Artist is present

Crystal Cinema I, Marina Abramovic

It was one of the biggest meetings of art and pop culture in the last ten years. But was it also a game changer? And what were the consequences for the participants? When Jay-Z adapted Marina Abramović's performance "The Artist is Present" (2010) for his video "Picasso Baby" at New York's Pace Gallery in 2013, many wondered: how did Abramović end up here? New York’s art scene was the audience, with Abramović herself as the star. Looking back, Marina wonders this too. At her recent retrospective at SESC Pompeia, São Paulo, she openly discussed the drawbacks of having replaced the physical, face-to-face encounter with the camera, and having become a brand.