From the artist himself:
“FAHAMU PECOU IS THE SHIT” is a painting, video and performance series that parallels the marketing campaign and identity design strategy of hip-hop artists and the conceptual framework of mass media and consumer products conceived in pop art.
My recent body of paintings in this series, NEOPOP, explores the phenomenon of contemporary propaganda, the cultural context and significance of media and marketing and how they are both disconnected and relevant to fine art. This project was a response to the grassroots and often times, aggressive marketing campaigns that surround artists in the music industry.
Thinking through the process of media propaganda brought me to my current work with magazine covers. Magazines are the embodiment of the psychology behind marketing and advertising. Playing on the public’s psychological reaction to magazines, and preconceived ideas about who should be in them, I began projecting my image and ideals on the covers of magazines. I further abstracted the concept by juxtaposing my character’s in-your-face, hip hop bravado on fine art magazines. The work begins with professional photo shoots and graphic design to create sketches for the over-sized canvases. A combination of ideas are then examined in the final pieces that play with notions of fame, image and black masculinity as well as fine art insider politics.