Yellow Cow Performance

2010

Yellow Cow Performance, 2010

Duration: 2 mins 28 secs

YELLOW COW PERFORMANCE: The first Yellow Cow performance was conceived to see how people would react. At a farm, a yellow saffron-based dye was used to colour a white cow. It was then set free in the village and the delighted reactions of the villagers observed. This connected to the stirrings of imagination felt by a young child in the mosque.

YELLOW COW BRAND: Believing the Yellow Cow is as relevant now as it has ever been, the story – kept alive in mosques and Qur’anic study groups for 1300 years – was set free into the contemporary world through the power of a brand. A ‘line extension’ of mass-produced Yellow Cow cheese, butter, yoghurt and milk products flooded the market and took on a material presence in people’s homes, workplaces and local shops.

Together, the iterations of the work question the commodification of religion and its presence on a contemporary, consumerist society.

Provenance

Still Life: Art, Ecology and the Politics of Change

Sharjah Art Foundation, Sharjah, UAE

TRANSiTION

Sanat Līmani, Istanbul, Turkey

Ahmed Mater at Vinyl Factory

Vinyl Factory, London, UK

EOA Edition #01

Edge of Arabia Gallery, London, UK

Never Never Land

Edge of Arabia Gallery, London, UK

Letters: Fragments of a Memory

Warehouse 421, Abu Dhabi, UAE

Letters: Fragments of a Memory

Athr Gallery, Jeddah, Saudi Arabia

Performance, Brand and Process

arrow-down icon arrow-left icon arrow-right icon carousel-left icon carousel-right icon close icon facebook icon grid icon instagram icon letter icon mail icon mute icon search icon twitter icon unmute icon youtube icon