Tag: Branding

Art, Branding, and the Illusion of Authenticity

Emily Segal’s incisive debut novel, Mercury Retrograde, is set in the years after the 2008 financial crisis in New York City, at a time when the boundaries between conceptual art, branding, internet, work, and life had begun to disintegrate. Segal provides a wickedly sharp and sardonic depiction of the socioeconomic and cultural conditions of a particular cross-section of well-educated, upwardly mobile creatives in the city. The story follows the narrator, also named Emily Segal, as she reflects on her post-grad years working at a branding agency, running an unexpectedly viral trend forecasting art collective, K-Hole (which coined the term

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