General Idea
Life & Work by Sarah E.K. Smith
Building a Canadian Art Scene
General Idea was centrally involved in the
creation of artist-run culture in Canada in the
late twentieth century. They contributed in
several different ways and mediums,
participating as key artists in the formation of the
network of artist-run centres and wielding
authority regarding the direction of policy28
making. Their efforts were focused through
two key platforms: the publication FILE
Megazine and the artist-run centre Art
Metropole. While part of General Idea’s oeuvre,
both initiatives also significantly supported other
artists’ projects.
FILE is a renowned artist publication
General Idea established in 1972. It ran for
twenty-six issues before closing in 1989. They
created FILE, described as “an alternative to the
Double-page spread of “Artists’ Directory” from FILE Megazine, “Mr. Peanut Issue,” vol. 1, no. 1 (April 15,
1972), 28–29, web offset periodical, thirty-two pages plus cover, black and white reproductions, with eightpage insert by Dana Atchley, edition of 3,000, various collections
alternative press,” in order to connect with
similar artists and advance common interests.
29
AA Bronson explained, “The original purpose was to try and make a sort of crossCanada network of artists. Because there was no outlet for the kinds of artists we were
interested in, and we were aware that there were many people that we just didn’t even
know existed.”30
In its early years, FILE helped to build the
Canadian art scene by providing a venue for the
dissemination of artists’ projects and by
publishing artist directories, which connected
artists across Canada and the world. In the mid1970s, FILE began to focus more closely on
General Idea’s projects and interests, but still
helped to connect communities, reaching artists
in North America, Europe, and Japan. Notable
early subscribers were Andy Warhol (1928–
1987) and Joseph Beuys (1921–1986).31
Art Metropole is an artist-run centre
founded by General Idea that continues to
operate in Toronto. In the late 1960s and early
1970s, numerous artist-run centres began to
emerge in Canada as a parallel structure to the
existing museum system.
32
General Idea studio/Art Metropole, 241 Yonge Street, Toronto, 1974, photograph by General Idea
Initiated and
managed by artists, many of these organizations
were supported by the Canada Council. These not-for-profit spaces offered an
alternative to the existing art venues in Canada. As Bronson notes in his “The
Humiliation of the Bureaucrat” essay, museums provided inadequate representation of
53