Embracing negativity
When faced with the term ‘Fake Art’ used against his work, Schaub didn’t shy away. Instead, he embraced and owned the label, transforming it into the ‘Fake Art Movement.’ This act of reclamation is powerful. It disarms critics by showing that their words don’t diminish his value as an artist, but rather provide a new lens through which to view his work.
Encouraging Participation
By responding to the critique ‘Anyone can do it’ with encouragement rather than defensiveness, Callen extends an open invitation to creativity. This inclusive approach demystifies the art-making process and engages a broader audience.
Utilizing Social Media Dynamics
Social media, especially platforms like Instagram, often amplify polarizing content. Controversy sparks conversation, and by positioning his work at the center of this dialogue, he ensures higher visibility and engagement.
Differentiating Himself
Unlike Damien Hirst, who uses similar techniques but comes from a prestigious background, Schaub lacks this ‘provenance.’ Yet, instead of seeing this as a drawback, he uses it as a unique selling point. His lack of traditional backing becomes a narrative of an underdog, challenging the norms of the art world. This narrative resonates with many who feel alienated by the elitism often associated with the art industry.
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