Being able to make work - if it's on your terms, and it's a good fit with the people who are supporting it - can be a very interesting exercise. When it doesn't work is when an artist just connects with a brand, and they try to take advantage of each other.
A lot of very popular mainstream artists are products of record companies and marketing companies, and any time anyone can stand outside of that, that's interesting.
The art world has become the R&D department for so much fashion and music, so knock-offs are getting better and better.
I think in America there's this free flow between fashion, art, architecture, music and design. In Europe it's more segregated between those different disciplines I think.
Just doing a project because its an opportunity wont create meaning. As an artist, I need something to communicate.
The durational aspect of video art is very different from photography or sculpture. The idea of looping things interferes with that a little bit. It eliminates that finite viewing period which I think is not so expressive sometimes.