfrids approached the artist about making a solo presentation at the fair, there was only one condition, that she needn’t be present. The gallerist is expecting the birth of her first child shortly before the opening of the fair, but didn’t want that to prevent her from participating. Unbeknownst to Sigfrids, Sola had the idea of asking a car salesman to try and sell his paintings for years and the perfect opportunity was born.
This terrain of introducing outsiders into the often time insular world of fine art is not entirely new to the artist. In a 2006 performance Sola invited male models into a gallery to make art (Male Fashion Models Make Conceptual Art, Atlanta College of Art). In a 2010 performance in London called Talking About My Drawings with Escorts, he hired female escorts to walk through a gallery with him as he explained his drawings to them in front of an audience. Questions of art and the language that’s used to explain it have always been of interest to Sola, but this time he takes it one step further to include the notion of sales.
Sola, who claims to love test-driving new vehicles and talking with sales people, is interested to see how the techniques used to sell a car might transfer into the sale of his paintings under the high-pressure atmosphere of an art fair. For the course of Art Los Angeles Contemporary, a new dealer will work the booth each day, being paid a base salary plus commission.
We love the concept, and reached out to Sola for the following interview…
What’s your favorite taco?
My favorite Taco place is a truck that, at nighttime, is on the corner of Cypress and Division. If you want the name let me know and I’ll find it for you.
How often do you test drive cars?
I test drive a car every month.