Becoming the thing you hate
In his essay, Gabriel S Moses questions the restricted understanding of the term 'viral' in Western pop-culture and art. He argues that this limitation of imagination, too, echoes the tendency of capitalism to incorporate, and thereby disarm any opposition. In turn, he suggests to expand the ways sicknesses such as viral diseases and cancers are conceptualized, both as metaphor and models for strategic artistic intervention in the current capitalist market. Drawing on numerous precedents, he offers one such response: artist-run startups, or »ArtUps«, a possible new art and business form that intersects the disruptive approaches of startupism and art.