Artist Statement

The Jaye Williams Product Line For Men (JWPLFM) has two video assets that are fundamental to understanding the algorithmic-like logic that lies at the very foundation of the JWPLFM. The keystone "Infomercial" video is a direct address to Men, that creates a home shopping network inspired mlm aesthetic where the gender binary is performed respectively through the JWPLFM Founder "Jaye" and their low value co host "Ashley". Although in a professional setting, "Jaye" and "Ashley" mimic the heteronormative dynamics of romantic relationships that modern women are globally protesting against in communion. The video is heavily influenced by corecore and is highly derivative of past feminist proclamations found in modern art. It is through these predictable circular gender conversations, expected linear capitalist systems and by utilizing the dynamics of modern attention span in the age of social media addiction... that viewers get lost in a digital pavlovian echo chamber trance. A slow dopamine drip of mediocre gender performance. There is no running time... the running time is the REST OF YOUR LYFEEEEEEE. The video progresses narratively as "Ashley" delves further into yellow wallpaper-esque madness (proof that the JWPLFM is indeed working correctly!), and "Jaye" ultimately ghosts his co host upon realizing he can get all his needs met solely by the products.

The second video asset, REALITY 2024, is ultimately proof of the applied concepts outlined above. Through teaching the tiktok algorithm to reward anything benefiting "white feminism"; I was able to source, edit and audio compose a doom scroll aria. Although littered with hopeful messages of progress... I ask viewers to notice how the packaging of palatability is applied in an attempt to flatten these sentiments. REALITY 2024 is one of many modern versions of "text me when you get home" as a futile and broken sentiment of a shared trauma bond and its normalized acceptance of sexualized gender violence.

The exhibition's branding continues beyond the Infomercial video and is echoed across the exhibition through the wall vinyl, and it bleeds onto any representation of the "male" or "female" form. In another nod to the infomercial and 1990's Victoria's Secret style logos; the branding contains three colors: strong blue, baby pink, and shiny black; again representative of the gender binary and the concept of "gender reveals" on social media, and how anything outside of "blue" or "pink' is a useless meaningless abyss of nothing. We all only have two options, and the JWPLFM caters to this universal truth

All of the products intend to distill the core values of men; removed from the error of the weaker sex. It really all came down to a lot of hair, hair placement (that one was a doozy!), eggs and a variety of fabrication methods for manipulating various industrial plastics.