Revenge of the Sacred: DJ POOLHOUSE Reveals Groundbreaking "Theory of Product"
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Revenge of the Sacred: DJ POOLHOUSE Reveals Groundbreaking "Theory of Product:” Reimagining Popular Art in the Age of Digital Reproduction
At the cheap yet vibrant confluence of art and commerce in the digital landscape of our times, DJ POOLHOUSE ascends as a trailblazing oracle, heralding the advent of a new era of cybernetic creative expression.
POOLHOUSE draws on a rich tapestry of cultural, philosophical, and technological insights to assert a provocative thesis: In the 20th century onwards, art has ceased to exist in its traditional form, supplanted by what are now "creative products,” or “pop art consumables.” We are in the epoch of the Art as a Product. The Artist as Producer. The Market as the Medium. This transition has obfuscated, but not necessarily diminished, the sacred value of the Object. DJ POOLHOUSE sets forth a visionary new theory and praxis for restoring the revelation, and re-veiling the sacred in the age of the Product.
Today, we introduce "Notes on A Theory of Product," a groundbreaking work that blurs the lines among art, product, and the sacred. This press release document acts as both a declaration and an epiphany, as well as the first incarnation of, this seminal art pop product. Notes on a Theory of Product is poised to shift perspectives on art, object, product, and producer, and usher us into a domain where the digital and virtual are not seen as opposites of the divine, but as means for its potential reclamation.
DJ POOLHOUSE's “Notes on the Theory of Product” builds upon the foundational thoughts of Walter Benjamin’s “The Work of Art in the Age of Mechanical Reproduction” as well as DeBord, Heidegger, Iamblichus, and more, to present a fascinating and complex web of ideas that critique the nature of art, production, and consumption in the modern age. The musings of DJ POOLHOUSE challenge conventional understandings of creativity and its commodification.
DJ POOLHOUSE, who labels himself “pop art producer,” posits that the distinction between art and product has dissolved, giving rise to a new form of expression where creativity is not diminished but transformed. This transformation, fueled by the mechanisms of mass reproduction and the digital revolution, marks a departure from art's traditional sanctity, embracing instead its evolution into something more fluid, more accessible, and infinitely more iterative.
According to DJ POOLHOUSE, the objects we once revered as static, singular pieces of art have transformed into consumable, iterative products. This seismic shift from art being beheld to art being consumed underscores a fundamental change in our cultural landscape—a move from the sacred to the commodified, from the unique to the replicated.
The artist is now a producer. The observer is now the consumer. And this fundamental shift in relations results in a spiritual schism in the hearts of mankind.
"The essence of art," DJ POOLHOUSE reflects, "has always been its ability to connect us to the divine, to serve as a point of intersection between humanity and the higher realms. Yet, in our contemporary spectacle, art's sacred value is obscured, commodified by the mass production mechanisms that dominate our experiences."
DJ POOLHOUSE's theory posits that in the era of mass media, originality has been diluted; all creations are now inherently derivative, embedded with the collective consciousness of our shared media landscape. "Creators can no longer craft in a vacuum," he states. "The omnipresence of media means that all art is now a product, born from and contributing to a cycle of endless iteration."
In this view, products—artistic endeavors infused with the mystical value of inspiration—are not mere commodities but artifacts of a new artistic paradigm, one where the sacred whispers through the secular, urging us to find transcendence in the transactional.
Drawing from his extensive background in the entertainment, music, and software technology industries— all realms notorious for their turbulent synthesis of art and commerce—DJ POOLHOUSE illuminates the dual nature of products as both carriers of artistic value and vessels of market strategy. "The music business," he explains, "exemplifies the transformation of sacred art into products of spiritual warfare…where careful analysis of the musical and visual languages, and the technique of production, and the application of product as an act of statecraft, reveal these products to represent underlying battles for our soul."
Yet, despite the commodification of art, DJ POOLHOUSE sees a path forward: recognizing and reclaiming the sacred value embedded within products. "By understanding the alchemical language of art—its capacity to convey sacred value—we can navigate the commodified landscape without losing sight of art's transcendent potential. Artificial intelligence should not be seen as the enemy of creativity, but as a force to be subjugated. AI represent extremely powerful tools, extensions of the hands of the divine, with the potential to aid in Mankind’s project of adding to the beauty of Creation. However, such instruments must be approached with reverence and careful skill must be applied. The Laws of Nature must be understood before whistling into the electric bones of the oracular technomancer’s. creations.."
The Poolhouse.ai collaboration, which utilizes cryptic, highly secretive commands the pop art producer refers to only as “Poolhouse protocols,” is not just a fusion of technology and artistry. It represents a marked new era in his kinostic spiritual journey into the heart of inspiration and creativity, where each AI-assisted image becomes a testament to the sacred value embedded within the product.
"In the end, it is not skill but vision that defines the Artist, who is now the Producer. And to imagine a world transfigured by the sacred—this is our true calling." - DJ POOLHOUSE on Poolhouse.ai
In a world where every product is imbued with artistry—from the logos that brand our everyday goods, to the music that soundtracks our lives—DJ POOLHOUSE's "Theory of Product" calls for a radical reassessment of our relationship with art. "Art may no longer be created in the abstract," he concludes, "but its essence can still inspire, challenge, and transform us, provided we remain conscious of the sacred value beneath the surface of consumption."
"Notes on A Theory of Product" is more than a treatise. It is more than a press release. It is a call to arms for artists, visionaries, dreamers, lunatics, romantics, and fools.
DJ POOLHOUSE invites us to embrace the convergence of art and product with clear eyes and courageous hearts, to see beyond the veneer of consumption, PR, and media, so we can engage with the world in a way that restores and celebrates the sacred value of creativity.
As we stand at the edge of a startling new epoch, DJ POOLHOUSE's work stands as an ultraviolet beacon, a psychedelic strobe light guiding us toward a future where art and product merge in service of human expression and connection.
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