The fifth installment of MoMA’s Performance Exhibition Series is the North American premiere of Mark Leckey in the Long Tail (2009) by Turner Prize winner Mark Leckey. The British artist, 45 years old, looks great. With his coiffed long hair and manicured beard, he looks like a Northwestern folk singer. Leckey fans might associate him with flamboyant patterns and pink pants, but the lecturer Leckey appeared on stage in a smart, modest ensemble befitting a young professor: maybe semiotician chíc? And he’s lost weight, according to my Leckey insider.
“Part lecture, part monologue, and part living sculpture, the work traverses the history of television and broadcasting, incorporating the role of the BBC and the icon of Felix the Cat, while simultaneously addressing the “long tail” theory of internet-based economics,” says MoMA.
The well-rehearsed event begins with a demonstration of the mechanical scanner, which Leckey has recreated for the performance. The mechanical scanner was the apparatus predating the televised broadcast, and an early instance of the dematerialized subject, preparing audiences for digital imaging, Lawrence Weiner, iTunes, flash drives, and Mike Teavee in Willie Wonka and the Chocolate Factory.
The lecture continues into a description of The Long Tail theory, illustrated with a simple diagram, somewhat sperm shaped. This theory describes the way mass markets and fringe markets are distributed to their respective consumers. Given that consumable products and goods are gradually becoming dematerialized into digital formats and platforms, and given that these platforms can be inexhaustibly reproduced and redistributed, often for free, then it follows that fringe consumption can spread to infinity. A good example is the downloadable torrent. When you want to download the Sonic Youth discography, you just need to find the torrent online. That massive file, with scores of albums and live recordings, gets disassembled and dispersed among tens, scores, hundreds, then thousands of “seeders.” Then when you want to download it, you receive the bits of file from those seeders, until the download completes, at which point you become a seeder yourself, unless you delete it from your library, which would make you a “leecher,” because you aren’t giving back to the economy from which you are taking. The more demand there is in downloading a file, the more supply there will be, with time.
Leckey then connects this to “swarm intelligence,” in a monologue amped up with cool audio effects and droning synth sound. We learn about stigmergy, feedback loops, and ley lines as Leckey describes example after example of ways that we get out of the universe what we put into it.
It’s a cosmic karma of consumption. And it’s especially relevant to an artist like Mark Leckey, whose earlier video and installatio work deals heavily with subcultural behavior and signifiers. Internet communication helps subcultural participants to find each other with ease, which increases their solidarity. What happens, then, when the Long Tail of fringe and subculture is able to grow and grow and grow, never expiring, never disbanding, never vaporizing? So Leckey’s anthropological practice moves from empirical field studies to speculative theory.

Mark Leckey in the Long Tail (2009)
The fifth installment of MoMA’s Performance Exhibition Series is the North American premiere of Mark Leckey in the Long Tail (2009) by Turner Prize winner Mark Leckey. The British artist, 45 years old, looks much younger than he is. With his coiffed long hair, manicured beard, and gaunt limbs, he looks like a Northwestern folk singer. Leckey fans might associate him with flamboyant patterns and pink pants, but the lecturer Leckey appeared on stage in a smart, modest ensemble befitting a young professor: semiotician chíc? And he’s lost weight, according to my Leckey insider.
“Part lecture, part monologue, and part living sculpture, the work traverses the history of television and broadcasting, incorporating the role of the BBC and the icon of Felix the Cat, while simultaneously addressing the ‘long tail’ theory of internet-based economics,” says MoMA. It’s sort of a TED lecture for the 300 audience members who attended on one of the three nights at the Abron Arts Center.
The well-rehearsed performance begins with a demonstration of the mechanical scanner, which Leckey has recreated for the event.

Ready for my Close-Up: The Mechanical Scanner, 1929
He explains that the mechanical scanner was the apparatus predating the televised broadcast, and that its initial test-drive in 1929 with a Felix the Cat doll was an early instance in the timeline of dematerialization, preparing audiences for digital imaging, Lawrence Weiner, iTunes, flash drives, and Mike Teavee in Willie Wonka and the Chocolate Factory.

Mike Teavee Gets Transmitted
The lecture continues into a description of The Long Tail theory, illustrated with a simple diagram, somewhat sperm shaped. This theory describes the way mass markets and fringe markets diverge and feed into each other. Leckey extrapolates: Given that consumable products and goods are gradually becoming dematerialized into digital formats, and given that these platforms can be inexhaustibly reproduced and redistributed, often for free, then it follows that fringe consumption can copied, copied, and spread to infinity.

Felix Felix Felix
A good example is the downloadable torrent. When you want to download the Sonic Youth discography, you just need to find the torrent online. By now, that massive file, which contains scores of albums and live recordings, gets disassembled and dispersed worldwide among dozens, hundreds, then thousands of torrent enthusiasts, nicknamed “seeders.” Then when you want it, you find it online, download it, and begin to receive the bits of file from those seeders, until the download completes, at which point you become a seeder yourself, unless you delete it from your library, which would make you a “leecher,” because you aren’t giving back to the economy from which you are taking. It also works with movies, video games, and other media. The more demand there is in downloading a file, the more supply there will be, with time. -At least until the Feds and Hollywood flex harder.
Leckey then connects this to “swarm intelligence,” in a monologue amped up with cool audio effects and droning synth sound effects, part of his constructive invocation of special effects. We learn about stigmergy, feedback loops, and Ley lines as Leckey describes example after example of ways that we get out of the universe what we put into it.

The Man: Mark Leckey in the Long Tail (2009)
Internet communication helps subcultural participants to find each other with ease, which increases their solidarity. What happens, then, when the Long Tail of fringe and subculture is able to grow and grow and grow, never expiring, never disbanding, never vaporizing?

The Stage: Mark Leckey in the Long Tail (2009)
It’s a cosmic karma of consumption. And it really matters to Mark Leckey, whose earlier video and installation work deals heavily with subcultural behavior and symbols, especially his
Fiorucci Made Me Hardcore, 1999, which appropriates documentary video of British youf revelers and ravers in signature apparel and body language as they dance in nightclubs, synergistically generating an environment in which they can each subjectively dissolve into oblivion. That’s the Golden Rule of the Dance Floor: The more you go nuts, the more I can go nuts, and the more we both enjoy vaporizing into a tingling sensation of ecstasy.

The Fog: Mark Leckey in the Long Tail (2009)
So Leckey’s anthropological practice moves from empirical field studies to speculative theory. What will happen to the cultures he’s commemorated? What will happen to his work? And because I’m recording it, is this blog post part of the art?

The Stage: Mark Leckey in the Long Tail (2009)
And how about Leckey’s style of research-based projects that exude earnest interest, and not glib irony? Leckey conveys that the material is genuinely cool, readily available, worth sharing, and highly transcontinental; it is not esoteric, inaccessible, nor rarefied. Furthermore, his delivery can be rigorous and balanced without the burden of critical theory and self-conscious tail-eating, which can be disappointing for a live event.

Felix, 2007 and I Must be Dreamin,' 2007 by Joyce Pensato
IMAGES: Michael Bilsborough, except for Felix and Wonka pics