Essay

The Flash Mob, A Novel Art Form

David Carrier 

On May 27, 2003, a large group of people gathered in midtown Manhattan. The organizer had distributed a note among the patrons of four different bars asking that at a set time they all come to the rug department on the top floor of Macy’s. In that sparsely inhabited part of the department store, they were told to look for ‘a ‘love rug.’

And so, when the crowd arrived, the clerks were very surprised. This was the first flash mob. Soon then many such events were organized, usually using the internet, throughout the United States and Western Europe. Generally, however, the participants performed a short musical work for bewildered bystanders, and then swiftly dispersed. Avoiding police scrutiny was essential.

It’s hard to think of any other major art form that spread so rapidly internationally. And so, on YouTube, you can see many flash mobs at malls, restaurants and train stations, usually performing well-known classical or popular musical works. The group comes together quickly without advance general notice. And they need the right location. Bill Wasik, creator of the first flash mob, explains, “it must be confined enough to make the mob seem grand, unassuming enough to make the mob seem absurd, well-trafficked enough to provide an audience for the mob’s visual shock” (115). Like a theater performance, a flash mob momentarily converts a group of previously unconnected spectators into a community. But unlike a normal theater audience, these spectators are taken by surprise by the performance.

The birth of a new genre of visual art is relatively rare. And so much can be learned, for example, from scrutiny of the first pure landscape paintings. In China, pure landscapes were an important subject from early on. In the early Renaissance Italy, landscapes were set behind sacred scenes. For religious reasons, in Europe this development was belated. The creation of abstract art about a century ago also was deeply puzzling. Why did it take such a long time? Only when artists were willing to depict banal scenes, it seems, could they go one step further and abandon figurative subjects altogether. Wasik explains the origin of the flash mob. Bored, he wanted that people

would see . . . nothing but themselves, coming together for no reason at all. Such a project would work . . . because . . . it was a self-conscious idea for a self-conscious culture, a promise to create something out of nothing. (19)

The flash mob perhaps thus was an art world version of Seinfeld, the television show about ‘nothing’. Wasik gives partial credit to a 1973 science fiction story, “Flash Crowd” by Larry Niven, for this conception.

The flash mob can be a response to urban alienation.

Just as historians usefully identity precedents for monochrome or still life painting, so we can construct a pre-history for the flash mob. In nineteenth-century Italian opera’s crowd scenes and in numerous dancing scenes in Hollywood films, you see music animating urban life. Suddenly the crowd is brought together by a song. Then of course there’s the famous scene in Michelangelo Antonioni’s Blowup (1966) in which the Yardbirds transfix a London club audience. Or the familiar scenes in which a diner is wished happy birthday by waiters and friends singing in a restaurant. And everyone knows the buskers in the subways and on the streets. Even if you usually only sing in the shower, in a flash mob, as in Franz Kafka’s “Nature Theater of Oklahama,” as presented in his unfinished novel Amerika, there’s a place for everyone who wants to participate.

The flash mob can be a response to urban alienation. Charles Baudelaire, George Simmel and Walter Benjamin described how people unknown to one another are packed together in the city. And Elias Canetti, Jean-Paul Sartre and Richard Sennett considered the political potential of these settings. The crowds at the Bastille in 1789 or in Moscow in Fall 1917 achieve self-consciousness as revolutionaries. But of course there are fascist mobs, too. A mob is often menacing, but the phrase ‘flash mob’ identifies a crowd whose power comes to nothing as soon as the music stops. There is, still, something inherently subversive in the very concept, if only because it is a community not licensed by the political authorities. In many YouTube videos, you can see spectators in a piazza or a train station become a group, united in their response to the performance. In authoritarian cultures such gatherings would be illegal political demonstrations. And in liberal societies, malls are policed.

Wasik’s interpretative concerns are sociological. He relates flash mobs to internet news manipulation and the online pop music scene. Mine, writing as an art critic, are with aesthetics. Like the Dresden cityscapes of Bernardo Bellotto, the images of central Paris by Camille Pissarro and the paintings of New York by Rackstraw Downes, flash mobs transform those cities into aesthetic settings. A concert usually has a publicly announced starting time. But if a Rossini aria were scheduled for performance by a flash mob for every Thursday afternoon in Grand Central Station, then the essential element of surprise would be gone. The actors in a performance on the stage are set physically apart from the viewer. But in a quasi-public space a flash mob deconstructs these spatial boundaries. The flash mob spectators are on stage, with the performers all around them.

In principle, we believed, any artwork can move into the museum. But flash mobs are a counterexample to that analysis because surprise of the audience is an essential element.

Joachim Pissarro and I have described the myriad of art forms, what we call wild art, that can move from the outside world into the art museum. Graffiti, for example, originally a street art, is the basis for Jean-Michel Basquiat’s paintings. We thought that the difference between art world art and wild art was purely conventional. And so in principle, we believed, any artwork can move into the museum. But flash mobs are a counterexample to that analysis because surprise of the audience is an essential element. A flash mob from Grand Central Station reconstructed to show regularly in the atrium of MoMA would cease to be a flash mob. It would become a mere performance work.

I first encountered an art world near-relation of the flash mob in 2008, Dara Friedman’s Musical, an exhibition at Gavin Brown’s Enterprise, in the West Village. She made a forty-eight-minute-long video of hired non-professional performers photographed singing in the streets. Normally you probably walk down the street thinking about what you’ll do at your destination, looking at the store windows, or talking to a friend. And it’s natural when walking in public to be absorbed in a somewhat self-protective way. But you don’t expect to hear strangers singing. I was enthralled by Musical , which revealed the potential of urban performances. And I was amused to see that many New Yorkers ignored these conspicuous performers. A few, however, donated money, as if the singers were beggars. Friedman’s use of amateur performers and her use of surprise link Musical to the flash mob. But where Wasik envisaged a form novel performance art, she is concerned to use these performers to create a video work.

I long for the day when without warning I will encounter a flash mob while gallery going. To the best of my knowledge, there is as yet no PhD art history thesis or academic book on this enchanting art form. But perhaps this essay would inspire or provoke one.

Note:

Flash mobs are briefly described and theorized in passing by Bill Wasik, And Then There’s This. How Stories Live and Die in Viral Culture (New York, 2009).

On Musical see my “Dara Friedman: Musical,”  https://artcritical.com/2008/06/27/dara-friedman-musical/

On wild art, with Joachim Pissarro my Wild Art (London , 2013) and Aesthetics of the Margins/ The Margins of AestheticsWild Art Explained (University Park and London, 2018).