Sunrise Corporation, 2017
Solo exhibition at Centro Cultural Tijuana, Tijuana, BC, México
How to sell the sun, 2017
4K video, three-channel video installation and digital prints, headphones and electric extension cords
2:46 min., variable dimensions
Installation view at Sunrise Corporation, Centro Cultural Tijuana, 2017, Tijuana, BC, México
How to sell the sun, 2017
Corporate performance where the museum docents pretended to be the workers of Sunrise Corporation
Every Sunday, from 9:00 am to 5:00 pm
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 post-apocalyptic 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.