Spanish-born Argentinian artist Amalia Ulman first made art world headlines with her Instagram conceptual project Excellences and Perfections. The hoax garnered thousands of online followers and quickly crossed over to printed media where it sparked conversation about representations of the "middlebrow" in art practice. Here, the artist talks with UCCA Consulting Curator Venus Lau on the increasingly popular notion of "the artist as brand" and how contemporary artists are leveraging social media.

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