FFWD REW

Changing the face of billboards

Initiative to display new artists’ work and spur dialogue

It’s akin to Canadian Idol but with billboards instead of microphones. And the judges are hopefully a lot nicer too.

Art Upon Request is a new initiative that invites artists to submit their work to compete for a spot on billboards in urban Alberta. Not only is it a contest but the initiative is also intended to spur dialogue. The odd part is that a company that is key to the contest is at this point asking to keep its name anonymous.

So here’s the deal: there are 40 billboards throughout the province (16 in Calgary 17 in Edmonton four in Lethbridge and three in Medicine Hat) displaying Alberta artists’ work. Through contests the art on billboards will periodically change.

Art Upon Request is a vehicle for emerging artists to get their work discovered discussed and dissected says project co-ordinator Paul Heywood.

“We would like at least 100 artists submitting their work but we actually have room for 1000” says. “We really want this to catch on and have fun with it.”

Calgarians may have already noticed three different art pieces on 16 different billboards across the city: The Red Baron by Becky Speers Pow Wow Wow by Mitchell Martin and Pride & Prestige by Paul Gauss.

To kick off the project those works were chosen by volunteers and Heywood director of theatre operations at Medicine Hat’s Esplanade Arts and Heritage Centre. The next round of artists’ work will be selected by a jury — which will include the opinions of social media outlets and bloggers — and is to be displayed for one month starting March 17.

The project says Heywood is not just a social experiment but it’s also an interesting way to garner exposure for new and up-and-coming artists. “And it’s not just for the artists but also to spark constructive conversation about art in this province and engage people by putting art on the streets.”

Artists have until February 20 to submit their artwork for judgment and if selected by popular vote the “chosen ones” will grace various billboards across the province.

While Art Upon Request is run entirely by volunteers and doesn’t receive funding from external sources there is a partner that requests to remain anonymous.

The initiative is already creating a buzz in the art community and the three pieces of art featured on the billboards have sparked interest.

“We think it’s a great way to promote Canadian art and incorporate that with social media. It gets people talking” Heywood says.

“Each of these pieces of art has a story behind it.”

Calgary artist Julie Rizzuto believes the initiative is smartly using social media to get art out in on the streets.

"I think it’s a great idea and a wonderful tool to use to get exposure for young artists. It’s like using social media as an art gallery" she says. "It’s where everyone is spending their time anyways so why not use it for something like this? I think it’s great.”

Heywood hopes that the next step will be a convergence into transit malls and eventually for artists doors opening to art galleries and museums.

Artists are encouraged to submit work at artuponrequest.ca.

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