Abstract

This article addresses how it is possible to view Damien Hirst as a brand name. It argues that the brand name is not the mark of an originary relation between producer and product but of a set of highly mediated relations between products. In a discussion of the spot paintings, the process of mediation is seen to contribute to the open-endedness of the relations between products or works established in Hirst’s practice. This open-endedness contributes to the distinctiveness of the Hirst brand name as ‘life as it is lived’ or living-ness. This characterization of the distinctiveness of the Hirst brand name draws attention to the ways in which his practice may be seen as a commentary on contemporary science, in particular the bio-sciences. It is further argued that Hirst does not merely represent himself as a scientist, but as a pharmacist, thus drawing attention to the role of branding in shifts in the processes of creativity, invention and discovery across the arts and sciences.