Hypeart Visits: Jon Rafman Constructs a New Canon for the Post-Truth Generation

At a Jon Rafman exhibition opening, you’ll encounter an assorted mix of individuals – artists, fashion enthusiasts, music aficionados, cinephiles, and most recently, cryptocurrency enthusiasts. This diverse crowd mirrors his ambition to transcend art world elitism and make a splash in the broader cultural currents, reflecting his own aspiration to venture beyond artistic exclusivity.

As a gamer and art enthusiast, I’m proudly acknowledging that Rafman is one of the most respected figures in Post-Internet art. Growing up amidst Montreal’s indie culture, he’s renowned for delving into the macabre, absurd, and strikingly beautiful realms of digital existence. His latest solo exhibition, Proof of Concept, currently at Sprüth Magers in Los Angeles until May 3, sees this Canadian artist craft an AI-infused, dreamlike inferno – a tribute to the media worlds that have molded me.

The show is being hosted by Main Stream Media Network (MSM), a fictional media empire portrayed as an unending video stream and installation. Reminiscent of MTV’s heyday, MSM converts the space into a vast media lounge, hosting bands and artists created by Rafman himself. Going beyond the gallery, some have amassed real fan bases on Spotify and X, making it difficult to distinguish between artificial pop stars and genuine ones, if there is any line left at all.

The alluring quality of alternate realities, created by fan groups, aesthetics, and online personas, captivates Rafman. As the internet evolves into a complex network of algorithmic echo chambers, the definition of truth becomes elusive, distorted by carefully crafted digital feeds. Amidst the clamor, however, the artist discovers an unexpected elegance, implying that the truth might not be hidden outside the chaos, but embedded within it. In this edition of Hypeart Visits, we had a conversation with Rafman about his work in the AI era, post-truth, and his latest inspiration, Cloudy Heart – a memecoin muse.

I’m naturally attracted towards places where cultural energy is most vibrant, particularly those that offer opportunities for innovation and where there’s an atmosphere filled with dynamism and enthusiasm.

In the course of your professional journey, you’ve been active in various creative fields, not necessarily rooted in modern art. I’m curious to hear a bit about your path that led you to this point.

In my journey, I hailed from the silver screen realm initially, but it wasn’t like the ’90s, when independent cinema took off. Instead, it was the digital age that truly captivated me. With the birth of Web 2.0, this new world became an integral aspect of society. Tumblr, YouTube, platforms such as 4Chan – these are the places that drew me in.

In this era of numerous languages and digital media, there were countless resources to employ, learn, and delve into – I found myself assuming the role of a web explorer. Over time, the artistic community began to embrace these innovations, leading to a transformation in image creation, self-identity construction, historical narrative, and communication. This evolution was evident and inevitable.

Initially, my internet-based artwork found its way into mainstream art circles, gradually. With the passage of time, I transitioned into creating fine art suitable for galleries. However, my creative instinct has always been magnetically drawn to cultural hotspots, places where innovation thrives and there’s an electric atmosphere – spaces that offer fresh ground to explore and where there’s a palpable sense of vitality and excitement.

In shifting from web surfing to worldbuilding, how did that change your typical day in the studio?

In ordinary terms, each day varies significantly for me, but when my exhibition was ongoing, it was sheer chaos. My dream was to establish my own television network, which I’ll call MSM. This network would be filled with musicians, editors, and producers creating music videos, albums, and TV shows, similar to the 21st-century MTV. I aimed for something innovative, ahead of its time, yet relatable to the youth. My goal was to demonstrate that a small collective of artists could accomplish what would have required hundreds of millions of dollars and countless individuals.

Television today is not as unified in content as it was when I was growing up. Back then, a majority of people watched the same TV shows and listened to similar music, but now we don’t have that shared cultural experience. In my artwork, I aimed to capture the feeling of late-night television viewing – being around 14 or 15 years old, watching something edgy like an Aphex Twin or TOOL music video, which was thrilling and somewhat risky.

Now that the show is up, I’m focusing on Cloudy Heart, the main character of this world.

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A post shared by Cloudy Heart (@pray4cloudyheart)

What or who is Cloudy Heart?

She’s a bedroom artist and online provocateur – a genuinely human girl who creates exceptional pop music. She serves as the starting point for a fresh storyline I’m developing, encompassing aspects like music, streaming, and even cryptocurrency. Each musician in my universe possesses a distinct trait: one emphasizes video art, another merges black metal and jazz into a new genre I’ve created. For Cloudy Heart, that specialty is memecoins.

Memecoins are intriguing because, at first glance, they seem devoid of purpose. Unlike NFTs, which often come with a grandiose and somewhat overzealous promise of liberating art, memecoins embody such a strong capitalist spirit that it feels invigorating. There’s a certain charm to them that seems quintessentially American: the possibility of generating wealth by turning a joke or image into a marketable phenomenon.

For me, the true value lies in their ability to foster a sense of community. When individuals pool their resources to invest in something collectively, they become invested not only financially but emotionally as well. They become immersed in the story, creating a bond that goes beyond simple market success. This is simply a fresh approach to storytelling and funding – an alternative to relying on traditional gallery sales or seeking investment capital.

In the realms of music, television, movies, and art, it seems the traditional elite hold sway. I’m exploring alternatives to circumvent this established order.

What inspired you to invent all these musicians?

Over the past period, I’ve been producing numerous music videos – some for my own projects, others for other talented artists. I’ve collaborated extensively with Daniel Lopatin and Arcade Fire. Now, for the first time, I’m incorporating AI technology, similar to what Lil Yachty and Travis Scott are using in their work.

The response was fascinating as it began quite skeptical, yet over time, people are gradually warming up to the idea that AI isn’t going to disappear. Despite the lingering preference for the artisanal, my work, much like any sophisticated tool, carries the indispensable touch of the artist, imbuing it with a unique perspective.

In these realms of music, television, cinema, and art, the traditional elite maintain their grip. I’m seeking alternatives to this established structure. Currently, we’re experiencing a phase where online influencers wield more influence than many prominent mainstream celebrities. They engage with Generation Z and Generation Alpha through digital friendships – creating an illusion of camaraderie, while in reality, they don’t care about you deeply. Despite this, people tend to invest considerable time with them.

When a novel technology arises, it often compels art to reassess its identity or test the boundaries of artistic expression, and I find this evolution to be beneficial.

As a gamer, let me tell you about my team that’s helping me build this digital kingdom, steering clear of the conventional music route. We’ve got a diverse squad, each member bringing unique skills to the table:

1. The Producer, who’s like the game designer, crafting the beats and melodies that form the backbone of our tracks.
2. The Lyricist, my scribe, weaving tales through words that resonate with listeners.
3. The Graphic Artist, responsible for creating visually stunning album covers and promotional materials, much like the artwork in a game.
4. The Promoter, who acts as my marketing team, spreading the word about our music releases, just like how a game developer promotes their latest game.
5. And lastly, the Fanbase Manager, who keeps our supporters engaged and enthusiastic, ensuring they’re always in the loop about our newest creations, similar to how a community manager nurtures a gaming community.

We have a talented group of artists collaborating on this project, with the script being developed dynamically. I aim to avoid any misconceptions that this is merely a group of men directing a 25-year-old girl to portray a stereotypical, online persona. It’s essential to clarify that our principal writers are women, including esteemed figures like Honor Levy and Joanna Stone. Additionally, we have engineers involved to strike the delicate balance between AI and human interaction, teaching her voice based on some of her past tweets. Our music team is actively working on creating, refining, and layering sounds – they aren’t simply pressing a button to generate music. If people grasp how artificial intelligence operates, they would realize it’s more like an intricate synthesizer with countless knobs for adjustment.

How has working with AI shifted your conceptual approach to images?

This question you’ve asked is quite profound, touching on philosophy. My initial response is instinctively negative, but I’d counter that this development might be comparable to the revolutionary change brought about by photography in visual art. Just as photography transformed the way images were created, so too has this new concept altered the very essence of creating images. However, it didn’t eliminate the need for painting; instead, it freed painting from the constraints of replicating reality, paving the way for movements like Impressionism and abstraction to flourish.

Currently, there’s a concern that AI is diminishing the value of art. This is indeed a significant issue for many artists and craftspeople. However, I see it differently. When new technology arises, it often pushes art to evolve or reconsider its very essence, which I find to be a positive development. Art, in my view, thrives on change. After all, it’s the ability of art to adapt and transform that makes it so fascinating.

Previously, you pointed out that 2025 might not have an equivalent to MTV or a universal cultural experience. Could artificial intelligence serve as a collective reference point instead?

Instead of bringing things together, it seems to be causing division and fostering the breakdown of truth. Previously, we had diverse perspectives but shared a common belief that media reflected the world as it was. Now, due to algorithms, what’s considered real can vary greatly from person to person, even those living similar lives nearby.

To find your way to the light, you must navigate various shadows, and often they’re intertwined…Every situation has its ups and downs. It’s that complex zone, filled with shades of gray, that I excel in.

In your program, themes of truth, reality, or post-reality intertwine with religion, manifesting through devotion and fanaticism akin to stan cultures. Could you elaborate on how often religion is featured in your creative endeavors?

For approximately half a century now, we’ve been grappling with a profound dilemma concerning truth, understanding, and personal identity. This issue has gained momentum in recent times, largely due to the internet. Essentially, there’s been an exponential increase in individual identities at the same time as a decline in shared perceptions of reality.

Initially, you found amusement in something being distinct from yourself, as in your case, religion. However, an unexpected turn has occurred, where you’ve transitioned from a jesting perspective to embracing religious beliefs, specifically Catholicism. This shift is particularly interesting given your Jewish, upper-middle class upbringing; yet, the allure of Catholicism’s rituals and aesthetics has drawn you in so profoundly that you now identify as a practicing adherent.

Throughout history, people have turned to religion as a way to cope with meaninglessness in life. This is something I’ve noticed among my peers as well. Religion can take many forms, from conservative to liberal, and it often fosters feelings of tribalism. With the advent of the internet, it has become easier for people to join communities or groups that align with their beliefs, which can lead to a fragmented world where it’s easier to dehumanize or abstract others. This can give rise to cruel behavior.

This revised version attempts to maintain the original meaning while using simpler and more natural language, making it easier for readers to understand.

This toxicity spawned the tongue of the web – a mix of playful, carnival-like, chaotic, mischievous traits that intrigue me. As you traverse these varying manifestations of darkness to reach the light, they often intertwine: the sensual, romantic, terrifying, confined, and comforting feelings of browsing the web in your bed at night. It’s a double-edged sword, but it’s that ambiguous zone where I flourish.

Photography by Hannah Chung and Robert Wedemeyer.

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