Gretchen Andrew hacks systems of power with art, code and glitter. She has manipulated Google, Facebook and even re-programmed the art world. Growth Hacking presents new Vision Boards, which act as both technical vectors for her digital performance as well as being sumptuous physical metaphors for our own financial and personal growth.
Continuing her hacks of major art institutions, including taking over Google search results for “Contemporary Art Auction Record”, her Vision Boards in this series explore the art auction system, the artist’s place in that system, and how women comprise only two per cent of the contemporary art market. The series of works visualise how it will feel when the artists’ artworld and auction record dreams are accomplished.
Growth hacking is a subfield of marketing which focuses on the rapid growth of a company. It rose to prominence in relation to early-stage startups like Airbnb that needed rapid growth before its funding ran out. A product of Silicon Valley herself, Gretchen is famous for deploying her own methods of growth hacking through search engines, press and postal mail, which have resulted in the sort of meteoric rise known as a Unicorn in the technology industry.
Gretchen makes use of these symbols within her work, both celebrating and appropriating the success of the technology industry, while casting a more playful and critical eye on the implications of its power and how easily she is able to manipulate it.
Gretchen said: “I believe AI is creationary, not just predictive. It creates our futures as much as it anticipates it. By injecting my Vision Boards, which represent my visual hopes for the future, into the developing brain of big tech’s AI, I am teaching our computers to dream wider than our current world. I am educating AI based on the world that I want and not just the one I’ve lived so far.”
She added: “In this future women can and will make up more than the two percent of the art market they currently have. There’s a lot of work to do in this area and sometimes progress can be frustratingly slow, so the works in this exhibition remind us not only to celebrate each stage of growth in the evolution of our personal becoming, but to also always look at the larger systems in which we operate and the ways in which we can hack and reprogram them to create the world of our dreams.”
Growth Hacking will be open to the public from March 8 until April 7, 2022. The exhibition will take place at Galloire, located on London Street, City Walk, Dubai (opposite La Ville hotel). The works will also be accessible via Galloire’s website at www.galloire.com
Visiting the exhibition
Growth Hacking opens on the March 8, 2022, and will be open to the public until April 7, 2022. Visit the exhibition at the gallery located on London Street, City Walk, Dubai (opposite La Ville hotel) 10am-10pm daily, or if you can’t be in Dubai you can view the exhibition online from anywhere at www.galloire.com.
Press and Media Early Access : Please see the attached invitation for 7pm on the March 8 – artist Gretchen Andrew will be present to meet and discuss his work and Edward Gallagher can answer in detail any questions around the wider exhibition and gallery plans. Earlier interviews are available with Gretchen Andrew and/or the gallery founder, by request.
About Galloire Art
Galloire is a contemporary gallery and platform that aims to bring the best international talent to the Middle East and make their work available regionally, as well as provide global collectors access to exciting new works from the world’s premiere artists.
Galloire aims to bring a broader audience to art; to make discovering, connecting with and collecting world-class artists’ work more transparent and accessible – better serving artists, existing collectors and those new to contemporary art.
The gallery opens daily from 10am to 10pm at London Street, City Walk, Dubai.
About Gretchen Andrew
Gretchen Andrew (born in Los Angeles, 1988) hacks systems of power with art, code, and glitter. She trained in London with the artist Billy Childish from 2012-2017. In 2018 the V&A Museum released her book Search Engine Art. Starting in 2019 she became known for her vision boards and associated performative internet manipulations of art world institutions of Frieze Los Angeles, The Whitney Biennial, The Turner Prize, and The Cover of Artforum.
Gretchen’s work has recently been featured in Flash Art, The Washington Post, Fortune Magazine, Monopol, Wirtschaftswoche, The Los Angeles Times, and The Financial Times. She is represented by Annka Kultys Gallery. Gretchen Andrews’s works has been shown at Annka Kultys Gallery, London (2021), König Galerie, Berlin, Germany (2021), Monterrey Museum, Monterrey (2020).
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