Pop artist to collaborate with YG

Pop artist Mr. Brainwash

By Kwon Mee-yoo

Pop artist Mr. Brainwash opened his first exhibition in Asia at ARA Modern Art Museum in Insa-dong, central Seoul, last week. The artist, known for his use of celebrity images, is embarking on a month-long quest across Korea to incorporate K-pop icons such as Big Bang and Korean historical figures into his artwork.

Mr. Brainwash was once Thierry Guetta, who owned a used clothing store, but now he is an internationally known pop graffiti artist. The self-taught artist officially debuted in 2008 in a self-organized exhibit, but Guetta said he always had art inside him.

"The only customer before the 2008 exhibit was Michael Jackson, who purchased many of my paintings,” the artist said in an interview with The Korea Times. “That's the way they found me to design the cover of his album 'Xscape.' Street art was the only choice I had since galleries did not accept me. But the street was for everyone and it was a big wave of new art, like pop art in the 1960s. On the street, every artist can express oneself and share it with people for free."

Mr. Brainwash made his name through the Banksy-directed film "Exit through the Gift Shop," and was suspected of being a prank staged by Banksy, but Mr. Brainwash didn't seem to care about the allegations. “Since then, I have never stopped art."

He said the name Brainwash just popped up. “The more you go on with life, the name makes sense,” he said. “We all brainwash and are brainwashed in the world, but not all in a bad way. Good things happen and bringing back the memory of happiness is also a way of brainwashing."

Mr. Brainwash uses cultural iconography and celebrity images to create his own version of pop graffiti. "I like pop icons,” he said. “I work with them because they are people with dreams and made it happen. It is my way of telling people that anybody can do anything when they follow their dream and do not give up."

During his visit to Korea, Mr. Brainwash met people from the Korean entertainment industry, including Yang Hyun-suk, CEO of Korea's leading record company YG Entertainment.

"I meet people who make culture,” he said. “YG has an empire creating and giving love, which makes Korea strong and different. I am going to make pieces of Big Bang for this exhibit. I want to respect the country and bring the root and beauty of this country to this exhibit. I'll go out and feel the country and come back in a month to show something new."

The new art venue occupies the second to fourth basement floors, including a hall connecting all three floors that has a 15-meter-high wall.

"I am grateful that I am the beginning of the beautiful things to happen in this museum,” he said. “I hope it is a good start for other people. To have a museum in Korea is like having a museum in the world in the era when the internet goes everywhere."

To fill the large venue, Mr. Brainwash brought artworks that filled seven containers and created a few new works featuring characters from the “Star Wars” franchise.

"I know I always offer too much, but that's me,” he said. “I want to give as much as possible. It is a show for everyone _ from age two to 100. The whole family can enjoy this exhibit. It provides a fun experience, out of the daily routine."

The title of Mr. Brainwash's exhibit is always "Life Is Beautiful," reflecting the artist's attitude to life. "I believe that life is beautiful and everybody should know that," he said. "It's not just about selling art. There are so many things to share with people and help them. That's the motivation for me that doesn't stop.”

The artist also is seeking opportunities to help Korean schools or institutions.

The exhibit runs through Sept. 25. Admission is 10,000 won for adults. For more information, visit www.aramuseum.org or call 02-723-7900.