Los Angeles, CA
ForYourArt produced a yearlong series of original works of art by world-renowned artists for Arts Matter, a first of its kind, citywide public art exhibition and fundraising campaign to support arts education in the nation’s second largest public school system.
Presented by the Los Angeles Fund for Public Education (LA Fund) and the Los Angeles Unified School District (LAUSD), Arts Matter addresses the importance of arts education in Los Angeles public schools, the “creative capital of the world.”
Public art was presented on a fleet of city buses and other outdoor media totaling $4 million in value with approximately 900 million ‘eyes on artwork’ impressions over the course of a year.
The public art exhibition launched with the work of artist Barbara Kruger. Her bus wrap was titled School Bus. Two additional works of art were commissioned and appeared as billboards, bus shelters, and other types of outdoor media throughout Los Angeles in October 2012.
Barbara Kruger’s work is universally known for its bold, eye-catching design, and philosophical themes. The artist’s project for Arts Matter, rendered in Kruger’s signature style, addressed directly and urgently the importance of education, especially in the arts. Kruger’s statement, “Art is as heavy as sorrow, as light as a breeze, as bright as an idea…” emphasizes the fluid nature of art. At the same time, Kruger stresses that art remains a crucial, indispensible part of a successful educational system. School Bus also references an earlier bus wrap Kruger created for New York City’s Public Art Fund in 1997.
The LA Fund and LAUSD commissioned and launched this public art exhibit focusing on the importance of arts education in Los Angeles public schools. Recognizing the importance of arts education, the LA Fund provides multi-year school grants raised through Arts Matter to innovative arts integration programs.
The public art project and supporting campaign was concentrated into four “flights”: four 4- week time periods that kicked off October 8, 2012 and continued in the months of January, March, and July 2013. Twelve city buses and nearly 85 artwork billboards, bus shelters, wallpostings, mall media, and bulletins provided Arts Matter with a high-visibility citywide profile. This initiative also marked the largest moving public art project in Los Angeles history.
Please visit www.lafund.org/#artsmatter for information about bus routes, artwork billboard sites, and more information on Arts Matter and how to support arts education in Los Angeles.
Also check out articles from the Los Angeles Times, Wall Street Journal and ArtInfo.
Watch how the buses were wrapped:
LA Buses Get A Barbara Kruger Face Lift! from LA Fund on Vimeo.
Learn about ForYourArt’s campaign “Have You Seen this Bus?”.
About Barbara Kruger
Barbara Kruger is an artist based in Los Angeles and New York and is one of the most renowned contemporary artists working today. For over three decades her work has encompassed a broad spectrum of contexts and scales, ranging from publication inserts to immersive installations that involve text, images, and video. Kruger’s work has appeared in museums and galleries worldwide and is featured this fall at the Hirshhorn Museum and Sculpture Garden in Washington, D.C., and the Stedelijk Museum, Amsterdam. In Los Angeles, her prominent installation Untitled (Shafted), 2008, can be seen in the three-story elevator shaft at BCAM at the Los Angeles County Museum of Art (LACMA). Kruger has also received numerous public art commissions that have brought her work to diverse audiences on billboards, bus cards, posters, and video displays, such as those on view in Los Angeles in 2008 as part of Women in the City, a public outdoor exhibition organized by West of Rome. Kruger has taught at California Institute of the Arts, the School of the Art Institute of Chicago, and the University of California, Berkeley. Currently, Kruger is a professor in the Department of Art at UCLA.
Presented by The Los Angeles Fund for Public Education part of the Arts Matter initiative. Creative Produced by ForYourArt.
Arts Matter Presented by The Los Angeles Fund for Public Education and LAUSD Public Art Exhibition Produced by ForYourArt
Creative Producer: Bettina Korek
Producer: Karen Constine
Production, Artwork: Chip Leavitt / Lumiere
Graphic Design, Campaign: Julia Luke
Thanks: CBS Outdoor, Zenithmedia, Stacy Bach, Emi Fontana, Alex Israel, Patricia Kennedy, Alex Miller, Claire de Dobay Rifelj, Sarah Williams and METRO
Barbara Kruger, School Bus, 2012. © Barbara Kruger.
Barbara Kruger, Untitled, (Human History) 2012. © Barbara Kruger.
Barbara Kruger, Untitled, (Art Is), 2012. © Barbara Kruger.
Images: Barbara Kruger, “School Bus,” 2012. © Barbara Kruger. Photo by Joshua White (top), Barbara Kruger, “School Bus,” 2012. © Barbara Kruger. Photo by Joshua White. (middle) and LA Fund’s kick-off for the Arts Matter initiative. The visual arts students from Esteban E. Torres High School had been studying Barbara Kruger’s work in the classroom (bottom).