"The project set out to create a microcosm alternate reality which made retroactive consumer choice effectual. Buyers could also resell their tokens, allowing any concerned person to buy shares to save Angus on the secondary market, though at a significantly inflated price."
"MSCHF began Our Cow Angus two years ago when it purchased a cow and pre-sold it as tokens representing 1,200 hamburgers and four leather bags to be made when the animal reached slaughtering age. Buyers could save Angus's life by returning their tokens through a remorse portal."
"Even though his life was spared, it is hard not to view Our Cow Angus as a failure. The experiment did not spark meaningful conversations on animal rights or the food and fashion industries."
MSCHF, an art collective known for provocative projects, launched Our Cow Angus as a social experiment addressing animal rights. The group purchased a cow and pre-sold tokens representing 1,200 hamburgers and four leather bags to be made upon slaughter. Buyers could save Angus by returning tokens through a remorse portal. If 50% of tokens were returned by March 13, Angus would live on an animal sanctuary. The project aimed to create an alternate reality where retroactive consumer choice became effectual. Tokens could be resold on secondary markets at inflated prices. The 50% threshold was surpassed Friday afternoon, sparing Angus's life. However, despite achieving its literal goal, the project failed to spark meaningful conversations about animal rights or the food and fashion industries.
Read at The Art Newspaper - International art news and events
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