The Selling of St. Andy
IN 1968 Andy Warhol placed an advertisement in The Village Voice: “I’ll endorse with my name any of the following: clothing, AC-DC, cigarettes, small tapes, sound equipment, ROCK ’N’ ROLL RECORDS, anything, film and film equipment, Food, Helium, Whips, MONEY!! love and kisses ANDY WARHOL. EL 5-9941.”
Warhol was not being coy. He was firming up his position as a sociocultural commercial institution, an artist who churned out silk-screen prints with assembly-line efficiency, a magazine publisher, a television personality, a filmmaker, social gadabout and self-styled prophet, who saw the erosion of the line between art and commerce. He was intent on turning his name and mystique into a brand.