Artfux was an art group based out of Jersey City, New Jersey. Their birthdate
established as October 31, 1990. Zeitgeist (or Spirit of the Age), burned bright and
strong in the six-chambered heart of the ARTFUX. The ARTFUX founders and team of
artists were Ray Arcadio, Orlando Cuevas, Jorge Rodriguez-Gerada, Mirta C. Del Valle,
Tony DiRobertis and John Santerineross.
They were the pioneers of Culture Jamming, the practice of parodying ads and
hijacking billboards to drastically alter their messages. They also pushed the
boundaries of collaborative art making, where artworks were created by two or more
of the members, sometimes the entire group. They developed street and gallery
performances that received international coverage. The most famous being "The Trial
of Senator Jesse Helms" performed on the steps of Capitol Hill. Artfux also created
numerous posters that received international acclaim for their design and message.
They also appeared on the Jerry Springer show and were featured on a PBS
Their most famous motto was "Art Pushes, Art Provokes, Artfux!"
Artfux fan club on Facebook
Late in 1990, ARTFUX began painting billboard spaces which displayed alcohol and tobacco advertisements. It had come to our
attention that other community activist such as Reverend Phleger and Reverend Butts were whitewashing similar advertising
billboards, but we felt that our approach was certainly different, and perhaps more constructive. ARTFUX chose to either
replace the ads completely with our own public service announcements or else to alter the ads in such a way as to display the
negative aspects of the product being advertised.
Our intent was not to stop the use of these products, but rather we chose to attempt to educate the public using such
products, bringing to their attention the demographically disproportionate focus of this advertising on the minority community,
and that community's disproportionate use of such products.
ARTFUX's billboards ranged, in content, from issues of censorship and AIDS to women's rights and environmental causes. At
the time of ARTFUX's arrest in the summer of 1991, they had "influenced" the advertising content of no less than 41 billboards
across the area.
|Houston St. and Broadway, NYC