B u y I n B l e e d O u t
4 years of blood letting
20 pints of the artist’s blood
Buy In Bleed Out, 2011 – 2016
Dimensions: 330cm x 200cm
Materials: 20 pints of the artist’s blood on canvas
This is the artist’s most ambitious project to date, the canvas depicts a monumentally sized logo made with 20 pints of the artist’s blood. Using blood for its connotations of worship, Maxwell transforms his body into a logo to pay homage to our brand obsessed culture.
The logo itself originates from a simple set of marks which he’s been drawing since he was a child. Adapting such innocent marks into a logo is an act of commodifying his most primal expression.
The work can be seen as Maxwell selling his soul to become a brand, intertwining himself with commercialism, purposely sacrificing his blood to become harmonious with a culture based on perpetuating our materialistic desires.