Yellow Cow Performance, 2010
Duration: 2 mins 28 secs
YELLOW COW PERFORMANCE: Ahmed conceived his first Yellow Cow performance just to see how people would react. He went to a farm and, using saffron-based dye, coloured a white cow yellow before setting it free in the village. He then watched the delighted reactions of the villagers, which reminded him of the stirrings of his own imagination as a child in the mosque.
YELLOW COW BRAND: Believing the Yellow Cow was as relevant now as it has ever been, Ahmed decided to “set the story free.” He wanted to release the messages held within the Surah – kept alive in mosques and Qur’anic study groups for 1300 years – into the contemporary world. In order to make the story relevant to people’s lives in the 21st century, he created a brand and initiated a ‘line extension’ of mass-produced Yellow Cow cheese, butter, yoghurt and milk products – flooding the market and giving it a material presence in people’s homes, workplaces and local shops.
Together, the iterations of the work question the commodification of religion.