NEW YORK, NY.- This August, The Times Square Advertising Coalition (TSAC) and Times Square Arts, in collaboration with the Solomon R. Guggenheim Museum, present a reenactment of Alfredo Jaars iconic 1987 intervention in Times Square, A Logo for America. This Midnight Moment will premiere just before midnight on Friday, August 1st, and play every night throughout the month from 11:57 p.m. to midnight on 15 signs and 45 screens in Times Square. The video is part of the exhibition Under the Same Sun: Art from Latin America Today, presented in connection with the Guggenheim UBS MAP Global Art Initiative, and on view at the Guggenheim Museum through October 1, 2014.
Amidst Times Squares context of advertising and commercial culture, Alfredo Jaars animation A Logo for America displays the statement This is not America emblazoned across the outline of the United States. Through an apparently contradictory juxtaposition, the work challenges the fact that the word America is routinely but erroneously applied to just one part of the American continent. Originally displayed in 1987 on the Spectacolor Sign in Times Square, the 2014 reiteration of this intervention points out that, almost 30 years later, the representation of an entire continent is still monopolized by the same, single country.
Alfredo Jaar said, Language is not innocent and reflects a geopolitical reality. The use of the word America in the USA, erroneously referring only to the USA and not to the entire continent is a clear manifestation of the political, financial, and cultural domination of the USA of the rest of the continent.
Sherry Dobbin, Times Square Public Art Director, said, A Logo for America is a seminal video public art work; the image has become synonymous with both Alfredo Jaar and Times Square and represents the power of artist, place, and politics coming together.
Tim Tompkins, President of the Times Square Alliance, said, In a place defined by American culture, Jaar introduces a new definition of America to Times Square.
Harry Coghlan, Chairman of the Times Square Advertising Coalition, said, Were delighted to bring content originally displayed on Times Square screens almost 30 years ago, back as part of Augusts Midnight Moment. Alfredo Jaars piece shares an important message with those visiting from all over the world.
Richard Armstrong, Director of the Solomon R. Guggenheim Museum and Foundation, said, We are pleased to present Alfredo Jaars A Logo for America in Times Square, which is featured in our Guggenheim UBS MAP Global Art Initiative exhibition Under the Same Sun: Art from Latin America Today, part of an important global contemporary art initiative with our collaborator UBS. We are grateful to Times Square Arts for this opportunity to bring art to the streets of New York.
The following digital screens are participating in the August Midnight Moment: American Eagle Times Square, CEMUSA, City Outdoor, Disney Store Spectacular, NASDAQ, ClearChannel HD128, Spectacolor HD127 / CNN Screen, Viacom North & South (SL Green Realty), Thomson Reuters, 7TS (7 Times Square), and V Media Times Square.
Midnight Moment is the largest coordinated effort in history by the sign operators in Times Square to display synchronized, cutting-edge creative content on electronic billboards and newspaper kiosks throughout Times Square every night. The program premiered in May 2012 and is organized and supported by the Times Square Advertising Coalition in partnership with Times Square Arts, the public art program for the Times Square Alliance, with additional partners of participating sign holders and artists. Each night, Times Square becomes a digital art gallery through dazzling visuals on select billboards and newsstands. Every show begins at 11:57 p.m. with a "countdown" that signals the start of the three minute nightly presentation. Past artists featured in the program include Isaac Julien; Robert Wilson; Tracey Emin; Seoungho Cho; Vicki DaSilva, Surabhi Saraf, and Elly Cho; Erika Janunger; Takeshi Murata; Bel Borba with Burt Sun and André Costantini; Zach Nader; Brian Gonzalez (aka Taxiplasm); Björk; JR; Ryan McGinley; Jack Goldstein; Nature Theater of Oklahoma; Ezra Wube; Laleh Khorramian; Brian Dailey; Leslie Thornton; and Yoko Ono.