Buy In Bleed Out
Made with approximately 20 pints of the artist's blood on canvas.
Using blood for it's connotations of worship Maxwell has payed homage to the altar of brands and has physically turned himself into his logo. The logo itself originates from a simple set of marks which Maxwell has been drawing since he was a child. Taking those primal marks and redesigning them into his logo is an act of commodifying his own innocent expression.
Although the work is made from more human blood than has ever been used in a single work of art, it is the idea that a logo has become an artwork which is more unusual. Crossing the boundaries between art and commerce Maxwell has created a work which can be thought of as taboo.
Using blood for it's connotations of worship Maxwell has payed homage to the altar of brands and has physically turned himself into his logo. The logo itself originates from a simple set of marks which Maxwell has been drawing since he was a child. Taking those primal marks and redesigning them into his logo is an act of commodifying his own innocent expression.
Although the work is made from more human blood than has ever been used in a single work of art, it is the idea that a logo has become an artwork which is more unusual. Crossing the boundaries between art and commerce Maxwell has created a work which can be thought of as taboo.
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