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how i became 100 artists

sometimes the idea IS the medium.  my favorite thing about this TED talk about art is that this man used 2 different layers to create his art.  most people look at the canvas as the medium, the thing upon which the creation was formed. but for this man, the canvas, the setting, the subject matter… these are all just the tools for a greater idea:  create a whole art installation, a whole exhibit full of contemporary art that features 100 artists that are all fictional.  he invented every artist and their backstories from thin air.  

so it stands to reason:  what is the piece of art?  is it the piece on display, or is it the fictional “artist” that “created” it?