Mark Wells: "Commercialsim Takes Over Latitude 53" The Gateway Arts & Entertainment. September 15, 1998

Commercialism takes over Latitude 53:
Toronto's Mitch Robertson sells off kitschy art

Currently touring Canada, Mitch Robertson is in a whirlwind of attention and success that, at the age of 23, would seem daunting to most. His show, Famous™ runs through to October 3 at Latitude 53. It is a show that invites all, regardless of background, to look at his work seriously, laughingly, snobbishly, humbly, critically and cordially. The exhibit is a social commentary on North American consumerism and the union of high and low art, kitsch and culture.

Advertisements for "valuable mail-order collector dolls" float on glittery gold backgrounds enlarged proportionately to the whims and speculation of those who purchase said dolls. Shelves containing multitudes of Buddha figurines, each differentiated by uniquely gaudy technicolor paint, intimidate the viewer and point out, as Robertson says, "the North American, one-in-every-colour-to-match-your-living-room mentality." Incidentally, you can have the one that matched your living room for the tidy sum of $39.95. "My art does mock high, low, pop art culture, but it doesn't condemn it," Robertson explains.

When asked about the art and the potential ramifications should McDonalds take "Billy eats his first McDonalds french fry" as attack rather than a funny joke, he returns, "Sure McDonalds will sue me. They have the lawyers and the money." This high heartedness is typical of Mitch and his creations. It is possibly what makes both so endearing to the large audience he has already garnished.

Accessibility is key to Robertson when it comes to his art displays. Conjoined with his larger scale pieces is a souvenir shop that both literally and figuratively bring his ideas home.

"The points I try to make are to make my art accessible to anyone. My mom, my sister, in addition to the art professor." Well, step right up, folks. Robertson's world is yours in all its tackiness and glory.

Is Famous™ more than a good laugh? Absolutely. Robertson gives a summary of what you might get from the show as opposed to what it means to him. "My art gets some very serious points across. It's not trying to exclude anyone. As slacky as it may come off, as commercial as it may come off, it is a mock and a celebration."

"I'm rather ambivalent about the work I do," he admits. "I am pretty robotic. The whole show could sell and I'd be like, 'Thank God I don't have to move all that."'

Armed with aloofness toward his own media whipped hero status and the eye of the everyman, Mitch Robertson may be the Tony Montana of the Canadian art community. With solo shows straight out of Toronto School of Art, a run of six thousand multiples in the Canadian art periodical Cand his sights set on New York, perhaps Robertson can pull a rabbit out of the Canadian hat.

- Mark Wells