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The countdown to Pacific Standard Time has begun and so has a major PR push

November 5, 2010 |  3:30 pm

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At a media event Thursday at the members-only Soho House on Sunset Boulevard, the organizers of Pacific Standard Time signaled their intention to start spreading the word about their colossal visual arts collaboration set to start in October 2011. In attendance were dozens of local museum directors and publicists.

In essence, Pacific Standard Time is a set of museum exhibitions that will each in its own way explore the birth of the L.A. art scene, to be staged by about 50 institutions next fall in Southern California. The Getty Trust has organized and largely funded the event, distributing about $7.3 million to its institutional partners since 2008.

Now that the exhibitions (currently 47) and accompanying publications (roughly 20) are under way, the publicity and marketing efforts are about to begin. At the Soho House, over cocktails, meatballs and tuna tartare, the Getty announced a new website for the project, www.pacificstandardtime.org. It also screened a new promotional video by TBWA/Chiat/Day for Pacific Standard Time that uses the slogan: “One era. A million moments of impact.”

The glossy four-minute video features cameos by some local museum directors who are participating in the initiative: Ann Philbin of the Hammer Museum, Charmaine Jefferson of the California African American Museum, Michael Govan of the Los Angeles County Museum of Art and Jeffrey Deitch of the Museum of Contemporary Art, along with Chon Noriega, director of the UCLA Chicano Studies Research Center, which is organizing four of the shows on tap for 2011. They each take a shot at summing up the difficult-to-summarize event.

Noriega calls it “a surveying, documenting and preserving of the archive, to tell the history of what happened in Los Angeles in the middle of the 20th century.” Philbin calls it an “exciting” idea — “turning Southern California into one big extended museum with the freeways functioning as the hallways between the galleries.”

Click here for the full story about the countdown to Pacific Standard Time.

--Jori Finkel


Photo: Garrett Gin of Bank of America, Ann Philbin of the Hammer Museum, Getty board Chairman Mark Siegel, Getty Interim President and CEO Deborah Marrow and Los Angeles City Council President Eric Garcetti at the SoHo House West Hollywood. Photo credit: Ryan Miller / Capture Imaging



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Comments () | Archives (2)

This is most certainly NOT about art. It is about institutions and their hijacking of the meaning and purpose of true creative art. Its about them, the money, their patrons, the "de passionalizing" of what is OURS, It is sterile bunk.

And ignores Nuestro Pueblo completely, the greatest work of creative art in the West, hiding only the art center under the DCA headline, which has failed its purpose i preserving and promoting the Watts Towers. Our Town. They are now dating it, LACMA is, date raping actually.

art collegia delenda est

A few questions to which I cannot find an answer on the PST website:
1. Why does this show begin in 1945?
2. Why does it end in 1980?

The stated goal of the show is to celebrate art in Los Angeles in the second half of the 20th Century. The century did not end in 1980.

Maya Deren made "Meshes of the Afternoon" here in 1943 - surely one of the seminal works of modernism - is it to be excluded? As well, film art of all kinds was produced in LA outside of Hollywood. Will these be included? I see there will be an exhibition of film art after 1945, but not one before. Why not? It's not clear at all. Why not the whole of the 20th Century? The dates have no reason. Surrealist works filled the collections of Southern California collectors and yet, because of the dates, those will not be included. Surrealism also effected the film industry tremendously - and this will not be addressed.

There are several exhibitions dedicated to the work of Latin-American artists and African-American artists but only one by women artists - and that limits itself to the Women's Building. Women make up 54% of the population and surely produced more than the works from the Women's Building. Of course - I would never agree that an exhibition whose curatorial focus is on the color of an artists' skin nor on their gender, but if these museums are all going that route...

I understand that LA wants to explain and expose its history in art and its importance in the international art world - because it surely produced many of the great artists working post WW2. And it sheltered many European emigres in the arts and philosophy PRIOR to the war. Correcting history is a worthy endeavor. I just don't get the time period, nor the dedication of more than 1/2 the exhibitions to works based on race.


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