Gordon Southey was born in 2020 to an affluent imagination as an alias and alter ego to a “Real Artist”. The ever enigmatic Southey is a brainchild selected from submissions by a covert group of emerging, mid-career and famous, practicing contemporary artists. This Alias, Gordon Southey, is an early representative of the newly launched Incognito Art House Project. This experimental artist-run initiative playfully prods at ideas around the commodification of identity, market accessibility, artist sustainability and the effect of market and/or investor expectation on the artist’s creative autonomy. The purpose of this invented persona is to grant the artist from whence it came complete autonomy in the creative process. Removing the artist’s identity (arguably the fetish of the art world) creates a buffer between artist and marketplace. “Real Artists” are thus offered a reprieve from the responsibility of maintaining a career trajectory and preserving their “brand”. This allows them to be playful and experimental, producing work far removed from their usual repertoire without fear of reproach by the unwritten rules of the system. The works produced for the Incognito project are sold at a standardised price point, leveling the playing field among artists and offering the public a rare opportunity to affordably own quality, curated contemporary art. Artists, in turn, can give back generously to art admirers during this challenging time. For more information and updates about the Incognito Project please follow the yellow brick road to the project profile, under curators, where you can also link through to our social media pages.