Banksy Was Here

May 20, 2007

Dept. of Popular Culture

The invisible man of graffiti art.

by Lauren Collins May 14, 2007

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A Banksy trompe-l’oeil painting on a security fence in the West Bank.

A Banksy trompe-l’oeil painting on a security fence in the West Bank.

Related Links
Slide Show: Art by Banksy

Art, Artists;
Bristol, England;
Lazarides, Steve;
“Wall and Piece”;
“Crude Oils”

The British graffiti artist Banksy likes pizza, though his preference in toppings cannot be definitively ascertained. He has a gold tooth. He has a silver tooth. He has a silver earring. He’s an anarchist environmentalist who travels by chauffeured S.U.V. He was born in 1978, or 1974, in Bristol, England—no, Yate. The son of a butcher and a housewife, or a delivery driver and a hospital worker, he’s fat, he’s skinny, he’s an introverted workhorse, he’s a breeze-shooting exhibitionist given to drinking pint after pint of stout. For a while now, Banksy has lived in London: if not in Shoreditch, then in Hoxton. Joel Unangst, who had the nearly unprecedented experience of meeting Banksy last year, in Los Angeles, when the artist rented a warehouse from him for an exhibition, can confirm that Banksy often dresses in a T-shirt, shorts, and sneakers. When Unangst is asked what adorns the T-shirts, he will allow, before fretting that he has revealed too much already, that they are covered with smudges of white paint.

The creative fields have long had their shadowy practitioners, figures whose identities, whether because of scandalous content (the author of “Story of O”), fear of ostracism (Joe Klein), aversion to nepotism (Stephen King’s son Joe Hill), or conceptual necessity (Sacha Baron Cohen), remain, at least for a time, unknown. Anonymity enables its adopter to seek fame while shielding him from the meaner consequences of fame-seeking. In exchange for ceding credit, he is freed from the obligations of authorship. Banksy, for instance, does not attend his own openings. He may miss out on the accolades, but he’ll never spend a Thursday evening, from six to eight, picking at cubes of cheese.

Banksy is a household name in England—the Evening Standard has mentioned him thirty-eight times in the past six months—but his identity is a subject of febrile speculation. This much is certain: around 1993, his graffiti began appearing on trains and walls around Bristol; by 2001, his blocky spray-painted signature had cropped up all over the United Kingdom, eliciting both civic hand-wringing and comparisons to Jean-Michel Basquiat and Keith Haring. Vienna, San Francisco, Barcelona, and Paris followed, along with forays into pranksterism and more traditional painting, but Banksy has never shed the graffitist’s habit of operating under a handle. His anonymity is said to be born of a desire—understandable enough for a “quality vandal,” as he likes to be called—to elude the police. For years now, he has refused to do face-to-face interviews.

Having fashioned himself as a sort of painterly Publius, Banksy surfaces from time to time to prod the popular conscience. Confronted with a blank surface, he will cover it with scenes of anti-authoritarian whimsy: Winston Churchill with a Mohawk, two policemen kissing, a military helicopter crowned by a pink bow. Typically crafting his images with spray paint and cardboard stencils, Banksy is able to achieve a meticulous level of detail. His aesthetic is clean and instantly readable—broad social cartooning rendered with the graphic bang of an indie concert poster. Since street art is ephemeral, he occasionally issues books filled with photographs of his work, accompanied by his own text. He self-published his first three volumes, “Existencilism,” “Banging Your Head Against a Brick Wall,” and “Cut It Out.” His latest, “Wall and Piece,” was published by Random House and has sold more than two hundred and fifty thousand copies.

As his renown has grown, Banksy has parlayed his knack for reducing ideas to simple visual elements into what a critic recently termed “red nose rebellion.” He is both a lefty and a tweaker of lefty pieties. At a London antiwar demonstration in 2003, he distributed signs that read “I Don’t Believe In Anything. I’m Just Here for the Violence.” Later, he produced revisionist oil paintings (Mona Lisa with a yellow smiley face, a pastoral landscape surrounded by crime-scene tape) and, disguised in a trenchcoat and fake beard, installed them, respectively, in the Louvre and the Tate. For the Natural History Museum, it was Banksus militus vandalus, a taxidermy rat equipped with a miniature can of spray paint. In 2005, Banksy travelled to the West Bank, where he painted the security fence at Bethlehem with a trompe-l’oeil scene of a hole in the concrete barrier, revealing a glittering beach on the other side; it looked as if someone had dug through to paradise. Banksy sometimes satirizes even his own sanctimony. “I have no interest in ever coming out,” he has said. “I figure there are enough self-opinionated assholes trying to get their ugly little faces in front of you as it is.” Still, he posts news clips on his Web site, alongside video footage of successful stunts.

Whoever he is, Banksy revels in the incongruities of his persona. “The art world is the biggest joke going,” he has said. “It’s a rest home for the overprivileged, the pretentious, and the weak.” Although he once declared that “every other type of art compared to graffiti is a step down,” in recent years he has produced his share of traditional works on canvas and on paper, suitable for hanging indoors, above a couch. His gallerist in London, Steve Lazarides, maintains a warm relationship with Sotheby’s, authenticating Banksy pieces that the house offers for auction, and thereby giving Banksy’s tacit endorsement of their sale on the secondary market. In February, Sotheby’s presented seven works by Banksy in a sale of contemporary art. “Bombing Middle England” (2001), an acrylic-and-spray-paint stencil on canvas, featuring a trio of retirees playing boules with live shells, was estimated to bring between sixty and a hundred thousand dollars. It sold for two hundred thousand. (“Bombing” is slang for writing graffiti.) Last month, a painting titled “Space Girl and Bird” sold at Bonham’s for five hundred and seventy-five thousand, a Banksy record. Ralph Taylor, a specialist in the Sotheby’s contemporary-art department, said of Banksy, “He is the quickest-growing artist anyone has ever seen of all time.” Banksy responded to the Sotheby’s sale by posting a painting on his Web site. It featured an auctioneer presiding over a crowd of rapt bidders, with the caption “I can’t believe you morons actually buy this shit.”

Such antagonism goads people, as it is designed to. For a while, the Wikipedia entry for Banksy began, “Banksy is a nancy boy. Banksy is a rip-off. Banksy is a bloody sod.” Diane Shakespeare, an official with the Keep Britain Tidy campaign, told me, “We are concerned that Banksy’s street art glorifies what is essentially vandalism,” while Jonathan Jones, of the Guardian, recently wrote on his blog, “I think there’s some wit in Banksy’s work, some cleverness—and a massive bucket of hot steaming hype.” But for every litter freak or culture purist driven to indignation by Banksy there’s a person who is entranced. While setting up the show in Los Angeles, Banksy ordered a pizza, ate it, and tossed the box in a Dumpster. Within weeks, the pizza box was sold on eBay, for a hundred and two dollars. The seller suggested that a few anchovies that had been left inside might yield traces of Banksy’s DNA.

Banksy’s first formal exhibition was in 2000, at a Bristol restaurant whose owners he knew. Soon enough, he had established a comer’s reputation among cool kids and tabloid editors, but it was not until three years later, with an event called “Turf War,” that he attracted the attention of the London art world. A Barnumesque spectacle, staged at a secret location, it included live pigs and a heifer spray-painted with Andy Warhol’s likeness. Queen Elizabeth II, who had just celebrated her Golden Jubilee, was depicted in a portrait as a chimp.

For his next show, “Crude Oils,” Banksy stocked a Notting Hill gallery with two hundred free-roaming rats. Rodents are a favorite motif. “Like most people, I have a fantasy that all the little powerless losers will gang up together,” Banksy wrote in “Existencilism.” “That all the vermin will get some good equipment and then the underground will go overground and tear this city apart.” His most famous street paintings are a series of black-and-white stencilled rats, the majority of them slightly larger than life-size. Each is different, but they all possess an impish poignancy that made them an immediate hit with London pedestrians. One, a “gangster rat,” painted on a wall near the Smithfield market, wears a peace-sign medallion and carries a sign that says “Welcome to Hell.” Another pleads, “Please love me.” Cheyenne Westphal, the chairman for contemporary art in Europe at Sotheby’s, told me, “My first experience with him was in October, 2004, when he left a piece outside a party we were throwing for Damien Hirst.” It was a rat, holding up a placard that read, “You lie.” Banksy, typically, was flipping off the art world and begging it to notice him at the same time.

Pleasing crowds, not cognoscenti, however, remains his stated aim. “The last time I did a show,” he said, before the Los Angeles opening last September, “I thought I’d got a four-star review, then I realized they said, ‘This is absolute ****.’ ” He elaborated: “Hollywood is a town where they honor their heroes by writing their names on the pavement to be walked on by fat people and peed on by dogs. It seemed like a great place to come and be ambitious.”

Banksy and his confederates (a team of “fun-loving Englishmen,” Joel Unangst said) work flexible and light. Their m.o. is stealth: drop in on a city, perform reconnaissance, erect—in the style of a World’s Fair—a temporary gallery, and, almost before anyone knows they’ve been there, break it all down and get the hell out. Unangst recalled, “Some people I work with called me up and said, ‘Can they come and look at your warehouse?’ We set up a meeting in the middle of the night. Banksy rolls up in an S.U.V. and looks around. He asked me if I had any problems with him bringing in a live elephant, and I said, ‘No, it’s cool.’ ” Unangst was instructed to refer to Banksy by an alias, which he refused to divulge, except to say that it was “a regular male name.”

In February, Unangst showed me around the warehouse, a twelve-thousand-square-foot former fruit-and-vegetable depot. “This is where it all happened,” he said. “I thought it was going to be a quaint little art show.”

Friday, September 15th, was the first day of the exhibition, titled “Barely Legal.” Its location was not announced until that morning; the warehouse, situated downtown, off I-10, is not easy to find. Still, Keanu Reeves and Jude Law had shown up at a V.I.P. preview the evening before, as had Angelina Jolie and Brad Pitt, who bought several pieces. “These days, everyone is trying to be famous, but he has anonymity,” Pitt told reporters. “I think that’s great.” The irony may have been lost on Pitt that one of Banksy’s publicists had invited him.

By Saturday, Los Angeles’s many animal-rights activists were registering their displeasure. Banksy was displaying an eight-thousand-pound elephant named Tai, whose hide he had painted red and embellished with gold fleurs-de-lis, to match the wallpaper of a parlor he had constructed. (The elephant in the room, a handout proclaimed, was global poverty.) The activists said that the paint was toxic. Ed Boks, Los Angeles’s general manager of animal services, said he regretted that his office had issued a permit and, after visiting the show, wrote on his blog that looking into the elephant’s eyes “nearly brought me to tears.” He eventually ordered the animal hosed down. The L.A. Times, which had not planned to review the show, published two stories. Al Jazeera reported on the controversy. Other people were angry about a large portrait of Mother Teresa overlaid with the words “I learnt a valuable lesson from this woman. Moisturise everyday.” By Sunday, thirty thousand people, waiting in lines five blocks long, had seen the exhibition.

I asked Unangst what more he could tell me about Banksy, and he replied, “The only thing I can say is he’s like everybody, but he’s like nobody.” And so began the koan of Banksy, whose own talents as an aphorist—“Never paint graffiti in a town where they still point at aeroplanes”; “Only when the last tree has been cut down and the last river has dried up will man realize that reciting red Indian proverbs makes you sound like a fucking muppet”—seem to inspire all who cross his path. Banksy has convinced nearly everyone who has ever met him that promulgating his image would amount to an unconscionable act of soul robbery.

“Banksy is a genius and a madman,” Unangst continued.

“He’s a guy from Bristol,” someone who knows him told me later.

“I’m not obliged to say more than I’m obliged to,” another loyalist said.

Cheyenne Westphal was in Los Angeles during “Barely Legal,” attending a dinner for the photographer Wolfgang Tillmans. “Everyone there was saying, ‘Who is this Banksy?’ ” she recalled. During his time in California, Banksy did not meet with any potential patrons, but he managed to “get up,” in the argot, a few works of art for the enjoyment of all Angelenos. Along with graffitiing several local buildings, he bought a blowup doll and dressed it in a hood and an orange jumpsuit, as a Guantánamo prisoner. Then he sneaked into Disneyland and installed it along the path of the Big Thunder Mountain Railroad ride, where it remained for ninety minutes. A week earlier, he had created five hundred doctored copies of Paris Hilton’s début CD and distributed them in record stores all over the U.K. Hilton appeared topless on the cover, and her song titles included “Why Am I Famous?” and “What Am I For?”

Unangst wandered behind the warehouse, toward what looked like a rusted-out paddy wagon. It was parked against a wall. Banksy had tagged the side that was obscured with a pixillated Dorothy, from “The Wizard of Oz,” a noose in her outstretched hand. I wrote down a phone number from a painted decal—“How’s My Bombing?”—on the truck’s bumper, hoping that it might offer a hint about the Banksy mystery. It connected to a Navy recruiting station in Arizona.

Even on Banksy’s home turf, it’s hard to know what to look for, or where to look. For many of his admirers, that’s the fun of it: scouring a city for him, or his art works, invests a potentially monotonous activity with the possibility of discovery. When I arrived in London, in March, my only clue to who Banksy might be was a series of pictures, posted on the Internet in 2004, by a Jamaican photographer named Peter Dean Rickards. That year, so the story goes, Banksy flew to Kingston to work on a project. He visited the reggae singer Buju Banton, at his studio, and Rickards documented the occasion. Eventually, he became disgruntled. “Banksy swanned around Jamaica as if he owned the place,” he told the Evening Standard, to which he sold the images. “He’s too much of a pussy to protest having his picture taken once he found himself in Kingston, Jamaica—nowhere near the nice, safe media offices . . . that he’s accustomed to,” he wrote on his Web site, in a rant that accompanied the pictures, which have since been removed. Steve Lazarides confirmed to the Standard that Banksy had been in Jamaica, but said that Rickards had the wrong guy. When I contacted Rickards, he said that he wasn’t at liberty to discuss the incident. “The best I can do is to tell you,” he wrote in an e-mail, “that they don’t call him BANKsy for nothing.”

Buju Banton, reached on the telephone, did not dispel the notion that the man in the pictures was Banksy. “Rickards tried to ruin something that has a mystique, and that isn’t cool,” he said. “Banksy’s an artist that not everyone should have a piece of,” he added, and then started laughing.

Colin Saysell, an anti-graffiti officer in Bristol, who has been tracking Banksy for years, concluded that the photos were legit. So did Simon Hattenstone, a writer at the Guardian, who met Banksy, or at least a Banksy decoy, in 2003, before Banksy swore off the press. I showed him a makeshift lineup of supposed Banksy photographs—there have been several others—and he gravitated toward the Rickards shot. “That picture is definitely Banksy,” he said. Elizabeth Wolff, who is now a reporter at the Post, was with Hattenstone, as a summer intern, for the Banksy encounter, which took place over pints of Guinness in a Shoreditch pub. She, too, said the Rickards picture was “definitely” Banksy. “He was the grimiest person I’d ever met,” she said. “He looked like someone from one of those British industrial towns from the nineteenth century. There was a layer of grit on him.”

Steve Lazarides’s gallery is housed in a former sex shop on the ground floor of a four-story brick building in Soho, in London. Lazarides, like Banksy, grew up in Bristol. His mother was a housewife; his father sold kebabs. Lazarides and Banksy did not know each other as kids, but friends introduced them when they were in their twenties, and Lazarides began taking pictures of Banksy’s graffiti. (Lazarides was a professional photographer for a time, having also worked mixing concrete and plucking chickens.) He gained Banksy’s confidence and began serving as his fixer, gatekeeper, and, eventually, agent. As their fortunes rose, Lazarides was able, in 2005, to establish his business.

The gallery’s motto is “Art by People,” but its affiliates exhibit a caginess toward anyone outside their circle of trusted accomplices, many of whom work in semi-symbiosis. Banksy, for instance, illustrated the cover for “Think Tank,” a 2003 album by the band Blur, of which Damon Albarn is a member. (Banksy later declared that he’d never do commercial work again.) Albarn went on to found Gorillaz, a band whose public face is represented by four animated characters. Remi Kabaka, who provides the voice for the band’s drummer, works at the gallery as a sort of majordomo. At a recent party at a bar nearby, his name was the password for entry.

On a Friday morning, a crowd had gathered on the sidewalk in front of the gallery, an increasingly common problem for Lazarides. “The hookers get really upset if you block their doorway,” a neighbor told me, pointing upstairs. The gallery was supposed to open at noon, but the doors were locked.

Peregrine Hill and Dan Mitchell, partners in a London law firm, were among those on the sidewalk. Worried that the show would sell out before they got there, they had cut out of work. They were dressed in suits and ties and had come armed with a P.D.A. and a computer printout.

The night before, Lazarides had thrown an opening party for Faile, a graffiti collective from Brooklyn. “They’re probably all hung over,” Mitchell said of Lazarides and his crew.

“We need to get ourselves invited to the previews,” Hill replied.

Eventually, a young man with lime-green high-tops and messy hair came bounding down the street, rolling a cigarette. He was not, it turned out, a Lazarides acolyte but another anxious collector.

“Pictures on Walls got sold out of Nick Walker prints,” he said, striking up a conversation with the lawyers. (Nick Walker is another graffiti artist from Bristol. Pictures on Walls is the Web site through which Banksy sells, and invariably sells out, his limited-edition prints, which go for under fifteen hundred dollars apiece. “When we sell prints at below their true market value that is done at the artist’s request, not because we’re stupid,” the Web site reads.)

“That was rubbish!” Hill answered. He then asked, in the manner of a Beanie Babies enthusiast, “Did you get one?”

“I missed it. Dickhead!”

The next to arrive was Caitlin Stapleton, on spring break from Northeastern University. “Me and my sister are here visiting, and I’m obsessed with Banksy,” she said. “I’m like, I’m going to go on an actual trip and find things by him.”

A woman arrived, unlocked the door to the gallery, and disappeared inside, without acknowledging the crowd.

“Even if I just found one of his little rats, it’d be awesome,” Stapleton said.

Eventually, an assistant named Sam materialized and began rehashing the previous night’s events. “It was insane,” he said. “People were fighting—‘I want this, I want that.’ ”

I was supposed to have a meeting with one of Lazarides’s deputies. He didn’t show. Eventually, Lazarides called in. I’d heard that he kept a secret office nearby. Someone handed me a cordless phone. “We let the art speak for itself,” Lazarides said, gruffly. “I don’t want to be Banksy’s spokesman.”

“All these little lads look at Banksy the way the youngsters who are into football look at Beckham—he’s their hero,” Denise James, the director of an organization called Bristol Clean & Green, said recently, sitting in a café on the top floor of a Bristol motorcycle dealership. Clean & Green is charged with cleaning up graffiti blight, which costs the city more than three hundred thousand dollars each year. “It annoys me, it frustrates me, because it’s just so ugly,” James said.

The graffitist’s impulse is akin to a blogger’s: write some stuff, quickly, which people may or may not read. Both mediums demand wit and nimbleness. They arouse many of the same fears about the lowering of the public discourse and the taking of undeserved liberties. Graffiti aficionados like to say that the form is as ancient as cave drawing, and Banksy takes a similarly romantic view. “Imagine a city where graffiti wasn’t illegal, a city where everybody could draw wherever they liked,” he once wrote. “Where the street was awash with a million colors and little phrases. . . . A city that felt like a party where everyone was invited, not just the estate agents and barons of big business.” Detractors of graffiti, however, can trace its spread as assiduously as epidemiologists mapping an outbreak of diphtheria. Colin Saysell, the anti-graffiti officer, explained that graffiti had first appeared in the U.K. around the same time as the Rock Steady Crew, the Bronx hip-hop group, in 1983. “They went on a European tour and brought with them a number of very famous graf writers from New York as a fringe act,” Saysell said. At the end of the eighties, he said, there was a crackdown, which succeeded in squelching local graffiti culture for a moment. “Since 2003, it’s been going crazy again.”

If Bristol is, as James told me, “the graffiti capital of England,” then Banksy is its patron sinner. One morning last June, citizens were surprised to find a new mural downtown, on the side of a sexual-health clinic. It depicted a window, a perfect imitation of others nearby. From the sill, a naked man dangled by his fingertips. Inside, a fully dressed man scanned the horizon, next to a woman in dishabille. Directly facing the fake window are the offices of the Bristol city council, which, in a departure from policy, decided to put the mural’s fate to a public vote. Of about a thousand respondents, ninety-three per cent said the mural should stay. So it did. (In late April, however, London authorities whitewashed Banksy’s famous “Pulp Fiction” mural, which showed John Travolta and Samuel L. Jackson holding bananas instead of handguns.) “Banksy’s latest work of art is superb,” a man wrote to the local paper. “If the council wants to do something it should cut down that dreadful shrub which is obscuring the piece.” Gary Hopkins, a councilman, told me, “I think we undermined his street cred by making him mainstream.” Even James admitted to a grudging affection for Banksy. “I like the one where he’s got a picture of a stream and a bridge and he’s just dumped a shopping trolley in there,” she said, referring to a painting that Banksy did in the style of Monet. “I can relate to that, because we’ve got a problem with shopping trolleys.”

Municipal lawmakers are not the only Bristolians to have taken a faddish interest in Banksy: in a run-down part of town called Easton, where Banksy is rumored to have lived in the nineties, a couple named Sarah and David Anslow were trying, on behalf of an “anonymous party,” to sell one of his early murals. The mural, which is spray-painted freehand, with bubble letters and looping “wild-style” arrows, and bears less resemblance to Banksy’s recent work than to something you might see on a PATH train, adorns an exterior wall of a crumbling Victorian terrace house. For a minimum bid of four hundred thousand dollars, a buyer would receive the mural—with the house thrown in “for free.” The Anslows, who have an art gallery in Devon called the Red Propeller, announced the offer just after the February Sotheby’s auction.

When I met Sarah Anslow at the house this spring, she began by making a confession. She and David were the actual owners of the house. They had bought it and several others in the neighborhood in the early nineties, as investments. She said that they had decided to come out as the owners only after a local reporter called them on the charade. “We had been concerned that it could get reported in the wrong way,” she said. “‘Greedy Owners Try to Cash In on Banksy Mural.’ ” Anslow talked about her and David’s passion for street art. “We want to get hold of Banksy,” she said. As she detailed their dreams of becoming the Medici of graffiti, it was easier to see why Banksy makes himself scarce.

A white station wagon pulled up. Its driver, in an orange trucker hat, rolled down a window and regarded us warily. When he asked who we were, Anslow did not identify herself as the owner. The man introduced himself as Ben Bloodworth, and wondered if we knew that, a few days earlier, a city contractor had tried to destroy the mural.

“The guy said, ‘If you can get a group of more than twenty people to come down, then maybe that’ll be enough to stop me,’ ” Bloodworth told us. Twenty people, at least, had shown up, as had news cameras. It was Bloodworth’s opinion that the incident was part of a publicity ploy by the sellers. (Two weeks ago, the mural was defaced with a bucket of red paint.)

“The house is fucked. It’s completely shabby. That’s why they can’t sell it.” He launched into an impersonation of the putative landlord: “‘It’s this really lovely three-bedroom shithole in Easton, but it’s got a masterpiece painted on the side.’ ” Bloodworth said that he had been interviewed on the BBC about the showdown. Banksy, watching, had phoned a neighborhood friend and got him to put Bloodworth on the phone. “He said, ‘It all came across very well. I owe you a pint.’ ” I showed Bloodworth the Rickards picture and asked him if its subject looked familiar. “Naw, that guy looks like De Niro,” he said, with a shake of his head.

A few weeks earlier, Anslow had attempted to reach Banksy through his Web site. Someone named Dean had responded with an e-mail: “Mr. Banks is away polishing one of his yachts.”

“Fings have gone a little bit nuts lately,” Steve Lazarides said, with the burry inflection of his native city. “Suddenly, it’s become all right amongst the proper art world to collect street art.”

It was April, and Lazarides had agreed to meet me at the gallery, where he would be setting up an exhibition by a thirty-six-year-old sculptor named Mark Jenkins, who makes anthropomorphic figures from packing tape. I arrived at the gallery first. Hip-hop was blasting from the speakers; an empty Red Bull can had been tossed on the floor. After a few minutes, a slight man with a shaved head burst through the door. He was wearing jeans and carrying a camera. It was Lazarides—he’d been around the corner snapping pictures of a tape sculpture that Jenkins had planted on the sidewalk. Lazarides seemed elated. “It’s a proper piece of street art!” he yelled.

Lazarides talked to an assistant for a few minutes about preparations for the evening, and then swept out the door and around the corner, into a bookstore. He bounded up a few flights of stairs: the secret office. It was furnished with stained leather gym mats and loads of art. There were fake Picassos signed by Damien Hirst, packing-tape babies, a Banksy canvas of a monkey wielding a gun. Near a window was a vending machine stocked with prosthetic limbs. “I get all the crazy shit, basically,” Lazarides said.

After a few minutes, he scooted out of the building and into the vestibule of another, where he rang a buzzer. A hostess opened the door. It was a private club, where we were to eat lunch. After ordering lamb chops and a glass of white wine—“whichever”—Lazarides talked about his path to art-world dominion. “It wasn’t open to us, so we just decided to open up a different branch of art,” he said. “It’s a bit like being a d.j.—you’re in the club and they’re playing nothing you like. All of a sudden, you have to put on your own club night.” He went on, “To be honest, I have no idea how I got made the designated gallery owner, out of everybody.”

Across town, meanwhile, amid the fashionable shops of Knightsbridge, a show titled “Banksy” had been mounted by a gallerist named Acoris Andipa, a descendant of what he says is civilization’s oldest art-dealing clan. “The Andipa family was first recognized in 1593 in Venice, although our history actually goes back much further, to the time of the Bible,” he told me when I visited.

Sitting at his desk, dressed in a pin-striped suit, Andipa acknowledged that this was an unusual show for him. “Being urban art, I thought it was a little too far away, but I decided to test it on the back of a Damien Hirst exhibit we did,” he said. “Four out of five Banksys were snapped up in the first hour. That then satisfied me artistically, and then, frankly, we went to a twenty-four-hour-a-day, seven-day-a-week focus on putting together a major collection that would be worthy of making a big noise about.” Cheyenne Westphal, from Sotheby’s, confirmed that the market for Banksy has exploded over the past year. “I feel in many ways that we are only at the beginning,” she said. Michael Fischer, a hedge-fund manager who collects Banksy, put it this way: “He’s gone from zero to a hundred in, like, three seconds.”

Andipa does not represent any artists, so all his shows are privately sourced. “At first, we had Banksy followers, if you like, telling us it would be impossible,” he said. He had called Lazarides, but the conversation “lasted a minute.” I asked him if he thought Lazarides was unprofessional. “Let’s just say we have picked up a lot of clients with the way we do business,” he said.

For his show, Andipa had instituted a no-street-art policy—although he saw some “cracking good pieces,” he said, “street art must remain on the street”—but he managed to acquire fifteen signed canvases and more than thirty signed limited-edition prints. Having previewed the show in Gstaad, he had now, a week after its opening, sold nearly half of the pieces, which he was offering at prices ranging from ten thousand to two hundred thousand dollars. Twirling a pen, he reported that walk-in traffic at the gallery had increased fifteenfold. “We’ve had a lot of youth, and we’re not talking about well-heeled youth,” he said. “A lot of street kids, the kids who sort of hang around and hang out and what have you. They’re all very polite.” Andipa said that he would love to know what Banksy thought of his efforts. “In theory, he’s anti-art establishment, and here I am in this Knightsbridge art gallery, but I would also like to think, deep down, that he would be proud to think of his work being surrounded by Picassos.”

Banksy is so intimately tied to Lazarides’s success, and Lazarides to his, that, of people who care about these things, more than one has speculated that Lazarides is Banksy. This seems unlikely: fielding, or refusing to field, all the world’s questions about Banksy is occupation enough for one man. Still, Lazarides is in deep. When I asked him, over lunch, about a statement he’d once made, denying that he and Banksy meet in person for the delivery of art works—“I get a phone call and go pick ’em up, back of a supermarket”—he admitted it wasn’t quite true. It is that kind of stagemanship that led a British observer to describe him to me as “exactly like Malcolm McLaren.” (Lazarides is no rube: type “Banksy” into Google and ads for Laz Inc. come up.)

Whatever guile Lazarides possesses is offset, however, by a winning ingenuousness. He was not happy about the Banksy exhibition at Andipa. It was “piracy,” he said. He mentioned that Andipa had tried to reach him. “He called me Stavros, and I called him a cock,” he said, breaking into a grin. “Nothing I love more than failing aristocrats.”

Lazarides’s cell phone, which he had politely ignored for two hours, buzzed with a text message: “Bloke on Neal Street doing a roaring trade in fake Banksys.”

That night, I went to the Jenkins opening at the Lazarides gallery. For the first hour, Lazarides and Jenkins hung back, drinking Tiger beers on the sidewalk across the street. When Lazarides finally ventured inside, he was approached by a serious-looking man in important glasses. “What drew you to Mark’s work?” he asked.

“It’s fuckin’ funny, man.”

During a phone conversation in March, Lazarides had insisted that Banksy was “lying low” for at least a year. An edition of his “I Can’t Believe You Morons Actually Buy This Shit” painting had been released on Pictures on Walls that month, crashing the Web site for five hours, but, aside from that, he had not been heard from.

One Friday at the end of April, when I checked my e-mail there was a message from Banksy.

“Hello there,” it went. “Thanks for taking an interest in my stuff.”

Banksy agreed to answer some questions over e-mail. He was wryly eloquent, but his banter seemed less playful than it has in the past. “I don’t think art is much of a spectator sport these days,” he began. “I don’t know how the art world gets away with it, it’s not like you hear songs on the radio that are just a mess of noise and then the d.j. says, ‘If you read the thesis that comes with this, it would make more sense.’ ”

I’d heard that Banksy had become “increasingly paranoid,” and I wondered whether the accusations of hypocrisy had worn on him, and whether he was able to enjoy his success. “I have been called a sellout, but I give away thousands of paintings for free, how many more do you want?” he wrote. “I think it was easier when I was the underdog, and I had a lot of practise at it. The money that my work fetches these days makes me a bit uncomfortable, but that’s an easy problem to solve—you just stop whingeing and give it all away. I don’t think it’s possible to make art about world poverty and then trouser all the cash, that’s an irony too far, even for me.” He went on, “I love the way capitalism finds a place—even for its enemies. It’s definitely boom time in the discontent industry. I mean, how many cakes does Michael Moore get through?”

“Why do you do what you do?” I asked.

Banksy replied, “I originally set out to try and save the world, but now I’m not sure I like it enough.”

We discussed his mural in Bristol (“I think because it turned out there was a sexual-health clinic on the other side of the wall helped, which just goes to show—if you paint enough crap in enough places sooner or later one of them will mean something to someone”) and the city council’s decision to preserve it (“I think it’s pretty incredible a city council is prepared to make value judgments about preserving illegally painted graffiti. I’m kind of proud of them”).

Banksy has always had a fatalistic streak: in one of his books, a pair of lovebirds is juxtaposed with the dictum “As soon as you meet someone, you know the reason you will leave them.” In another, a little girl releases a heart-shaped red balloon: “When the time comes to leave, just walk away quietly and don’t make any fuss.” Recently, the London Times art critic Waldemar Januszczak wrote that Banksy’s “chief achievement, and I believe it to be a mammoth one, was finding a way to operate so successfully outside the art world,” signalling, with the use of the past tense, that his era of underground credibility had come and gone. The game of anonymity must also have its limits, and its limitations. “What happens if you are found out?” I wrote.

For a cipher, Banksy was surprisingly direct: “Maintaining anonymity can be kind of crippling. I gave a painting to my favorite pub to settle a tab once, which they hung above the bar. So many people came in asking questions about it I haven’t been back there for two years.

“In retrospect getting your work in the newspapers is a really dumb thing to do if what you do requires a certain level of anonymity. I was a bit slow there. Brad Pitt told a journalist ‘I think it’s really cool no one knows who he is’ and within a week there were journalists from the Daily Mail at the door of my dealer’s dad’s chip shop asking if he knew where they could find me. All the attention meant I lost some of the element of surprise. A few days after the show in Los Angeles opened I was painting under a freeway downtown when a homeless guy ran over and said, ‘Hey—are you Binsky?’ I left the next day.”

At the bottom of the e-mail, Banksy had appended a file. I opened it, and the screen filled with a black-and-white image. An artist—shown in profile, with proud posture and Vandyke whiskers—sits in the shade of a parasol. Next to him, propped on an easel, stands a canvas covered with graffiti. The artist’s fingers are gnarled, like a rat.

Get recruited via the internet

Mary Brandel

If someone searches for you on the web and comes up empty-handed, do you exist?

by Araceli Molina
April 24, 2007

Araceli Molina
Araceli Molina is the owner and creator of where you can find a complete selection of free ebooks, tools, utilities, articles and home bussiness ideas.
Araceli Molina has written 1 articles for PromotionWorld.
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What’s Hot and What’s Not on Blog Services

Although podcasting has definitely surpassed the popularity and usefulness of blogging nowadays, that certainly doesn’t mean blogging is a dying art. Not at all! If you take the time to browse around the Internet, you’ll see the members of popular blog hosting communities are still rapidly growing. If you’re not yet part of this crowd, you better jump on the bandwagon soon to experience the same fun and excitement.

Pressing the Keys at WordPress
There are a lot of things to look forward to at WordPress besides the wonderful fact that it’s free to use whether for business or personal purposes. Newbies and advanced users alike will enjoy blogging at WordPress with the many features available for use such as entry previews, blog categories, and blog rolls.

Thumbs-Ups: You can add plug-ins and customize your blog layout. WordPress also provides constant updates for their users.

Thumbs-Down: A bit of software knowledge is, however, required for users to properly install WordPress. If you have enabled commenting in your site, don’t be surprised to find that more than a few spammers are developing a habit of dropping by your site.

Fire up at FeedBurner
Do you think your blog is worth broadcasting? If so, you should consider moving from your old blog community to FeedBurner. In this website, they won’t just help you create content, they’ll spread around the word about your blog as well.

Thumbs-Ups: With the standard free package, FeedBurner allows you to set up the configuration for your blog for easy posting and even use an RSS subscription button to automatically update the readers of your blog. The website also lets you know the average number of visits your blog has per day with the FeedBurner hit counter and other traffic statistics. You can earn money on the sideline from blogging at FeedBurner because the website permits you to use Google Ads in your blog.

Thumbs-Down: Unfortunately, the template editing section of FeedBurner is not that easy to master.

Everything in One at Multiply
If you wish to blog, upload photos, videos, music files, write reviews, and post your social calendar online in just one website, all you have to do is sign up for an account at Multiply.

Thumbs-Ups: Photo uploading is virtually unlimited, and images can be classified by albums, and given captions. Skin choices are provided to give your blogs more color and life. The URL is pretty easy to memorize – Lastly, RSS feeds are allowed.

Thumbs-Down: On writing reviews, Multiply doesn’t give users much freedom on customizing content by font type or color. Layouts can be edited…but only if you have CSS knowledge and even with that, customizing is still somewhat limited. Smiley list is pitifully inadequate.

Live and Write Freely at LiveJournal
With a hip nickname such as “LJ”, LiveJournal is a website that’s especially suitable for the fun-loving crowd that’s always on the go.

Thumbs-Ups: Bonds forged online are strengthened by LJ’s email notifications for commenting. Thus, if someone comments in your blog, an email will be sent to inform you about it. Likewise, an email will be sent to you if your comment on someone else’s LJ receives a reply – whether it’s from the blog owner or another blogger doesn’t matter.

Thumbs-Down: LJ however is less easy to customize than other blogs. Some features that are already offered free by other blog hosting sites are on the other hand available only for LJ members with paid accounts.

Be In Vogue at Xanga
Teenagers seem to be absolutely enamored with Xanga. If you desire a blogging process that’s easy and stylish at the same time, Xanga is definitely the blog hosting site you’re looking for.

Thumbs-Ups: Besides having community-based blogging to look forward to, each post you make will allow you to inform your readers what you’re presently reading, watching, or playing. You can also upload photos, music, and write categorized reviews. A guest book is automatically offered to users.

Thumbs-Downs: Although Xanga allows users to make use of RSS feeds; it would take them some time to properly integrate it in their blogs. The customize layout options is sadly limited, the URL provided for members is a mouthful, and commenting is exclusive for Xanga members only.

So, what do you think? Which blog hosting site do you plan to choose? Wherever you end up blogging, we wish you well! Blog on!

Visit to find a complete selection of free ebooks, tools, utilities, articles and home bussiness ideas.


May 4, 2007

On my first day of college I headed to the student newspaper and signed on to be a reporter. Other young activists on campus joined the student government or the radio or television station or a chapter of a political party.

That’s still going on to some extent but it’s more likely politically engaged students will be seated at their dorm room desks scanning social networks such as YouTube, responding to blogs — personal Web pages on specific topics such as politics — or creating online commentaries of their own.

When I walked into the California State Democratic Convention last Saturday in San Diego and saw all the bloggers, I realized that not only was I a Luddite, hauling around my ailing microcassette tape recorder, but that this trend of political blogging is growing like a kudzu vine, snaking around a dozen newspaper boxes … overnight.

Resources for Web sites

Of the 400 media credentials handed out for the convention, 49 were given to bloggers, and that doesn’t include the traditional journalists who have blogs of their own. The California Dems even have their own computer/Internet caucus. “The caucus is symbolic of just how big a phenomenon (the Internet) is here,” says Roger Salazar, spokesman for the California Democratic Party. It was the first time the California convention had set up a table specially for bloggers inside the hall where candidates spoke. In fact, one of the blogging groups,, had a bigger contingent — nine staffers — than any of the regional newspapers.

California is the domain of the Silicon Valley, after all, and home to many of the largest political blogs in the country — The Daily Kos and Huffington Post for example. (We have our own bloggers at the Sun-Times, including Lynn Sweet, Washington bureau chief.)

But blogging is also being embraced by most of the Democratic and Republican candidates in their attempt to catch the attention of the young. According to a study by Kristin Hanks, a graduate student at Indiana University School of Informatics, only 2 percent of campaign Web sites had blogs or “visitors’ comments” in 2002. Today, it’s 74 percent.

“The resources being expended on these Web sites are incredible,” says Brian Leubitz, founder of Calitics and a master’s student in public policy at the University of California at Berkeley.

Barack Obama’s director of new media, Josh Orton, says the effort is to “democratize what it means to be involved in a campaign.” On Obama’s page is a MySpace-style site — MyBarack — where users can sign up to create their own blogs. There are now 11,000 individual bloggers.

Obama has about a dozen workers on his new media team, including one of the founders of Facebook, Chris Hughes. “Now people can organize regardless of geographical location, regardless of age,” Orton told the computer/Internet caucus. “It’s really broken down a lot of walls.”

Obama has his own videographer traveling with him so live action can be posted on his Web site. Inside the campaign there is a staff blog.

From Obama’s site there are also links to MySpace, YouTube and other social networking sites. This linking is called “blog rolling.”

(The other front-running Democrats, Hillary Clinton and John Edwards, have similar Web offerings.)

But sometimes things can go really wrong, as the Obama team found out when it tried to work with Joe Anthony, an enthusiastic supporter who started the page on MySpace in November 2004 for the candidate.

‘Early adaptors’

A tug-of-war erupted over control of the site between the Obama group and Anthony — who allowed the Obama team to edit the information on the page. MySpace executives negotiated an end to the dispute by dividing the spoils, giving the site name to Obama and the list of 160,000 “friends” to Anthony. Hanks at Indiana University recalls how she explored Republican candidate Mike Huckabee’s site and found a link to a MySpace search results page.

It led to a “F—Huck” site.

After doing a content analysis, Hanks determined the candidates’ Web sites don’t generate as much public discourse as one might expect, but they can mobilize people interested in politics.

“You don’t have to go to the door and you don’t have to get people to ‘sign here.'”

But Sree Sreenivasan, new media professor at the Columbia University Graduate School of Journalism, says the effectiveness of Web sites and blogs as political tools may only go so far: “It’s still a small percentage of people using these technologies.”

Most are young and what Sreenivasan terms “early adaptors.” And, as he concludes, the impact of young voters “is notoriously hard to predict.” It was thought they were going to turn out in big numbers in 2004 but that didn’t happen.

In the end, who has time to blog? After reading four newspapers each day and my e-mails and doing my work, I’ve had it. Blogging remains a luxury for the young — or the bored.

By David Needle

MONTEREY, Calif.– Social networks and other Web-based forms of personal expression are connecting people on the Internet like never before. No surprise there. Whether it’s with MySpace profiles or expanding your personal network of contacts via sites like LinkedIn and Facebook, people are reaching out like never before.

But at what point is it overkill, and which companies have the power and resources to ride out the competitive storms and emerge victorious? As far as Pierre Lamond, a general partner with the Sequoia Capital venture firm is concerned, we’ve already reached the saturation point.

“Very soon there will be enough social networking companies for each U.S. citizen,” he quipped during a discussion at the Red Herring conference here. “How many of these can people belong to?”

As for the broader topic of Web 2.0 (define) companies Lamond remained pessimistic. “We’re in Web 2.0 bubble in my opinion,” he groused. This from a partner at the firm that was an early investor in the likes of Yahoo, Google, YouTube and LinkedIn. Lamond fears the advertising on TV and billboards along Silicon Valley’s main Highway 101 hyping various Web firms are a bad sign, a reminder of the excessive spending ahead of profitability that characterized the dot-com bust at the turn of the century.

Mark Jung, former chief operating officer at Fox Interactive, also raised some red flags. At Fox, Jung was responsible for several Internet properties, including what became the wildly successful MySpace. For all the growth in user generated pages, Jung isn’t sure they’ll be sufficiently monetized.

He said publishers haven’t quite figured out how to capitalize on the passion of bloggers and other user-generated content sites. “There’s an assumption that the user publisher “thinks like a large publisher and is after profit,” said Jung. “In general, they don’t. It’s not always about money, but ego, personal fame and having an individual voice, not cash flow.”

In a traditional publishing model, the publisher controls the content and sets the ad rates. But in a Web 2.0 world, Jung said “the aggregator or publisher may not be in charge or in control of the inventory.”

Jung also said that as user generated content grows unabated, publishers and Web sites can’t even be sure of their architecture requirements or when and how much content is being posted. “What should your storage and network costs be when there are a hundred million unique pieces of content that could light up [i.e., become widely popular] at anytime? What if the content is offensive? Is a manual screening of a million pages realistic? If not, how could potential liability be covered?”

Jung didn’t offer any answers, then said it’s long past time for the industry to come together and address some of these issues. “As the long tail expands, we as aggregators become victims of our success,” he said. “Anxiety is building and tempers are beginning to flare.”

As for profitability, Jung had one shining example of a highly successful company that deals in user generated content: eBay. But he noted eBay really flips the model around. “eBay is different because it shares revenue with the consumer; in fact, the consumer pays eBay,”

Max Levchin, CEO of Slide and a co-founder of PayPal, which is now an eBay company, agreed with Jung in a later talk. “eBay has it down, everyone is making money right and left,” he said.

And there may come a day when participants in social networks want to see some of the green. Today users don’t get paid for creating profiles in MySpace or Facebook. But Jung wondered aloud whether competition or some other development will lead users to expect payment for posting their content.

“Today they don’t realize they should care, but when they do, you’ll see a huge structural shift,” said Jung. “If they’re not on your site, you don’t have a site.”

‘Facebook is the future… ‘

By Erica Ogg

Published: Thursday 3 May 2007

Social networks are the best way for companies to understand the future of how content will be distributed and consumed. That’s according to Dan Scheinman, senior vice president of Cisco Systems’ Media Solutions Group and the architect of Cisco’s acquisitions of Linksys and Scientific Atlanta.

During Scheinman’s keynote address at the US Digital Living Connections Conference, he talked about how digital media is disrupting the tech and entertainment industries. Usually that means talking about networking standards and media servers but Scheinman’s recommendations, instead, were a bit more pop culture than geek culture.

He said: “A lot of you should go spend time on Facebook and MySpace. Spend time to understand why social media really does matter.” Social communities are the solution to some of the biggest problems facing Hollywood and other content providers in today’s Digital Era, Scheinman said.

Though it may sound like an activity relegated to high school and college kids, social networking is going to be the avenue for marketers and media companies to reach consumers and enterprise customers alike, he said. The technology and entertainment industries are both being forced to change the way they do business because of what have mostly been consumer-oriented technologies.

Personal video recorders have changed the way marketers and advertisers get product messages to people. For example, though many consumers have the power to skip past a Coke commercial, the unexpected success of the Diet Coke and Mentos Experiment video made popular on YouTube affords Coca-Cola a whole new way of advertising products in a user-generated content environment.

He said: “It’s the beginning of a new era. Consumers are driving the next set of value creations. All the energy in tech industry is around consumer apps.” That’s evident by the success of Google, Skype, Yahoo! and YouTube, he added. And it’s completely different to how Silicon Valley has operated for the past three decades.

Ideas and businesses no longer move through the traditional pattern: from universities to banks to enterprise to service providers. Instead, they now go from universities to the consumer to service providers and then to enterprise, he said.

High-definition entertainment was in homes for years before it got into enterprise, he noted. Same with search and social networks. “Enterprise is last now. We have 1,500 employees on Facebook because we don’t have the internal tools to provide community,” Scheinman said. “A lot of the enterprise has been behind in adopting all these tools.”

Traditional content providers (such as Hollywood) are just starting to understand the importance of consumers wanting to share their media socially and on the devices of their choosing, he said. Consumers now have the power to do what they want when they want it (mostly) and Cisco is moving toward a consumer presence there. At this year’s Consumer Electronic Show the company announced it would be releasing Cisco branded products such as set-top boxes.

Scheinman added: “A giant IP network is what’s between content and user. That’s one of the reasons we acquired Linksys and Scientific Atlanta.”

The next-generation connected home has been promised for some time now but broadband adoption – now at 35 per cent in the US – is making it a reality, he said.

So many media choices for consumers has made Hollywood even more dependent on mass hits, he said. And the way to understand what consumers want? Social networks. “It’s the beginning of the solution to all of these problems. If you want someone to see your stuff and pay for it you have to figure out how you’re going to distribute it.”

That’s why News Corp’s acquisition of MySpace “was one of the most brilliant moves in the industry”, Scheinman said. “It is truly remarkable because there’s this massive community… people are spending three hours a day on MySpace. And [Rupert Murdoch] knows this is central to the question of what will happen.”

Though the picture isn’t entirely clear yet with how the connected home will come together seamlessly for consumers, or how traditional media leaders like studios and record companies will join in the new era of digital media, Scheinman is confident that increasingly democratised landscape for the advancement of technology is more fertile than ever.

He said: “There will be more value creation in the next few years than even in the bubble times.”

Erica Ogg writes for CNET

How They Got Here

May 4, 2007

Published On Thursday, February 24, 2005  12:00 AM


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In just a year, TheFacebook has seen seemingly unrestrained growth. Here are some highlights from the past twelve months.


• Zuckerberg launches TheFacebook during Harvard’s shopping week

• The site runs off of one server for $85 per month

FEBRUARY 18 – 4,300 users

• Zuckerberg is first approached by investors

• Moskovitz is enlisted to expand site to other schools


• TheFacebook reaches Columbia, Yale, Stanford

MARCH 31 – 31,000

• The site now runs off of 5 servers, costing $450 per month

APRIL 14 – 51,910

• TheFacebook moves its servers to a boutique hosting service near Zuckerberg’s new York hometown

APRIL 25 – EARLY MAY – 82,000

• Moskovitz leads nationwide expansion

• Saverin experiments with national advertising

• Zuckerberg and McCollum begin discussing Wirehog

JUNE 10 – LATE JUNE – 160,000

• TheFacebook moves to Palo Alto, California

• Sean Parker, two interns join the team

• Saverin goes to New York

JULY 21 – AUGUST 25 – 190,000

• TheFacebook falls $50,000 in debt

• Zuckerberg meets with investors

• The team redesigns and relaunches the site


• ConnectU files lawsuit against TheFacebook

• Casa Facebook moves to Los Altos, CA

• D’Angelo, Saverin, interns return to school.

OCT 21 – 500,000

• Wirehog launches (first week in November)

• Zuckerberg meets with East Coast investors

NOVEMBER 30 – 910,000

• Angel investor Peter Thiel throws One Million User Party at Frisson (San Francisco)

JANUARY 16 – 1.3 million

• Casa Facebook moves to Menlo Park

• Press representative Chris Hughes moves to France

FEB 7 – 1.5 million

• National Beirut Tournament briefly launched, cancelled

• First European schools launched


May 4, 2007

Meet Tom–the brainchild, President, and Co-Founder of We’ve pulled him aside to figure out why on-line social networking sites have become so huge, and what it is that makes them tick.

MZ: Social networking sites have become a phenomenon, what do you think is the fascination behind these sites? Why are they so popular?

MS: Well there’s something old here and something new. The old is that it’s simply socializing. Most everyone loves to socialize, and that’s what MySpace and other sites let you do. What’s new, of course, is the way you socialize, via the computer. I’m well-suited for MySpace, because I’m the sort of person who grew up socializing online – from the time I was 12 I was using a modem to talk to people via message boards and various forms of chat. For me, it’s perfectly naturally, and actually preferable in many ways to make friends online. Even today some of my best friends are people I met as a teenager in my room with my 300 bps modem. It’s preferable for a few reasons – I can meet different people then I’d meet in real life, and I can meet people while I’m doing something else. I’m not the sort of person to go a party or a club and mill about looking for new people. But I could be doing my homework, working, or anything on the computer and come across people that I can message and IM when I have a spare moment, and real friendships are formed that way. So these sites are becoming popular, I think, because the mainstream is realizing that socializing online is not just for “computer nerds.” It’s mainstream enough that we’ve got a development deal to do a reality TV show based on MySpace. That’s about as mainstream as it gets I suppose.

MZ: While Friendster was the first site to dominate the market, has emerged out of nowhere and has grown to huge popularity. How was MySpace able to do this?

MS: I think the unfortunate reality for Friendster is that their site just stopped working on them; it became unusable. I liked using Friendster but stopped when it got so slow that I couldn’t write to or browse anyone. MySpace appeared right when Friendster ran into its technical problems. Once the migration started, most users found they preferred MySpace. Nielsen Net Ratings showed that MySpace passed Friendster in traffic in January.

MZ: How many users currently use MySpace?

MS: Right now we have about 1.2 million active users.

MZ: What do you see in the future for social networking and MySpace ?

MS: As an industry, I think the 20 or so sites will disappear. I think only a few will last. No other site has really built up a user-base but MySpace and Friendster. The future of MySpace is bigger than one might imagine. We want to be a personal portal, where you share your life with friends. We see Yahoo, MSN and AOL as our competitors; I don’t really think much about the “social networking” space. I think about the big three portals. That’s where we want to be. It’s a lofty goal, that I would have never dreamed of attaining six months ago. But that’s what we want.

It’s interesting to note that users already spend more time on MySpace than they do on Yahoo. If we gave users all the features they are used to on other sites, why would they ever leave MySpace? I know MSN is trying to integrate social network into all their features. I don’t think it’ll be so easy for them. I like what we’ve got at MySpace – a social network as the base upon which we can integrate more features. I think we’ll be able to design a system that works better for people because we don’t have to destroy before we build, which is what MSN is faced with. You’d be really surprised, I think, to see some of the things we’re developing. I don’t want to tip my hand, but it’ll change how people use the Internet, I think.

MZ: How was MySpace created? By whom, and for what objectives?

MS: MySpace was a creative idea before it was a business. When we saw that it took off and we saw the costs would be enormous, we quickly realized we needed to make money or it would all disappear. So now it’s a labor of love that I think will also create a lot of jobs and an opportunity for MySpace employees and advertisers.

MZ: Do you have a company philosophy that you try to follow?

MS: We’re not real corporate here, so we haven’t sat around and come up with a corporate mission statement.

We don’t do user surveys. We don’t have policies and procedures. We didn’t follow the rules. That’s starting to change as we get bigger; I assume it will change quite a bit. Right now its pretty simple–we’re trying to make something cool!

MZ: One of the fascinating things about social networking sites is that they’ve been able to attract and keep the fickle young (18-35 yr. old) users. Why do you think these people are especially attracted to social networking sites?

MS: One thing I’ve noticed is how rapidly attitudes are changing about meeting people online. Before MySpace began, I thought most people under 25 were really not interested in meeting people from the Internet. I think it was going on, but I didn’t necessarily see it. Under 25 meetings was going on with computer geeks, smaller subcultures, or ethnic sites. I think that was true to a large degree, because most of the mainstream sites that provide a forum for people to meet were dating sites. That was the only option for a mainstream audience. Why would a 22 year old pay for or even use a dating site? Most won’t. But a 22 year old, who grew up with ICQ, AIM & the Internet is also much less concerned about privacy. The Internet is not scary to a younger person. Putting their picture up is not a “dangerous” proposition like it is for a 35 year old. And its not scary to me because I was ‘online’ when I was 12 years old. So my perspective is a lot closer to people who are 21 and younger–people who’ve grown up “online.” Most of our users are 30 and under. I think 24 is the average age. For these people who grew up online, its not “geeky” to use the Internet to meet other people. There just wasn’t a lot of it going on because there was no place for it in the mainstream. Some of the ethnic-oriented sites were the true innovators in this arena–sites like AsianAvenue and BlackPlanet. This is where the under-25, non-dating site set were meeting online. But MySpace has surpassed both these sites in traffic, and really opened things up on a wider scale. People are really looking for friends on MySpace, and making them. There’s also dating going on, bands starting. Users are finding jobs and finding out about new clubs. I think it’s so cool; I think this vibe is what attracts people to this site. It’s a new way to socialize that is rapidly changing and become more mainstream every day.

MZ: MySpace does not charge its users for the service, is this just during a “testing” period, or will MySpace try to always keep its services free?

MS: No, we’ve never been in “Beta” really. This is not a test phase. MySpace will never be static. We’ll be adding to it forever, so there’s no use in calling it “Beta.” We’ll have premium features some day, but everything you do on MySpace now will always be free.

MZ: Has MySpace been successful as a business venture?

MS: All businesses take time – and MySpace is a larger endeavor than it might seem. Because of my contact with users and personal, hands-on approach, people get the idea that the whole thing is run from a PC in my bedroom. Nothing could be farther from the truth. We have a very talented staff of 25 people working around the clock on MySpace and we’re still hiring. Right now I’d say MySpace is a success as a business and that its headed in the right direction. All indications suggest that over time it will be a wildly successful business. Advertising-based revenue models on the Internet have seen their ups and downs. Right now we’re in the beginning of an “up” phase, which I don’t think will be merely a phase. The Internet has enough penetration that the major advertisers realize its power for branding. They’re not afraid of it anymore.

MZ: Does and will revenue always come from advertising?

MS: Yes, right now it’s all from advertising. We’re going to add some very low-key premium features. No one thinks of Yahoo as a pay site, but there are plenty of things on Yahoo you can pay for. That’s where we’re headed with a premium feature model. The basic services people use now, will always be free.

MZ: You, Tom, especially seem very young to have such a large successful venture on your resume… How did you come about working with MySpace? Were you the primary founder? What background led you to doing and wanting this?

MS: MySpace was pretty organic. It was me who said “let’s do this,” but then I actually dropped out of the picture for about a month while a team of two worked on it. Once we had something tangible to look at, I stepped back in and it became a full-time job. I’m the President and focus mainly on the marketing and development of the site. Chris DeWolfe is CEO and co-founder, and he focuses more on the business aspect of things–contracts, legal issues, ad sales, partnerships. We have a great working relationship and each has the experience that the other lacks. My background is not in business. I came from a more creative background–I was an English major at Berkeley, a Film grad student at UCLA. I wrote books as a teenager and edited a journal of poetry & fiction in college, I wrote video game reviews. I was a singer in a rock band for about 10 years. I’ve first ran a community website from my home computer when I was 14. All these things led to MySpace–the emphasis on user creativity, the games, film and music sections. I wanted to create a community where artists could show their stuff. We’re just developing those areas now, but I think it’s what makes the site more interesting than a dating site.

With two million members (and growing), offers a multi-level entertainment opportunity involving blogs, instant messaging, classifieds, peer voting, special interest groups, user forums and user-created content. Is it popular? You bet: they have statistics that show the site receiving 35 million impressions per day at an average of one hour online per visit. So far, all MySpace services are free, with the site supported entirely by advertisers who are eager to reach exactly the young, web-savvy and web-social music fan that attracts.

Created by Chris DeWolfe and Tom Anderson, MySpace is already successful on a level that caught many industry onlookers by surprise. While the main MySpace site leads to pure social networking, the section of the site called MySpace Music is a revolutionary way to reach their built-in web audience of two million networked users, and has the potential of rapidly expanding beyond that already impressive figure. As a means of launching unsigned and emerging recording artists, MySpace Music is a formidible tool.

Inside the Minds of the MySpace Creators:

“MySpace Music is what should have been, but never was,” Anderson said. “Very few people go to a website looking for bands they’ve never heard of. MySpace Music lets people find music online in the same way they find out about music in person: through their friends. Millions of friends come to MySpace to socialize, and through that process — word of mouth and recommendations of friends — bands get exposure to new fans and fans to new music.”

DeWolfe continues, “The most exciting use of MySpace Music is the way it’s changing the band-to-fan dynamic. A band can go on MySpace and find potential fans all over the country just by sending an e-mail and saying ‘Hello.’ Bands are developing followings and finding street teams online.”

Offering downloads, band web pages, and the ability to connect directly with artists is just part of the attraction of MySpace Music. Each visitor to the site also can participate via user testimonials and ratings. The artists are also able to access a wide variety of music business contacts.

Details from DeWolfe:

[The G-Man] What’s the history of MySpace?

Chris DeWolfe We launched the general MySpace site in September of 2003. Our vision was to create a portal where our users could mobilize and connect around shared interests — whether those interests be music, television, dating, nightlife, politics, religion or anything else.

[The G-Man] How does music fit into the MySpace network?

Chris DeWolfe Almost from the day we launched, music became one of the primary interests of MySpace users. We believe that most people hear and sample new music based on recommendations from friends. The network affect of our site (friends telling friends), allows new trends and music to spread very quickly. At the same time, bands began flocking to MySpace as a mechanism to promote themselves, find new fans, book shows, and even secure label deals.

[The G-Man] What are the revenue streams for MySpace?

Chris DeWolfe MySpace is currently supported by online advertising and sponsorship. We may add premium services later, but any service we currently offer for free will stay that way. We’ve been lucky to secure top tier advertisers such as Sony Music, Interscope, Warner Music, Dreamworks, Napster and others. The promotion works for these types of advertisers because most of our users are hip 18-34 year-old influencers who love music and frequently go to movies during the opening weekend.

[The G-Man] What are the advantages for artists using MySpace?

Chris DeWolfe Artists may sell their CDs on our site. The primary use so far has been for bands to mobilize new fans who they ordinarily wouldn’t have met. A band from Iowa can quickly develop a following in New York or Los Angeles. Additionally, bands use the site to book tours and fill venues. The MySpace social network is international. Because MySpace is an online network, it makes geographical boundaries less relevant.

[The G-Man] Can you compare the MySpace entity with other networking sites?

Chris DeWolfe Most sites are narrowly focused on business networking, classifieds, or dating. MySpace is a portal that uses a social networking infrastructure. MySpace includes, games, blogs, music, classifieds, forums, mail, instant messaging, and user rankings. Our model has lead to an incredibly sticky site where the average user spends over an hour per session on the site. We have also served more page views than our largest competitor in each of the last three months.

MySpace is just extending functionality around existing mass behavior. Most if not all of those other sites didn’t or don’t have that luxury — they were counting on behavior to develop around functionality. To put it another way, we’re not building it, hoping people will come. People are already on the site sharing information about bands; bands are already recruiting fans and local help; users are already clamoring to download music; they’re already ranking and rating music; they’re already showing up at our parties to hear music they learned about on MySpace. MySpace music works because two million people are already doing what we’re now making it easier for them to do.

[The G-Man] What marketing arenas are involved (or planned to be involved) with MySpace?

Chris DeWolfe Two of our bigger marketing partners are the Warped Tour and Rock The Vote. The Warped Tour, in particular, is a great fit for us. We are sponsoring the Uproar Stage and bands from MySpace will be playing at Warped Tour venues. This partnership offers great exposure for MySpace Music and participating MySpace Music bands.

Rock the Vote is also a great partner as it fits in with our mission of allowing our users to mobilize around shared interests. MySpace users can register to vote directly from our home page. We will also be participating in several of their music shows.

MySpace Phenomenon On-the-Grow:

Strategic partnerships are developing almost as fast as bands are meeting fans on the site. As of this writing, the Los Angeles Music Network ( will bring its membership base and marketing strength into a partnership arrangement with MySpace.

Linking listeners, reaching behind borders, and uniting musicians with fans and industry professionals, the MySpace nation is a phenomenon. Since a passport is free, everyone in music marketing had better pay a visit. It’s at See you there.

Good time for the planner – Life – Good time for the planner

The party is always hot and hopping at

May 01, 2007

toronto star
It’s 11 on a Friday night and the party at Grace O’Malley’s is in full swing. Paper hat-clad revellers celebrate a 20th birthday in a corner, and on the dance floor girls shimmy to a deejay while St. Catharines college band Opus Road warms up onstage.

Another party is underway across the Entertainment District, where a line-up forms outside Cantina Charlies. Inside, the three-storey tropical theme bar is packed with plastic palm trees and people getting drunk on foot-long slushy drinks.

TV screens feature messages texted in by bar patrons and, in a corner, a shampoo company has a booth where patrons can project their smiling faces and well-coiffed heads on the wall.

Overlooking the throng, University Party photographer Bernard Leung snaps shots of a posing couple on the balcony. A shooter girl dressed as a nurse interrupts to scold Leung. “Where were you last week? We missed you!”

Leung shrugs. He was busy snapping pictures at other bars for his boss Daniel Warner, the 23-year-old founder of, the largest student website in Canada, with 7.5 million hits each month.

Warner is not at the bar. In fact, he seldom gets to the Entertainment District these days. He’s busy gunning for 2007 Student Entrepreneur of the Year, a national award that recognizes the business movers and shakers of tomorrow.

So instead of partying, the BlackBerry-toting Warner spends most of his time in class or in his office in the basement of his parents’ Richmond Hill home. He leaves it to his “point people” to mingle at the hit list bars and sponsored events, including the Van Wilder 2 DVD promotion party at Gracie’s last month.

“This is by far the best job I’ve had,” says Leung, 27, grinning as he’s interrupted by people who want to know when their pics will be posted on the website. “It’s not hard to make friends in this job.”

The site’s motto is, “We remember what happened last night, so you don’t have to,” but those who do remember are encouraged to log in and tag the photos that depict their boozy attempts to bring sexy back.

Every night, Leung tours the bars, taking photos and handing out flyers for, or for short. Meanwhile, Warner is hard at work arranging for companies to sponsor student events and advertise on the UP site, tailored to campuses across Ontario and most provinces.

With plans to expand the two-year-old website – which has more than 25,000 members and already includes social networking aspects similar to MySpace – and about a half-dozen other initiatives aimed at 18- to 25-year-olds in the works, it’s an understatement to say Warner is one busy guy.

“I don’t really think of it as work, which probably keeps me sane,” Warner says with a laugh. “I just get up in the morning and start.”

Warner began the first site after planning frat parties at the University of Western Ontario, where he studied business. He reckons he’s been to hundreds of student events over the years.

“People were asking what was going on, so it was a natural fit to create a website for London students.” Now as owner of UP Media Group Inc., he has 40 employees in 12 cities. He calls the business, soon to be known as, a one-stop shop for corporations that want that all-important demographic of young people with money.

Warner’s finishing a post-graduate diploma in marketing management at Seneca College and fits in business meetings between exams. While the biggest decision facing students who use his site is deciding which event to attend that night, it’s up to Warner to make the hard decisions, such as to pull the plug on clients not living up to their share of the bargain.

Recently, UP Media Inc. cancelled its official Friday night party at a Toronto club, after the bar defaulted on a cheque, Warner says.

“It’s gotten to a point where we don’t have to bend over backwards for clients who don’t treat us well.” The company isn’t some fly-by-night student outfit, Warner adds.

UP Media Inc. has earned Warner a whack of money – when asked how much, he says: “Put it this way, I wouldn’t have to be in school right now if I didn’t want to” – as well as accolades from the business community.

He’s one of six vying for student entrepreneur of the year at the 2007 Advancing Canadian Entrepreneur National Exposition in Toronto next week.

The award goes to full-time post-secondary students who have founded their own businesses. Hundreds apply each year from across the country.

Judges were impressed by the companies Warner has worked with, such as clothing company Urban Behaviour and, most recently, film and TV company Alliance Atlantis. He’s built a list of 50,000-plus students who signed up to receive email promotions and other info from Non-profit student groups can advertise for free. Other companies pay for the privilege.

The judges also like that Warner encourages students to Party With a Cause with his PWAC foundation, which has raised more than $25,000 for charities such as the Canadian Cancer Society.

Warner has already advanced through the provincial and central region qualifying rounds for the national award. The top prize for the winning student entrepreneur, to be awarded on May 9, is $10,000 and the opportunity to represent Canada at the international level of competition, the Global Student Entrepreneur Awards. Sort of like the Miss World pageant for business types.

And if Warner wins you can bet, on that night at least, he’ll be out partying.

“It’ll definitely be time to celebrate. And then, soon after that, back to work. The summer’s going to be intense – all the students are out of school.”