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It’s been nearly two years since Marina Abramović made her appearance at the shoot for Jay Z’s “Picasso Baby” music video, but the events of that day are still fresh in her mind.
“In the end it was only a one-way transaction,” she recently told Vienna-based art magazine Spike. “I will never do it again, that I can say. Never. I was really naive in this kind of world. It was really new to me, and I had no idea that this would happen. It’s so cruel, it’s incredible. I will stay away from it for sure.”
The grand dame of endurance-based performance art, who has become much more of a public celebrity since her 2010 Museum of Modern Art piece “The Artist Is Present,” is peeved that Jay Z hasn’t supported her gesamtkunstwerk, the Marina Abramović Institute (MAI). While James Franco and Lady Gaga have championed the MAI project and the so-called “Abramović method” that will be taught there, the famous MC was apparently impervious to Abramović’s enticing and hypnotic … PowerPoint presentation?
“The day before, he came to my office and I gave him an entire PowerPoint presentation and said: OK, you can help me, because I really need help to build this thing,” Abramović told Spike. “Then he just completely used me. And that wasn’t fair … I am very pissed by this, since he adapted my work only under one condition: that he would help my institute. Which he didn’t.” (Jeanne Greenberg Rohatyn, founder of the art gallery Salon 94 and producer of the “Picasso Baby” video, claims he did.)
The rest of the interview — which includes “questions” like this gem: “When you rubbed your forehead with Jay-Z’s, it seemed like an economical transaction: I grant you the right to use my piece, but in reverse you have to provide a space for my brand within your campaign” — is worth reading if only because Abramović is uncharacteristically candid about how her work and image have changed since the MoMA blockbuster. As for the “Picasso Baby” debacle, it wouldn’t take much for Jay Z (who dropped $4.5 million on Basquiat a few months after touching foreheads with Abramović) to right the situation. Besides, there must be some naming rights still up for grabs at MAI; who wouldn’t want to rehydrate, after a grueling Abramović method session, in the “Blue Ivy Carter Water Drinking Chamber”?
Update, 5/21, 9:55am ET: The Marina Abramović Institute has issued a formal apology to Jay Z and Abramović, explaining that the rapper had in fact donated money to the MAI project. The statement, publish by the New York Times, reads:
Marina Abramovic was not informed of Shawn “Jay Z” Carter’s donation from two years ago when she recently did an interview with Spike Magazine in Brazil. We are sincerely sorry to both Marina Abramovic and Shawn “Jay Z” Carter for this, and since then we have taken to appropriate actions to reconcile this matter.
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