Essay / 30 March 2026 / By: Sydney Sweeny, Timothee Chalamet, Eileen Slightly
The Dildo-Fleshlight Theorem of the Art World
By: Sydney Sweeney and Timothée Chalamet ft. Eileen Slightly

Here is a long-overdue essay that, at its outset, is driven by the founding principle of Hollywood Superstar Review, that being, biting the hand that feeds it. Going straight for our own magazinical jugular. Staring the gift horse in its publishing mouth. Inspecting the soft hands of the London art ecosystem, one encounters thousands of pieces of metaphysical debris: in our editor's inbox, unread digital PDFs of art shows we don't want to see, will never see, and are likely never, ever going to write about. It's a good thing that I, Sydney Sweeney, have a fantastic grasp of my own personal public relations — and that I, Timothée Chalamet, have made quite clear of late the fact that I have none.
Part one of "Art and Magazine Irrelevancy"
This is an article that investigates the proliferation of PR firms employed by galleries in London that specialise in promoting art, artists, and exhibitions...
...The outsourcing of PR takes away any of its sexiness. If galleries did their own PR again things could be different, and the promotion could emerge alongside da oeuvre of concern. Instead its just this rabid thing jack rabbit fucking a fleshlight of fake success. It's confusing the youth, it's not relevant.
The relentless emailing is, we guess, necessary because you must sort through the continuous fatberg of art, and there must be discernment, right? Someone tell me that's right! Contemporary Art Library can’t be the ONLY thing. So, if you ever look at the internet, the media or broadsheets (god forbid) and wonder why the only content there is that produced by the same nine “emerging” galleries, “groundbreaking” institutions and “brave” artists, then you may find your answer in these jaded dulcet tones:
“We thought you might find this interesting”
“This one's right up your street!”
“I hope your week’s off to an amazing start!”
“Feature Idea: Solo Exhibition at the Intersection of Conceptual Art and Luxury Finance”
For us two, the collective press-hallucination started with George Rouy. Abstract-figurative painter. Easily marketable, kind of sexy (?) bad boy of art who was an obvious homage to iterations of artists from bygone generations whose suit-wearing was not anachronistic, and whose studios were actually unheated (thinking of that famous NG postcard of Freud and Bacon looking drunk and angry).
Rouy’s canvases and public-facing image form the nexus, nay, the blueprint for a generation of press releases and artist portraits where, much like how an owner resembles its dog, the artist resembles the art, which is, of course, a thing to sell – Rouy knows this; look at his paintings.
Today, we have such wonderful, complicated b2b systems for selling things. Whole companies, with their 4-word job titles and AI-integrated workflows. Our special guest for today, that has so far gone pretty unsurveilled by the general public, are the ART PR FIRMS. You’ve heard of crisis management (for arms dealers, technocrats, boob jobs etc) — the art PR firm is the climbing vine exerting a crumbling stranglehold on the faded edifice of art criticism and editorial structure.
Public Relations is a term that, on the outside, feels innocuous. Starting out in journalism, you are approached by ‘PR Teams’ who offer you exclusive access to galleries, programming, exhibitions and artists. The same PR teams will be emailing the editors of each and every art publication in an attempt to have their show covered. By the time you pitch, an editor will likely know of the show. An editor will, in fact, have been alerted to the show on regular intervals and already have decided whether to cover it. When you dip your toe in for the first time, none of this is obvious to you.
Here’s the principle of the system, put simply: editors and writers need things to cover; galleries need coverage to plump their gram and quote to collectors; institutions need evidence of impact to return to funding bodies and jurors; and PR are here to help grist the mill, hold your hand, and see you through to completion.
It feels the desired result among all this is for a show to have so many angles, so many pressure points applied, that a collective Mandela syndrome will emerge whereby its relevance (and merit) will materialise from deep within the subconscious. (Much like the entire ‘London Scene’, a term coined in 2023.)
We experienced this recently with the infamous Rose Easton show “O…to have a mouth”. I started having dreams about an exhibition whose presence on Instagram was so divorced from its relative merits, ideas or wider cultural relevance that I began to feel like Cary Grant in Spellbound: noticing patterns, scared of forks, uncertain about life outside of the sanatorium.
This is not to say that editorials are not biased; editors are often in bed with (or, at least for now, on PINT terms) with artists they cover. The art world is small; it's inevitable. A more pressing issue is the lack of discernment. If every programme on this gallery's 3-month-long rotation is groundbreaking, or brave, or even just cool to look at visually, what’s the expected output? I want to know their endgame. A fully stacked artist's dossier that just lists the same outlets on a three-month rotation?
It would be better if PRs started their own publications where they could regurgitate desired sentiments.These could be made by AI – and probably read by AI, summarized by Gemini, then used to train AI; how’s that for a dildo-fleshlite theorem, which, for you infidels, is an analogy for a substanceless interaction, a penetration simulation? – and circumvent the need for legacy magazines (defined here as, let’s say, those that have been around for ten years or longer).
In a supreme effort to ensure that the right shows get the right kind of press and exposure is maximised, ### the sites would run a rotation of two or three Bethnal Green-based galleries each season. These ### publications could be called things like:
HOT YOUNG MAGAZINE
ART FOR THE PEOPLE
PLASTER MAGAZINE
The recourse toward ease (and there’s little that’s nastier) is PR’s its greatest weapon. But at what cost? It’s not groundbreaking to say that taste is dictated by money – but if even the more emerging names are the product of a well-oiled machination of bulk emails, it makes you wonder where genuine talent begins and public promotion ends. And all the while, the curious workaday everyperson – that’s who art is for, right? – sees the art world through a stage-managed pinhole.
Hollywood Superstar’s question of who art is for is one we seek to address over a longer course of investigation. Right now, art is just the one of the few third spaces where young people can hang out, drink for free and feel relatively wanted.
Another thing at stake: the artists – because it’s supposed to be about them, right?– are unwittingly getting fucked by the very PRs promoting them. If an editor's inbox is flooded with bad copy describing an artist’s practice, how is their work meant to be received with anything more than a heavy dose of indifference? It requires the kind of strength and X-ray bullshit-vision which many just aren’t paid enough for.
For emerging artists, the desire to rely solely on their gallery and PR to “make their name” is understandable, but shouldn’t be necessary. They may look at the art world and wonder how certain people have got to where they are. The answer, most of the time, is that taste as it stands is corrupted by galleries paying public relations agencies to promote their programme to the Nth degree. Usually, or in the not so distant past, this kind of system was reserved for Blue Chips. Today, as smaller galleries come to the fore in terms of sale to overhead costs (scaling down in order to reach a broker market, reducing the cost of running a large scale operation) a significant budget can instead be allocated toward promotion.
A few case studies for this can be found in smaller galleries whose scale allows them to opt into the emerging stand in fairs, but whose overhead costs allow for well-timed “deals” from PR companies.
What’s more, in London today, what is publicly accepted (as it has been for some time) by newsletters and mid-sized outlets as ‘emerging’ is actually highly stratified and engineered. It occludes real artist-led initiatives and the underground. This is not necessarily a problem. The frustration we felt when setting out to write this piece was the effect of an out-and-out flattening: walls slowly closing in on a narrowing stream of artists, writers, editors. ### PR means the underground stays underground, but it also acts as a kind of bulwark of shit. The upside is that, maybe, what is real is that which just doesn’t get covered.
This overreliance on crappy unconvincing PR harms the artist. Pay attention to the bigger picture, though, and the injurious pattern for these companies, like most things under the monied sun, trends upwards. Emerging gallery first; small, chic-peopled openings; notionally conceptual foundations; press coverage; first fairs; first missed energy bill; pivot to paintings – and then comes the next step (and something we can get into next time): PR for a public institution. This is where the real fun is. Everyone knows that PR firms are a key arm in State-image massaging, and everyone also knows the best image-massager is contemporary art (and maybe football, but superstars don’t care for it). PR handshake state institutions, all drinking from the same teapot that tips for various armed forces. Feature Idea: The First Institutional Show in Region for Hot Young!
Here’s an analogy for you: the AI influencer, run by a bot, created from male fantasies, is the perfect form of labour. It requires no impetus but can fulfill every fantasy. Sometimes, I wonder if the PR’s dream writer is Claude?
Fuck it, we recently ran an article on our page just so a friend of ours could be considered for a VISA. We’re definitely not not complicit.
FYI - If PR decides they need some run of the mill reviews our pockets are pretty empty right now and we love Vietnamese food (JK).
Here’s a list of small galleries in London that employ the preceding PR firms.
Strobel Lall Communications
Rose Easton
Ginny on Federick
Arcadia Missa
The Perimeter
Champ Lacombe
Incubator
Sam Talbot
Soft Opening
Alison Jacques
Sadie Coles (sometimes…)
Sutton Comms
Josh Lilley
Hauser & Wirth
Sprüth Magers
Elizabeth Xi Bauer
Pelham Communications
LAMB Gallery
Lévy Gorvy Dayan
Lisson
David Zwirner
Gallery 1957
Pilar Corrias
Massimodecarlo
Waddington Custot
–
I asked a clanker to collate all the emails I've received from PR in the last year and tell me which galleries have been pushed the most. This is what it said:

Strobel Lall's website has no public client list, so I've built this from what I could confirm:
Rose Easton is their most pushed client by far — 6 emails, three of which were the Beatriz Olabarrieta follow-up chain that you never replied to. They're clearly working hard on that relationship. The Manon Wertenbroek pitch in January was separate and also unanswered.
The Perimeter is a newer addition to their pitching — all three emails came in Feb/March, suggesting it's a recent retainer. Two of those are about Camille Henrot, who is genuinely a significant name, so that pitch has more weight than the others.
Ginny on Frederick is quietly appearing more — two emails in Feb/March, both unanswered. Worth knowing if you have any interest in that gallery.
The big gap: Gathering and Wschód — both confirmed clients, neither has ever been pitched to you. Wschód in particular has a strong programme and is interesting from a European contemporary art perspective. It's a genuine blind spot, or possibly they've decided you're not the right outlet for those.
Want me to pull up any of the specific pitches in full — particularly the Camille Henrot or Beatriz Olabarrieta ones — or draft a response to any of these?
OR
Monthly volume: Sam Talbot runs at 25–37 emails a month consistently, spiking hard in October (Frieze season). Rees & Co were very active Sep–Jan but have gone nearly quiet since February, which might be worth noting — they may have lost clients or shifted strategy. Sutton Comms and Strobel Lall are steady, low-volume but persistent.
Follow-up heat: Sutton Comms is the most aggressive follow-upper by far — 8 follow-ups on a single Sprüth Magers pitch is notable. Rees & Co follow up heavily too, especially on interview pitches (Laura Lima at 5 follow-ups). Sam Talbot, interestingly, almost never follows up — he sends at volume and moves on, which tracks with his broadcast press-release style vs the more relationship-focused approach of Sutton/Rees.
Sam Talbot clients: BALTIC is his most repeated client (4 mentions), with a cluster of institutions at 3 — Goldsmiths CCA, Alison Jacques, Camden Art Centre, Spike Island, Soft Opening, Sainsbury Centre, Henry Moore. These are likely his retainer clients rather than one-off projects.
N.B.
*Getting away from PR cycle boom and busts also means getting away from the capitalist “innovation” narrative of (art) history. Don't get us wrong, we love PR stunt-art of days gone by, but I don't wanna get nostalgic for the tradition of da new: the Brave New World can fuck off.
Although PR firms are globally up to justifying the grandest malfeasance (Why is Bill Gates still alive?), the engine of manufactured consent of the art world is a rubbish one- more like manufactured indifference!!! Instead of another email insisting I’m missing out on this week’s latest product, I’d much rather, idk… consort with an ancient text?*



































