Gilbert A Bouchard: "Experiences Inspire A Peek at Fame" See Magazine. Sept 10-16, 1998

Experiences Inspire a Peek at Fame

Toronto-based artist Mitch Robertson loves contradictions and loads up his work with them: low value vs. high value; mass production vs. limited production; market driven vs. creativity driven; high art vs. popular culture; subjective values vs. objective values; sacred vs. profane.

Robertson aims to get his viewers to explore exactly how it is our society creates a desire for such constructions. "I'm interested in exploring our obsession with fame, wealth and collectibles," said the 23 year-old, currently in town for the opening of his show, Famous™ , running at Latitude 53 until Oct. 3.

Famous™ is laden with deft, satirical comments and allusions to the contradictory impulses driving our consumer-oriented society: sentimental ads for collectible dolls, blown up to huge proportions, gilded in gold and hung like fine art; 150 identical ceramic Buddhas lined up on nondescript shelves, mocking the Western desire to commercialize everything, including the staunchly anti-material Eastern faith; and a "gift shop" that does double duty, serving both as part of the exposition and as an actual profit centre for the exhibit, where visitors can buy mementos just like any blockbuster art exhibit.

"I want (viewers) to walk out of the gallery laughing with me and not at me," said Robertson of the intent behind this unique show. "I want them to realize that they are being had when they buy all the cheesy stuff and that while it's not necessarily bad to buy all that crap, there is some mastermind behind it, cashing in."

Robertson's 10 doll paintings are a case in point. The artist is the first to admit he's not flattering the companies marketing these expensive, mail-order, collectible dolls. But he's also not "Out to get them." Rather, by blowing up the magazine ads (to his final 4-ft. by 2-ft.size) and by obliterating the background with gold, Robertson allows the dolls to free-float in the ad space and underline the attempts made by marketers to recreate these dolls as commodities and objects of value.

"I imagine this is how the people who design these ads would want you to envision them," Robertson said. "They want you to think that they can make you rich or replace something that has been lost in your life, like a child who has grown up.

"There are creepy dolls and creepy companies that sell them. I'm not trying to change people; I'm just saying it's kind of funny and that we should be aware of what we're doing. I'm not mocking the contradictions, I'm just pointing them out. I'm condemning by celebrating."

Robertson is also the first to admit his personal stake in his work. After all, his decision to focus on fame and obsession was based in large part on is own experience. Take fame for example: for Robertson, it seems only natural to deconstruct the very underpinnings of fame and success, considering his growing fame and the enviable level of success and press he has achieved, especially for an artist of his age who has yet to have a major solo show.

"I am a walking contradiction," asserted Robertson, who has had work (two ceramic Buddhas, to be exact) purchased by the Art Gallery of Ontario and the National Gallery. "I hate fame but it is what my work is all about."

- Gilbert A Bouchard