Part 1
What MEET YOUR ART Aims to Achieve.

— First, could you tell us how the MEET YOUR ART project began?

Kogo: MEET YOUR ART is a project launched by Avex in 2020. Given that it started during the pandemic, it initially began as YouTube content, with actor Mirai Moriyama as the MC. From our perspective, we felt that the art industry had limited opportunities and platforms for artists to share their work. In response to this, we had a fundamental desire to leverage the know-how we gained from the entertainment industry to contribute to the art world and scale up the Japanese art market. We believed that delivering art to a new fan base was the most important aspect, and that’s how we proceeded with the project.

— What led to the transition from a project on platforms like YouTube to an actual event?

Kogo: Since Avex is a company that promotes music and entertainment, we always had a desire to create something in a physical space. The first MEET YOUR ART FESTIVAL (MYAF) took place in May 2022, just as it seemed the pandemic was finally under control. The concept of this festival was also aimed at delivering art to a wider audience. We wanted to create a space where not only art enthusiasts but also those who may feel hesitant to take the first step could comfortably enter. With this in mind, we aimed to gather culture around art—music, food, and fashion—to provide an opportunity for discerning individuals to experience art. We operate the media and the festival with this theme in mind.

— What can we expect from this year’s MYAF?

Kogo: This year’s MEET YOUR ART FESTIVAL 2024 features the theme “NEW ERA” and will be held across seven venues. We are pleased to have Yoshidayamar, who is joining us today, as the main curator of the art exhibition “SSS: Super Spectrum Specification.” Additionally, as a new challenge this year, we will be launching an area called “TOKYO ART MARKET.”

— Yoshidayamar-san also participated as a curator when BEAMS CULTUART took part in EASTEAST_TOKYO 2023. How was his participation in this event decided?

Kogo: He was appointed.

Yoshidayamar: Yes, I was appointed.

Everyone: (laughs).

Yoshidayamar: I was appointed by Junya Yamamine, who curated the exhibition area until last year.

— As the curator of “SSS: Super Spectrum Specification,” how did you choose the artists?

Yoshidayamar: After seeing last year’s “MYAF,” I thought about how I would approach the theme of “NEW ERA” myself. Taking into account the direction of the supervisor, Yamamine-san, and considering that the exhibition period is only four days, I also thought about what could be interesting precisely because of this short duration. I thought that a performance or some kind of fluid installation, where the content evolves as time goes by, might be a good idea. That way, it could create an atmosphere where the opening and closing are happening simultaneously, generating a sense of excitement. I shared this idea with the other two curators, then came up with the title and proceeded from there. I believe it has turned into an exhibition where the experience differs depending on when you visit.

— Earlier, you mentioned the challenge of the “TOKYO ART MARKET,” where over 40 shops, including those dealing in art goods and zines, will gather. BEAMS CULTUART will also participate. What made you decide to create this area?

Kogo: In “MYAF,” the format allowed attendees to purchase artworks at the fair, but in terms of pricing, it wasn’t something that people who were encountering art for the first time could easily take home. That’s when I thought about providing a space like “TOKYO ART MARKET,” where the younger generation could have a more accessible experience and take something home with them. BEAMS has a long history of promoting art as part of fashion and lifestyle, and I felt that they shared our vision, so I was certain that I wanted to collaborate with them. That’s why I reached out to them with the request.

Okada: Within BEAMS, there are several labels that specialize in handling art-related goods, but in 2022, we launched BEAMS CULTUART as a project that brings together initiatives related to art labels and culture. This time, we’re participating in “TOKYO ART MARKET,” and we have great respect for Avex. We’re not a group that specializes in art, but rather, we’ve aimed to combine art with fashion and lifestyle. We strongly resonate with MYAF’s efforts to expand the art scene using entertainment as its foundation. For us, participating in this festival and delivering the appeal of art to a broader audience is very meaningful.

— By the way, what can we expect at the event?

Okada: We’re preparing content where artists we work with at TOKYO CULTUART by BEAMS will draw portraits on the spot. From BEAMS T, we’re planning to give away limited-edition tote bags with silk screen prints done on-site. As for the items, we’re planning to showcase collaboration pieces between BEAMS CULTUART and the ongoing “Keiichi Tanaami: Adventures in Memory” exhibition at the National Art Center, Tokyo.

At the BEAMS CULTUART booth, they plan to showcase items such as a blanket created by Kae Tanaka and Stinchpin for their joint exhibition “KNOW YOURSELF” at TOKYO CULTUART by BEAMS, as well as items featuring the “Laughing Spider” series, a collaboration between Keiichi Tanaami and BEAMS CULTUART. *The photo shows some of the products that will be available.

Part 2
Art goods let you take home the feeling of emotion.

— With the creation of “TOKYO ART MARKET,” it seems like there are now more ways to enjoy the experience. When did you first realize the appeal of art goods?

Kogo: I remember being taken to art museums as a child and bringing home souvenirs like postcards after viewing the exhibits. I think that was the beginning for me.

Yoshidayamar: Yes, my parents also bought me a lot of those items when I was a child. These days, art goods have become one way of interpreting art. You can turn it into a T-shirt, a pin badge, or even a cushion. There’s been a lot of that kind of surprise in recent exhibitions, and that’s part of what I look forward to as well.

Okada: Like both of you mentioned, it’s great that you can carry around things like T-shirts, caps, and tote bags. Wearing your favorite artwork really lifts your spirits, and I think that’s one of the unique appeals of art goods.

Yoshidayamar: However, defining art goods can be tricky, right? Sometimes I wonder if prints or items with limited editions also count as art goods.

Kogo: There are also photo books with limited editions, so it’s hard to determine where the line between goods and art is drawn.

Yoshidayamar: Historically speaking, we have George Maciunas’ “Fluxus,” right? It sought to find art in everyday life, with artists like Yoko Ono participating from Japan. They produced things like multiple-edition printed materials, which were more like goods, and now these are displayed in museums as expensive art pieces. It’s quite profound.

— With that in mind, could you also tell us about the art goods you’ve brought today?

Yoshidayamar: About 10 years ago, I kept hearing from various people that there was something called contemporary art, so I decided to check it out when the “Venice Biennale” was happening. The T-shirt I bought then was a memorable one. I also have a T-shirt I bought around the same time at the Hiroshima City Museum of Contemporary Art and another from the Setouchi Triennale. There’s also a drawing T-shirt by Shusaku Arakawa. Back when I didn’t understand contemporary art at all, I was just going to see things, and I bought these at that time—most of them were black. I tend to lose or throw away T-shirts, but I’ve kept a few that I can’t wear anymore because they hold special memories.

Yoshidayamar: I also have the POETNIK’s Dice I bought at B GALLERY and the box set of ‘IMAGINE PEACE’ by Yoko Ono. Both come with editions, and I really like works that can be seen as bold pieces as well as merchandise. I originally come from the countryside, where you could only see unique pieces of art in museums. For me, replicated art such as merchandise, movies, and photographic works feel real, and I have a sense of familiarity with items like T-shirts that I bring along. That’s why I find myself wandering around souvenir sections and merchandise shops, hoping to find something good (laughs).

Kogo: Speaking of T-shirts, I want a long-sleeve T-shirt. The thing is, regular T-shirts can be too casual for me to wear regularly (laughs). So, when I collaborated with Mioka Matsuura at ‘MYAF,’ I had her make a long-sleeve T-shirt for me.

Kogo: Another thing I really like is the incense created by an artist named KAN IZUMI, who is based in Awaji Island and works with themes of fragrance and sound. I think scent is a form of art that you can take home, and it’s fascinating how you can bring back the memory of the experience of appreciating it. Scent and memory are closely connected, and I buy it as an item that allows me to recall what I felt at that moment. I believe this also exists somewhere between art and merchandise.

Kogo: And then there’s the towel that Saiko Otake collaborated on with Imabari Towel. I also tend to collect ZINES. What I brought is one by architectural journalist Tatsuo Iso, but I really like ZINES published at personal expense by artists, editors, and architects. Additionally, I have an art book by Daichiro Shinjo, who participated in this year’s ‘MYAF,’ a calendar by Ken Kagami, and stickers by Shu Yonezawa. Whenever I find merchandise from artists I like, I end up buying it.

Okada: What I brought are a handkerchief featuring TAROMAN that I found at a Taro Okamoto exhibition, and a tote bag from the Venice Biennale. I also have a tote bag that we made in collaboration with Tanaami. I tend to buy tote bags whenever I find them.

Okada: I also found a cap by DIEGO at the exhibition ‘A Personal View of Japanese Contemporary Art: Takahashi Ryutaro Collection’ at the Museum of Contemporary Art Tokyo.

Okada: Another memorable item for me is a T-shirt featuring Friedel Dzubas’ ‘Phoenix Caught,’ which I was deeply moved by at the ‘Color Fields’ exhibition at the Kawamura Memorial DIC Museum of Art. I was so impressed by that exhibition that I bought the shirt as a way to bring the memory home, and I wore it until it became worn out. I often buy art merchandise because I want to take home even a little of the emotional impact I felt in that moment.

—Thank you! Finally, could you give some advice to people who are thinking about experiencing art at ‘MEET YOUR ART FESTIVAL 2024’ on how to enjoy it?

Yoshidayamar: In ‘SSS: Super Spectrum Specification,’ which I’m curating, we’ve intentionally created situations that change over time. I encourage people to come and see it once, then visit other venues and come back again. I hope they enjoy discovering the changes or different performances happening each time.

Okada: Contemporary art is still often seen as difficult to understand, but I think this festival, which combines art with music, merchandise, and food culture, is a really attractive space. First, experience the art, and then explore other elements. If you wander through the ‘TOKYO ART MARKET’ while enjoying those aspects, I think it will double the fun.

Kogo: Since there are seven venues, I recommend taking a whole day to enjoy it. In fact, it might be too much to fully take in within just one day. Nearly 100 artists are participating in the art fair, and there will be talk shows as well as an art market. I encourage people to spend time at their own pace, maybe over several days, enjoying the spaces. And for those who can’t yet afford to buy artwork but still want to take home a memory, I suggest looking for and picking up some art merchandise.

Part 3
How do artists feel about the relationship between art and merchandise?

So far, this has been, so to speak, the perspective of the organizers. But how do the artists themselves view art merchandise? We asked artists participating in ‘MEET YOUR ART FESTIVAL 2024’ about their thoughts.

—What do you think is the appeal of art merchandise?

I think it’s the fact that you can personally own the excitement you felt when you experienced the artwork. For me, I always look forward to the merchandise section at the end of exhibitions, and if a piece that left a deep impression on me is available as merchandise, I buy it immediately. I prefer items that keep the essence of the work without unnecessary design additions. Since I often write letters, I always check out postcards, and I have fun debating whether to get at least two—one for myself and one to send… or maybe just one more!?

—In your opinion, what’s the difference between an art piece and art merchandise?

I think an artwork is something you experience visually and feel the atmosphere and texture it carries, while merchandise allows you to savor the lingering excitement from the exhibition. There was a time when a T-shirt I bought started to wear out, and I regretted not getting a second one. Now, as someone who creates, I think it would be amazing to make merchandise that leaves people with that kind of feeling. I visit the merchandise sections of exhibitions as part of my research now.

—Among all the art merchandise you’ve purchased, what’s your favorite piece?

It’s not merchandise from a specific artist, but in 2016, while I was still in university, I was researching Art Brut—known in Japan as Outsider Art in English. During that time, I learned about a museum in Lausanne, Switzerland, called ‘Collection de l’Art Brut,’ which houses works collected by Jean Dubuffet, who coined the term ‘Art Brut.’ I visited the museum, and there I bought a tote bag. I still can’t forget the atmosphere created by the works that stayed true to pure expression, free from conventions or trends. The tote bag reminds me of the sense of humility and inspiration I felt during that visit, and it serves as one of my personal lucky charms.

—What do you think is the appeal of art merchandise?

You can enjoy it by bringing it home or wearing it.

—In your opinion, what’s the difference between artwork and art merchandise?

An artwork is a one-of-a-kind piece, but merchandise can be produced in multiples, like T-shirts or ZINES, which expands the ways people can enjoy it.

—Among all the art merchandise you’ve purchased, what’s your favorite piece?

Chaz’s Art Book.