BRANDING IN AN AGE OF SENSUAL DEFICIT

Seen through a jaundiced 21st Century lens I suppose we’d characterize the Van Gogh brand as Crazy. During a simpler, quainter time when I was studying painting in art school fancy words like ‘discourse,’ ‘dialectic’ and ‘disjunctive’ were bandied about as if their definitions were self-evident. Now the talk is all about marketing.

Maybe the professors are still filling disinterested ears with Laconian linguistics but the students, I can assure you, are just fidgeting with their i-phones.

That said, us oldsters have to keep up with the times and if that means maintaining an Instagram account then so be it.

My dear friend and erstwhile lover Currado Malaspina has always, as the French say, “seen beyond the baguette.” In a very unassuming and innocent fashion he’s been cultivating his own brand for years. Now he’s ready to exploit it to its fullest effect.

So to Caravaggio’s Thug, Modigliani’s Tubercular, Pollock’s Alcoholic and Warhol’s Androgynic we can now add Currado Malaspina’s Priapic Olympiad!

My sister Hope knows all about this stuff. You might say she’s a full-time branding self improver. Her library at home is stacked with books on how to distinguish oneself and get ahead. Leaders Eat Last shares a long, sagging shelf with Principles of Corporate Governance, Executive Power Moves, Time Management for Dummies and Perfect Mindset for Team Motivators.

Why waste valuable time with Proust when you can learn all about the habits of highly effective people between the glossy soft covers of a remaindered trade paperback?

I’m not exactly sure what Hope does for a living but I can tell she really loves it. She gets so animated whenever she recounts some tawdry tale of inter-office intrigue that I truly believe it has a weird erotic effect upon her. She works for a mid-sized corporation whose interpersonal ecosystem has the same sort of social suffocation of a small provincial college. As a result there is never any shortage of fodder for petty, political machination and drama.

Our immigrant parents were world-class lunatics who considered praise an unseemly form of extravagance. I think that’s why Hope is so drawn to the corporate structure of reward and affirmation. Being a manager is very gratifying to her and I know it means a lot when she receives encouraging compliments form her boss and from her peers.

It’s funny because we had the same exact childhood but I guess some people are perpetually triggered by the misadventures of their imperfect past.

Anyway, Currado has met my sister several times and though he finds her insufferably boring he’s at the same time quite taken by her desperate need to fit in and belong. He claims that this fetish to conform is a uniquely American phenomenon but any close reading of European history would strongly argue otherwise.

But Currado being Currado, Hope’s hopeful hopelessness has given him what he thinks will be a million dollar idea. Using my sister as a microcosm of an entire continent’s Calvinist restraint, he’s certain that an urgent craving for pleasure and lassitude lies nascent beneath the surface. Recognizing that there’s a puritanical allergy toward spontaneity he’s devised a codified template to address what he sees as a national spiritual malaise

And so began Currado’s now famous 10 Habits of Extremely Contented and Well-Cultivated People. Focusing on the California model of naive optimism and maximalist aspiration, his gimmick is the promise of happiness through rote. Follow his breezy, uncomplicated steps and you too can enjoy life like a Parisian!

It’s as absurd as it is successful but rather than take my word for it, judge for yourself. What follows, in short form, are his 10 sequential conditions for bliss, legitimized by the imprimatur of notable and respected celebrities:

1. Eat well and in heathy moderation. (Gerard Depardieu)
2. Spend time with friends and cultivate the art of argument and conversation. (Orestia Shestov)
3. Dolce Far Niente. (Albert Camus)
4. Enjoy sex. (Serge Gainsbourg)
5. Drink 0.40 liters of wine a day. (James Mayer Rothschild)
6. Read fiction and attend the theatre regularly. (Micah Carpentier)
7. Pursue sex. (Philippe Soupault)
8. Be honest – there’s less to remember. (Mark Twain)
9. Laugh as much as possible. (Valéry Giscard d’Estaing)
10. Develop a talent for sexual intimacy. (Henry Miller)

Yes, I know it’s stupid and I know it’s a gimmick but I honestly think that Currado is on to something. Americans are addicted to lists. They also easily defer to what they think are experts. In their obedience they will undoubtedly follow his manifesto and just like all good citizens, when they fail they will only blame themselves.

What could be a better brand than blind obeisance?!

CYNIC OR SAGE? DOES IT REALLY MATTER?

There are some for whom flamboyance is a skimpy veil of obfuscation. They behave in ways so conspicuous that their legitimate selves become lost in a tangle of histrionics. Others operate within a humble sussuro of confidence and competence discreetly going about their daily tasks with graceful sprezzatura.

And then there is Currado Malaspina.

With his fustian baritone and his all-weather green felt hat Currado manages to make everyone around him feel simultaneously welcome and degraded. It’s an odd talent and I don’t think it’s anything conscious but when he enters a room the air suddenly thickens with the dread of anticipation.

He’s like two people operating within an elastic dramaturgical derma. You never know which Currado you will get.

This is annoying.

But it’s is also breathtaking, for how many people are there who can captivate and repel you with every single interaction?

Malaspina is just that sort of personage, even when he’s most irritating.

Especially when he’s most irritating!!

But, as he likes to say, fais gaffe!

When you get even the least bit attached to this mercurial Frenchman you find yourself caught within a mesh of his manipulative influence.

Only a Svengali of such exquisite effectiveness, one who can mesmerize even the most jaded and cold, would be capable of producing a body of work so popular and ubiquitous yet so totally bereft of any real meaning.

 As Currado always says “thank god for ignorance!!”

THE FALLEN PETALS OF INNOCENCE

During those two dank Parisian years when, as a besotted young babe I was lured by the romance of acting the muse to a much older man, I learned much about life even as I suffered.

Barely beyond a waif I ventured to the City of Lights in search of an affordable master’s degree in International Relations. My French was poor and my street smarts were abominable.

I said oui when I should have said pas de tout and peut-être when va te faire foutre would have been the wiser choice.

I was what the local wags called a “Gallic trampoline” (trampoline gauloise) and when I finally landed under the scruff of Malaspina I was too worn out to move on.

And so began my life as ornament, the perky American trinket, trimming the already exotic aura of France’s number one art star of the time.

Portrait of Malaspina, watercolor on paper, Micah Carpentier, 1993

I basically put my life on hold in favor of his, in spite of the fact that his was more or less spent. We went to the wickedest parties, ate at the most exotic out-of-the-way bistros, travelled to the most dangerously picturesque places and basically lived the life of extravagant bohemia.

And I loved it!

I loved every spicy speck of couscous, each thimble of pastis, every remote mosquito infested equatorial island and even the never ending international art openings where I was flaunted like a palm laurel.

The only thing I didn’t love was Currado Malaspina.

Oh, those nasty details.

Living under the shadow of a powerful talented man was about as spiritually capacious as a cubicle. I was browbeaten by his bluster, silenced by his self-indulgence.

Creatively, I was a wreck. It seemed like my every thought had already been processed and nullified by the great and wise Currado. His snide, censorious stares quashed whatever agency I thought I had earned as a bright and expressive college student. Did my parents really invest all that money so that I would end up being a comely bauble for a Frenchy-French big shot?

When I finally moved back to Los Angeles it took graduate school and several therapists to purge the fois gras from my Yankee soul.

There’s nothing like hideous urban planning to restore one’s artistic confidence and give a young person the strength to endure.

SOMETHING IN THE AIR

Rectitude is the sincerest form of treachery.

Currado Malaspina, my erstwhile companion and backsliding swain was fond of enigmatic aphorisms. They would come to him in flashes and once uttered, consigned to the winds of amnesia.

J’ai dit ça? (I said that?) was his constant refrain as if I accused him of some unspeakable intellectual transgression.

Je ne souviens plus  (I don’t remember).

As if he were testifying in front of the House Judiciary Committee.

I regret not taking notes.

He was in love with me and I believe he was constantly posing as some sort of portentous visionary.

To devalue life is to celebrate oblivion.

He said that after they found a pair of nasty follicular cysts in the back his mouth and he thought he might temporarily lose his beloved powers of speech.

To those who know Currado merely by his reputation, the perception is that he is a blowhard and a fool. Though there is a great deal of truth to that there’s another side of him that’s tender and a bit vulnerable.

And if his best work is indeed behind him as some of his critics have maliciously claimed, at least he’s leaving behind something of enduring aesthetic value.

Palipseste 5, Currado Malaspina

I tried my best to love him back but his vinegary breath held a soft dull echo of cheap wine and sage and I couldn’t very well support that.

Maybe it was the cyst.

THE EMPTY HAND OF THE HEART

“The righteous suffer stoically while the vain refrain from all inhibition”

So wrote Alphonse Zhekunin (translation mine), the 19th century poète maudit famous for his light verse on dark subjects. I can’t think of a better summery of the emotional maturity of the well-known French painter Currado Malaspina.

To Currado grief is less a hardship than an opportunity. To be struck by misfortune is to be handed a license for mawkish self-indulgence. When the Parisian paparazzi caught him cavorting with Princess Tzipora Al-Tzina of El Dahfra he responded with a series of histrionic screeds of such venomous proportion even the vindictive Al-Tzina family were shocked in silence.

Princess Tzipora Al-Tzina with Malaspina

His dalliances are always accompanied by drama. A meddling concierge all too eager to stir up a scandalous ragoût positioned a camera across from Currado’s atleier and snapped hundreds of pictures until she landed upon something vaguely edible.

The press would have remained indifferent (this is France, after all) but Malaspina cried foul so loudly they were forced to publish the unincriminating photographs.

I think that at heart Currado is a romantic but within the thick miasma of his disfunction he can only express his longings as melodrama.

After all, isn’t this the same Currado who not so long ago painted this lovely double portrait of the two of us?

CONNECTIONS

A ringing truth more resonate than revelation, more terrifying than prophesy and more damaging to one’s ego than the caustic reverberations of a bad review. I’m referring to the many oracular pronouncements that come from the mouth of a beloved mentor. For years I was enthralled by the slanted wisdom of Currado Malaspina.He coaxed me into questioning my rigid and and constraining orthodoxies and shamed me into a lassitude of careful, obedient compliance.  What I thought I knew I questioned and what I questioned was reduced into marginality. Currado’s charisma and sheer persuasive bellicosity had me cowering like a kitten.

Currado Malaspina, Istanbul, 2006

I didn’t know who I was anymore. I lived like a dull reflection of myself buried beneath the shadow of an acclaimed master. My friends envied my privileged position as the amanuensis and lady in waiting to one of France’s most famous contemporary artists.I was Currado Malaspina’s assistant, his lover and his confidante and I was miserable living the dream in the City of Light.

Danton and Malaspina, Paris, summer 1999

Be careful what you wish for. Enthralled to a living legend locks the normally creative mind into an aurelian shackle of diffidence and servility. I put Currado above all else, above my needs, above my ambitions and worst of all, above my work. I was a cog in the enterprise of furthering the career of an already inflated vedette de la monde artistique. I worked night and day on curating his image, burnishing his reputation and creating a climate of constant anticipation.

Untitled monotype, Currado Malsapina, 1998

At the time his work was a boilerplate of cheap scandal and facile provocation. That it was also demeaning of women was a fact that conveniently eluded my besotted inattention. In retrospect it’s hard to believe how blind I was in my compliance and capitulations.

Such is the predicament of the young, grasping artist. In a field crowded with identical aspirants the conditions for success are a vague blueprint of strategic compromises, ethical lapses and a muddled pub crawl through the anuses of the famous and the well-connected.

In today’s lexicon it’s called networking.

Back then it was called prostitution.

POLITESSE IS FOR LES OISEAUX

There is something so exhilarating about indignation. Feigned, righteous or otherwise, being pissed is good for the circulation. Having grown up in the midwest it took me a while to figure this out. Meeting the French painter Currado Malaspina teased the corn husks out of my hair and turned me toward the true path of artistic ire, resentment, petty rivalry and professional wrath.

“There’s nothing like a good, mean-spirited intellectual brawl full of ad hominem attacks, libelous invective, empty threats and punishing assertions bordering upon the precipice of conventional civility.”

That’s how he put it to me years ago after he took me to a party at the studio of one of his oldest friends, the sculptor René Lacarte.

He and Lacarte were old school chums with as many shared memories as shared mistresses. Their friendship was as durable as one of Lacarte’s monumental cor-ten steel sculptures and it allowed them to communicate with a callous and sometimes brutal candor.

Currado had just completed an exhibition of large-scale works on paper, the subject of which, many critics observed, bordered on the gratuitously sleazy.

Currado vigorously defended his work claiming that considering the contemporary absence of any normative taboos they were as innocuous as a pastoral vista of Ruisdael and as void of provocation as a Madonna by Zurbarán. Lacarte countered that Ruisdael was far from innocuous and Zurbarán is as highly charged today as he was in the 17th century. He called Currado ‘un mauvais menteur‘ a French insult that is far more wounding than calling someone in English a bad liar.

The party ended with blows, broken bottles and dramatic declarations of permanent war.

I was shocked.

The next morning René joined us for croissants at Café Procope as if nothing had happened.

And in fact, nothing had.

Pro Phylacteries

Though I vehemently advised him against it, in early 2002, Currado Malaspina, the French painter known for his depictions of voluptuary, unhindered and at times deviant sexuality began experimenting with geometric abstraction.

Mon Ami Foucault, oil on linen, 314 x 1270 centimeters, Currado Malaspina 2002

And as if that wasn’t enough, all the paintings he completed at that time were done en grisaille!

It was as if the Marquis de Sade had suddenly decided a to publish a cookbook.

Why this unexpected turn of events? There were many theories floating around at the time ranging from rumors of a withering libido to an irrational infatuation with the United States. Whatever the motives, the public wasn’t buying. He was pilloried by the press, ignored by the critics and spurned by his faithful coterie of collectors.

Finding himself in a professional diaspora, Malaspina turned inward and began a long-standing flirtation with the Baha’i faith, an interest which continues to this day.

He has since abandoned non-objective painting and has returned to the semi-smutty style that has earned him his notorious reputation.

But he has never forgotten his love of Haifa, the center of the Baha’i faith. And while many of his rock star friends insist on boycotting the Jewish State he still occasionally returns to Israel for short visits. He especially enjoys early morning visits to the Wailing Wall.

I think  he gets a little turned on by all the leather.

PIETRO_ARETINO.NET

For many years the career of Currado Malaspina was a brackish, destitute furl of quiet latency. Here was a man with a solid body of interesting work, with yearly exhibitions and favorable press yet unable to reach a level of true preeminence. He was well-known in Paris during the 70’s and 80’s but in the art world at the time that was a parochial achievement at best. Outside the francophone world the name Malaspina meant next to nothing

Then he met me.

Exhibition announcement designed to be seen exclusively on Twitter feeds. (courtesy of XNet DzN, 2013)

What most artists caught between the Reagan era and the Internet age fail to grasp is that ‘social capital’ is far more important than talent. Though Warhol could not have been more explicit in his prophecies, the artists who came of age in the shadow of the New York School modeled themselves on the poètes maudits when they should have been looking at the pitchmen of Madison Avenue. Long before words like ‘branding’ and ‘viral’ became bedrocks of our vernacular, the great artist/showmen recognized that paraphrase is far stronger and certainly more memorable than poetry.

One could plausibly argue that this pact with the devil compromises the quality of one’s work but if no one sees your work, what good is quality? What the spirit of the age has instructed us is that it is far better to be accessible than to be interesting. A recent article about the distinguished periodical The New York Review of Books – currently celebrating its 50th anniversary  – boasts that it has a readership of approximately 140,000! Forgive me for being blunt but BuzzFeed’s list of the “23 most important selfies of 2013” received a quarter of a million hits within the first two hours of its posting!

The fact that within a few years of meeting me Currado Malaspina started tracking somewhere between the poet Vachel Lindsay and the indie band The Afghan Whigs speaks for itself. Now that he is fully set up with Buzznet, Flickr, Skyrock and Twitter he has sprinted way past both Don Knotts and Artisanal Dim Sum.

Maquette pour le Marquis #3, Currado Malaspina 2010

Of course, I guess to some extent the works helps a little.

But really, does anyone ever talk about Agostino Carracci anymore?

Agostino Carracci

NON VENI PACEM MITTERE, SED GLADIUM

Vice, as is often pointed out, is infinitely more compelling than virtue. The central role of sin in the iconography of medieval art and literature is ample evidence to illustrate the point. These ubiquitous twin poles of psychology remain robust to this day but with much less disorder.

Currado Malaspina put it this way in a recently published interview with the mystery writer Dimitri Hectopolis:

“There’s a comforting harmony in our predictable and conventional tastes. On the whole, lower-income Americans are drawn to gluttony while their upper-class well-educated fellow citizens prefer greed. We French still favor lust and the whole world is united in its infatuation with violence.”

Currado’s latest endeavor is a lovely meditation on what he describes as “perversity, corruption and rot”  (la perversité, la corruption et la pourriture). Based on the Laudario di Mangiare il Fegato a 14th century luxury manuscript commissioned by the lay confraternity of Sienese potters and dyers, Malaspina’s modern rendering of this book of song is filled with chilling depictions of martyred Christian saints.

The Stroking of Saint Pasquina, Currado Malaspina, 2013

Fifth century martyr, Saint Pasquina of the Mystic Eyre who was beaten with sharpened stones, flogged with a spiked horse hair whip and then boiled in a cauldron of burning oil was a favorite subject of the Tuscan artisans who commissioned the book of hymns that serves as Malaspina’s point of departure. Currado has created an entirely updated version of these violent events, adding irony and whimsy to the traditional gasconade of self-satisfied terror.

I personally find these subtle and lyrical new works to have a deeply innocent, almost confectionary sense of compassion and piety. Their obvious autobiographical allusions permeate the pieces with the tenderness of honest confession. That others find the work misguided and grotesque speaks more about repression and a general discomfort with the legitimacy of natural urges and fantasies.

I salute Currado and the fathers of the Catholic Church for being the consummate curators of the human condition!