Private Air New York

www.privateairny.com Private Air | Fall 2020 36 By: Mandi Keighran Secret 7" is a creative fundraising concept that offers the opportunity to own original artwork by some of the world's most collectible artists – but there's a twist… OFF THE RECORD THE COLLECTION M usic has inspired generations of artists, from Mondrian and Matisse to Andy Warhol, who created album covers for some of music's greatest icons, including e Rolling Stones and Aretha Franklin. is synergy between music and art is the driving force behind Secret 7", an innovative fundraising concept that is celebrating its seventh – and final – edition in September. Secret 7" takes seven tracks from seven of the world's best-known musicians and presses each one 100 times to 7" vinyl. Each year, there is an open invitation for artists – new and established – to submit artwork. e result is 700 unique records exhibited in London before being sold on a first- come, first-serve basis, with money going toward a good cause. e twist? You won't know who created the artwork or even which song it's for - until you've made the purchase. is means you could end up with original artwork by an unknown artist, or one of the superstar contributors – think Yoko Ono, Martin Parr, Jenny Holzer, Gilbert & George, or Ai Weiwei. It all started in 2012 when Kevin King was working in insight at Universal Music in the UK. He fell out of love with his role and wanted to find a new creative outlet while shaking up the company's fundraising strategy, which was successful but had never focused on music. King teamed up with Jord Stokes, who was working at a creative agency in Manchester, and the duo instantly bonded over a shared passion for music and art. Following a visit to the annual Royal College of Art Secret Sale in London – which exhibits and sells postcard-size artwork by new and internationally acclaimed artists but only reveals the artist's name after the sale – they were inspired to found Secret 7". "Vinyl just made sense," says Stokes. "ere were the beginnings of a revival, and it was a format that we both appreciated. ere's a quality and a tactility that you get with vinyl that really doesn't come with any other musical format." Each year, Secret 7" partners exclusively with a record label to choose the tracks. is year, they've teamed up with Columbia Records, and the tracks include One Step Ahead by Aretha Franklin, Blind Willie McTell by Bob Dylan, is is a Call by the Foo Fighters, and Miles Runs the Voodoo Down by Miles Davis. e artists, however, will remain a closely guarded secret until the end. No matter what you end up buying, it's all for a good cause. e funds raised from this final edition will go to the charity Help Refugees, and Secret 7" hopes to bring the total amount raised for good causes – from Teenage Cancer Trust to Art Against Knives – to more than £250,000. "Secret 7" has been such a labor of love that's mapped a decade of our lives," says King. "It takes months of intense effort to get to that one whirlwind moment when hundreds of people in a queue rush through the space to take the show home with them – with me revealing their secrets at checkout." www.secret-7.com OPPOSITE, LEFT TO RIGHT FROM TOP: Ai Weiwei, Bennie & The Jets Antony-Gormley, Karmacoma David Shrigley, Friday I'm In Love 1 Es Devlin, Help Jenny Holzer, At Last Julian Opie, Let Forever Be Martin Parr, Digital Witness Morag Myerscough, I'm Not Down Pennie Smith, Damaged Peter Blake, Dead Flowers Polly Morgan, Lover, You Should've Come Over Robert Smith, Friday I'm In Love Sam Taylor Johnson, Dead Flowers Sir Anish Kapoor, Castles Made of Sand Sir Paul Smith, Art School

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