In 1967, General Idea was founded in Toronto by AA Bronson (b. 1946), Felix Partz (1945-1994), and Jorge Zontal (1944-1994). Over the course of 25 years, they made a significant contribution to postmodern and conceptual art in Canada and beyond.
The group was prolific and multidisciplinary long before it became de rigueur. They worked across various media, including photography, sculpture, painting, mail art, video, installations, multiples, and performance.
From 1971-1989, General Idea published FILE Magazine, an appropriation of LIFE Magazine that hijacked mainstream media through a playful lens. The publication served as a forum for General Idea to build on their extensive narratives and self-mythology, while engaging with subversive cultural commentary.
Shot around 1974, this untitled early FILE era photograph offers a rare glimpse into General Idea's collaborative process, arguably the most fascinating aspect of their practice. An assemblage of drawings, cut-outs, and artist's tools are thoughtfully positioned, revealing a workspace alive with experimentation.
A portrait of a woman fills the frame, her piercing eyes enveloped in the grasp of The Hand of the Spirit of Miss General Idea, one of the group's most enduring and iconic motifs. With the FILE logo above, one might wonder whether this was a work in progress, or a draft composition, for an upcoming Magazine cover...or great example of an independent collage captured on film.
Curiously, the portrait draws a clear connection to an untitled image from 1974, documented in General Idea Editions 1967-1995 by Barbara Fischer, pg. 97.
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"Untitled"
Canada, c. 1974
Gelatin silver print
Signed by the artist, verso
4.5"H 3.5"W (work)
12.75"H 11"W (framed)
Very good condition.
Note: additional framed images coming soon
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