As an American kid who grew up on all the staples such as peanut butter, Star Wars, and kick ball there were other interests that seemed to feed my odd sense of humor and insane lust for bizarre art. That fundamental grain of lampoon was powered by the satirical genius of MAD magazine. MAD offered the most attractive parodies of all popular culture and life such as movies, politics, entertainment, celebrities, public figures, and wonderfully original illustrations imbedded in brilliant article styled cartoons. I wasn’t nerd enough to be impressed with super heros so naturally Mad was my comic book of choice where I could get all the unadulterated, yet PG-13, filth. Aside from some of the more popular segments such as Spy vs Spy the main attraction for me was the inside of the back cover. Here was the coup de grâce to blow the minds of MAD-maniacs, the MAD Fold-In.
For Urban Light Studios MAD Magazine Tribute show I devised a contemporary Fold-In of my own to pay homage to the satirically creative virtuoso, and creator of the MAD Fold-In Al Jaffe.
A Mad Fold-In consists of a single drawing, with a paragraph of text underneath, and a panel across the top with a question. Each Fold-In also features instructions on how to manipulate the Fold-In, as well as a picture illustrating the procedure. Under the instructions are two arrows labeled “A” and “B”. When the paper is folded so that points “A” and “B” are touching, the remaining unobscured text underneath the picture becomes the answer to the question, and the picture itself changes into a fresh image reflecting the new text, as the middle 50% of the drawing vanishes. The Fold-In reveals a hidden picture and answer to the question at the top of the page. Each Fold-In is wrapped in visual trickery and typographical genius leading to a sort of double entendre of ironic witticism.
The headlining question is: “What exclusive academy accepts young musicians who lead fast lives only to further heighten their star status?”. The main image appears to be a red-carpet event set at a stage adorned with a large Grammy surrounded by a crowd and several standing musicians . The headline continues with “Year in and year out the awarding of young star-status achievers occurs just before a new rash of the hot-n-new step up. The music industry will always exploit famous talent. And yet, one group of brilliant miserables rise high without a drop of aid from anyone and pay a price. Fold in page as shown to see just what group makes legends of the world’s most popular and addictive icons”. The next line of deceptive clues appears at the bottom to say “Twelve nominees a year for rock is plenty. Several artists talent can only be proven with a euphoric ceremony. Clues about who flys next is the hubbub.”
It would appear that the forward answer would be the Grammy’s. The stage is set and the red carpet is rolled out to the five artists in the foreground. However, hidden in the composition are other clues and paraphernalia to hint at the underlying answer to the decoy query. More evidence is laid out right in front with the five musicians who face the stage. Here stands Kurt Cobain, Jim Morrison, Jimi Hendrix, Janis Joplin, and Amy Winehouse. The Fold-In reveals a new image that turns the stage into a skull, the columns into a syringe, pills stacking, and a hidden bong. My favorite element of the folded image is perhaps the locking arms of Amy Winehouse and Kurt Cobain, the more recent of the pictured musicians to die from drug related addictions. The true ironic answer at the bottom unveils: Twenty-Seven Club.
For the exhibition there will be a large display canvas of 27 Club for the masses to enjoy. Along with the exhibit piece I have created postcard renditions that will accompany the show for patrons to fold-in and enjoy as they view the original display piece. There is a collector’s edition of prints that will be sold exclusively through the gallery opening night and online. Only 27 of these primo 11×17 prints will be offered, all hand signed and numbered. It is going to be an amazing show with an extensive group of talent and not one to be missed. If you can’t make it to the show, enjoy the interactive display above and feel free to contact me directly to buy your very own limited edition print of the 27 Club. Al Jaffe would be proud!
She is MAD for rad art!
Two amazing fans with a MADman in the middle!
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