Art history- Audience essay

My specialist subject area within art and design would probably be fine art but personally I think I'm more of an illustrator influenced by fine art rather than a fine artist. My key strengths are mainly to do with the materials and techniques I use and the ability to experiment with so much media. I love creating collages out of detailed prints with different textured and coloured materials and have established my own artistic and personal style.
As my aspirations are to be an illustrator I would love to see my work in magazines or internet websites, ideally these would be fashion/beauty magazines or websites that incorporate art and are aesthetically pleasing in layout and style. My art has the capability of carrying these themes with their feminine qualities and believe that is where my work would be seen/ ideally placed. A brilliant example of a website that my work could be published on (and is also one of my favorite websites for inspiration) is DASHonline which is a London based magazine. This magazine firm is distributed all over the world and is very popular amongst young women in northern america and is full of beautiful illustrations of fashion themed subjects. It is visually stunning and new pieces are published all the time to sell work and start global discussions with the public about the art, the style, the context and how inspirational the artwork is and what it could contribute to society/the art or fashion industry. It is very feminine and opinionated and a perfect place to display my work either for sale or for people to discuss it which would make money and gain public interest if it becomes popular.
Here are some screenshots from the website (www.dashmagazine.net):

I also stumbled upon a website similar to Dash called trendland.com and  is full of up and coming artists to fit all categories including illustrators, mixed media artists, painters, sculptors,and installation artists. The website gives you a small bio of the artist and their artwork telling you what materials they use, their style and even some context behind their work as well as a page full of wonderful examples of their work that show you what their style and art is like and all about.
(www.trendland.com)

I don't really think about who would want to see my work when I'm making it as I don't make it for a specific audience, I have a very selfish perspective when it comes to this and only create art that appeals to me. This has brought me to a conclusion: my work has an audience that is similar to me. This means that it appeals to women who are very feminine in taste and style , very interested in fashion and artistic illustrations that reflect this theme and the visible texture and layering of materials. These young women I imagine would have a colorful background meaning they are very creative and interested in mixed media art products that are currently trending in terms of colors, style and materials. Ideally this is the type of audience I would want to attract to and discuss my work and also the type of audience I believe is well suited to it.
I feel my audience would be motivated to see my work to keep up with social activity (because ideally my work would be seen in magazines or websites) but then would look to my work for inspiration because to them it's aesthetically pleasing, feminine and involves a mixture of materials of objects influencing how they look at illustrations in magazines and maybe even into creating their own illustrations or designs based on my influence. Also, if my work is published online or in shops it would mean that my work is more accessible to the public and I believe that more people are more likely to view my work in their own homes than visit some form of gallery or exhibition that they would have to travel miles away to go and see because it's easier and much more popular amongst the younger population and up and coming technological generation to view things online and magazines. This would widen my audience to almost any young person who has access to the internet, who's interested in art/illustration/fashion.
Generally the magazines I fantasize about my work being published in are expensive. This could be a huge problem considering the UK's financial crisis at the moment and people aren't willing to spend a lot of money for luxuries such as fashionable magazines and are more likely to view online where the majority of the information is free. This could also be a major barrier inhibiting people from viewing my work in my ideal place because not only is there money to consider but I feel as though older people who could be interested in my work might be limited because they aren't internet savvy. Another option in which to display my work would be to display it in cafe's for sale, decoration or advertisement so that more of the general public including older people, different genders and different social backgrounds can view it also. Ideal places would be independent businesses that has a very aesthetic appeal with lots of unique and quirky objects inside to attract people that are interested in art. Possibly with an art deco style or theme ideally a please like the Emporium in Clitheroe but on a smaller scale. The Emporium, has a lot of artistic objects, plants and also has things for sale inside and accept a percentage off independent artists. This would be an ideal spot...

I also have to consider whether these places are economical in terms of how much it costs people to get there so it's more accessible to more people.

Charity research for my gift card design - Oxfam

Seeming as I've decided to create a charity gift card I thought I'd research into this idea to see if it already exists, what options are available and gain some general knowledge about the subject. I researched many charities such as Wateraid, UNICEF, Redcross, local charities in Blackburn and many more but the charity I thought does the most especially in Africa which is my ideal target was Oxfam, so I've decided to base my research around this charity. I chose Oxfam for many reasons:

Their charity logo is hugely recognisable as they have regular tv adverts and posters around town centres and in shops, I think this will widen the popularity of the card, would sell more in industry and ultimately make more money for the charity. Also, because of the simplicity of the logo itself it would be easier to include the logo in my work because of the amount of changes I could make to the structure, colours I could add or change, additions around and on it etc.


When I researched into gift cards on their website I found an enormous amount of different causes the public can donate to, there were literally pages upon pages of ways you can help communities overseas in Africa and gifts to donate giving me lots of inspiration, ideas and material. Here are some examples of gift donation options I found:

GIFT DONATION OF A GOAT COUPLE

This gift donation of a couple of breeding goats that are fully vaccinated are an amazing gift to give to a struggling African comminity in Niger because not only do they produce milk but are able to breed for either food, milk, selling at the market to provide fees for education and goats also produce a brilliant fertiliser for crops that help the community produce enough food. This gift is £50 but will last the community for years and even generations.

I also found examples of the card packages (the sort of product I aim to design):

This is one example out of many that I found, although it's not what I aim to make its a good basic starting point and a small piece of inspiration. As you can see it's simple but includes humour, the writing is clear, there's an image of the donation and the logo is creatively involved which I think is a really good idea and something I would most likely do.
The company do more than just print a picture on the front cover though, on the inside they have printed information and pictures about where it is being sent, who it is being sent to and how this will help the cause which is a brilliant idea and informs either you or the person you are giving it to. It is then sent to where it is needed most.

GIFT DONATION: LONG LIFE LEARNING

Many schools in places such as Mozambique and Zambezia are suffering greatly with no help of the government after many schools in rural areas where destroyed during a civil war and the costs of education are high in highly devastated areas. This gift of £10 goes towards school equipment, the building repairs and teaching fees, even helping communities to get support off the government.

This is the inside of one of the gift cards I found, I really like this example, especially how it is in three parts creating space for personal hand written notes, information about the schools and also a thankyou from the charity and images of where your money goes to. It's informative, colourful and aesthetically pleasing whilst not going too over the top and I really like the shape of the card having it in the shape of a present which is creative and simple.

GIFT DONATION OF CHICKENS AND CHICKEN CARE

This gift is a really good idea because not only is it giving the family a little egg factory but also, the money goes towards teaching the families how to care and look after them, ensuring this gift is well taken care of and gives to the best standard. This gift of a chicken not only provides eggs, but provides more chickens to sell at market or to eat which both provides for the families. This gift is £10 and provides so much, I believe this is the sort of gift people will be happy to buy because it's not too much money and helps a lot of people in many ways.

Again, this is a card folded in 3 ways for a wide range of information which is brilliant but I really like thr front page and how simple it is. The colours are complimentary, warm and suitable for both sexes which is perfect for a wide range of audience. Also, the humour is a lovely touch and suitable for all ages.











Overall, the information I have collected has been so helpful when it has come to thinking of ideas for my designs and also my subject matter. I know what options are available and the amount of information I can include inside the card about the gift, where it goes to, how it helps and even some background information. This idea compliments my theme of waste materials and helping the planet because these donations do just that. I now definitely plan to include lots of information, a wide range of colours and materials and images on the inside that relate to the subject matter in a creative, busy way that involves found materials that have been wasted highlighting the issue with recycling and the state of the planet and economy. In addition, I now have a confirmed charity that I will involve in the design process. This will make the card seem more legit, will widen my target audience, be noticed amongst a lot of people due to it's popularity and look good when I include the logo with my own artistic flair.

Research into illustration: Stella im Hultberg, Audrey Kawasaki, Derek Gores

Audrey Kawasaki 
Is a Los Angeles based artist known for her beautiful erotically charged figurative oil paintings directly onto wood panels of young women influenced by japanese manga. Her art conflicts against itself with artistic contradictions such as being innocent yet erotic/ beautiful yet disturbing and this is something I would have to aim for with my current project: creating something that is visually beautiful whilst having a subject matter that is emotionally disturbing and upsetting such as poverty and third world countries. I love her work as a whole, it's feminine, filled with stunning natural imagery and has an erotic atmosphere about it which I love. I especially love how creative she is with materials.

This is one of my favourite piece mainly because of the lack of colour, somehow it looks and seems more effective when there's just a small hint of colour even if it is faded like in this painting. It has been done with oil paint, pencil for shading, pen for line definition and coloured pencil for the yellow on handcut paper and is 12"x24". The layers on this piece are wonderful and gives real depth to the image making the girl look as though she's walking towards you through the painting itself and I love this effect. It also makes a change to see an image of hers in black and white and it's a nice change, I like the idea of a background made up of repetitive shapes or patterns as well clearly she has really pulled this off and made it less boring by colouring selected shapes in with a colour that is complimentary to the piece as a whole.

This piece is very mystical and possesses the oriental beauty and atmosphere of modern japanese manga with it's imagery such as unique creatures, flowers and lettering all washed over with white paint and topped off with silver. It's simply stunning and glows off the page with it's bright colour washed over a dull dark piece of wood. I would definitely like to re-create this style with these techniques in my own work but bring my own take on it simply because it has inspired me so much with its simplicity and that the idea of wiping a colour over the image can make a whole difference especially when added to with a very complimentary colour.

This is one of her most famous pieces called "My dishonest heart" known for being tattooed onto famous American singer Christina Perri by Kat Von D. It's such an iconic piece and over all it is simple and yet strikingly beautiful. I love that you can see the pattern of the wood through the image itself even if it is just faintly because it not only adds texture but adds that mystical demeanour that has become a theme throughout her work. I also admire how she's able to capture emotion in the face, her eyes are unique in their shape and are so emotive which I absolutely love in a portrait.

Stella im Hultberg

Hultberg is a Korean born painter currently living and working Brooklyn, New York. Her paintings/drawings are simple yet illustrative and are inspirational to me because of their style and detail. Her work reminds me of Audrey Kawasaki's in many ways from the unusual eyes to the figurative, feminine themes and I like her style of working and techniques she uses.

I really like this piece because it looks like something that has been pulled out of a dream, it's so unusual and simple. I really like the smoky effect around the edges of the hair making it look as though the heads are part of the smoke and I can feel a sense of movement from the way the heads are positioned. Also, I really like the emotion on the face and although this piece doesn't really portray what I want to do in terms of my art I can always relate to emotion and this image has a lot. 

Hultberg is also known for her famous tea staining technique which is actually something I like to do quite a lot in my art. Here is an example above; as you can see it is used more for background purposes but compliments the main image beautifully as the colour radiates off the skin tone and is very complimentary next to the blue and works well as a background filling in white space. I like the simple figure in the centre of the page as well, theres a sense of movement like the painting has captured her mid-dance and the leaves add to the motion whilst bringing natural imagery into it which I really like.

Derek Gores

is a collage artist from New York well known for his angular and abstract collages mainly of women. He is perfect for my research and inspiration because he creates his work from found materials too, except he collects from fashion magazines to portray images typically seen in them but recreated with his own artistic flair in an abstract style. Although he is a fine artist his work relates to mine and have gained so much inspiration from his work and how expertly detailed it is because of his attention to detail when it comes to his materials. I also love how he portrays his work in a way that he singles out his target audience straight away- women. In particular, women who are up to date with fashion, fashion magazines and modern entertainment concerning the portrayal and style of women.

This piece is called "Ever more" and is on 48"x48" canvas with magazine papers and paint to highlight and define certain areas such as the breast and face. My favourite thing about this piece is how well he has incorporated shading and lighting even within a piece simply made up of magazine parts, it looks brilliant the way you can make out clearly where the light source is even with the wide selection of pieces that he has used. I also like it because there is no colour which to me would be harder to do with magazine pieces because they are littered with colour which makes this piece more impressive and shows that you don't need colour to make a piece like this striking and stand out.

This piece is called 'Full volume London' and has been done on a 30"x30" canvas. He has captured the essence and patriotism of London as a physical destination and as a visual representation of how the fashion world views and portrays London which I think is incredibly impressive. I love the use of colours all the colours of the union jack look beautiful and again reflect the place itself. I could do a piece similar but with imagery from Ghana and the essence of their culture as a visually pleasing representation of their country and even the way we or the fashion world view it, I believe this would attract more people to it. Over all this piece is visually stunning and one of my favourite pieces so far.

This piece is called 'Full Volume Klimt III' and is on 24"x24" canvas. It is part of a wonderfully colourful series of pieces based around the works of Klimt himself and so Derek has used materials, colours and images that reflect his style and over all vibes and mixed it with his own resulting in these beautiful textural masterpieces. Usually I don't like colour but I have to admit I really like this piece because of the colour because he hasn't tried too hard with it and whilst using what seem like random selections, he has kept a tab on complimentary colours and making sure nothing clashes and is too bold or is out of place.

Research into "Waste and Consumption"

Agbogbloshie the industrial dumping ground

Is a place located in Ghana known for it's notorious amount of waste, the land there is a well known destination for illegal environmental dumping and exploitation of electronic waste from all over the world mainly industrialized nations such as China and the USA. It has many nicknames such as "The Industrial Dumping ground" but the most poignant and striking nickname in my opinion is "Sodom and Gomorrah" known for it's destruction in the bible for being cities rife with sin to the point where God destroyed them and surrounding cities with fire and brimstone so the reference is that Agbogbloshie is nothing more than a bombsite upon first glance which to me is a really upsetting observation. It's very sad to know that there are young children that rummage through this extremely hazardous material especially considering there are serious health risks and it has been reported that there are huge levels of lead in the blood of the young children that scavenge through them for scraps that aren't worth hardly anything. The fumes alone cause fatalities due to the fact that the plastic and metal that has been used in electrical equipment contain dangerous toxins and chemicals that cause chronic headaches, nausea, chest and respiratory problems and in children can inhibit the development of the reproductive system, the brain and the nervous system and with next to no medical care in these third world countries it's not uncommon to find dead bodies in these pits of junk. This whole situation really gets to me, as a person who doesn't like to waste anything such as materials like newspaper, card, bottles but also even food, makeup etc I can't help but think about how much stuff not only as a society but as humans globally we dump, misuse and waste and I'd like to spread that message through my work. I think as a project this would be really effective and I can successfully portray an emotional connection between the art and the person observing it which I have previously struggled with. I can do this with both my art and my research, in my research I can include emotive images that show the state of Agbogbloshie and also other areas of the world such as Indonesia, Rio De Janeiro, Southern Mexico and other areas littered with slums and landfill sites to portray how much stuff we waste, I believe this will definitely induce an emotional connection with the shocking amounts of waste and the realization that families and young children live in these places in poverty and that we as a society have pushed upon them causing them serious health issues, damage to their environment and polluting the earth in general. I believe I can definitely portray this atmosphere with collage work with the materials that I find in skips, bins and general materials that people throw away and dump by involving photography, painting, sketching and combining all these materials creating chaotic, busy pieces of art almost mimicking the imagery in the photographs from my research of these places.

When I saw this image I immediately knew I had to include it in my research, the raw emotional value in this image is huge and over all a shocking image. This person is only a young boy and you can see he's suffered hardship through the emotion in his eyes. This is someone who's been brought up in this world of burning, decaying waste from countries like ours and that's why this image is so poignant, I can see the despair and almost anger in his eyes. The fire adds the element of danger in this photograph and the smoke filling the background with the fire creates a sinister atmosphere. This is clearly no place for someone to live or be brought up in.

Again, another poignant image, and again, smoke is the main component in this photograph and engulfs most of the image. It almost looks like stormy skies which creates a dark moody atmosphere and brings in the feeling of danger and darkness. The amount of waste in this image is simply upsetting, showing the terrible conditions these people are subjected to by mainstream electrical companies.

Map of agbogbloshie and the digital dumping ground in Ghana, you'll be surprised to know there are several car showrooms not far from this site and is a huge shock to see the difference between the two areas especially with the level of poverty and how it varies between them both.

Research into Collage: Anna Dabrowska and Tiffany

Anna Dabrowska (Finnabair)

I absolutely love this artists work, it's a beautiful example of the use of discarded materials which include electronic equipment like the materials seen in my research into Agbogbloshie where they rummage through these materials everyday, her artwork shows that just because she's creating collage with such materials it doesn't mean the finishing result has to look grubby, hard edged or untidy. Her work is complex in it's set up and defined with smooth detailed strokes of paint and also involves softer materials such as small bits of material, dead moths, buttons, ribbons etc which gives the image a soft yet industrial theme. Her artwork has been labelled many things but overall her work is a wonderful blend of industrial cyberpunk art and artistic upcycling which is something I'm very interested in. Straight away you can tell she really connects with every aspect of every individual material she works with, considering the size, weight, proportions, textures and colours of them all which is what I intend to do, in this project I'm going to take my time and really connect with my selected materials. Here are some examples of Anna's work:

 As you can see, this is a very elegant example involving more luxurious pieces of material and small equipment and not much electrical or general waste like the others but I like the over all vibes I get when I look at it, it's like a modern day victorian oil portrait turned into a magnificent textural collage of interesting materials. I love the use of paint and the idea of painting an item and using it as a printing tool, it's created a complex textural background of layered paint and engraved artistic shapes. I'd love to be able to create something to this standard, it gives me inspiration to do a piece like this to contrast against the poverty stricken images in my research and mix the waste and materials I have collected with commercial style paintings or images to reflect the idea that big companies all over the world such as macdonalds, Apple, Virgin and many more cause this state of pollution and waste so much for the sake of financial gain and don't think about how much they actually waste.

As you can see, this collage is more industrial than the previous one, using a lot more mechanical and electronic equipment and general waste materials such as zips, wires, computer pieces, screws, cogs etc. I like the use of photographs, (or self painted images) this brings some of the attention away whilst adding artistic value and is very aesthetically pleasing. I could definitely use this technique in my work with the amount of images I've found.

 Here is a close up on some of the detail in her collages. Considering how big most of her collages are and how small the materials are it makes you realise just how much attention to detail she possesses and I really admire her for that because even after all the collage work she adds more detail with paints, sprays and special pens. As you can see she uses a wide variety of materials from string to decorational flowers to computer parts, the list is endless and I love the way it all looks together even though it's just a random selection of objects she connects them all together with colour.

New collage artist on 'Blogger': Tiffany

I recently discovered a mixed media collage artist called Tiffany on the Blogger website who's from Nevada and owns her own design firm called Piece by Piece, she creates wonderful pieces of art with random selections of materials of a luxurious and appealing nature, quite different to Anna's work but with the same feminine touch which I always think is appealing. She also has previously used words to get her theme across as well as carefully selecting delicate, soft colours that are complimentary both to each other and her theme. Her work is mainly illustrative creating one off pieces as birthday cards, personal picture frames and other crafty pieces of art which I think are wonderful and she uses a lot of techniques and materials that I'm interested in trying out when focusing on my work. Here are some examples of her artwork:

This is by far one of my favourite pieces of work that she has done, it's on a 6x6 canvas and has used a huge range of techniques including using prima mask and some spackle to create more texture, stamps and other materials she's come across and found so she's a great example for what I'm planning for my project, she's collected various small bits of materials but always includes her signature paper roses which are simply beautiful. I love the chunky layers of this piece, from a birds eye view it looks magnificent and shows you the extent to the textural materials involved and how much effort goes into creating it, she clearly has an attention to detail just like Anna Dabrowska who I previously researched as when you look closely you realise the small touches of detail such as lettering, small prints and thin layered materials. Over all this piece is wonderful, creative, textural and strikingly detailed.

This piece was part of a small project of Tiffany's to experiment with new materials she had collected, as you can see this piece is only simple but the amount of thought that has gone into layering and placing these shapely materials to look crafty and aesthetically pleasing is undeniably creative and shows you how well aquainted she is with the materials she frequently uses, she clearly connects with them like I feel I do with materials I use in my collages and I would like to do this on a level similar to both Tiffany and Anna, they are both hugely inspirational and connect to my theme of connecting with materials, and using materials that they have found and collected.

This is one of her more simple pieces, there isn't much collage or any sort of material but they are placed in such a way that the over all piece is still admirable and involves creative use of materials and she does it to effortlessly and that's why I like her work so much, she uses a lot of feminine textural materials and colours creating an atmosphere that connects to her theme which is really good and is something I will be doing, except mine won't be as feminine and involve an atmosphere more similar to some of Dabrowska's work but with some of the techniques and materials I've seen in Tiffany's.