2a. Mission Statement:
"I began the space in 1969 in order to provide an independent and experimental alternative for the presentation of my own work and the work of other artists,,,a place where artists could discuss, present and experience "difficult works -- pieces which often could not be done in commercial galeries.
I am concerned with the element of "risk", of stepping out on thin ice.....so that the guiding philosophy of what has been presented her (at Apple) has been that the artist’s attempt at experimentation, investigation, and communication be extended as far as possible... This is more important than the "success" or "failure" of any individual work...The process predominates, thus the aartist’s intent becomes the determining factor.
Every act that has taken place in this space, from the moment the artist enters, has been considered an integral part of his/her art activity. in the space there is no separation art and non-art activities. The installation or preparation of a performance event, or process-situation is considered valid as an art situation/activity/event in art context.
In the past four years the emphasis at Apple has been placed on Art & Discourse, a forum for work evolving from dialog...collaborative situations - an interaction between artists, art situations and participants, between artists and non-artists...
It was part of my studio in the beginning. Thirty artists have participated in this space....they help maintain it...assume some responsibility. It must be restored to its original condition after each event. There has been no outside institutional funding. The financial viability of the work is never the issue... a few friends occasionally make personal contributions -- it always operates on that edge.
I would like to expand the concept of Group Activities: an open-ended situation of interaction between an unknown number of people. The idea is to continue a necessary alternative within the art context: an open evolving situation concerned with the exchange of ideas, concepts, experiences, attitudes, perceptions, verbal and non-verbal communication. A meeting place."
Billy Apple 1973
2b. Organization History / Organizational Overview. Index of important events in organization's history.:
One of the first of the raw artist spaces created by an artist for artists, with no commercial intent or context. Started in October 1969 by artist Billy Apple in a section of his 23rd Street loft. Ended in May 1973. Presented experimental, process/time-based, and conceptual works by predominently emerging artists. Most pieces were presented over one or two weekends. Some lasted for several weeks, time-based events as long as a month. Each artist was responsible for the space in his/her time slot-- preparing the space, installing the work, and restoring the space for the next artist. Plus writing their own one page announcements. The structure was very collaborative. Although Billy Apple had final say about who participated anad what was presented. Hours were flexible. There was no outside funding, no administrative staff. No phone, no equipment. Just the raw space consisting of a large room with white walls, gray painted wood flood, two posts in the middle, and windows at the far end opening onto a roof. Occasionally Apple did pieces in his adjoiing studio space simultaneous with events in the Apple space. Schedules were never more than a couple of months in advance and subject to change. Events were going on every week from the end of Spetember to the end of May. The space was closed in the summer as was true of most NYC art galleries. Many of the artists came out of Rutgers U. grad school.
2c. Exhibition / Programming / Publishing History.:
For a full listing of events with dates see the catalog for the exhibition Alternatives in Retrospect: An Historical Overview 1969-75, Curated and edited by Jacki Apple for The New Museum, NYC. 1981
1969-70: 24 pieces by
Billy Apple, John Czerkowicz, Jerry Vis, Howard Temple, Nick Bentley, Brenda Miller, Carmen Sanchez, Larry Miller, Geoff Hendricks, Les Mills,
1970-71: 10 pieces by
Billy Apple, Howard Temple, Jerry Vis, Bob Watts, Bici Forbes, Davi Det Hompson
1971-72: 27 pieces by
Preston McClanahan, Christopher Mc Neur, Billy Apple, Artweisers, Geoff Hendricks, Mac Adams, Davi Det Hompson, Jacki Apple, Pamela Kraft, David Troy, Taka Iimura
1972-73: 11 pieces by
Jerry Vis, Ed Hee, John Czerkowicz, Christopher Mc Neur, David Troy, Davi Det Hompson, Billy Apple, Nick Bentley, Jane Greer, Jacki Apple, David Burrows/Elton Anglada