Joey Skaggs: novelty silliness and well-packaged rebellion

Josh Lowe meets Joey Skaggs,the man who prides himself on being able to prank the media over and over again.

 

In July 1976, prankster and satirist Joey Skaggs, calling himself Giuseppe Scaggoli,  appeared before a rabid crowd, dressed in sharp-lapeled finery. He had some unfortunate news: that day’s planned auction of rock star sperm was cancelled due to a mysterious theft. All he could offer in the way of comfort were his assurances that more donations were to be sought as soon as possible. His business, the Celebrity Sperm Bank, only benefited from the publicity. It was inundated with calls from potential clients, and the story of one plucky capitalist’s mission to sell spunk “from the likes of Mick Jagger, Bob Dylan, John Lennon, Paul McCartney” was picked up by the music press and, ultimately, televised on cable and national TV. The only problem? The whole affair was faked. Skaggs, by this time a legend of the New York underground, chalked up another victory over the bullshitters.

Skaggs still looks every inch the guerrilla culture warrior when we meet. Decked out in a hefty leather waistcoat and black Levis and sporting a wild wizard’s beard, he greets me first with a handshake and then a hug, booming a hello in gravelly tones. Yet Skaggs is no spaced-out crusty. His welcome gift to me – a Joey Skaggs brand “Bullshit Detector” watch-cum-alarm – is a piece of novelty silliness designed by someone with a keen sense of the modern consumer’s appetite for well packaged rebellion. Skaggs’s work has been so successful because he understands the systems he exploits and is comfortable working within them.

This much should be obvious, in any case, from the reason behind Skaggs’s first major appearance in London since 1995 (when he hoaxed UK media in the guise of experimental therapist and self-styled “Lion King” Baba Wa Simba). This week, Skaggs will speak at ad industry conference Advertising Week Europe.

Skaggs is aware of the contradictory aspects of this. “It’s kinda interesting to be invited to this conference. I think Mark [Borkowski, a publicist instrumental in bringing him to the event] has the biggest pair of balls.” However, he isn’t interested in laying into the ad men and women he’ll be appearing before: “I can’t really say that I’m the fox in the henhouse, because I’m with some brilliant creative minds.” He says he doesn’t plan to preach to his audience, instead preferring to present them with “an entertaining history lesson” and wait and see what conclusions they draw.

Skaggs’s relative ease with the ad industry might stem from his belief in the value of propaganda as an artistic medium. “The reality is that what I am doing is selling something, because everyone is selling something. You’re selling a product, you’re selling a service. What I’m trying to sell is a way of looking at things.” The ideas he concocts are persistent in the way the best advertising is. Cleaning brand Vanish, for instance, recently ran into a dispute with Skaggs as to which of them had created the “world’s largest bra” after Skaggs challenged their record with a bra he hung across the US Treasury building on Wall St in 1969. What distinguishes Skaggs’s work, he says, is its intent. His performances are often political, and always intellectually provoking.

Yet he is uncompromising in other areas. Skaggs’s best known recent works are his annual April Fools’ Day Parades – chaotic affairs held in New York’s Washington Square park, where revellers crown a King of Fools from a parade of lookalikes. Last year, the crowd chose Mitt Romney, and figures appearing in this April’s parade will include Lil Wayne and Chuck Norris. His last parade took “Occupy Washington Square Park” as its theme, though he isn’t associated with the Occupy movement in any deeper sense than a sharing of certain ideals. “I’m all behind making the kind of changes that I think they represent, it’s just that I think organisationally they fight amongst themselves,” he says. “When I do a prank, I tell my volunteers... I want to make sure that we’re all on the same page, because I don’t want you to bring an agenda that is different from what I am attempting to do.”

The central function of the parade is to allow Skaggs to unleash his rage upon individuals. “During the course of the year I have my asshole file,” he says. “I either clip out articles or write notes or print something from the internet and stick it in the folder, and a month or so before it’s time for the parade I construct and organise what’s happening. I try to keep it limited to one page because it’s virtually impossible, there are so many assholes.”

In this, it is distinct from his media pranks, whose targets are systemic. Most of his stunts rely for their impact on the false and often hilarious press coverage they generate. The Baba Wa Simba stunt resulted in a particularly excellent piece on London Tonight in which a bespectacled ITV reporter finds himself splayed on the floor next to “Baba”, releasing his repressed trauma in a primal howl. It is a signature move of Skaggs’s to send imposters along to interviews, even where the resultant pieces are celebratory.

He talks about himself almost as a campaigner for accurate reportage. “If you make those kinds of stupid mistakes, you don’t do your job well, you fucked up,” he says. When I ask whether hoaxing has got harder in the age of Google, he unleashes a demonic cackle: “Is that really a serious question?” He is, however, dismissive of press regulation when I bring up Leveson. Those calling for press regulation, or alterations to the First Amendment in the US, “go into my asshole category. Gee, if I allow that to happen, they’re gonna throw me in jail.”

While I can’t help but feel that there is something a little too gleeful in his reaction to press mistakes, the uncertainty Skaggs sows, and the frantic fact checking it leads to, is powerful. To interview Skaggs is to be reminded of one’s personal responsibility to readers as distinct from the wider system in which one works, and that can be no bad thing.

As our interview draws to a close, Skaggs cagily suggests that he is planning a new prank for London. He is guarded on the details, but asks politely that the New Statesman not use a recent photo to illustrate this piece in order to keep his visual profile in the UK as low as possible. As for me, he has just one request. “If you recognise me... call me first, OK?” he says. His eyes twinkle as he fixes me with the full force of his jester’s grin: “I won’t fool you.”

Joey Staggs as Dr Josef Gregor, the world leading entomologist famed for his "discovery" of a cockroach hormone than can cure all common ailments known to man. Photograph: Joey Staggs Archive

Josh Lowe is a freelance journalist and communications consultant. Follow him on Twitter @jeyylowe.

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10 times Nicola Sturgeon nailed what it's like to be a Remain voter post-Brexit

Scotland's First Minister didn't mince her words.

While Westminster flounders, up in Holyrood, First Minister Nicola Sturgeon has busied herself trying to find a way for Scotland to stay in the European Union

And in a speech on Monday, she laid out the options.

The Scottish Nationalist acknowledged the option of independence would not be straightforward, but she added: “It may well be that the option that offers us the greatest certainty, stability and the maximum control over our own destiny, is that of independence.”

She also hinted at a more measured stance, where Scotland could “retain ties and keep open channels” with the EU while other countries within the UK “pursue different outcomes”. 

And she praised the new PM Theresa May’s commitment to wait for a UK-wide agreement before triggering Article 50.

But Sturgeon’s wide-ranging speech also revisited her memories of Brexit, and the days of chaos that followed. Here are some of the best bits.

1. On the referendum

I am the last person you will hear criticising the principle of referenda. But proposing a referendum when you believe in the constitutional change it offers is one thing. Proposing - as David Cameron did - a referendum even though he opposed the change on offer is quite another. 

2. On the result

I told the Scottish Parliament a few days later that I was “disappointed and concerned” by the result. I have to admit that was parliamentary language for a much stronger feeling.

3. On the Leave campaign

I felt, and still feel, contempt for a Leave campaign that had lied and given succour to the racism and intolerance of the far right.

4. On leadership

It seemed abundantly clear to me that people - even many of those who had voted to Leave - were going to wake up feeling very anxious and uncertain. It was therefore the job of politicians, not to pretend that we instantly had all the answers, but to give a sense of direction. To try to create some order out of the chaos. That’s what I was determined to try to do for Scotland. I assumed that UK politicians would do likewise. I was wrong. 

5. On EU nationals

I felt then – and still feel very strongly today - that we must give them as much reassurance as possible. It is wrong that the UK government has not yet given a guarantee of continued residence to those who have built lives, careers and families here in the UK.

6. On karma

You tend to reap what you have sown over many years. It shouldn’t have come as a surprise to politicians who have spent years denigrating the EU and pandering to the myths about free movement, that some voters simply did not believe them when they suddenly started extolling the virtues of both.

7. On teenage voters

I think it was wrong in principle to deny EU nationals and 16 & 17 year olds the right to vote. But, as well as being wrong in principle, it was also tactically foolish. 

8. On slogans

While “Brexit means Brexit” is intended to sound like a strong statement of intent it is, in truth, just a soundbite that masks a lack of any clear sense of direction.

9. On Scotland

Some will say that we also voted to stay in the UK, so we must accept the UK wide verdict. But in 2014, we voted to stay part of a UK that was a member of the EU - indeed, we were told then that protecting our EU membership was one of the main reasons to vote against independence.

10. On taking back control

To end up in a position, which is highly possible, where we have to abide by all the rules of the single market and pay to be part of it, but have no say whatsoever in what the rules are, would not be taking back control, to coin a phrase we’ve heard more than once recently- it would be giving up control.