This, of course, is not the real copy for what’s suposed to be communicated through this text. The real words will be written once you have seen the show. Rest assured, the words will expand the concept. With clarity. Conviction. And even a little wit. Because in today’s quickly evolving artistic environment, the presstext must lead the reader through a series of highly conceptual yet quickly understandable thoughts. All the supporting arguments must be communicated with simplicity and charm. And in such a way that the reader will read on. (After all, that’s a reader’s job: to read, isn’t it?) And by the time the readers have reached this point in the finished text, they have to be convinced that the show they are visiting does not only respect their intelligence, but also offer a new and geniuine sight on art. As a result of which, the whole gallery structure will benefit. Take the sales; simply put, they will rise. Likewise the credibility. Which brings us, by a somewhat circuitous route, to another small point, but one which we feel should be raised. As an intellectual person, you probably don’t even believe in presstexts. Let alone long presstexts. Well, truth is, who’s to blame you? Fact is, too many long presstexts are dotted with such indulgent little phrases like „the artist is creating a unique univese“, or „the artist is stating a conceptual tought“ – and who’s to blame you? Trust us: we guarantee, with a hand over our heart, that no such indulgent rubbish will appear in the end product of this text. That’s why God gave us MacBooks. So we can expunge every expedient example of low-witted waffle. For you, the skies will be blue, the birds will sing, and the presstext you will read will be crafted by a dedicated person who will put his or her whole heart and intellect into the writing. And so, while you as a dedicated reader, enslaved to each highly interesting paragraph, will clutch this presstext with increasing interest and intention to get to know more about the show you are about to see you will get real satisfaction from the text’s content. Sadly, this is not the real presstext. But it could well be. This is only a dummy copy. You’re not really supposed to read dummy copy, it is just a place holder for people who need some type to visualize what the actual copy might look like if it were real content. If you want to read, we might suggest a good book, perhaps Hemingway or Melville. That’s why they call it dummy copy"
The press release from the Thomas Julier show at Karma International
via Contemporary Art Daily