SKIN - The Body as White Space by Sarah-Jayne T

Issue 01

The Body as White Space

SK I N

UK 6.5o

SUMM A RY

The human skin is our largest organ, acting as a large cushion for our bodies, a barrier from disease and the atmosphere, a display of our heritage and our lives. Throughout the ages, skin has portrayed age, gender, social class, health and beauty â&#x20AC;&#x201C; however it has also been used for centuries as a canvas for decoration. This report critically examines the modern uses of tattoo, from commercial value to questioning art, even pushing boundaries so far as to result in producing the most conceptual, tattooed, and arguably highest valued, vagina in history.

RICK GENEST FOR MUGLER

BY CHRIS ROOME

PORTR A IT / A DVERT HERE

DAMIEN HIRST : FOR THE LOVE OF GOD

SKIN ISSUE 01 THE BODY AS WHITE SPACE Creative Direction Sarah-Jayne Todd

SKIN Magazine Unit 3, Ashby Mews, London, SE14 1TB Printing : LCC www.theskinaswhitespace.com

CONTENTS SKIN : THE BODY AS WHITE SPACE

SUMMARY

INTRODUCTION

BRANDING Purchasing human skin as advertising space Why use tattoos as advertisements and what value is the skin worth. Does this create a shock factor for the target audience Ownership Does the own part of the brand or the brand part own the human? What is the difference between tattoo branding and tattoo advertising Does it equate to a strong loyalty for a brand or is the skin sold to create profit for the canvas

VALUE Creating self value Self branding as an art form to generate value to their skin through tattooing What creates more value The skin its self of the piece of art placed onto the skin Also taking into consideration the status of the artist Is it valuable or only the experience and moment that counts Does this type of art have a shelf life? As the skin ages does the art become less valuable? Perishable or permanent Is it the tattoo that is valuable or reproductions of the tattoo? If the art cannot be bought can it have value If it can not be bought then can it be art in modern society?

TRADITIONAL AND CONTEMPORARY Compare traditional and contemporary tattoo techniques Introduce traditional forms of tattooing and compare them to new ways of working Does it create a new contemporary buzz? Using human skin as a canvas Artists using tattooing and human skin to create work through a new medium Shauna Taylor Interview Projects in contemporary tattooing Skin projects How the new ways of working have established this contemporary way of working with tattooing

CONCLUSION

APPENDICES

BIBLIOGRAPHY

PHOTO REFERENCES

PORTR A IT / A DVERT HERE

PETTIBON TATTOO DESIGN

INTRODUCTION

Before beginning this SKIN report on The Body as White Space, we must first define white space; the term arises from graphic design practice and is frequently used to describe the spaces between image, typography, borders etc. It is often incorrectly mistaken for emptiness, or ‘blankness’. However, rather than a ‘nothing’, ‘white space’ means ‘negative’, and it is key to allowing the existence of any artwork. Furthermore, white does not refer to any sort of colour, only the nonexistence of a positive; skin, therefore, acts as a perfect canvas – a naturally occurring area of negative expanse. Throughout time, skin has been utilised as a canvas and this report will investigate the history of artwork and decorative markings upon humans, and its cultural relevance. It will also consider how far this creativity can be described as art, and in a modern society, how it can possibly be valued. The key themes of the use of white space considered within this report will be branding and advertising, tattooing, and contemporary art.

CONTENTS BRANDING

PURCHASING HUMAN SKIN AS ADVERTISING SPACE

OWNERSHIP

WHAT IS THE DIFFERENCE BETWEEN TATTOO BRANDING AND TATTOO ADVERTISING

BR A NDING CHAPTER 1 PURCHASING HUMAN SKIN AS ADVERTISING SPACE

In this introduction to branding and its relationship to skin, I will look

Successful with the prime example of this being a success coming from

at and interrogate areas in this subject area such as tattoo advertising,

the company golden casino.com. As they generated the idea and made

brand ownership and loyalty to a brand. While the report discuss’ the

it happen by temporarily tattooing Bernard Hopkins (a boxer) to display

topic and assesses the success of case studies in relation to the concept of

their website on his back during a fighting match showcased as a tattoo

shock tactics.

on his back. “This proved to be wildly effective, increasing online hits

The practice of Human Branding (in terms of Western capitalism)

by 200% for the company and spawned a new advertising campaign

is most commonly split into two types: companies tattooing logos on

method par excellence.”2 This of course then subsequently encouraged

a human as adverts, and when an individual self-brands them self to

other methods of advertising producing more of a shock factor for the

create identity and value through the medium of tattooing. A company

audience it is intended to communicate to. It could be questioned though

approaching a human and asking to ‘purchase’ their skin as advertising

if it was intended to create a shock factor at all. Merely coming as a plus

space is a concept that has only in the last decade started to surface. The

side when reactions were shown on behalf of the tattoo, however one that

idea has been controversial, and has received plenty of backlash about it

with out a doubt was created for nothing other than shock factor and to

being utter bonkers or a little bit of campaigning genius. “The idea was

get people talking about was this particular advertisement making it the

first put in print in Vibe magazine 20 years ago when they predicted

first and most shocking research could prove.

that one day firms would pay to people walk around with advertising

slogans tattooed on their visible skin.”1 According to this article when

Wednesday became a real life walking ad for a virtual casino.”3 By

Vibe magazine predicted such an outlandish technique for advertising

auctioning off her forehead on eBay to generate money, many people

the technique and medium of the campaigns seemed to be increasingly

wouldn’t even consider such a life changing decision however this didn’t

“For $10,000 and a brighter future for her son, Kari Smith on

1 http://off beatink.com/tattoo-advertising/tattoo-advertising/ [accessed 2nd Nov 2011] 2 http://off beatink.com/tattoo-advertising/tattoo-advertising/ [accessed 2nd Nov 2011] 3 http://www.deseretnews.com/article/600145187/Mom-sells-face-space-for-tattoo-advertisement.html [accessed 2nd Nov 2011]

Even seem to phase the cause driven mother. A member of the marketing department stated “Skin is not an uncommon spot for the casino to advertise: It already has another forehead, more than 100 arms, legs, chests and backs. Smith is the first woman to have her forehead tattooed with an advertisement, and “we like having a collection of firsts,”4

This research proves to emphasise that people with the advertisements only consider this for the

return of money and the companies have easy access to human skin as advertising space for a reasonable fee, and with a tattooed forehead who isn’t going to see that and not take any notice. Possibly indicating that to companies this could be seen as a collective of advertising firsts. From the studies found on this case, such as humans selling foreheads in order to see a return of a cash sum, tattoo advertising could be said to be successful as its an experience a minority take part in as from visually showing this story to a selection of the target audience it still stands not all wish to partake in this way of advertising.

4 http://www.deseretnews.com/article/600145187/Mom-sells-face-space-for-tattoo-advertisement.html?pg=1 [accessed 2nd Nov 2011]

BR A NDING CHAPTER 2 OWNERSHIP

Focussing on different areas within tattoo advertising, this part of the

If the brand already owns the space then that could equate to the brand

report will focus on ownership of the brand the reasons of why the tattoo

owning the space it purchased. In comparison if a company was renting

is created. When a tattoo advertisement is permanently placed on human

an advertising space from a billboard or a part of an advertising space, in

skin it’s not you’re average advert, its a walking breathing advertisement.

the environment then its possible to say because that space is purchased

The brand has no control over logistics that would come with a normal

the company receives ownership of that for a select amount of time.

advertisement, for example: times of day, location, reproduction, how it

appeals to the target audience or the context of the advert (nothing to

has rightfully paid fees for the space, then it is arguable from numerous

stop your advert being arrested, getting drunk, swearing etc).

reviews that the company owns that space on the body. A recent and

comparable proposal was put in place by retail brand Ecko Ltd ‘Get a

This is where questions arise such as not necessarily who owns

As the tattoo advertisement is there for life and the company

what, but who has the most ownership and say. This could initially be

tattoo and get 20% off for life’5

seen with compromising the ownership of whose choice it was to purchase

that is does not necessarily consider ownership as you tattoo a logo onto

or place that tattoo at that moment in time, perhaps if a member of a

yourself and receive customer loyalty in return, in spite of that with

company bought somebody’s arm on eBay as advertising space then it

advertising and concepts being so rich and clever in this present day this

could be them who is classed as the owner because they are the person

could be seen as a tactic to do something fresh and new perhaps causing

with the concept and who has made it happen, therefore in turn ‘owns’

a shock factor to some of those who know of this proposal.

that specific advertisement and outcome.

The ‘canvas’ individual could argue that they have an involvement

report within tattoo advertising yet from the research this could be seen

and certain amount of ownership over that part of the brand that has

as more of a brand loyalty involvement than owning part of a particular

been placed on their skin, otherwise however it could be said that this is

brand.

In this paragraph ownership does carry some significance to the

just the next step up from a human billboard, just not being able to take it off at the end of the day.

From this concept it could be alleged

5 http://www.shopecko.com/category/index.jsp?categoryId=11330790 [accessed 6th Jan 2012]

BR A NDING CHAPTER 3 WHAT IS THE DIFFERENCE BETWEEN TATTOO BRANDING AND TATTOO

In the following paragraph, relating to tattoo branding and brand loyalty,

Another view on human branding isn’t just tattooing yet the art of

the study will be focussing on how people have so much loyalty to a brand

actually heatedly branding the skin. “It is an agonising procedure now

they make a permanent connection to this brand, and the considerations

considered too cruel to inflict on animals. But Human branding has

behind their actions.

become the latest twisted fashion trend for young professionals who

regard straightforward tattoos and piercing as passé.”8

Tattoo branding differs from tattoo advertising; the main

difference is in the respect that the subject tends to have a distinct

passion for branding (or the company in question) rather than the other

cattle that people undergo. “It’s about pushing yourself and seeing how

opposition in which the subject appears to have a motive causing them to

much you can take. In the end the adrenaline rush masked the pain.”9

desire to get such a tattoo, to proudly showcase it upon their body, rather

than in the terms of advertising which appear to be solely for financial

determined to go in order to show originality on their skin. Any form of

gain. In a tattoo survey carried out to gather research towards the report

branding from the research made known has found strong views afflicted

the question was asked ‘Would you consider selling part of your skin as

towards them “These tattoos are well beyond common, and well beyond

advertising space to a brand?’6 Some responses were a straight out no

creative. Then there are the are fanatical tattoos worn by people that

but this answer ‘Hell. No.. Actually.. Maybe Linda McCartney sausage

were either not creative enough to come up with something on their own,

rolls or for the ‘League Against Cruel Sports’ or ‘The Sea Shepherd’ But

or they love their favourite brands so much that they never want to let

I wouldn’t sell my skin. I’d just do it for a good cause that I support.. And

them go — sometimes a combination of both.”10

am proud of.’7

of the survey research, the repetition of the ‘shock factor’ is still produced

This demonstrates that brand loyalty really is thought out when

it comes to permanently marking ones self with a logo or something

Its an antagonising procedure that is on the same level as branding

Hearing something like this really verifies how far people are

These paragraphs openly demonstrate, especially in the collation

by tattooing at present.

related, as this person states they would sell their skin for a good cause this could also indicate that the tattoo advertisements are more in favour of the money than of the brand tattoo itself.

6 Tattoo Survey – Questions (Appendix 2) 7 Appendix 2 – Tattoo Survey 8 http://www.dailymail.co.uk/news/article-490283/Forget-tattoos-branding-hottest-new-trend.html [accessed 2nd Nov 2011] 9 http://www.dailymail.co.uk/news/article-490283/Forget-tattoos-branding-hottest-new-trend.html [accessed 2nd Nov 2011] 10 http://designcrave.com/2009-08-19/brand-tattoo-designs/ [accessed 2nd Nov 2011]

TOM LEPPARD : LEOPARD MAN

CONTENTS VALUE

CREATING VALUE

WHAT CREATES MORE VALUE

DOES THIS TYPE OF ART HAVE A SHELF LIFE?

VALUE CHAPTER 1 CREATING VALUE

This further study to value and its relationship to human skin and art,

A prime example of this today is Rick Genest also known as ‘Zombie

introduces the issue surrounding value and different aspects, such as

Boy’ as his entire body is covered in corpse like tattoos. “Twenty-Six year

creating self value through the art of tattooing, generating value on skin,

old Rick Genest will challenge your sensibilities about what you believe

and the question of shelf life when it comes to art upon the skin.

to be beautiful.”11

Examining skin and art together to ascertain if it generates value or not

is a new and undiscovered subject, through the research surveyed, the

different way of thinking towards tattooing and allows permanence to

report will look at how artists, art auctioneers and the media determine

come into question. When it is seen on such a large scale as covering the

if there is any value and permanence in the tattoo art created.

entire human skin is could be seen not to matter as the overall visual

When a tattoo is found to be creative and a form of self-branding

in a way could be classed as fascinating. “He has sparked a revolution

is formed rather than dedicating a piece of skin to show loyalty to a

with fans who see beyond the visceral and want to know everything they

brand. When a person chooses their own Identity through the medium of

can about the mysterious performer, model and muse known as ‘Zombie

tattooing and the body begins to develop as a personal canvas. Following

Boy.”12

the art form of permanence and value, which allows the creativity of

the skin to prosper. The art of designing a tattoo is one thing and being

valuable identifying moment in the industry of tattooing. Others have

creative in that manor however when a person begins to shape and blend

identified them self through this medium, using this kind of method and

their body for the art of tattooing that is when the question of value

found in research, it is not always created to generate value from the

begins to surface in the report.

persons point of view. However predominantly to express themselves

Over the years especially as tattooing has started to become more

and showcase themselves creatively. Audiences who then notice with the

acceptable, society has been introduced to it a lot earlier in life and so the

publicity of the Internet and social networking begin the revolution that

creativity and the way in which tattoos are looked at is a lot more open

is sparked. As this is where ‘Zombie Boy’ is respected and shared for

minded than before, as the following study will examine, people begin to

millions of viewers to see.

From the research on this it enables the reader to consider a

Even though he is a not the first to do this he is experiencing his

push concepts through themselves and their outer identity.

11 http://rickgenest.com/index.php/my-story.html [accessed 2nd Nov] 12 http://rickgenest.com/index.php/my-story.html [accessed 2nd Nov]

AKA ZOMBIE BOY

VALUE CHAPTER 2 WHAT CREATES MORE VALUE

In this paragraph during the value stage of the report it instigates what

In a tattoo form it could be said the buyer will never fully own the piece

generates value on skin and if it can be expressed as valuable. Exploring

of work and permanence as it belongs to somebody else on their skin,

areas such as auctioning, questionably ownable art, value of the art itself,

especially that of a ‘vagina.’15

reproductions of the art and if the artists producing the work contribute

to the value.

work to human canvas’ such as Damien Hirst, Jeff Koons, Raymond

The subject of valuing skin is relatively new as discovered though

Pettibon, The Chapman Brothers there is a questions surrounding it of

studies on this case “when you look at art seven years or so ago, prior to

the value. From the studied predictions and the discussable subject at

that most of the mediums were looking at art forms that were typically on

Christie’s auction house, it is the concept that has more intact.

canvas, paper or sculptural, and now were finding mediums sometimes

the conceptually are meant to actually disintegrate”13 Such proposals

to be a factor and being probable that value is of such importance

that the selected artworks are not allowed to be sustainable forever,

surrounding this subject.

With contemporary tattoos emerging and artists contributing

Furthermore with the artists credibility considered, it is proven

brings a certain objection to being valued. “Its more about the concept behind it and what the architectural element of it is, the engineering and what the actual mind set was behind it. That is what really determines the drive and what the end value is for really conceptual work.”14

13 Christies. SKIN-A Story of Art. Hope. R. 2011 14 Christies. SKIN-A Story of Art. Hope R. 2011 15 Damien Hirst – Butterfly Tattoo

DAMIEN HIRST BUTTERFLY TATTOO

VALUE CHAPTER 3 DOES THIS TYPE OF ART HAVE A SHELF LIFE?

Further studies on this report look more at value and if tattoo advertising

boundaries so much, that from this a new aspect of value comes into play.

and contemporary tattooing have a shelf life. Adapting the methods of

This is pertinent to a piece of art that can be owned and purchased even

exploring questions surrounding this subject being classed as perishable

for a small amount of time. If it will deteriorate it can still be owned

art. When this art is created its not supposed to supposed to be forever in

and authoritatively be the buyers. However to the contemporary method

its pristine form as neither does the human body, when a person begins to

of tattooing if a artist tattoos a person as a canvas and then that art is

age the tattoo will stop developing and regard it to disintegrate?

valued how can this be possible? Leading to research discovering how it

can be placed as art in modern society if that piece cannot be purchased.

“It has its shelf life but so does everything else. I find old tattoos

fascinating, over the years the tattoo will deteriorate with me.”16 This

proves not to necessarily mean that it cannot be valued; this is what

whole web of questions left un answered with it being such a new medium

modern and contemporary art is all about discovering new methods and

and way of working yet its all extremely relevant to this report and

continuously developing a new concept from all the art previous to the

study of contemporary tattooing. These paragraphs demonstrate and

artists own. . “This issue of perishable material is almost irrelevant in the

collate found research from an auctioneer’s perspective on the values

market today.”17 Another statement from Christie’s auction house claims

on contemporary art, artists working conceptually and the value of self-

that, from a radical point of view it is irrelevant as artists push the

branding on the human skin.

In this paragraph and from the research discovered there are a

16 Jack Driver. SKIN - A Story of Art. Hope R. 2011 17 Christies. SKIN – A Story of Art. Hope R. 2011

A DVERT/PROFILE IM AGE

CONTENTS TRADITIONAL AND CONTEMPORARY

COMPARE TRADITIONAL & CONTEMPORARY TATTOO TECHNIQUES

USING HUMAN SKIN AS CANVAS

INTERVIEW WITH SHAUNA TAYLOR (HUMAN CANVAS)

PROJECTS IN CONTEMPORARY TATTOOING

TR A DITIONAL A ND CONTEMPOR A RY CHAPTER 1 COMPARE TRADITIONAL & CONTEMPORARY TATTOO TECHNIQUES

At the reports final stage, the main areas of focus are traditional forms of

life, connected them to their belief systems and assisted outward

tattooing, studying a brief introduction, the art of contemporary tattooing

manifestation and expression of identity and culture. One of these modes

and how artists have begun to explore and work with skin as a canvas.

was the art of tattooing.’20

The art of tattooing is an exceedingly broad area and has been

The research here signifying that this was through belief and

around for decades, in this stage the report will introduce the main

expression, while educating that this way of decoration was a necessity to

focus points of tattooing and how its representation has differed through

culture, how tribes marked one another and became decorated identities.

changing society. ‘Man has always felt the need to decorate his body –

markings have been found from thousands of years ago.’18

Japan largely as a means of marking criminals and other social

undesirables. Criminals were tattooed with symbols

Discovered through a study on the history of tattooing, there are

Furthermore ‘The practice revived in the Thirteenth century indicating the

explanations and basic historic tools that were developed for creating

nature and geographic location of their crime.’21

permanent tattoos exclusive of the electronic machinery that is needed

today. ‘Tattoos were commonly applied with a comb fashioned from a

a human is something that can not be removed and will always remain

serrated shell or bone that was fastened adze-like to a wooden handle.

there, as a reminder and to warn other people of this tattooed persons bad

The instrument was known as a “ui tattau.” The ta’unga would strike

habits. This could be seen as where the negative connotations towards

the comb with another piece of wood, known as “rakau papa.” Which

tattooing began to branch from, tattooing was seen as a deviant practise

was used like a mallet for tapping or beating. The pigment used was

and a strong impulse in rebellion and the art scene.

obtained from soot produced from the waxy flesh extracted from the

shell of a “tuitui” of candlenut tree. Dipped into the pigment the comb

form people who were tattooed were seen as deviants, criminals, freaks

would pierce the skin while attendants kept the skin taut, wiped away

and their place of safety was considered to be as extreme as the circus.

blood, and sang songs to put the person being tattooed at ease. With a

‘Tattooed –person-as –a-freak.”22 From this research it is probable

steady tapping rhythm the ta’unga would create patterns handed down

in society, if tattooing was engraved in the skin at this time, you were

through generations to mark the wearer for the rest of his or her life.’19

classed as a degenerate of society.

Adapted in the same research study it is known, that man has

Severe yet this is a strong and permanent study of how branding

In the 1920’s when tattooing was again brought to life as an art

This paragraph concludes the creation of the earliest tattoo

always felt the need to cover his body in art, this tool that man has

equipment, the branches and roots of tattooing. Furthering where it led

made and uses, as in 500-300BC. A civilization known as Polynesians

to as a negative art form, when branding society.

‘developed many technologies and art forms that defined their way of

18 Mo Coppoletta. SKIN – A Story of Art. Hope R. 2011 19 Utanga. J. Mangos T. (2006) . The Lost Issue: Tattoo Revival in the Cook Islands. Fashion Theory: The Journal of Dress, Body & Culture. Vol. 10. (Tattoo Special Issue / SEPT), 316p. 20 Utanga. J. Mangos T. (2006) . The Lost Issue: Tattoo Revival in the Cook Islands. Fashion Theory: The Journal of Dress, Body & Culture. Vol. 10. (Tattoo Special Issue / SEPT), 316p. 21 Sanders. C, Customizing the Body: The Art and Culture of Tattooing. 11/12p 22 Sanders. C, Customizing the Body: The Art and Culture of Tattooing. 18p

TR A DITIONAL A ND CONTEMPOR A RY CHAPTER 2 USING HUMAN SKIN AS CANVAS

Focussing on the area of artists exploring skin as a canvas, this begins

the brief to suit themselves. Dinos, not wanting to expend his design on

to cross over with the subject of value the in the report. Looking at

an exterior “canvas,” gave his right arm to the cause. He then took up

why artists have taken to skin as a medium. Contemporary artists are

the needle and went to town on his brother, having never tattooed before,

extremely unpredictable so any new mediums that can be discovered,

and proceeding without any idea of the final outcome.”24

artists will work with them. Yet in terms of artists using human skin as a

canvas this is a relatively new medium and approach to art.

specific artists invloved in the ‘Inked’ project such as Koons, Hirst, The

Its not resalable and as research proves nothing can really be

Chapman Brothers, Pettibon and more, the tattoo artists transform this

perishable from this, however it is a new way and delivers something

into a tattoo worthy design for the human canvas, it is a collaboration

exciting and different into the contemporary art world. “You can go up

and it is also the outcome, that makes the concept so fresh and exciting.

to the most famous tattoo artist in the world and get a tattoo, but you

cant go up to a famous artist and ask them to design your tattoo .”23

where the image is placed makes the artist think and learn new methods,

Tattooing happens all over the world on a daily basis and people

about his or her art. “Using skin as a their canvas makes the artist think

heavily appreciate tattoos but the fact that such renowned artists, have

about their art in a different way. There were certain things that even

taken the concept and designed a piece of art for, this medium is an

Damien did consider about the tattoo and how it was going to look

area this report will study. It could be said the audience and the creative

because he has never worked on the sort of surface before.”25 It could

industry, not only in tattoo culture, can view it in a different way and even

be thought that as the artwork is created on a human, living, judging

the artists consider and develop it more, as this here proves. “The artists’

and aware of the process, it would make the artist more conceptual and

responses varied: the amount of control they wanted, the placement, the

delicate about their work, it has to be lived with everyday so there for

colours, the fonts, the degree of involvement of the participant and the

constantly critiqued. This paragraph exhibits the process of why artists

tattoo artist. And then there were the Chapman Brothers, who changed

chose to work with skin as a new canvas and medium.

In the tattoos that have been created and designed from the

Commencing further report studies, the body parts used and

23 Jack Driver. SKIN – A Story of Art. Hope R. 2011 24 Poostchi. B. (2011) . Inked. Garage Magazine. No.1. (Fall / Winter / SEPT), 100p. 25 Jack Driver. SKIN – A Story of Art. Hope R. 2011

PROFILE

SHAUNA TAYLOR

LONDON MS SHAUNA TAYLOR in an Illustrator and model after being shot by the likes of Hedi Slimane and Nick Knight. Smoking her days away and drawing SHAUNA, now has the most contemporary and arguably highest valued, vagina in history. Becoming a human canvas and medium for the most recognisable artist DAMIEN HIRST.

PROFILE SHAUNA TAYLOR

Sarah-Jayne TODD: So tell a little about ‘the tattoo’ how did you come

ST: A lot of waiting for dates to be set and phone calls/emails. I got

to find out about it?

filmed whilst the outline of my tattoo was done. Went to L.A for a shoot

Shauna TAYLOR: Well, it was a nice sunny day and I had no money,

with Hedi Slimane, got filmed some more! The whole process from start

decided to go to the Tate Britain, (because its free and I could jump the

to finish was a good few months long!

bendy bus) my mate ash went to Chelsea College of Art which is next to

SJT: What about the pain?

it. So I stopped off to pick her up and seen a shitty green piece of paper

ST: Well I spoke to my dad (who’s a tattooist) he told me it wont hurt, he

on her studio wall saying like, do you want a tattoo designed by an

actually said I’d be more bothered about the vibrating sensation down

artist for a new magazine, so I thought FREE FUCKING TATTOO

there more than anything. He was wrong it fucking hurt me so much,

YEEAAAHHHH.

was probably the most painful thing I have ever felt! It was awful, but

SJT: So turns out it was a designed tattoo by Artist Damien Hirst.

whatever it looks so good!

What was your reaction when you found out this tattoo was going to be

SJT: Has it made your skin feel of anymore value to you?

ST: Not really, its still the same old vagina I have always had, but with a

ST: I was like WHAT THE FUCK, no way! Yeahh so excited, really

special Damien Hirst butterfly on it.

wanted the tattoo.

SJT: What do you think of artists using skin as a canvas?

SJT: What about when you found out if was to be placed on your

ST: I think its pretty amazing and exciting. Working on a walking canvas,

vagina?

it has never really been done before, not that I am aware of any ways.

ST: When I found it was on my vagina, I was a bit scared but my eyes

SJT: What was your best part of the whole experience?

lit up and I just thought about it, why fucking not. A vagina tattoo, it

ST: Errrrm, its all been a pretty fun experience really, getting to go to

cant hurt that much right?

L.A was amazing, and getting lots of attention and having “the worlds

SJT: Did you have any doubts about the tattoo as it a pretty big deal?

most valuable vagina” is dead fun!

ST: None at all, I knew, after speaking to Becky (Garage Mag) that I

SJT: What do you see your body looking like (Tattoo wise) in the next

was getting to go to L.A for a photo shoot and that a documentary was

few years?

getting made, that it was going to be a massive project so I was dead

ST: I LOVE tattoo’s and I’m probably going to get quite a lot of them. I

excited about it.

am already planning my next design with Mo Coppoletta (Tattooist of

SJT: What happened in the process of getting tattooed?

my butterfly) there so addictive!!!!!!

Appendix 1 – Shauna Taylor

TR A DITIONAL A ND CONTEMPOR A RY CHAPTER 3 PROJECTS IN CONTEMPORARY TATTOOING

In the final stage of the report, this paragraph will focus on how

The enthusiastic canvas that adopted that daring design and spread her

contemporary tattooing differs from traditional tattooing, looking more

legs for the most arguable valued piece of white space was Shauna Taylor.

into the contemporary tattoo project briefed by Garage Magazine. A

“So Damien Hirst Tattoo - what was your reaction when you found out

distinguished high end art magazine Garage, decided to curate and

this tattoo was going to be designed by him?

document the entire process, Becky Poostchi the Managing Editor

I was like WHAT THE FUCK, no way! yeahhhhh. So excited.

handled huge budgets to make sure this was the titled issue in the launch of the art driven magazine.

What about when you found out if was on your vagina?

“So the tattoo is to be placed on her vagina? You don’t make

When I found it was on my vagina, I was abit scared but my eyes lit up

it easy do you? It was an unusual conversation with one of the worlds

and I thought about it, why fucking not. A vagina tattoo, it cant hurt

most respected artists, and there were many more to follow. Jeff Koons,

that much right?”28 Having a contemporary proposal of such magnitude

Damien Hirst, John Baldessari, Raymond Pettibon, Jake and Dinos

would take a ballsy woman to accept but the return of a original Damien

Chapman, Richard Prince, Dr Lakra and Paul McCarthy: An eclectic

Hirst piece of art on your body is an offer some people would not turn

mix of established artists, they all worked on one brief to design a tattoo

down, as the response from Shauna Taylor in the report verifies.

for garage – a unique piece of art that will be one persons skin for life.”26

From the research it confirms that, a distinctive and original project

rebellion and makes it become recognised rather than normalised.

perhaps involving the readers and followers that there is no longer a

“Tattooing has come into the fold and now I represent a piece of art

distinguishable line between the art world and tattooing industry.

history in the flesh. Representing some sort of weird synthesis between

From previous research in the report, it could be said that

two genres that were previously segregated, and that’s where the

tattooing is loosing its sign of rebellion over the years, in its transition

importance of this project lies, bringing cause to consider tattooing as a

to contemporary tattooing, as the report follows and records. This could

legitimate, bonefied fine art form.”29

be seen as a tactic from the fine art and tattoo world to scrape back its

rebellion and deviance. The willing canvases adapted to the idea and in

on many levels by doing much more than putting out its permanence, it

their own right have become a part of contemporary art by partaking

shows skill, creativeness, versatility and most importantly its impact on

in the experience. “The tattoo artists masterfully adopted the artists’

society and identity. “I’d like to be the first to raise my glass to welcome

designs to fit each body, adjusting colours for the maximum effect,

tattooing to the world of fine and contemporary art id definitely fucking

positioning wings over shoulder blades, and going where tattoo needles

drink to that.”30

This subject could be seen to make tattooing seem more than

From this source it could be seen to throw tattooing out there,

fear to tread.”27

26 Poostchi. B. (2011) . Inked. Garage Magazine. No.1. (Fall / Winter / SEPT), 100p. 27 Poostchi. B. (2011) . Inked. Garage Magazine. No.1. (Fall / Winter / SEPT), 100p. 28 Appendix 1 – Shauna Taylor (See full interview of pages 42/43) 29 Conrad Lochner. SKIN – A Story of Art. Hope R. 2011 30 Conrad Lochner. SKIN – A Story of Art. Hope R. 2011

CONCLUSION

To conclude, the key findings of my research centre around the idea of branding skin (both in terms of tattoo technique, and also in terms of commercial brands, i.e. Advertising), traditional and contemporary forms of tattooing, tattoo as an art form, and as a recognised art form, the debate around valuing tattoos, skin and â&#x20AC;&#x2DC;living artâ&#x20AC;&#x2122;. Particularly successful areas of the report are structured on the findings from the report research and its involvement in the area of contemporary tattooing; collecting data from individuals who have used their skin as a canvas was hugely informative. However, one key failure of the report was the lack of research and interviews secured from the artists that used and worked on human canvases. This was helped by the research of others; however talking to these artists would be one area in which I would like to expand my research and could in turn give my report more depth. Further areas of interest within the report include looking at tattooing critically as an art form, as well as examining the skill and practice needed to become an experienced tattoo artist. Overall, I feel that my report engages with many of the discourses surrounding tattooing; an art form which is both deeply ancient, and constantly cutting-edge.

APPENDIX 1 - SHAUNA TAYLOR

So tell a little about ‘the tattoo’ how did you come to find out about it? Well, it was a nice sunny day and I had no money, decided to go to the Tate Britain, (because its free and I could jump the bendy bus) my mate ash went to Chelsea College of Art which is next to it. So I stopped off to pick her up and seen a shitty green piece of paper on her studio wall saying like, do you want a tattoo designed by an artist for a new magazine, so I thought FREE FUCKING TATTOO YEEAAAHHHH. So turns out it was a designed tattoo by Artist Damien Hirst. What was your reaction when you found out this tattoo was going to be designed by him? I was like WHAT THE FUCK, no way! Yeahh so excited, really wanted the tattoo. What about when you found out if was to be placed on your vagina? When I found it was on my vagina, I was a bit scared but my eyes lit up and I just thought about it, why fucking not. A vagina tattoo, it cant hurt that much right? Did you have any doubts about the tattoo as it a pretty big deal? None at all, I knew, after speaking to Becky (Garage Mag) that I was getting to go to L.A for a photo shoot and that a documentary was getting made, that it was going to be a massive project so I was dead excited about it. What happened in the process of getting tattooed? A lot of waiting for dates to be set and phone calls/emails. I got filmed whilst the outline of my tattoo was done. Went to L.A for a shoot with Hedi Slimane, got filmed some more! The whole process from start to finish was a good few months long! What about the pain? Well I spoke to my dad (who’s a tattooist) he told me it wont hurt, he actually said I’d be more bothered about the vibrating sensation down there more than anything. He was wrong it fucking hurt me so much, was probably the most painful thing I have ever felt! It was awful, but whatever it looks so good! Has it made your skin feel of anymore value to you? Not really, its still the same old vagina I have always had, but with a special Damien Hirst butterfly on it. What do you think of artists using skin as a canvas? I think its pretty amazing and exciting. Working on a walking canvas, it has never really been done before, not that I am aware of any ways. What was your best part of the whole experience? Errrrm, its all been a pretty fun experience really, getting to go to L.A was amazing, and getting lots of attention and having “the worlds most valuable vagina” is dead fun! What do you see your body looking like (Tattoo wise) in the next few years? I LOVE tattoo’s and I’m probably going to get quite a lot of them. I am already planning my next design with Mo Coppoletta (Tattooist of my butterfly) there so addictive!!!!!!

APPENDIX 2 - TATTOO SURVEY

How old were you when you first got tattooed? 25 Did it take you long to decide? Did you think of the permanence? I went in to the parlour thinking that I was going to get one thing and I came out with a toadstool. I am aware that tattoos are permanent; I am far too stubborn to regret anything. Never mind tattoos. How many tattoos do you have? 5 Where are the tattoos you have? Arm, neck, back, leg, foot. Do your tattoos effect your day to day areas for example where you work? Nope. I work for local government and they are accepted. I don’t have to cover them up and only the oldies who are on their way out (in life.. Not the office) frown upon them. How much money have you spent on tattoos / what is the current value of your skin? £600 What is the reason behind your tattoos? They look pretty and I like decorating my skin. Only 1 has any real significance. They rest are merely a time line of my ‘likes’ and ‘loves’ so far in life Would you consider selling a part of your skin as advertising space to a brand? Hell. No.. Actually.. Maybe Linda McCartney sausage rolls or for the ‘League Against Cruel Sports’ or ‘The Sea Shepherd’ But I wouldn’t sell my skin. I’d just do it for a good cause that I support.. And am proud of.

APPENDIX 3 - TATTOO SURVEY

How old were you when you first got tattooed? 18 Did it take you long to decide? Did you think of the permanence? Yes, took a year to decide what I wanted and the permanence helped me decide which tattoo idea was best, as it was going to be there forever. How many tattoos do you have? 3 Where are the tattoos you have? Back, foot and neck Do your tattoos effect your day to day areas for example where you work? No they do not How much money have you spent on tattoos / what is the current value of your skin? ÂŁ150 What is the reason behind your tattoos? They all mean different things which are personal and significant to me, a little piece of art that represents myself. Would you consider selling a part of your skin as advertising space to a brand? No!!

BIBLIOGR APHY WEBSITES Claudine. (2009) Tattoo Advertising [online], Available: http://off beatink.com/tattoo-advertising/tattoo-advertising/ [accessed 2nd Nov 2011]. Falk, A. (2005) Mom sells face space for tattoo advertisement [online], Available: http://www.deseretnews.com/article/600145187/Mom-sells-face-space-for-tattoo-advertisement. html?pg=1 [accessed 2nd Nov 2011] Kelly, T. (2007) Forget tattoos, branding is the hottest new trend [online], Available: http://www.dailymail.co.uk/news/article-490283/Forget-tattoos-branding-hottest-new-trend. html [accessed 2nd Nov 2011] Barnes, W. (2009) 20 Brand Tattoos That Should Have Never Been [online], Available: http://designcrave.com/2009-08-19/brand-tattoo-designs [accessed 2nd Nov 2011] Anon. My Story [Online], Available: http://rickgenest.com/index.php?option=com_content&view=article&id=59&Itemid=113 [accessed 2nd Nov 2011] Murano, G. (2011) 10 Craziest Tattoo Stories [Online], Available: http://www.oddee.com/item_97484.aspx [accessed 7th Dec 2011] Grzegorek, V. (2007) This and Tat [Online], Available: http://www.uni-watch.com/2007/06/07/this-and-tat/ [accessed 7th Dec 2011] Coverdale, K. (2011) The Story Behind The World’s Dumbest Tattoo [Online], Available: http://www.vice.com/en_uk/read/drakes-best-headline-yet [accessed 6th Jan 2012] Towne, R. (2011) Diane Arbus – Freaks » Tattooed Man [Online], Available: http://photoluminary.com/2011/03/diane-arbus-freaks/da12/ [accessed 6th Jan 2012] Janelle. (2011) 2011 Covers of the Year [Online], Available: http://models.com/oftheminute/?p=38271 [accessed 6th Jan 2012] White, B. (2011) Damien Hirst’s ‘intimate’ tattoo covers Garage magazine’s debut [Online], Available: http://fashion.telegraph.co.uk/article/TMG8724925/Damien-Hirsts-intimate-tattoo-coversGarage-magazines-debut.html [accessed 6th Jan 2012] Anon. (2011) Branded For Life [Online], Available: http://www.shopecko.com/category/index.jsp?categoryId=11330790 [accessed 6th Jan 2012] Dupree, C. (2012) Impermanent Art [Online], Available: http://harvardmagazine.com/2002/01/impermanent-art.html [accessed 6th Jan 2012] Davies, L. (2010) Mo Coppoletta: “If you want to succeed in tattooing, you need to breathe, eat, drink and smell tattooing.” [Online], Available: http://www.independent.co.uk/arts-entertainment/art/features/mo-coppoletta-quotif-you-wantto-succeed-in-tattooing-you-need-to-breathe-eat-drink-and-smell-tattooingquot-2082305.html [accessed 4th Feb 2012] Murano, G. (2009) 12 Most Extremely Modified People [Online], Available: http://www.oddee.com/item_96602.aspx [accessed 4th feb 2012] Allen, P. (2011) In the Frame: Woman Offers Her Body as Men’s Tattoo Canvas. Is This Art? [Online], Available: http://bitchmagazine.org/post/in-the-frame-woman-offers-her-body-as-men%E2%80%99stattoo-canvas-is-this-art [accessed 5th feb 2012] Anon. (2011) Damian Hirst’s tattooed vagina isn’t the first use of skin ink in contemporary art [Online], Available: http://www.theweek.co.uk/2555/five-examples-tattoo-fine-art-crossover [accessed 5th feb 2012]

BIBLIOGR APHY BOOKS

Anton. F, Groaning. K, Decorated Skin: A World Survey of Body Art. 5 Nov 2001. New New Edition. London. Thames & Hudson Baldaev. D, Vasiliev, S, Russian Criminal Tattoo Encyclopaedia Volume I: 1, 7 Sep 2009. FUEL Baldaev. D, Vasiliev, S, Russian Criminal Tattoo Encyclopaedia Volume II: v. II, 3 July 2006. FUEL Cummings. N, Lewandowska. M, The Value of Things, Sept 2000, August/Birkhauser Hewitt. K, Mutilating the Body: Identity in Blood and Ink. 30 April 1997. US. Bowling Green University Popular Press Kuwuhara. M, Tattoo: An Anthropology. 1 May 2005. England. Berg Publishers. Post. Brain Tattoos – Creating Unique Brands That Stick in Your Customers’ Minds. 1 Dec 2004. Amacom Sanders. C, Customizing the Body: The Art and Culture of Tattooing. 4 June 2008. U.S.; 2Rev Ed edition. Temple University Press

JOURNALS

Poostchi. B. (2011) . Inked. Garage Magazine. No.1. (Fall / Winter / SEPT), 100p. Utanga. J. Mangos T. (2006) . The Lost Issue: Tattoo Revival in the Cook Islands. Fashion Theory: The Journal of Dress, Body & Culture. Vol. 10. (Tattoo Special Issue / SEPT), 316p.

FILM / DOCUMENTARY

SKIN-A Story of Art. Hope. R. 2011 EASTERN PROMISES. Cronenberg. t. 2008

PHOTO REFERENCES

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THE CHAPMAN BROTHERS