The artists' group Common Culture were founded in 1996. In April 2018 their website was hacked and disabled. It was at this point they discovered that a young American internet celebrity, looking to capitalize on the intimate relationship he’d built with his online followers, had trademarked the name ‘Common Culture’ to brand, promote and sell a range of coffee, apparel and music. As he said “It looks cool, it sounds cool… a unified culture anyone can enjoy.”
OMG I love common culture !!!! ❤️❤️❤️❤️ draws on the adulatory online responses of fans to ‘Common Culture’ merchandise promoted in his vlogs. The exhibition, featuring Berlin's Die Raum gallery space and a Common Culture website, explores how the aesthetics, interactions and transactional intimacy built by internet personalities are ruthlessly deployed to convert followers into consumers.
Apart from the opening night, the gallery space of Die Raum was ‘closed’ for the duration of the exhibition. The gallery’s blacked-out store front exterior carried the logo of Common Culture and its weblink and hosted an accumulation of graphic stickers based on the online comments of the internet celebrity’s fan base. In the gallery on the opening night— and online for the duration of the exhibition at www.commonculture.store — a video, playing on repeat, featured a compilation of the internet celebrity’s introduction to his vlogs. There was also a display of tee shirts, each bearing one of the sticker designs.