How to sell the sun

This work is part of the Sunrise Corporation project and exhibition. 

From the sensibility of the contemporary artist any human experience is susceptible of being transformed into a work of art. Therefore, an experience as vulgar as the exchange of goods is not exempt from being work material for an image producer. The work of Andrew Roberts (Mexico, 1995) has been articulated from a delicate field of action, which makes it possible to distinguish the exploitation implicit in the relations of production of a society founded on the commodification of all areas of human life. This aesthetic method could be called as a critic towards the political economy of the senses, and consists of a critical look at the operation of the capitalist system.

For his exhibition at CECUT (Centro Cultural Tijuana), artist Andrew Roberts presents a dystopian history of science fiction that starts from a postapocalyptic assumption. Sunrise Corporation is a company that sells sunrises; since in a not too distant future - mediated by screens, algorithms and super stars - sunrises will be privatized and the only way to see how the day dawns, will be through this company. The most basic and elementary visual entertainment of humanity will no longer be possible, unless you pay for it.

Art has been selling sunrises for years. It is important to remember that what we know as modern art begins symbolically with a sunrise, "Impression, Sunrise" (1872) by the impressionist painter Claude Monet. Monet's painting, if we see it with a capitalist lens, is a successful attempt to privatize a sunrise. One of the questions asked by Sunrise Corporation is, what is our relationship with landscape in a society historically founded on private property.

At Sunrise Corporation, Roberts parodies the friendly branding of contemporary capitalism - specifically that of socially responsible companies - in a stimulating installation that mimics the design of a corporate lobby. The perversity of the company is present in the banners, furniture and propaganda videos, as Sunrise Corporation promotes an exorbitant obscenity: the intellectual appropriation and privatization of the largest galactic waste - and which has been characterized as the reason for the most famous moments of human unproductivity - sunlight.

Text by Daniel Aguilar Ruvalcaba
Exhibitions

Sunrise Corporation, Cecut, Tijuana, 2017



2017


How to sell the sun, 2017, Three-channel HD video, digital animation, color, sound, 2’46’’, looped, MP4.








How to sell the sun, 2017, Three-channel HD video installation, three 50”LED monitors, digital animation, color, sound, 2’46’’, looped, MP4. Installation view at Sunrise Corporation, Cecut, Tijuana, 2017. 


Andrew Roberts

Work
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