Reviewed: The Maybe by Tilda Swinton

A fabulous send-up of our obsession with celebrity

Tilda Swinton first performed The Maybe in 1995 in collaboration with artist Cornelia Parker. For seven consecutive days, the actress slept on a white mattress inside a raised glass box at London’s Serpentine Gallery. Visitors were forced into a situation of involuntary voyeurism, as the artists issued no press release and the gallery withheld information about the installation. Unsuspecting members of the public happened upon the slumbering actress purely by chance. It was a startling installation that garnered a mixed reaction, but its impact remained firmly within the parameters of the art world.

Almost thirteen years later, Swinton has decided to revive it. The actress set-up in the lobby of New York’s Museum of Modern Art on Saturday 23rd March, forcing unsuspecting visitors to enact a kind of voyeurism as she lay there seemingly unaware of their presence. But unlike 1995, this wave of surprised visitors had Twitter. After a barrage of photos and messages were posted onto the site, blogger website The Gothamist quickly published a post on the sleeping actress, in turn sparking a wave of both national and international press coverage.

In a statement given to the Guardian, the MoMA explains that Swinton will be “popping up” in the museum at random times throughout the year. “An integral part of The Maybe's incarnation at MoMA in 2013 is that there is no published schedule for its appearance, no artist's statement released, no museum statement beyond this brief context, no public profile or image issued. Those who find it chance upon it for themselves, live and in real – shared – time: now we see it, now we don't.”

The skeptic in me applauds Swinton’s sense of timing. On 20th March, the actress gave a speech at the ferociously popular opening of the V&A’s David Bowie exhibition, and now she’s starring in an installation at a world-renowned gallery. It can only serve to benefit her reputation as an eccentric actress-come-artist. Meanwhile, The Maybe became a trending topic on Twitter, initiated a surge in visitors to the gallery and a huge amount of press coverage on both sides of the Atlantic – the MoMA must be pleased.

However, move beyond initial skepticism and Swinton’s installation reveals a deeper resonance. The Maybe dissects our obsession with celebrity. It constructs a scenario that encourages the public to gawk, to gossip, to scrutinise a famous actress as she sleeps.

One of the major components of the piece is that no one knows when or where it will be shown. When the installation was originally performed in 1995, all reactions were published posthumously. But thirteen years on, Twitter has facilitated a kind of real-time man-hunt. Buzzfeed, the famous social-network amalgamator, is live-tweeting from the museum. And every art blog and website has posted a Swinton-related story, eager to show how up-to-date they are.

The Maybe’s genius lies in its timing. Staging a revival of the installation after the advent of Twitter reveals the extent of our obsession with celebrity, as the social-network has undoubtedly contributed to global conversations, allowing and encouraging debate on art and celebrity. In this case, it has offered a steady stream of opportunities for people across the world to catch a glimpse of a real-life sleeping beauty.

When asleep, the body is at its most relaxed. We are at our most vulnerable. Under any other circumstances, it would be socially unacceptable to stare and discuss a sleeping woman. But in constructing the scenario inside a gallery, The Maybe not only allows, but encourages the public to enact that desire; only this time you must do it openly, collectively.

Photos of the installation show Swinton surrounded by people willing her to open her eyes. Standing in front of the glass, smartphone in hand, they document her slumber as if she were a rare species of bird. Like a specimen displayed in an anatomical exhibition, Swinton offers herself up for scrutiny. And we took the bait and ran with it.

Initiating voyeurism is at the heart of The Maybe. Its entire construct relies on Swinton as a recognisable face, but its resonance moves beyond this initial reaction, to one of obsession, of fascination and curiosity. She does nothing but sleep. She gives away nothing of herself, other than her physical appearance. But we're lapping it up. Search Twitter and you’ll find comments on anything from her hair to the position of her body. If it had been another, non-famous, woman lying in the MoMa it wouldn’t have caused such a furor. But The Maybe is all about creating a reaction – the installation is merely the initiator, the instigator, of a wider chain of events that ultimately reveal the vacuity of our obsession with celebrity.

Tilda Swinton sleeps in a glass box as part of an exhibition called 'The Maybe' at the Serpentine Gallery 04 September 1995 in London. Photo: Andrew Winning/AFP/Getty Images
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Pete Burns: too abrasive to be a national treasure, his talent made him immortal

The musician's vulnerability and acute individualism made him hard to pigeonhole but ensured endless media fascination.

When Dead Or Alive's “You Spin Me Round” was number one in 1985, the singer Pete Burns found himself trapped in a limousine by screaming schoolgirls. It's a common enough occurrence — overnight success, autograph hunters, fans wanting a piece of you — but in this case Burns was in his hometown of Liverpool and the schoolgirls were screaming “We’re going to kill you, you fat poof!” From the moment Burns hit the public eye, his untethered wit and unapologetic appearance had the ability to inspire, inflame, and get under society's skin.

In 1985, freshly famous, Burns was already a familiar face about town. Liverpool's centre is compact, and he traversed it every day in the early Eighties to work in Probe Records, the city's equivalent to Rough Trade. Behind the counter, working alongside possibly the most caustic shop assistants in the country, Burns was the most approachable. His demeanour was something quite different, though – hair teased up into a dark lion's mane, a cloak dragging behind him decorated with bells that jangled ominously whenever he moved (he could be audible streets away), and black contact lenses for added horror. 

He looked like a star in waiting, but was in the shadow of Liverpool's Crucial Three: Ian McCulloch, Julian Cope and Pete Wylie. The relentless electro pulse of “You Spin Me Round” was light years away from the first Dead Or Alive single in 1981, an extraordinary slice of neo-psychedelia called “Flowers”, on which Burns' booming, vibrato-loaded voice seemed to be urging us to travel on a gothic time-travelling galleon back to San Francisco: “What's wrong with this world?” he roared, over shrill organ and sheets of echoed guitar. Liverpool's brief but iridescent pop revival at the turn of the Eighties – a dark strain of melodicism that linked Echo & the Bunnymen, the Teardrop Explodes, Wah! Heat and early Dead Or Alive — would later be succinctly demystified by Burns: everybody took acid, they all pretended they were living on the West Coast in 1967 rather than Toxteth in 1980, and they all listened to the Doors.

By the time “You Spin Me Round” hit number one in March '85, Burns' acid tongue and working class glamour were a necessary corrective to a year which would make stars of such catastrophically dull acts as the pop duo Go West. He was just what the media wanted after Boy George acquired a destructive heroin habit and fell from grace.

Neither was ever likely to happen to Pete Burns. He felt uncomfortable around anyone out of control on booze or drugs as it reminded him of his upbringing. His mother had escaped Nazi Germany, married a Scottish soldier, and settled in Liverpool. She became a depressive alcoholic after discovering what had happened to her Jewish family during the Holocaust in Germany. Burns made several suicide attempts, he said, to keep her focused and alive.

This vulnerability was combined in childhood with an acute individualism. He wore an American Indian headdress to primary school one day and refused to take it off. He fought compromise and conformity at every turn, and didn't care a hoot if schoolgirls called him a “fat poof”. He was never off, not even for a tea break; he was Pete Burns, full time. A friend of mine recalls being in the queue for a Liverpool club called the System in 1982 — Burns passed him, pulling full-on dance moves when he was only halfway down the steps, which led directly onto the dancefloor — he hadn't even paused to say hello to anyone.

As a pop star, Burns clearly couldn't give a shit, and wouldn't play ball with radio, record companies or the press. Fame didn't tighten his tongue, though it did allow him to be outrageous on a heightened level. After Haircut 100's Nick Heyward gave Dead Or Alive a pasting in a Melody Maker, the group burst into a toilet cubicle and sprayed Heyward with five fire extinguishers. On tour in America, Burns called his press officer's house at 3am in the morning, screaming “I need a plug! A rubber plug! For this fucking bath!” The upshot of the conversation was that Burns had never seen a bath plug operated by a plunger rod.

Pop stardom in Britain, then, was brief. The PWL team that gave him “You Spin Me Round” (their first number one, and unarguably their best) quickly cooled on him, following it with lukewarm soundalikes – only the luxuriant “In Too Deep” came close to matching its fire. Dead Or Alive's next truly great record wouldn't be until 1988 with “Turn Around And Count 2 Ten”, another poppers-at-the-ready electro-blitz which only reached number 70 in the UK but made him a superstar in Japan.

Burns' vulnerability later resurfaced in endless, much documented plastic surgery – he said that the only part of his body that hadn't had work were the soles of his feet. He was always too abrasive to become a national treasure, but he must have known that “You Spin Me Round” had effectively made him immortal — uncoverable, perfect, a saturated record on which it is impossible to add anything. It's so euphoric, so very full of life.


Reflections on Pete Burns:

Gary Kemp, musician and actor

"Pete was one of a triumvirate of cross-dressed boy stars, brought up on a diet of glam rock, who stormed the barricades of macho rock in the Eighties. He also created one of the best white dance records of all time."


Julian Cope, musician and author

"In a sense I’m relieved for him, he was in such pain and was never happy with how he looked… there was something so inevitable about his death, but it’s important that he’s remembered as a truly significant cross-cultural figure

I think the gender fluidity that exists today is really fucking useful — if Pete had become famous now he would have been fine… he was a pioneer. I think he had hero qualities.

He knew so much about music, especially underground stuff, but when other people were around he would revert to his thick babe persona. He wanted to appear superficial, but he was no more superficial than [Andy] Warhol. He was a deep mother fucker.

Pete was forced in a novelty direction by the time he lived in. He demanded that the rest of the world look at, not away from, people who were different.

Pete tried to live in freedom and at least where’s gone to he will find peace."


Bob Stanley is a writer and a member of the pop group Saint Etienne. His book, Yeah Yeah Yeah: The Story of Modern Pop is published by Faber & Faber.