WHAT: If you have ordered something from my Etsy store recently, or if you get a Christmas card from me, you will find inside one or both of the following invitations for #12daysoftomsbeard.
These tags are intended for drawing on or decorating, then sending back to me, so that I can hang them on Tom’s beard each day from December 25 to January 6. During that time I will take a crazy picture of the results to put on social media for people to find when they search for the hashtag #12daysoftomsbeard. Last year Tom and I experimented with different lighting effects, backgrounds and filters to come up with something unusual each day. Last year I tried to group the beard art items, background and filters by color because bright colors usually go far toward cheering and inspiring me.
Here are some examples of tags I decorated last year, a couple that people sent in to me, and a few images that resulted.
WHY: We mostly like to do this because it’s a lot of fun, and it makes us laugh! You should have seen my MIL’s reaction when she saw the orange picture of Tom! “What have you done to my son!!!” We could do this without any participation from others, but we appreciate it whenever anyone wants to join in. It’s an extra creative challenge to use something someone else sent in, and it’s a way to connect with people who are sometimes separated by distance or who I don’t even know in “real life”.
Why do people paint rocks and leave them for others to find? Why do Jeep owners put rubber ducks on random other Jeeps? Why did I put a banana peel on my head earlier this year and have my picture taken with it on? Why did people in Toronto make a memorial display for a dead raccoon and share it on social media? Group activities and performance art projects are a satisfying activity for some reason, for quite a few people. I will probably write more later about the psychological reasons why that is the case.
Earlier this year I started a SWOT analysis of #12daysoftomsbeard to try to use some of what I learned in marketing class to try to increase participation this year. I didn’t finish the analysis yet, but I will keep adding onto it in the future as I finish sections. Here it is if you want to read what I have written so far – SWOT Analysis of #12daysoftomsbeard.
HOW – One idea I want to try for increasing participation is to provide some more specific instructions. The wording on the invitations reads: “To play, color, glue, punch, stamp or otherwise decorate this tag.” For some people, that will be enough guidance, others might feel comfortable with something more specific.
I am going to suggest techniques to try, and post examples here on this page. Watch this space as I add them! Since I like to use mixed media a lot, it will be a challenge for me to use just one technique at a time, so maybe I’ll try that. Enjoy!
?????????? – What other techniques could be used?
Here is a link to a slideshow of images from the web page of IUOMA – The International Union of Mail Artists. I’ve been uploading the beard pictures to this gallery as I go. Intermixed are images that other people are uploading of conceptual art that they are both sending and receiving. This slide show changes daily as new images get added and older ones drop off. It might give you some ideas! Sometimes I put this slideshow on the screen while I’m working for extra inspiration!
(There was some kind of web hosting problem and this post got erased the day after I posted it so I’m recreating it here. Lesson, which I have learned to heed from past experience – always write your article in a text file on a hard drive first so you can quickly re-create it!)
There is a possibility that during my current Social Engineering class I might want to cite in a paper or project some of the old content that I produced for a Beatles fanzine in the late 1990s and early 2000s. I was a member of the St. Louis Beatles Fan Club and we published a fanzine called “What Goes On”. I’ve been meaning for a long time to re-publish some of these old articles on my blog, but to make them fully indexable I would need to find a way to access some of the floppy and zip discs I have to get typed-out copies of these articles. For now it’s a lot quicker to scan the pages I might want to use and put them in a PDF file. In order for the PDF to be somewhat searchable, I’m leaving the introductory text and index as text and not rasterizing it. I will also include a list of keywords for each excerpt so that researchers online can at least get a hint of where to access some of this information if they want it for study. I’m going to reproduce the searchable text in the PDF in the remainder of this blog post also. Believe it or not, there is scholarly interest in not only the Beatles, but also Beatles fandom, fandom in general, and ‘zine culture.
I kind of made up my own format, very loosely based on MLA, so I don’t claim that this document adheres to a standard way of cataloging this type of material. I might revise the format later. Enjoy!
Excerpts from “What Goes On”: A Beatles Fanzine Originally published by the St. Louis Beatles Fan Club, 1999-2003 Copyright 1999-2003 the original authors
Winkelmann, Carolyn Hasenfratz. “‘Across the Internet’ #1”. What Goes On, Vol. VI, No 3, October 1999, pp. 11-13. Keywords: fandom and VCRs, home video recordings, history of media formats, Across the Internet, internet use by fandom in 1999, early days of the World Wide Web.
— “Revolution #9: The Art of Play and the Joys of Noise.” What Goes On, vol. VII, no. 1, January 2000, pp. 6-9. Keywords: sound collages, music concrete, experimental music, sound experiments, conceptual art, performance art, home taping, cassette tape culture, Beatles 1968 Christmas message, Beatles fandom in the 1980s, history of media formats, noise tapes, White Album, playing records backwards, backwards sound experiments, St. Louis Steamers, Checkerdome, Revolution 9, soundtrack for art gallery, low-fi sound experiments, homemade sound recordings, prank calls, Commodore 64 computer, found sounds.
— “Across the Internet” #2. What Goes On, vol. VII, no. 1, January 2000, pp. 12-13. Keywords: history of media formats, Across the Internet, internet use by fandom in 2000, early days of the World Wide Web, RealPlayer, Windows Media Player.
— “Joe Davis Takes Us Back To ‘Meet The Beatles’.” What Goes On, vol. VII, no. 2, April 2000, pp. 1, 9. Aricle by Rich Reese, Carolyn’s contribution is the collages of Valentine cards on page 9. Keywords: Joe Davis, listening party, “Meet the Beatles…Again!” radio show, 97.7 KSD FM, Nick Baycott, Les Aaron, Bears Who Care, St. Louis Veteran’s Hospital, Brentwood Community Center, “The Beatles are more popular than Jesus” controversy, 101 the Fox, FM radio in St. Louis, Missouri.
— “Happiness is a Warm…Picnic.” What Goes On, vol. VII, no. 4, October 2000, pp. 4. Photos by Carolyn. Keywords: PepperLand, Creve Couer Lake park, Beatle Bob, Rich Reese.
— “I Wanna Be Santa Claus.” What Goes On, vol. VII, no. 4, October 2000, pp. 5, 11. Keywords: John Lennon tribute, Peace Tree, Christmas, Holiday party, Christmas ornaments, conceptual art, group art project, John Lennon, Yoko Ono, Bagism, performance art, peace activism, peace movement.
— “Pop! Goes The Beatles: the beatles and pop art.” What Goes On, vol. IX, no. 3, September 2001, pp. 13. Keywords: Pop Art, St. Louis Art Museum, Pop Impressions Europe, art show review, Richard Hamilton, mass media criticism, consumer culture criticism, printmaking, Peter Blake, swinging London, Eduardo Paolozzi, album cover design, Dieter Roth, illustration, fan art, interpretation of song lyrics.
— “‘Across The Internet’ #3” What Goes On, vol. IX, no. 3, September 2001, pp. 13. Keywords: Liverpool Sound Collage, Peter Blake, history of media formats, Across the Internet, internet use by fandom in 2001, early days of the World Wide Web.
— “Fans and Friends Remember George.” What Goes On, Special Commemorative George Harrison Issue, February 2002, pp. 5. Carolyn’s contribution is the George Harrison themed Pop Art ornament. Keywords: Pop Art, handmade ornament, Christmas ornament, fan tributes to George Harrison, Dave Grohl, Louise Harrison, Jools Holland, Eric Idle, Anthony Kiedis, Mark Klose, Jeff Lynne, Gerry Marsden, George Martin, fan art, celebrity tributes to George Harrison, Louise Harrison Caldwell.
— “McCartney Drives Into Chicago With Full Tank: The Sights.” What Goes On, vol. IX, no. 1, June 2002, pp. 1, 6. Keywords: Paul McCartney concert review, Chicago, United Center, Driving USA Tour, concert lighting, concert video screens, special effects, performance art, live actors, Surrealist performance, Dadaist performance, rock concert production, arena rock, mulimedia, conceptual art, Pop art, Psychedelic art, art history.
— “‘Across The Internet’ #4.” What Goes On, vol. IX, no. 2, October 2002, pp. 5. Keywords: history of media formats, Across the Internet, internet use by fandom in 2002, early days of the World Wide Web, Linda McCartney photography exhibit, Sheldon Art Galleries, Nine/One One + One art show, Art St. Louis, 9/11 art show.
Note: For the 9/11 art show referenced just above, I made two collages to submit for judging. There are some differences between them that I deliberately put in to test a theory about which one had a chance of getting in the show and which did not. My prediction was accurate, and is interesting to think about in light of the social engineering I’m currently studying. Here are the links to the two collages, if you want to guess which one got in and what didn’t.
— “New Paul Live CD = Permanent Grin.” What Goes On, vol. IX, no. 3, 2003, pp. 4. Keywords: CD review, record review, Paul McCartney Back in the U.S., concert recording, concert CD, live album, live CD, rock concert.
— “Scrapbook Scraps.” What Goes On, vol. IX, no. 3, 2003, pp. 13. Keywords: scrapbooking, digital scrapbooking, Seattle, Seattle Kingdome, record breaking rock concernts, legendary concert venues, rock concert history, Hollywood, Capitol Records building, Hollywood and Vine, Yellow Submarine, John Lennon, Hollywood Walk of Fame, gold records, travel photos, Beatles impact on culture.
A SWOT Analysis is a Strength, Weakness, Opportunity, and Threat Analysis. Here I am using an outline partly based on an unpublished paper I wrote for Marketing 5000 class last spring to create a SWOT analysis for the #12daysoftomsbeard project. My unpublished paper, titled “(Name of Fantasy Company) Marketing Plan” was based on an assignment and outline given to us by Webster University professor Dr. John Jinkner.
I’m going to publish a small portion at a time, because it will take some time to write. I hope you enjoy it!
I. Executive Summary
#12daysoftomsbeard is a conceptual art project engaged in by Carolyn (Me) and Tom Winkelmann as part of our annual Christmas tradition. This is a young tradition for us, having been recently practiced for only the second year in a row.
The activity was inspired by several things. I have a long history of engaging in conceptual art through Mail Art, the ‘zine scene, and various art experiments involving photography, handmade books, ephemeral art installations, Pop Art, Dadaism, and more. There are two definitions of conceptual art in an interesting article I found, “If You Don’t Understand Conceptual Art, It’s Not Your Fault”. One definition, the one I gave to my husband off the top of my head while I explained why I wanted to take pictures of him with things in his beard, is that conceptual art is a form of art where the idea is the art and the tangible object created is not considered important. The other definition in the article is that conceptual art is a set of plans or strategies (Kaplan).
Tom has been letting his beard grow more often and is frequently teased about his beard by his family. Last year I decided it would be fun to turn the teasing into humor and art so I showed up at Christmas Day celebrations with colorful paper circles and squares with a few collage elements on them and writing implements for family members to color and draw on to put in Tom’s beard to take pictures of. The idea for hanging paper or art items from a beard is not original with me, there are people who use their beards as mini art galleries and vehicles for Christmas decorations.
I invited family members, many who I know like to paint and color, to use pens and markers to add to the paper pieces, which I then clipped to Tom’s beard with mini clothespins. Then I took photos for Instagram and posted one each day for 12 days, with the hashtag #12daysoftomsbeard. The idea for hanging paper or art items from a beard is not original with me, there are people who use their beards as mini art galleries and vehicles for Christmas decorations.
Since I like to art journal as a creative development and self-care activity, when I was done taking pictures of the paper pieces in Tom’s beard, I mounted them on art journal pages, some of which I planned to exhibit in the then upcoming art show, Back To Our Roots which opened in February 2020 at the historic Arcade building in downtown St. Louis.
II. Environmental Analysis
There were several parts to the #12daysoftomsbeard project as executed in the 2020-21 holiday season. Since I was anticipating only distance Christmas activities due to the pandemic, I decided to send out tags and invite people to alter them and send them back to take picture of in Tom’s beard.
1. I made a black and white version of collages that Tom and I made together to use in our Christmas cards, then had copies printed out on white cardstock. I traced shapes from Christmas cookie cutters onto the back of the cardstock and cut out shaped tags. I made stickers for the backs of the tags that explained the project and featured a QR code so that people could easily check the results of the #12daysoftomsbeard Instagram feed with smartphones if they wanted to.
2. I put tags in most of the Christmas cards we sent out. I also included in many of cards some scrap paper pieces and examples of faux postage that Tom and I made to use in Christmas artwork, for people who might want to join in but don’t have a ready supply of art materials around. Some of the paper scraps were examples of Christmas faux postage that I’ve made on my own and with my husband so if people didn’t end up using them in the project they might want them for some other craft or just something to look at as part of a Christmas greeting. For a few of the people that we hand-delivered cards and gifts to, we punched a hole at the top of a tag, attached a loop of cord for hanging, and put one on their doorknob.
3. I made a graphic to use as a social media header that included the QR code and images from last year’s beard series to raise anticipation and awareness. I also wanted to cheer people up with some bright colors since I knew a lot of people who were feeling sadness over separation from loved ones and the loss of loved ones during the holidays. I know from personal experience that the holidays and winter are often difficult for many people even in more typical years depending on their current situation in life.
4. To help people get started sooner if they were eager, since we weren’t as early as I would have liked getting our cards mailed, I made graphic that people could download and print out that had tag templates on it, instructions and the QR code.
I posted the template graphic in social media for download, and mailed and emailed a few copies to people I thought might be particularly interested.
5. In keeping with the theme of bright rainbow colors I had started, I prepared 12 little collages made from colorful upcycled hardware store paint sample cards so that I would have something to put in Tom’s beard if no one sent me any art pieces to use. On some days I made extra items to fit the color theme of the day and also incorporated found objects if I was inspired. For example, those two guys in the right picture above were cut out from a piece of junk mail. Some of the paper pieces there were parts from older Christmas card designs.
6. When taking the pictures, I had a lot of fun experimenting with different eyeglasses on Tom and taping things to the lenses of my clear protective goggles to make crazy compositions. I installed some new photo filters on my smartphone to make the pictures even more fun and colorful before I posted them to Instagram.
7. Tom and I were feeling lonely over the holidays and thought that since we were staying home, it might be fun to have a New Year’s Eve themed #virtualartparty, an ongoing series of online meetings I started when the pandemic began, with the purpose of cheering people up who were missing out on their usual social activities.
We ended up cancelling the New Year’s Eve edition of #virtualartpary because our cat Griffin was terribly ill that day and we were sure we were going to lose her. Griffin has been with my husband for 21 years and Tom needed my support and attention so he could be with Griffin, and I thought we were going to be dealing with grief on New Year’s Eve and not in the mood for a party. But to our grateful surprise, Griffin recovered and is doing very well now. At her age we know she won’t be around that much longer, but we aren’t eager to lose her any earlier than we have to.
I had been planning to talk about #12daysoftomsbeard on December 31 as part of the #virtualartparty, the timing made sense since I was taking a daily photo from December 25 through January 6. I made some sequential social media header graphics with colorful beard pictures and the hash tag #virtualartparty to help build interest. I didn’t have time to make a header graphic for each of the 12 days, but maybe next year I should.
A. The Marketing Environment
Even though #12daysoftomsbeard is not a commercial activity, we do need to market the project in order to persuade people to participate.
1. Competitive forces. Other sources of entertainment, amusement or hobby activities are the main competition for the attention and time that potential participants might allow for just understanding what our #12daysoftomsbeard project is, much less time to participate. With the amount of time that people spend in front of a screen or with a smart device in their hand, it is difficult to get anyone’s attention away from anything that isn’t corporate in origin. As Dr. Jim Taylor lamented in an article for Psychology Today, the nations of the former Soviet Union, Italy, Spain, Germany and nations conquered by the NAZIs, Cuba and North Korea have experienced decades of suffering because aspects of their authentic culture were abusively removed and replaced with a synthesized totalitarian culture (Taylor, “Popular Culture: We…”). I would add China and the United States to that list also. Dr. Taylor’s article reminds us why there are so many organizations throughout the world dedicated to cultural heritage and cultural preservation. I quote Dr. Taylor in this excerpt:
“As individuals, a genuine popular culture instills a sense of ownership and empowerment in our society because each of us knows that we contribute to that culture. We are more likely to act in our society’s best interests because we know that those best interests are also our own. An authentic popular culture also gives us a sense of shared identity, meaning, and purpose that transcends differences in geography, race, ethnicity, religion, or politics. All of these then encourage us to lead a life in accordance with our culture’s values and norms because they are our own (Taylor, ‘Popular Culture: We…’)”
In other words, if we throw away our authentic culture for synthesized corporate culture we should not have to wonder why so many of our citizens have been programmed to serve the interests of large corporations so thoroughly that they are literally waging war on their behalf with people that they formerly were able to co-exist with. Many people trust screens far more than they trust friends, neighbors and even family members that they have known for decades. The manner in which many people experience the world is corporate-based with life beyond a screen regarded as if it is fiction. They allow corporations to tell them what the world outside is like instead of going out and finding out for themselves. People are told that their own judgement is not to be trusted and they need corporate “fact-checkers” to tell them what is ok to read or hear about. I overheard art teachers as far back as the 1980s trying to urge some of my fellow art students to use their own authentic experiences and senses of self to create art instead of just drawing corporate cartoon characters and corporate based entertainment characters and content. I know so many people, who if you removed corporate consumer culture from the topics they could talk or think about, there would be almost nothing there. Teaching art or trying to market an art activity without corporate branding attached to it is inherently very difficult. We know that children can’t distinguish advertising from entertainment, that is widely acknowledged, but I don’t know many people who admit that a lot of adults can’t either. Most people I know aren’t aware that when they are entertained they are actually being marketed to and they are not the customer for the entertainment – the advertisers are the actual customer.
The #12daysoftomsbeard project is not completely devoid of corporate content because it includes found objects and some clothing with logos. However, by basing it on the universal human experience of personal grooming and running it from December 25 to the Feast of the Epiphany (the day we Catholics observe it, my understanding is it varies depending on tradition), I intended to bring attention to authentic human and authentic Christian culture and away from the corporate way of celebrating Christmas for just a little while, just to give Tom and I and others a break and a reason to look at each other while really seeing and interacting each other. What would my slightly weird Christmas cards look like next to other cards designed by corporations? What do people think when they see the resulting pictures? What did they think about while making an art piece to send back?
Kaplan, Isaac. “f You Don’t Understand Conceptual Art, It’s Not Your Fault.” Artsy, 2016, www.artsy.net/article/artsy-editorial-if-you-don-t-understand-conceptual-art-it-s-not-your-fault. Accessed 22 January 2021.
Mitchell, Grant. “Strength, Weakness, Opportunity, and Threat (SWOT) Analysis.” Dotdash, 2020, https://www.investopedia.com/terms/s/swot.asp. Accessed 15 January 2020.
Taylor, Dr. Jim. “Popular Culture: Too Much Time On Our Hands.” Psychology Today, 2009, www.psychologytoday.com/us/blog/the-power-prime/200909/popular-culture-too-much-time-our-hands. Accessed 15 December 2020.
—. “Popular Culture: We Are What We Consume.” Psychology Today, 2009, www.psychologytoday.com/us/blog/the-power-prime/200912/popular-culture-we-are-what-we-consume. Accessed 15 December 2020.
This year I made two Christmas card designs. This first version started out as a mixed media art journal page. I scanned it and used Photoshop to add background shapes, manipulate colors and to add details. I started it two years ago, and got it out again last year, but I just didn’t get it to where I wanted it until the third try. I added in some of the faux postage designs Tom and I made a few weeks ago and that was finally the finishing touch it needed!
As often happens, while scanning in and manipulating the faux postage designs to use as accents, I got another idea and was in the mood for some brighter colors so I made another card design. I had both cards printed and sent one design to half the Christmas card list and the other to the remainder.
Besides the digital manipulation, the art and craft media and techniques that went into this card design consist of the following: rubber stamps, hole punches, collage, stickers, design tape (washi tape), and image transfers.
The picture on the left shows how a lot of our Christmas cards went out. We each made two sheets of faux postage. Tom didn’t care about having color copies made of his or displaying them as full sheets, so I scanned his two faux postage sheets to make black and white versions for coloring. Last year we were able to invite family members to help color in and draw on paper items for Tom’s beard in person but this year we are not doing gatherings in person so we are encouraging people to mail things in for Tom’s beard. We made the black and white shaped tags to give people something to color on in case they are stuck for an idea.
For those who got a little envelope of paper bits, those are for designing and collaging with if you choose, or you can just enjoy them in different paper projects if you have any. I made a Pinterest board on which I collect ideas for things to make with scraps. Scraps and paper ephemera are endlessly inspiring to me.
Tom is a good sport and is having fun thinking of places to take the photos each day and also helping pick out filters. I downloaded a couple of new phone apps that have some crazy filters in them and I’m enjoying using them to help make an art statement.
Here are the results for Day 1. I added a hint of a grunge frame, the hashtag in text and a border in Photoshop after sharing it on a couple of social media sites first. As I get used to how the sharing process works with the new filter apps I’m trying out, this part should run more smoothly.
#12dayoftomsbeard lasts until January 6, so there is still plenty of time if you want to send something in! Some people probably don’t even have their greeting cards yet since I was a bit late getting them out due to school. I’m used to having to throw together holiday themed promotions at the last minute because often when working for a company or clients we would not have much time available to plan so we’d have to wait until client work slowed down right before Christmas to even start. It was and is frustrating to have to hurry through the planning and execution because we could have been so much more effective with more strategy and care. It was good practice for doing things fast though – I had to work fast once again this year because I’m in graduate school and there is very little time between the end of class and Christmas to work with. I don’t have much time to make gifts so a little fun activity and putting some extra work into the cards is the best I can do. I’m having fun with it – I hope other people do too!