Yellow Cow Performance III

2010

2010​
Print on Arches Velin Paper, in 8 Parts​
Each: 58 x 82 cm

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.

"In biblical and Quranic times a story was spread by word of mouth and recitation; to spread a story… or an ideology… in the contemporary world, one has to conceive a brand that will be recognisable in the marketplace.”
Ahmed Mater

Performance, Brand and Process

IMG 0284 YELLOW COW
IMG 0282 YELLOW COW
Ahmed Mater 69 YELLOW COW
DSC 8063 YELLOW COW
DSC 7695 YELLOW COW
DSC 7623 YELLOW COW
DSC 7616 YELLOW COW
DSC 0061 YELLOW COW
DSC 0051 YELLOW COW
DSC 0039 YELLOW COW
DSC 0014 YELLOW COW
DSC 0012 YELLOW COW
DSC 0001 YELLOW COW
Ahmed Mater 120 YELLOW COW
Ahmed Mater 82 YELLOW COW
Ahmed Mater 40 YELLOW COW
Ahmed Mater 31 YELLOW COW
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