Tataaa - The Artist's Temporary Advertising Agency for Artists
is a social sculpture by Tobias Sternberg and Nat Tafelmacher-Magnat.
On an ad hoc basis, when funding support becomes available, it creates self-aware, humorous, commercial advertising exclusively for artists.
It is normally taboo for artists to aggressively advertise themselves as products to be consumed. TATAAA breaks this taboo by embracing the
laws of seductive advertising for the benefit of the artists' oeuvre or personalities.
TATAAA consists of two main activities:
1. the production of cross-media advertising for artists and its distribution across different channels (video festivals, social media, etc)
2. the installation of the social sculpture TATAAA in exhibition settings, as the fictitious ''headquarters'' or ''offices'' of TATAAA, where the advertising is both produced and in part exhibited as ''documents'' of the performance of TATAAA.
TATAAA commits to producing aggressive advertising exclusively for artists on the model of commercial and conventional advertising for products ranging from perfumes to cars. The medium will be mainly moving image, but can be cross media, as the skills of TATAAA in marketing increase over time. This advertising will be distributed as art videos, social sculpture performance/installation in exhibitions, documented in blog and social media, discussed in the relevant fora.
Advertising takes the mantle of art to clandestinely sneak artists in broad daylight past the gate keepers to the art world. In undressing the emperor, and letting him run naked in front of the crowds, TATAAA's work becomes direct capitalist critique. In a further break with conventional advertising agencies, TATAAA provides this capitalist service free of charge to the artists. The goal is that hidden within
In doing so, TATAAA highlights the tension between the self-marketing necessary in artists' careers within a neoliberal economy, and the inherited notion of ''the sacredness of art'', immune to the capitalist zeitgeist, and such mundane undertakings as self-promotion.