
On the wall: Mick Jessop celebrates his name in lights. Picture: Katrina Tepper Source: The Daily Telegraph
JOHN Baldessari, one of the pioneers of conceptual art, a man who built a reputation for rethinking the possibilities of expression long before anyone heard of Damien Hirst, doesn’t much like the idea of the artist as celebrity. Being an artist is like being a plumber, he says. It’s a job like any other. To make sense of this, it helps to go back to the time, many years ago, when the young artistic craftsman was finding his voice near San Diego. In those days, he would avoid telling people he was an artist, thinking he’d be seen as an outcast. He’d say he was a teacher or a professor instead.
“Then I realised I was looking at that word, artist, with a capital A,” he says, “and you need a small A. It’s just a profession. You can be a good artist or a bad artist . . . but the word does not imply any specific thing about quality.”
This realisation came to Baldessari early in his career, before the attention of the art world came his way and his works started breaking records at auction. One of those works, Quality Material, a piece of text art from the late 1960s, sold at Christie’s in New York in 2007 for $US4.4 million. Baldessari had asked a sign painter to write the following phrase on a piece of canvas: “QUALITY MATERIAL – CAREFUL INSPECTION – GOOD WORKMANSHIP. ALL COMBINED IN AN EFFORT TO GIVE YOU A PERFECT PAINTING.”Baldessari, speaking before the launch of his new project in Sydney, laughs about his changing fortunes. “I’m lucky I have a sense of absurdity,” he says. “I had pieces I couldn’t give away. I think the top price I got for some early works was $500, and in the last four or five years they’ve gone to four or five million dollars each. The same works.” The 79-year-old doesn’t think it’s him, either. “I don’t think I’ve changed,” he says. “The world’s changed.”
Enthusiasm about Baldessari’s work has been growing steadily for the past four decades. He has continued to explore the potential of images and text, asking questions about the nature of art, beauty, language and communication, as well as what it means to be an artist. In 1970, he cremated most of his old paintings – a decade of work that ended up in an urn he called The Cremation Project – and turned to video, photography, film stills and other forms of art.
I am Making Art is one of Baldessari’s best known works. It’s a black-and-white video in which he utters those four words, deadpan, while moving different parts of his body. Another was completed in 1971, when he wrote, “I will not make any more boring art” over and over again in a notebook for a video work of the same name.
“If I was trying to be humorous I wouldn’t be doing what I was doing,” the artist says. “It’s just the way I think, the way I observe the world. And it’s slightly askew, probably, of other people.”

