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Inside the internet there’s glory: Interview with Guido Segni

Filippo Lorenzin

“Outside of the Internet there’s no glory” Miltos Manetas”

Guido Segni, is an Italian artist whose activity began in the fields of hacktivism and Net Art in the 90s. As part of his practice he questions the nature of identity that resides on the Web (acting under many fake identities, like Dedalus, Clemente Pestelli, Guy McMusker, Angela Merelli, Anna Adamolo, Guy The Bore, Umberto Stanca,Silvie Inb, Fosco Loiti Celant, Guru Miri Goro, Leslie Bleus, Luther Blissett) and the value of digital activity with projects like 15 Minutes, anonymous, and The middle finger response.

                           Guido Segni, The Middle Finger Response , installation for Reality Check,
photo credit Fabrizio Misson –

The Internet and lists are two things that have always been together, especially now many of us use social networking platorms such as Twitter and Facebook. We can’t track how and when the first “Top 25/10/5” appeared on the Web, but it’s for sure one of the most frequent ways to gain a lot of attention from Internet users, and it can make you feel as if you’re trapped in a never ending, online fast-food loop. However, when I found out that Guido Segni had created his own version of a top 25 list I was naturally intrigued, so I decided to ask him what it was all about.

Filippo Lorenzin: How and when did you start working on Top 25 Expiring Artists?

Guido Segni: It all started in 2013 after a discussion with Luca Leggero, an artist friend of mine who was working on a piece about the ephemerality of internet art pieces, and it stimulated in me many thoughts on the subject. In the beginning I just wanted to create a sort of memento mori, a list of all artists’ expiring websites. It was only a few months later I introduced the idea of it as a competition, transforming the work into an ironic top artists ranking list, based on the expiration date of their websites.

FL: Could you tell us how it works and how are artists ranked on the list?

GS: It works as many of the other ranking lists you can find on the web. The difference stands on  the criteria. While many lists circulating on the web (Top 10 young artist to follow, Top 5 internet artist, etc) are often based on unintelligible criteria, in TEIA (Top Expiring Internet Artists) the criteria are as clear as useless and absurd: the whole list is in fact ordered by the expiration date of the artist website. The nearer is the website expiration date, the better ranking the artist website will obtain. It’s a democratic but very competitive race where everyone can reach the first position even if just for a day. Top 25 Expiring Artists is automagically updated every day – you can only see the top 25 but actually the project counts more than 50 artists. To be included in this list an artist just needs to make an email submission sending the URL of his/her/its website.

FL: This work has many interesting points to talk about, but I would start with lists-related questions. Does ranking artists on the basis of their aim to be not forgotten mean to highlight a typical behavior of all online users or does it specifically relate to web-based artists?

GS: Actually, the piece is mainly focused on web-based artists. Working with digital based technologies, I’ve always had to face the problem of ephemerality: every year I need to renew the subscription to the hosting service of the many website I own, I periodically have to upgrade the technical environment of my works and often I also need to recode them from scratch in order to keep them all working. That’s why I decided to transform this everyday battle with technology into an ironical and nonsense race for artists, aiming to survive to time.

FL: In the list there are only artists mostly interested in digital issues and I know most of them by person. I have even worked with some of them in previous years and this makes me quite comfortable, like if it was more a sort of reunion with old friends, rather than a competitive race. Is this part of the project or would you like it to be more harsh?

GS: Remember the list is a top 25 Internet artists, so it was natural for me when I started the project to choose the first group of artists mainly involved in digital issues. That said, apart from that memento mori feeling which I’ve discussed before, I was also interested in creating a believable and ironical representation “of the state of hypercompetition and anxiety of contemporary artists inside (and outside) of the Internet.” Probably it’s because I’m a nostalgic of the early days of the Internet –  the period of the net utopia  – but what I see today is more and more a rising feeling of egotism and selfishness. So what I tried to do is just to stress this contraposition between the brotherhood – what you call the reunion with old friends – and the competition, a perpetual struggle between peers for not being forgot.

FL: This project is ironic. You can say this just by seeing how you mimick aesthetic and text styles of online services like Klout or Google Rank. It seems to me that this is a recurring feature in your works – like in The Middle Finger Response. Is it true?

                                                                  The Middle Finger Response

GS: It maybe depends on the fact that I’m from that particular area in Italy (Tuscany) where you can’t either take yourself too seriously. Or maybe it depends on the fact that irony itself is an important feature you can find over all the formats on the Internet. But I agree with you that willing or not the use of irony is a recurrent and strong component of my works. 

FL: I’m interested in how people (me too, yes) sign to online services that promise them to rank their online lives on the base of their influence capacity. It’s like watching a mirror made on quantification premises, built by the same system that push you to post more and more about yourself and your incredibly unique existence. In which way this project is related to this phenomenon?

GS: The main intent of the project is to ridicule lists of any sort. But said that, I think the reason why lists – as a cultural form – are so popular is that they have the power to simplify the representation of complex phenomena of reality. So the various “Top artists to discover”, “Top 10 rock bands” or the “Most influential person in the world” are just examples of a fictious narration which give the apparent comprehension of the real. And this is particulary true in an over-polluted space like the Internet.

FL: In the brief conversation we had previously on Twitter, you said to me that you would like to make other versions of this project. Can you tell me something about this?

GS: I have many ideas about these new versions but unfortunately I’m a very slow man and I still don’t know how and when they will be released.

FL: You worked on the branding of people also with 15 Minutes, anonymous. Could you tell us if and how there is a connection between that work and Top 25 Expiring Artists?

GS: To be honest, at that time I hadn’t in mind these connections. From a certain point of view I think they are very different form each other, but it’s true that they both implicitly move around the concepts of fame and anonymity in opposite directions. While in Top 25 Expiring Artists the expire date is an ironic way to reach a sort of fame – even if only for a day – in the case of 15 Minutes, anonymous I focused on the algorithmic aspect of transforming a very large number of pictures of pop symbols into anonymous and abstract pictures.

     15 Minutes, anonymous.

                                                                         15 Minutes, anonymous.

            Still from ‘Marylin, anonymous’. Guido Segni, 2013. Vimeo –


                                        Proof of existence of a cloud worker

FL: Again, the anonymity and the individual are two of the main questions in your research. This happens also with Proof of existence of a cloud worker, and I recall me Middle Finger Response. What do you think?

GS: Between 2013 and 2014 I made several experiments with crowdsourcing and, yes, Proofs of existence of a cloud worker and Middle Finger Response have many points in common apart from that they are projects based on Amazon Mechanical Turk platform. Basically they both document and display what crowdsourcing is from the point of view of the workers dispersed through the new digital frontiers of leisure and labour. I think you got the point when you talked about anonymity and individual. As all the efforts of crowdsourcing platforms are to hide and anonymize the crowd, what I tried to do is to give them back a face and a voice. In The Middle Finger Response I focused on the spontaneous pose and gesture captured by the webcam, while in Proofs of existence of a cloud worker I used a more abstract and apparently nonsense approach as I asked them to re-enact a clip found on YouTube which shows a person claiming “Pics or it didn’t happen”.

FL: What will you be doing in the future?

GS: As I’ve already said I’m a very slow guy and I’ve been working on this particular project for almost 2 years. But I think we’re almost there and in a few months I’m going to release it. It’s a project about failures, datacenters, space/time travels and desertification of communications. Stay tuned 😉