General Idea
Life & Work by Sarah E . K . Smith
General Idea , FILE Megazine , “ Mr . Peanut Issue ,” vol . 1 , no . 1 ( April 15 , 1972 ), web offset periodical , thirty-two pages plus cover , black and white reproductions , with eight-page insert by Dana Atchley , edition of 3,000 , various collections . On the cover of this issue is Vincent Trasov as Mr . Peanut , in a photograph taken by David Hlynsky
General Idea , 1-109 Three Blind Artists , 1979 , chromogenic print , felt pen , and screen print on paperboard , 45.7 x 35.6 cm , edition of two with occasional artist ’ s proofs , signed ( rubber-stamped ) and numbered , various collections , from Showcard Series , 1975 – 79
During the early 1970s General Idea founded two key institutions . The group expressed their interest in the appropriation of media formats in establishing FILE Megazine . Launched in 1972 , the publication adopted the logo of the popular American news magazine LIFE . General Idea designed FILE to be a “ parasite within the magazine distribution system .” As Bronson explained , “ We knew that if it looked familiar , people would pick it up , and they did . We thought of it as a kind of virus within the communication systems , a concept that William Burroughs had written about in the early ’ 60s .”
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The second institution was Art Metropole . By fall 1973 , Partz , Zontal , and Bronson had moved the General Idea studio to the third floor of 241 Yonge Street , and they established Art Metropole in the front of the space . Art Metropole was a distribution centre and archive , which held various low-cost formats , including artists books , video and audio works as well as multiples . The aim of the institution was to create an alternative distribution system for art . Still operating today , Art Metropole holds an important place in the history of alternative arts venues in Canada .
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