Reed + Rader Answer FADs Questions


1.If you weren’t an artist, what else would you be?
A farmer, or a school teacher, or a meteorologist, or an astronaut.
Dream: Own a cat sanctuary.

2. Can you tell us more about your work and what are the main ideas you would like to express?
Much of our inspiration is technology inspired – by either the latest gadgets, games, or by hours of daily web browsing. You often see Internet memes and gaming characters pop up in our work. We want people to take adventure with our work to a place that that doesn’t exist in the natural world.

3. How do you start the process of making work?
Everything starts from an idea. From the smallest to biggest projects, it all stems from a thought one of us had, that the other helped push into something more. We have an idea book where every possible idea gets written down in. We are constantly sending ourselves emails at 4AM with ideas.


4. Do you consider the viewer, when making your work?
The viewer is the invisible partner in Reed + Rader. We constantly think about the viewer who looks at the work and how we can make it an exciting new experience for them. We want to make them feel something – make them smile, make them laugh, make them hate it. Our big goal right now is to push interactivity in our work, having the user not have a passive experience of just looking but instead becoming a part of it and controlling. This role is crucial to us.

5. Name 3 artists that have inspired your work?
The internet community and all of our friends.
Friends With You.
David Lachapelle.

6. Name 3 of your least favourite artists.
We’re especially attracted to artists pushing the technological boundaries of art and with artists that completely dream up magical impossible worlds for us to live in. We don’t get too excited about real world art or art that is about capturing some natural beauty.

7. What defines something as a work of art?
Personal opinion. Creative human energies.

8. In times of austerity, do you think art has a moral obligation to respond topically?
Not just in times like these but art always should a response to culture.

9. Anytime, any place – which artist’s body would you most like to inhabit?
Mister Wubba


10. What is your favourite ‘ism’?

11. What was the most intelligent thing that someone said or wrote about your work?
When we were first starting out and more vulnerable someone told us to make work for ourselves instead of trying to fit in and make some sort of stake in the status quo. To a struggling paranoid young artist this was invaluable encouragement.

12. And the dumbest?
“I like it” – then they move on…

13. Which artists would you most like to rip off, sorry, I mean appropriate as a critique of originality and authorship?
Everyone, every day. There is a 7,000,000,000 person repository of great ideas out there. A lot of them are on the internet and that makes it a little bit easier to probe and be inspired by them. We live in a culture of remixing. Our greatest ideas are made by assembling inspiration from the minds of hundreds of others, putting our own unique spin on them, and birthing something new.

14. Do you care what your art costs? State your reasons!
No. Digital art is tricky, even as an artist who is selling digital art, we wonder why not go to our site and download it for free? It will be interesting to see how video art changes the art scene in the near future. It’s fairly personally financially disastrous but we’re of the generation that grew up stealing everything for free on the internet and expecting media to be free. It’s a bit hypocritical these days when someone steals our own work and we get mad about it. That said, an artist still needs to figure out how to make a living and should be fairly compensated for their time and ideas. In our experience any time we’ve tried to block people out through some sort of pay-wall type scheme, less people ended up seeing the work and that hurt us.

15. If Moma and the Tate and the Pompidou wanted to acquire one of your works each, which would you want them to have?
It would be fairly great, though not entirely wearable to have an opening where everyone wore colourful cardboard dinosaur costumes and danced.

16. What’s next for you?
Working on another gallery show in December and multiple jobs, followed by hopefully going to Disney World after that. Colonization of Mars eventually. World domination.

Reed + Rader Cretaceous Returns ?8th November to 20th November 2012 Private View: Thursday 8th November, 2012? 7pm – 10pm

18 Hewett Street London EC2A 3NN? Event

ALSO : Exclusive REED + RADER wallpaper for you to download to your



About Mark Westall

Mark Westall is the Founder and Editor of FAD magazine Founder and co-publisher Art of Conversation and founder of the platform @worldoffad

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