"Twelve years ago the City of Los Angeles banned the mural ordinance because of an overuse of gorilla marketing. The City of Los Angeles is now enjoying an art renaissance of late, due to recent changes that allow permits to be issued."
West Hollywood, CA (PRWEB) January 03, 2014
The Art Goes Electronic (AGE) project (http://www.artgoeselectronic.com), in conjunction with the City of West Hollywood’s Arts and Cultural Affairs Commission, announced today that Painter and Beverly Hills Gallery Owner, Daniel Maltzman (http://www.danielmaltzman.com) has been selected as their featured artist for January 2014.
For the entire month of January, Daniel Maltzman’s signature pop-surrealism paintings will be projected on two giant video billboards above the Key Club on the Sunset Strip. The jumbotron screens will feature eight of his iconic paintings on a rotating slideshow for 20 hours a day. Maltzman’s paintings of glamorous female forms, heavily textured backgrounds, dripping paint and vivid color will illuminate the Sunset skyline.
“According to Pablo Picasso, art washes away from the soul the dust of everyday life,” said Daniel Maltzman. “Similarly, I see this project as a way to reach art collectors, art lovers and novices alike. I want to show something stunning within a landmark setting and wake people up to imagery they might not otherwise be exposed to. My goal is to create spontaneous unexpected joy and emotion in a public place. It’s my gift to the City I grew up in and all who visit it.”
“The City of West Hollywood (WeHo), known as the “Creative City,” is home to the 1.6 mile stretch of Sunset Boulevard known as “The Sunset Strip,” famous for its music venues, comedy clubs, hotels and long history of creative billboard advertising,” said Co-Founder and Curator of AGE, Joanne Goodman.
“The video billboards, located in the heart of 'The Strip,' provide a unique opportunity for artists throughout the year to display their work at intervals on digital billboards, in a place that is viewed by tens of thousands of people daily from around the world.”
The new exposure to Maltzman’s work continues as this month the painter was officially named “artist of the year” for the Pebble Beach ProAm Golf Tournament to be held on Feb. 3rd, 2014. The avid golfer and member of the prestigious Hillcrest Country Club in Los Angeles, has created a Pop Art, golf-themed painting based on last year’s winner for the tournament’s posters, tear sheets and tickets. Aligned with Maltzman’s philanthropic endeavors, all proceeds will be donated to the Monterey Foundation.
When approached by the AEG for this collaboration, Maltzman felt excited and also recognized an ironic sense of coincidence. For the last year Maltzman has been working on the “World of Maltzy” collection. The series juxtaposes the iconic streets and landmarks of Los Angeles with his own paintings. Through digital manipulations Maltzman has been placing his paintings on the billboards of his home city; just as the AGE has asked of the artist, a year later.
Daniel grew up in Los Angeles; painting, skating, golfing, surfing, going to the horse track, baseball stadium and attending concerts on the Sunset Strip. His art is heavily influenced by many such California themes. His paintings feature thickly layered and vibrant colored backgrounds, which often compliment an edgy female form, or the face of an iconic celebrity. Maltzman’s other collections include: Shadow Figures and Abstracts.
Maltzman’s art is collected by musicians, artists and savvy collectors including: Steve Wynn, Justin Bieber, Britney Spears, members of Bruce Springsteen’s band, Adrian Greiner, Paris Hilton, Lee Iacocca, Howard Stern, Steve Tisch, Petra Ecclestone, The Galen Center, Eugenio Lopez (who just opened a new internationally acclaimed museum in Mexico City) among others.
Both Maltzman and his gallery have been featured in a number of TV shows including: Real Housewives of Beverly Hills and Orange County, Rich Kids of Beverly Hills, Millionaire Matchmaker, The Dog Whisperer, etc.
“My wife Joanne Goodman, curator for the AGE project and I previously owned our own media buying service and billboard company,” said AGE Co-Founder, Andrew Goodman. “She is a formative artist in her own right and works with the City of West Hollywood to find the artists and help organize their collections. I am a fan of art and an avid street art collector. Until recently the city of West Hollywood was the only city to promote public art on walls and billboards, now the city of Los Angeles has adopted a new mural ordinance. Twelve years ago the City of Los Angeles banned the mural ordinance because of an overuse of gorilla marketing. The City of Los Angeles is now enjoying an art renaissance of late, due to recent changes that allow permits to be issued to property owners and artists for up to two year for public art murals. Both West Hollywood and Los Angeles recognize the history and importance of maintaining public art. We are honored to have all these parties contribute along with some of the most established and avant artists in Los Angeles, to realize our dream of public art for the City.”
Prior artists have included: Karen Bystedt for her Warhol photographs and artistic collaborations in November, Andre Miripolsky and Shepard Fairey. Upcoming future artists in discussion include Retna.
Art Goes Electronic in conjunction with the City of West Hollywood’s Arts and Cultural Affairs Commission is allowing artists to apply for consideration to display their artwork on the digital billboards located at 9039 Sunset Boulevard on their website.
Media and Art Contact:
Kortney D. Oliver
K.O. Communications for the Daniel Maltzman Gallery
Facebook: K.O. Communications
Email: Kortneyo (at) gmail (dot) com
Facebook: Daniel Maltzman Gallery