Exhibitions

Billy Apple®: $9,020 AND $5,750 TOP UPS

In October 2005, Minter Ellison Rudd Watts advanced Billy Apple $100,000 credit for legal services for an artwork staged as a site-specific wall painting in the firm’s reception area. The work confirmed the high value Minter Ellison Rudd Watts placed on its artist client and the firm’s belief that its support of his work brings, so to say, credit to it.

$100,000 Credit Held has since become a cornerstone work in Apple’s continuing series of transaction works, which describe and serve to contract the many and varied involvements of artworks in the process of exchange. Beginning with Art For Sale, 1981, with its focus on the artist’s core business, Apple’s transaction series has progressively and inventively extended its field of reference to cover all manner of everyday transactions, either under the general classification of the ongoing Paid, The Artists has to Live like Everybody Else series, or by individual arrangements (deals) whereby the artist receives, for instance, coffee, lunch or particular services, such as medical services or, in this case, legal services in exchange for works of his art.$100,000 Credit Held is a spectacular addition to Apple’s continuing transaction works, not just because of the monetary value it represents, or the explicitness of the brand exchange (‘credit where credit’s due’), but because of the importance of the work to the management of his transaction portfolio and his brand name.

After 5 years much of the credit had been used up and discussions took place, which led to the title of the 2011 Starkwhite show Billy Apple®: $23,610 Top Up. As is his way, Apple had calculated his need for further credit by reference to the Golden Ratio. The particular sum was an agreed upon golden section of the agreement calculated by reference to the Golden Ratio. The exhibition featured the $23,610 Top Up canvas, along with four artworks documenting the purposes to which the artist’s credit has been put. The artworks record the class of commodity for which Apple holds New Zealand trademark registration as a direct outcome of the advice and services provided by the Minter Ellison Rudd Watts intellectual propoerty team under the credit for legal services contract: Class 16 Printed Matter, Class 25 Clothing, Class 31, Fresh Fruit and Class 44 Orchard Services.

The current exhibition Billy Apple®: $9,020 and $5,750 Top Ups further extends the agreement with two golden section canvases and two additions to the Trademark Registration series: Class 32 Non Alcoholic Beverages and Class 33 Alcoholic Beverages.

In the brochure published to accompany the exhibition, Wystan Curnow writes: “The significance of these two Top Up exhibitions for the management of Apple’s transaction and brand portfolio was attested to by the title of his 2009 double retrospective at Rotterdam’s Witt de With, a leading European Centre for contemporary art: Billy Apple®. Also that of its first part, A History of the Brand 1962 – 2009. As Michelle Menzies writes in her catalogue essay ‘At the moment of his name change he [the artist subsequently known as Apple] stopped being a person and became, instead, an aesthetic creation: an art thing whose most distinguishing feature is a requisite repetitiveness, the constant need to re-instantiate the implications of his own initiating act.’ The Top Up exhibitions contextualise another name change, one by means of which Apple re-instantiates himself as intellectual property and provides one of our most redoubtable and innovative aesthetic enterprises with a fresh injection of conceptual capital.”

Press release copy from Wystan Curnow’s text in the brochure published by Starkwhite and Minter Ellison Rudd Watts to accompany Billy Apple®: $9,020 and $5,750 Top Ups.

The exhiibition runs to 24 August and can be viewed at the Minter Ellison Rudd Watts offices, Level 20, Lumley Centre, Shortland Street, Auckland between 9am and 5pm.

Billy Apple was created in 1962 as a work when Barrie Bates changed his name shortly after graduating from London’s Royal College of Art. His six-decade art career began in London amidst the pioneers of pop art but he moved to New York in 1964 where he exhibited in the legendary American Supermarket exhibition (which included Jasper Johns, Claus Oldenburg, James Rosenquist, Andy Warhol and Tom Wesselman) and then rapidly established himself as a key figure in the development of conceptual art. He exhibited in New York’s museum, dealer gallery and alternative art scenes (including shows at the Leo Castelli Gallery, Howard Wise Gallery and Bianchini Gallery) and established Apple, a not-for-profit space (1969 -1973). His subsequent text-based, works drew attention to art system relations between artist, dealer, and collector. He became a registered trademark in 2007, formalizing his art-brand status, which he has continued to explore through transaction-based works. He has had survey exhibitions at: The Mayor Gallery, London in 2010 (British and American Works 1960-69A History of the Brand and Revealed /Concealed curated by Nicholaus Schafhausen; and the Serpentine Gallery, London in 1974 (From Barrie Bates to Billy Apple 1961-1974). The artist lives and works in Auckland, New Zealand.

For further information on this exhibition and images please contact the gallery.

Exhibitions

Current

Upcoming

Past

Layla Rudneva-Mckay | I Roll

15 February 2022 - 19 March 2022

Fiona Pardington | Tarota

16 November – 18 December 2021

Fiona Pardington | Tarota Preview

5 October – 7 October 2021

Jan van der Ploeg | The Other Window

17 August – 12 October 2021

Laith McGregor | Second Wind

3 July 2021 – 7 August 2021

Richard Maloy | Maternal Routine

3 June - 19 June 2021

The Auckland Art Fair 2021

24.02 - 28.02

Will Cooke | Every Wall Is A Door

15 January 2021 - 13 February 2021

Whitney Bedford - Bohemia

Seung Yul Oh: Horizontal Loop

John Reynolds: RocksInTheSky...

For Pink Pussycat Club | as part of THE BILL

Fiona Pardington | Childish Things

Seung Yul Oh memmem

Rebecca Baumann Once More With Feeling

SIGNALS

The Armory Show 2010 | 1001 Nights
an installation by John Reynolds

Art LA Contemporary 2010

ShContemporary 2008 | Gavin Hipkins, Hye Rim Lee, Jae Hoon Lee and Grant Stevens

Jonny Niesche | Poikilos | 17 November - 22 December

GEMMA SMITH - Thin Air

SLIPPERY PAINTING

Performative Geographies

Sampler 2020

Gordon Walters: From the Archive

Richard Maloy

Rebecca Baumann: New Work

Jan van der Ploeg | The Other Window | 17 August to 12 October

the artists in conversation, The Estate of L. Budd et al.

Art of Wine

Billy Apple® and Tāme Iti: Flagged

Clinton Watkins

Yuk King Tan

Sampler 2019

TIKI: Orphans of Māoriland

AM/PM/AM

BILLY APPLE® is N=One

Ani O'Neill

Laith McGregor | Second Wind | July 3 - August 7

Alicia Frankovich

Martin Basher: Untitled

The Estate of L.Budd_et al.

Gavin Hipkins: Block Units

John Stezaker: Collages

Grant Stevens - The Mountain and the Waterfalls

Gordon Walters

Sampler

125

Len Lye: Love Springs Eternal

Richard Maloy | Things I have Seen

Michael Zavros | The Silver Fox

Martin Basher | Devil at the Gates of Heaven

Daniel von Sturmer, Luminous Figures

Martin Basher | Hawaiian Tropic

Nabokov's Blues: The Charmed Circle

John Reynolds 2017

BIll Henson | 1985 -2021 | 21 May - 19 June

On the Grounds

Billy Apple

Beyond Landscape

John Reynolds | WalkWithMe...

Laith McGregor | Swallow the Sun

Matt Henry | Analogues

Daniel Crooks | Vanishing Point

Material Candour 2016

Fiona Pardington | 100% Unicorn

Layla Rudneva-Mackay: Running Towards Water

Martin Basher Birds of Paradise | 13 April - 14 May

Clinton Watkins | lowercase

Whitney Bedford 2016 | Lost and Found

Alicia Frankovich | The Female has Undergone Several Manifestations

Fiona Pardington | The Popular Recreator

Gavin Hipkins | Block Paintings

Gordon Walters: Gouaches and a Painting from the 1950s

In Motion

Laith McGregor | Somewhere Anywhere

Starkwhite Queenstown | New Location

TOTEM | A Starkwhite exhibition curated by Mary Morrison

Group Show

Martin Basher | Jizzy Velvet

John Reynolds BLUTOPIA

Gavin Hipkins Erewhon

Grant Stevens Hold Together, Fall Apart

Michael Zavros Bad Dad

Not Another Art Fair | 24 February -3 April

THE ANALYSIS OF BILLY APPLE®

Layla Rudneva-Mackay

Lovers

Glen Hayward I don't want you to worry about me

Matt Henry High Fidelity

Richard Maloy All the things I did by Richard Maloy

Li Xiaofei

John Reynolds Vagabondage

Clinton Watkins Frequency Colour

BAZINGA! curated by Robert Leonard

Starkwhite Queenstown 29 January - 26 February

Whitney Bedford: This for That

Jin Jiangbo: Rules of Nature

Martin Basher

Billy Apple®: $9,020 AND $5,750 TOP UPS

Jim Speers Long Days

Ross Manning: Field Emmissions

Peter Peryer Edition

Jae Hoon Lee Antarctic Fever

Greetings from Los Angeles curated by Brian Butler

Seung Yul Oh HUGGONG