By: PSJM Collective (Canary Islands)
Curated by: Marisa Caichiolo

PSJM is a team of creation, theory and management formed by Cynthia Viera (Las Palmas G.C., 1973) and Pablo San José (Mieres, 1969). PSJM present themselves as an «art brand», thus appropriating the procedures and strategies of advanced capitalism to subvert their symbolic structures. PSJM acts as an trademark of happening art addressing issues of the artwork in the market, communication with consumers, or function as an artistic quality, using communication resources borrowed from capitalism of the spectacle to underscore the paradoxes produced by its unbridled development.

PSJM will present at the LA ART SHOW 2020 the same performance they created for the 58th Venice Biennale context, one of its corporate performances in which uniformed hostesses interact with the public in order to cause startle and reflection. Combining marketing and totalitarianism, using the strategy of “overidentification” theorized by Zizek, the collective presents itself aesthetically appropriating the strategies and modes of seduction of the capitalist system in an authoritarian way.