BK: Looking at these two works, I began to think about how to define what you’re doing. One could call it a kind of right-wing accelerationism — pushing capitalism to its absolute limit. At the same time, you present it in a dystopian light, which opens it up to critique, including from the left, through the lens of production.YP: Yes, I think that’s a fair description. Though Serj would argue that what you call dystopian is already the reality for many organizations. If a cultural institution wants to assess its contribution, it’s often forced to rely on business tools — CRM systems to track visitors, for example. But none of these tools can measure whether the institution is achieving its deeper mission,
such as fostering humanity. As a result, when a cultural institution adopts business tools, it ends up reformulating its goals in terms those tools. In the process, it mutates into a business unit. In other words, its aims shift to become achievable only through those specific instruments.BK: Do you think cultural institutions are actually forced to use these tools?YP: I see it a bit differently. It doesn’t feel so much that business tools are imposed on cultural institutions, but that the tools themselves exert a kind of charm. They seem to promise solutions to every problem, so you rush to install, say, Asana (editor's note: CRM system). Perhaps that’s the result of ideological work. I even keep a list of phrases I’ve stumbled across or overheard — like
“My family is a mastermind group.” A mastermind group is a business concept where people come together to solve problems. No one is forcing you to apply that metaphor to your family, yet it slips in almost unconsciously.
The problem is that business tools are designed solely to optimize production — to raise efficiency and capitalization. When they overlap with the realm of art or everyday life, the effect is bizarre.BK: That’s an interesting thought. You’re describing not so much coercion as aesthetic seduction — the pull of beauty or charm. It works through temptation, which is hard to resist. I’m reminded of the role of art in the early nineteenth century, when the bourgeoisie suddenly realized that through the colorfulness and appeal of paintings they could establish their own values. Now, that same logic seems to have migrated from the museum into platform capitalism.YP: Speaking of enchantment, I can tell you about my next work,
“Empire II”, which I presented in a small solo exhibition in Tallinn in 2024. I’ve always been drawn to long-duration video formats — for example, those ten-hour YouTube videos of water flowing. To me, such formats feel especially relevant today, echoing what Warhol initiated decades ago. So I decided to create an
exhibition-as-reenactment of his work. I printed a small 3D model of the Empire State Building, installed it in the gallery, and streamed it on YouTube into a second room of the space, where I simultaneously sat for nine hours, performing alongside it. Some visitors joined me, others came and went. A few didn’t even believe the stream was live — especially when the footage showed people storming the Empire and staring into the camera.