Gretchen Andrew hacks systems of power with art, code and glitter. She has manipulated Google, Facebook and even re-programmed the art world.
Growth Hacking, a new exhibition at Galloire in City Walk, presents new Vision Boards, which act as technical vectors for Gretchen Andrew’s digital performance and are physical metaphors for our own financial and personal growth.
Continuing her hacks of major art institutions, including taking over Google search results for “Contemporary Art Auction Record“, Andrew’s Vision Boards in this series explore the art auction system, the artist’s place in that system, and how women comprise only two per cent of the contemporary art market. The series of works visualise how it will feel when the artists’ auction record dreams are accomplished.
Growth hacking is a subfield of marketing that focuses on the rapid growth of a company. It rose to prominence in relation to early-stage startups like Airbnb that needed rapid growth before funding ran out. A product of Silicon Valley herself, Gretchen is famous for deploying her own methods of growth hacking through search engines, press and postal mail, which have resulted in the sort of meteoric rise known as a Unicorn in the technology industry.
Gretchen uses these symbols within her work, both celebrating and appropriating the success of the technology industry, while casting a more playful and critical eye on the implications of its power and how easily she is able to manipulate it.
Gretchen said: “I believe AI is creationary, not just predictive. It creates our futures as much as it anticipates it. By injecting my Vision Boards, which represent my visual hopes for the future, into the developing brain of big tech’s AI, I am teaching our computers to dream wider than our current world. I am educating AI based on the world that I want and not just the one I’ve lived so far.”
Growth Hacking will be open to the public from March 8 until April 7, 2022 at Galloire, London Street, City Walk, Dubai. The works will also be accessible via Galloire’s website at www.galloire.com