Billboards get all sorts of (justified) flak for polluting our thoughts-scapes. They are everywhere, flaunting well-known individuals — in expensive clothes, drinking sexy beer, promising us recession-busting discounts. However, billboards are also responsible for a much more tangible sort of pollution. At the finish of an marketing campaign, billboard workers roll up the heavy-grade vinyl and toss it in the dumpster. When Peter Schulberg seasoned this waste firsthand, he right away took steps to remedy it by inviting artists to use the discarded vinyl as a canvas for their operate, which he would then display on the exterior walls of his gallery in Los Angeles.
What started 3 years ago as artwork displayed on the front of the Eco-Logical ART gallery has slowly evolved into a citywide public art exhibition with the generous donation of display time from communication firms such as Van Wagner, CBS Outdoors, and Clear Channel. With transformed billboards in both Los Angeles and San Francisco, ECO-LA has received an equivalent of $ 400,000 of donated billboard time and efficiently diverted several tons of vinyl from the landfill whilst producing artwork for public viewing all over the two cities.
Coming up this June 13, ECO-LA will unveil a new billboard atop its gallery to kick-off its 1st “Second Saturday” — an occasion to take place every month that will include exhibition viewings, workshops for little ones, tree give-aways, eco-vendors, and much more. Inside the initial hour of this new billboard’s display time, it will be seen by much more Los Angeles inhabitants than check out the city’s museums in a month. It’s a quite basic turning around of the ad program. A recognition of privately-held public space. A chance for artists to be noticed by a wide audience. A regulated form of ad-busting. And a good break from beer-promising popular faces.