The inexplicable charisma of a publisher: 1. As I stated yesterday (ambitiously, audaciously), I wish to make a book for the catalogue of Swiss art publisher JRP-Ringier. It’s not an entirely unrealisable ambition; I’ve published books with Dalkey and Sternberg, held art shows in New York, written for Frieze and Art in America. I am the kind of person they publish. That kind of person includes figures I know and admire: Luke Fowler and Stuart Bailey and Liam Gillick and Jonathan Monk. (On my last visit to Motto in Berlin I thought to myself: “If art is a board game, Jonathan Monk has won.”) The Wikipedia page about JRP-Ringier states that the house publishes “at an ever-increasing rate and currently releases one book a week”.




2. I would like to propose to JRP-Ringier the publication of an expanded and redacted series of transcripts of the performative lectures I’ve been delivering recently at places like Image/Movement in Berlin, the Glasgow School of Art, and the FIAC Art Fair in Paris. The title would be The Book of Emotional Lectures.
3. Although JRP-Ringier publications clearly emerge out of the wealth of Switzerland — they have about them something of the atmosphere I noticed in Zurich during my visit last month, an atmosphere of pleasant privilege, clean air and buffered comfort — they’re not something you’d do for money. I imagine them to be “rich enough to be post-money”. Their wealthy background allows them to ignore commercial concerns completely. They work because things are inherently worth doing, not for money. They seem, in that sense, aristocratic, and lofty like the Alps. This is the impression I get, anyway, and it’s how I choose to live my life too. Life is too short to let money dictate what you do, which is why having money is important. Money frees you from money.




4. Nevertheless, it did cross my mind that there may be in place some sort of arrangement by which commercial companies like Bless, or state-subsidised art exhibitions, actually contribute to the production costs of their JRP-Ringier publications.
5. The covers of JRP-Ringier books (mostly art-directed by Geneva-based studio Gavillet & Rust) convey a graphic energy and an austere glamour. They are obliquely gorgeous, and suggest a greater-than-usual sobriety and introversion, yet, at the same time, an inner vigour of deep originality. The Swiss-American Zak Kyes produces a similar effect in his work for Sternberg and the Bedford Press. (Zak’s studio is
right now coming up with the cover for my Book of Japans. I expect my expectations to be exceeded.)




6. I’m interested in the implicit world these books evoke. They’re books you’d find at Pro-qm in Berlin or Printed Matter in New York, and those stores also gain their power by evoking an absent, super-sophisticated world: a cleverer, more advanced world, both more restrained and more acerbically original than the one we know. In this world, highly intelligent curators and artists mingle, assemble projects, “parachute in” to biennials, sit alone in their studios, mingle more, drink a bit, then head off on their own to observe the world through eyes far more sophisticated than the eyes of newspaper reporters. A process of super-filtration is implied in this world: the filters remove, for instance, Anglo-Saxon commercial editors with dyed blonde hair and a preference for embossed covers. Those people with blonde highlights are implicitly snubbed by these books, or super-filtered. So are — for instance — cynical crabs on message boards, conspiracy theorists, mainstream music journalists and TV producers.
7. At various times I have collected things I found “talismanic”. When I was a kid, it was the magazine Look and Learn. Later it was copies of The Listener magazine and Penguin paperbacks. Later still, records on the 4AD and Factory labels. These things had a strong and charismatic collective identity. They had, at least for a while, a highly correct and compelling play of the x-axis of variety and the y-axis of similarity, or, if you prefer, the x-axis of collective strength and the y-axis of individual strength. It wasn’t necessary to read them in depth, just to collect and admire them.




8. These collections, as their charisma allowed them to gain momentum in culture, became
productive: one suddenly found, within oneself, a surprising and not-before-present desire to contribute to the catalogue. There grew in one a desire to fit and yet not-fit, to be included in the catalogue and yet to expand it. My first publication happened in exactly such circumstances: I contributed an album to the 4AD label, adding to a catalogue I already fetishised and revered. In retrospect, I can see that I made the mistake of being too individualistic: I passed on the offer of a 23 Envelope sleeve (which would have inscribed my album with full visual legitimacy into the 4AD canon) and insisted instead on making my own botched, eccentric jacket, one which went against the grain of the label and condemned the record to anomaly status.
9. I want to stress again the
productiveness of the catalogue. It’s not that one has a pre-existing “thing to say” and that any publisher will do. It’s that certain publishers give you a glimpse of — and have already
created — an implicit world in which a book or record you wouldn’t otherwise have thought of making could and can exist, enhancing you, the publisher, and the world in the process. It doesn’t matter if this implicit world is a lie. Is the world created by Peter Saville, Tony Wilson and New Order a lie? It’s a fabrication. Factory makes it a fact. The context then takes over, with a creative and productive impetus of its own.




10. In the world of the charismatic, super-filtering publisher, things that other publishers would consider sins are considered virtues. Things our highlit Anglo-Saxon editor would strike through reflexively with a blue pencil are actively encouraged.
Yes you can be austere.
Yes you can be difficult.
Yes you can be arty and clever and conceptual. You have creative carte blanche; anything goes. Partly, of course, this is because of the super-filtration: you are singing to the choir, preaching to the converted. And partly — don’t kid yourself — it’s because nobody reads art publications anyway. They just look good on the shelf at the art gallery. They fill the racks at the art school library. They advance the careers of their makers.
Carte blanche becomes
carte de visite. Nevertheless, if anyone
would read them, they’d discover something
great, something created by that context, that charisma, and that big white open map.




11. But really, should we even care if the books weren’t read? They’re talismanic, remember. They exist principally as super-filters, as evokers of an implicit world. It’s like ambient music: you may not even notice it’s playing, but it gives you thoughts you wouldn’t have if commercial pop were playing in the background. The books evoke desire, a desire for a better, more intelligent world. They can do that when read, but also when left unread on the shelf, because they are beautiful objects. And, speaking of the importance of their existence as beautiful and evocative objects, I would absolutely not be interested in seeing these books as e-books to be read on an iPad or webpage. Their content cannot be siphoned into more convenient media, because their importance is all tied up with their resistance of the world we know, and their evocation of another, more demanding, better world. They super-filter, and glisten with rarefied implications, like snowflakes falling through Swiss air.