The performance aspect of this show is an opportunity for the gallery owner and the gallery
staff to combine art marketing with performance for an enjoyable art show experience for them,
as well as for the customer. To engage in this performance, those involved presuppose the
existence of not only Mr. Milk Bottle, but The Badge of Quality Corporation.
Following is a description of THE BADGE OF QUALITY CORPORATION:
The Badge of Quality Corporation is an exploration of corporate enterprise in the context of art.
Corporate purpose:
To make a profit by selling pieces of Mr. Milk Bottle's action to clients.
Mr. Milk Bottle's Action:
Mr. Milk Bottle's action consists not only of his physical image and its graphic representation,
but his character as revealed through time as contained in the narrative of his life, THE
ADVENTURES OF MR. MILK BOTTLE. Let's say there are 392 pieces of Mr. Milk Bottle's action
currently (but more may come into existence, though not without limit). Each work of art is one
piece of action:
THE ADVENTURES OF MR. MILK BOTTLE (print series)______________200 pieces
THE BIG CARTOON SERIES (print series)________________________140 pieces
MR. MILK BOTTLE BLOWS HIS TOP______________________________20 pieces
MR. MILK BOTTLE'S ACTING STYLE_____________________________20 pieces
MR. MILK BOTTLE GETS INTO ADVERTISING______________________3 pieces
MR. MILK BOTTLE AFTER HIS ADVENTURE WITH THE STEAM ROLLER___3 pieces
MR. MILK BOTTLE AND THE EVIL RED BASEBALL___________________3 pieces*
THREE ONE-OF-A-KIND SCULPTURES____________________________1 piece each
*That is, there are 10 prints in THE ADVENTURES OF MR. MILK BOTTLE, and each print is limited to
an edition of 20. Each sculpture is limited to an edition of 3, with the exceptions of the 3
one-of-a-kind sculptures. When an investor buys a Piece of Mr. Milk Bottle's Action, what is
sold is a certificate, signed by myself certifying that the bearer owns "X number of pieces" of
Mr. Milk Bottle's Action. The Piece of Action certificate demands close examination because it
links the horrible accident that befell Mr. Milk Bottle After His Adventure with the Steamroller
to his subsequent re-embodiment as the face of the Badge of Quality Corporation as well as
linking this transformation to the symbolic act of investing in art in hopes of future profits.
- The art that comes with the certificate is complimentary.
Officers of the Corporation:
Mr. Milk Bottle is the Corporate Celebrity Host and Master of Ceremonies. Fred Truck is Badge of
Quality CEO. The gallery owner and staff thereby become agents of The Badge of Quality
Corporation.
Corporate divisions of The Badge of Quality Corporation:
1. The Gadget Art Museum -- The Gadget Art Museum was founded when Mr. Milk Bottle saw himself in
the hydrogen bomb. It is devoted to stockpiling art too powerful to use for any corporate purpose.
Mr. Milk Bottle often greets art lovers as they come to the museum.
2. Milk Bottle Town -- Milk Bottle Town is the focus of all the Badge of Quality's theme park
enterprises, such as Milk Bottle Interactive (featuring virtual reality amusements such as DRIVE
THE BASEBALL (in which the player tries to steer a careening baseball so it hits Mr. Milk Bottle,
who of course, is spinning and trying to avoid being hit) and MR. MILK BOTTLE'S ROCKET NOSE CONE
RIDE and MR. MILK BOTTLE IN THE BATTLE OF THE CIVIL WAR IRONCLADS, interactive computer games
such as ASK MR. MILK BOTTLE, and the Badge of Quality Corporation's constantly evolving Web site),
and Milk Bottle Personal, the corporate wing that books and supervises personal appearances by
Mr. Milk Bottle (or one of his costumed representatives) both in Milk Bottle Town or at your
place of business or public function.
3. Badge of Quality Marketing and Communications -- This division controls all aspects of the
corporate image visible by the public and is responsible for implementing our communications
policies and editorial intent, including Milk Bottle TV (which owns wholly or in part, our cable
television network, and our radio and print subsidiaries; Milk Bottle TV has recently launched
Badge of Quality SPORTS which includes not only our cable sports network, but our professional
baseball and hockey teams and our interests in the professional golf, tennis and racquetball
tours. Football is not far off, sports fans!) Of course, The Badge of Quality Marketing and
Communications flagship cable station, Milk Bottle News Net continues operating at full
transmission power.
Many of you have seen your favorite athlete wearing the BADGE OF QUALITY on his or her apparel.
Naturally this promotion was intiated by BADGE OF QUALITY APPAREL, our athletic wear concern. In
addition to carrying the BADGE on shorts, shoes, socks, t-shirts, baseball caps and athletic bags,
our new line of Polo shirts features everyone's all- time favorite toon character, Mr. Milk
Bottle, attractively embroidered on the pocket. Coming soon: Milk Bottle Jeans and the all
purpose, heavy duty BADGE OF QUALITY BRIEFCASE for you power executives.
Recently, at the suggestion of Mr. Milk Bottle, The Badge of Quality Marketing and Communications
launched its first, private communications satellite enabling our world-wide chain of movie
theatres to download movies and video from the stars rather than ship it from outlet to outlet.
It won't be long before all our video stores are linked in the same manner. Anything in our vast
storehouse of movies or video, or an image of anything held in the GADGET ART MUSEUM's stockpile
will be instantly available anywhere in the world.
Children, of course, are less aware of these corporate activities than they are of the popular
Milk Bottle Town merchandising outlets and all the Badge of Quality goods they dispense. The
dreams of children have always been first in Mr. Milk Bottle's heart, so the Badge of Quality
Corporation extends special care and energy in their direction. Our toys are tested, test
marketed and retested before being sent to their new homes through our outlets. Weren't you a
satisfied customer once?
To see a piece of Mr. Milk Bottle's Action, click here.
