CM: Is “observation misunderstanding” then an inevitable side effect of MadeIn’s strategies? If so, it begs the question of what is the objective of MadeIn’s strategies? After all, if there is simply endless mediation of media, a cycle of provocation and reaction, what’s the point?
XZ: What is a “side effect”? The “mediation of media” is only one issue that we are focusing on, or rather it is a certain characteristic that our company created recently. We have been continuously developing new approaches and methods on this basis. Besides, we are more willing to see and believe in “practice.” We have to practice unceasingly to encounter certain issues.
CM: How do you practice and how does that differ from other art producers?
XZ: By creating through managing. The difference lies in who is producing.
CM: Could you describe the process of managing? For instance, how is it similar or different to, say, Zhou Tiehai’s selection of images to be produced by members of his atelier?
XZ: The difference is whether you are at the service of someone, or at the service of a brand. For example, during a discussion, there can be some new thoughts and directions, and then the art director will take the decisions.
CM: Is this the current point in the evolution of “artists” – radical management consultants and idea scientists?
XZ: At the same time, the fact of avoiding turns the question in an artistic way.
CM: If in fact it has been avoided. Is MadeIn moral or relativist?
XZ: The value of MadeIn Company is closer to a certain shifting, a continuous changing knowledge.
CM: That sounds like an elision — is that the answer?
XZ: As long as “morality” doesn’t become an obstacle to creation, then it’s fine.