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Nazi Milk, 1979

Photograph by General Idea of a young blond man wearing a white shirt and standing in front of a bright-orange background. He is looking at the viewer and holding a full glass of milk up to his lips. His hair is swept to the side and the milk has left a short white moustache above his top lip, mimicking Hitler's hair and moustache style.

General Idea, Nazi Milk, 1979, concept featured in diverse media.

Nazi Milk appears in several iterations and media in General Idea’s oeuvre but is always represented through Billy, a young blond man. In photographs, Billy is clad in a crisp white shirt and depicted against a bright-orange background. He raises a large glass of milk to his lips and bears a milk moustache. Looking suggestively at the viewer, Billy exudes conflicting messages. The milk he drinks alludes to health, wholesome values, and nature. His hair and moustache, however, are styled like Hitler’s and he is dressed as a Nazi Youth, indicating Billy’s association with Fascism. Nazi Milk is a cocktail concept that represents the conflicting forces of innocence and evil. It is a prime example of how General Idea explored taboo subjects.

Gallery

Black and white photograph of a woman seated at a table and holding up a folder full of photos of models in costumes and masks, a typed letter titled "The 1971 Miss General Idea Pageant," and a certificate.

The 1971 Miss General Idea Pageant, 1971

Cover of a magazine featuring a black and white photograph of a woman's leg, wearing thigh-high stockings and high heels, in front of a background of Venetian blinds. The leg is lit harshly and casting a shadow so there appears to be two legs. In the upper left corner is the word "FILE" in white text in a red box, mimicking the "LIFE" magazine logo, and small text below reading "$3 AUTUMN 1975." The headline "GLAMOUR ISSUE" appears below in the same red.

FILE Megazine, “Glamour Issue,” 1975

Photograph of an installation by General Idea. Two long wooden shelves run along a white gallery wall and hold rows of printed cards featuring handwritten text and photographs. The top row of cards is interrupted by a framed piece hung on the wall and continues on the other side of it.

Showcard Series, 1975–79

Still of a video by General Idea of three men in suits standing in front of a black background. The man in the middle, shorter than the others, is holding up a magazine cover featuring a black and white photograph of a woman's leg and the name "FILE" in white letters in a red box in the upper left.

Pilot, 1977

Still of a video by General Idea. Three men, one sitting and two standing, appear in a set made of a counter, bar stools, and a frame resembling an old television. In the background are vertical stripes resembling SMPTE color bars in white, yellow, blue, green, magenta, red, and dark blue, furthering the idea of the set being a television.

Test Tube, 1979

Photograph by General Idea of a young blond man wearing a white shirt and standing in front of a bright-orange background. He is looking at the viewer and holding a full glass of milk up to his lips. His hair is swept to the side and the milk has left a short white moustache above his top lip, mimicking Hitler's hair and moustache style.

Nazi Milk, 1979

Black and white photograph of an installation by General Idea. A woman sits at a trade booth which is made of metal in the form of a three-dimensional dollar sign. On the table top are magazines and cards, some laid flat and others in a display rack.

The Boutique from the 1984 Miss General Idea Pavillion, 1980

Still of a video by General Idea depicting a phallic object decorated with a blue and black design in front of a blue background. Appearing near the top of the object is a white crescent moon.

Cornucopia, 1982

Photograph of large paintings by General Idea lining the walls of a room in an art gallery. Each canvas depicts the silhouettes of three poodles, painted in fluorescent pink, orange, and yellow, in various sexual positions reminiscent of the Kama Sutra. In the middle of the room are wooden tables displaying artwork under glass tops and arranged in a triangle formation.

Mondo Cane Kama Sutra, 1984

Still of a video by General Idea showing footage of performers on a stage overlaid with a cartoon drawing of three cartoon poodles, in fluorescent pink, orange, and yellow, in a sexual position.

Shut the Fuck Up, 1985

"Pop art"-style painting by General Idea showing the word AIDS, letters stacked 2 x 2 on a square canvas, in a red slab serif font with the negative space between letters coloured in blue and green. The composition mimics American Pop art painter Robert Indiana’s 1966 work LOVE.

AIDS, 1987

Photograph of an installation by General Idea of stacks of haphazardly arranged white styrofoam sheets, mimicking ice floes, on top of which are three stuffed faux seal pups.

Fin de siècle, 1990

Photograph of an installation by General Idea. In a narrow room or hallway with large windows at the end, two grey walls are lined top to bottom with hundreds of plastic capsules resembling the antiretroviral drug AZT (white pills with a blue vertical strip down the middle). In the middle of the room are five large reproductions of the same pill, each slightly bigger than a human body and lying side-by-side on the floor.

One Year of AZT, 1991

Black and white photograph of a woman seated at a table and holding up a folder full of photos of models in costumes and masks, a typed letter titled "The 1971 Miss General Idea Pageant," and a certificate.

The 1971 Miss General Idea Pageant, 1971

Cover of a magazine featuring a black and white photograph of a woman's leg, wearing thigh-high stockings and high heels, in front of a background of Venetian blinds. The leg is lit harshly and casting a shadow so there appears to be two legs. In the upper left corner is the word "FILE" in white text in a red box, mimicking the "LIFE" magazine logo, and small text below reading "$3 AUTUMN 1975." The headline "GLAMOUR ISSUE" appears below in the same red.

FILE Megazine, “Glamour Issue,” 1975

Photograph of an installation by General Idea. Two long wooden shelves run along a white gallery wall and hold rows of printed cards featuring handwritten text and photographs. The top row of cards is interrupted by a framed piece hung on the wall and continues on the other side of it.

Showcard Series, 1975–79

Still of a video by General Idea of three men in suits standing in front of a black background. The man in the middle, shorter than the others, is holding up a magazine cover featuring a black and white photograph of a woman's leg and the name "FILE" in white letters in a red box in the upper left.

Pilot, 1977

Still of a video by General Idea. Three men, one sitting and two standing, appear in a set made of a counter, bar stools, and a frame resembling an old television. In the background are vertical stripes resembling SMPTE color bars in white, yellow, blue, green, magenta, red, and dark blue, furthering the idea of the set being a television.

Test Tube, 1979

Photograph by General Idea of a young blond man wearing a white shirt and standing in front of a bright-orange background. He is looking at the viewer and holding a full glass of milk up to his lips. His hair is swept to the side and the milk has left a short white moustache above his top lip, mimicking Hitler's hair and moustache style.

Nazi Milk, 1979

Black and white photograph of an installation by General Idea. A woman sits at a trade booth which is made of metal in the form of a three-dimensional dollar sign. On the table top are magazines and cards, some laid flat and others in a display rack.

The Boutique from the 1984 Miss General Idea Pavillion, 1980

Still of a video by General Idea depicting a phallic object decorated with a blue and black design in front of a blue background. Appearing near the top of the object is a white crescent moon.

Cornucopia, 1982

Photograph of large paintings by General Idea lining the walls of a room in an art gallery. Each canvas depicts the silhouettes of three poodles, painted in fluorescent pink, orange, and yellow, in various sexual positions reminiscent of the Kama Sutra. In the middle of the room are wooden tables displaying artwork under glass tops and arranged in a triangle formation.

Mondo Cane Kama Sutra, 1984

Still of a video by General Idea showing footage of performers on a stage overlaid with a cartoon drawing of three cartoon poodles, in fluorescent pink, orange, and yellow, in a sexual position.

Shut the Fuck Up, 1985

"Pop art"-style painting by General Idea showing the word AIDS, letters stacked 2 x 2 on a square canvas, in a red slab serif font with the negative space between letters coloured in blue and green. The composition mimics American Pop art painter Robert Indiana’s 1966 work LOVE.

AIDS, 1987

Photograph of an installation by General Idea of stacks of haphazardly arranged white styrofoam sheets, mimicking ice floes, on top of which are three stuffed faux seal pups.

Fin de siècle, 1990

Photograph of an installation by General Idea. In a narrow room or hallway with large windows at the end, two grey walls are lined top to bottom with hundreds of plastic capsules resembling the antiretroviral drug AZT (white pills with a blue vertical strip down the middle). In the middle of the room are five large reproductions of the same pill, each slightly bigger than a human body and lying side-by-side on the floor.

One Year of AZT, 1991

Nazi Milk - Art Canada