7 for the price of 1

Accumulating Value – 7 for the Price of 1
Messianic Research Centre for Visual Ethics & Johnny Amore

Performance series in German and Holland in 2010
In 2010, the MRCVE Artists Group and German fine art photographer Johnny Amore will travel through Central Europe from Berlin to the shores of the North Sea in Rotterdam, and do seven public performances. The tour is an allegory of a traditional trade journey, in which inland’s commodities find their way to export ports in the coast. Film director Lassi Markus King will be filming the performances and the mishaps of tour life. The project has received funding for the script of the documentary from the Finnish Film Foundation. Later on, the film will be screened at various short film festivals in Finland and abroad, and at other venues.

Experimental Economics

The era of polarization is over. Though the relationship between cultural and economic life is sometimes troubled, the series of performances will show that even art can be profitable. Every society is founded on trade, and the exchange of goods also creates the basis for cultural exchange. MRCVE will be testing the plausibility of Economics in practice, without committing ourselves on economic policies. During our performances we will sell previously obtained goods and buy new ones with the profits. The artistic merit of the project comes from the fact that it raises questions about trade’s wider social meanings and its effects at grassroots.


Each performance will focus on a product on sale; the product will be given new meanings, and its value will be redefined. The artistic process leaves its mark on the product and makes its special. The project starts in Berlin when, at our first performance, we will sell a product brought from Finland. The profit of the sale price will be used to buy a product or products to be used in the following performance. At the end of each peformance, the value of the product will be realised and the earnings will be invested as profitably as possible. The tour will travel through old German trade centres, paying tribute to the European market tradition. Our aim is to prove that it is possible to increase one’s initial capital by trade.

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