Country Billboards
January 10 – February 7, 1981

Les Levine

NEWS: COUNTRY BILLBOARDS

"A TRIBUTE TO THE PIONEERING SPIRIT OF AMERICA"


The internationally renowned media artist Les Levine presents billboard projects for the new Federal Administration. The five projects are proposed for the following locations: the Pentagon, the Department of Commerce, the National Endowment for the Arts, the offices of Cabinet Members, and the Whitney Museum of American Art.

THOSE WHO RULE AMERICA

All of these works project typical American themes. Mr. Levine comments: "These are positive views of the American system which address themselves to the most common anxieties we all feel." COUNTRY BILLBOARDS are models for projects to be placed on outdoor billboards in various locations. In most cases the artist has designated an ideal location, but the billboards may be placed wherever space becomes available.

Each billboard consists of large images which have been drawn from photographs taken by the artist in various rural locations. These images are then combined with enormous hand drawn words to make the completed billboard.

The images in COUNTRY BILLBOARDS are inspired by America. They are all images which are simple and basic and represent the beauty of rural American lifestyle. Each image has been carefully chosen to symbolize an idealistic view of the American state of mind and the words lend focus and wit to that experience.

The artist states: "Even though we are going through a troubled period, it is important to remember that the generosity of the American spirit is still alive and well. This work is influenced by the desire to simplify our basic experience which is exemplified by the nation's exploding interest in country and western music. The point is to bring the sentiments of rural Americans to those who rule America."

FIRE

FIRE consists of a large image of a red fire truck with two American flags on either side of it. Above the truck, in enormous yellow letters, is the word FIRE. The ideal location for this billboard would be outside the Pentagon. L.L.: "For a number of years now there has been a fire in the Pentagon but no one has known which alarm switch to pull."

STEER

STEER consists of a large image of a steer standing next to a black fence. Above its head, in enormous red letters is the word STEER. The ideal location for this billboard would be outside the Department of Commerce. L.L.: "Steer is an animal that has been castrated and therefore has no potency. Steer means steer. Is anyone at the wheel?"

TASTE-CLASS

TASTE-CLASS consists of two large images of harvesting machines. On the left-hand side of these images, in enormous red letters, is the word TASTE, and on the right, is the word CLASS. The ideal location for this billboard would be outside the National Endowment for the Arts. L.L.: "New taste is an attack on old taste to create a new class. Taste is more industrial than cultural as its prime desire is to create a new market. Any allusion to taste, good or bad, is businesslike; an attempt to sell and control the market. Decoration is a futile effort to sell the poor the idea they can feel rich; the illusion of taste and class."

TOE THE LINE

TOE THE LINE consists of a man and two women in military uniforms marching in formation wit their backs to the audience. The man is carrying an American flag and the women have rifles on their shoulders. On the right side of this image, in enormous yellow letters, are the words TOE THE LINE. The ideal location for this billboard would be outside the offices of Cabinet Members. L.L.: "The free-for-all is over, everybody has to toe the line now. I hope 'those boys' toe the line as much as they expect us to."

AMERICAN

AMERICAN consists of a large image of a boy wearing a baseball hat with U.S.A. on it. Above this image, in enormous blue letters, is the word AMERICAN. The ideal location for this billboard would be outside the Whitney Museum of American Art. L.L.: "AMERICAN is a deep wish for all that is American and its future generations. Our understanding of others can only be complete when we have a clear view of who we are ourselves.'

These works represent a new direction for media-sculptor Les Levine. His previous work in billboards has been primarily photographic. With this exhibition he introduces techniques similar to those of sign painters. He still takes the photograph which is then projected onto a canvas and drawn. The artist comments: "The question of how an image is made is always crucial to how that image is understood. The issue is how does one prevent style from obliterating content and make a mark that can be felt."

Les Levine was born in Dublin, Ireland, in 1935. He now lives in New York City. He has had over 90 one-man shows. He uses technology and information media extensively, and has introduced the terms, "disposable art", "camera art", and "software art." He has produced environments, process pieces, systems pieces, outdoor actions, videotapes, and films. Les Levine recently designed the poster for the New York Film Festival. He is currently proposing a media project for New York's subway cars entitled WE ARE NOT AFRAID.

The public is invited to the opening on Saturday, January 10th. This exhibition continues through February 7th. The gallery is open Monday through Saturday from 10 AM to 5:30 PM. Admission is free.