Mistakes often have great influence on the origin of artistic works. Within the name itself, Foul-Up acknowledges the importance of both unintentional and intentional foul-ups for the creation of art. Foul-Up implies an incentive to leave things up in the air, to make room for uncertainty. This uncertainty might be a foundation of the art creation; it might be sought to be experienced through the work of art; and it is and will be approached in the contrasts that will make up the label platform itself. More than anything, the notion of fouling-up is a motivation to return to, a guiding light.

Products laid down by Foul-Up will not be following a certain trajectory. The catalogue will instead be guided by the perception that people are made up of a number of traits and are therefore able to identify themselves with these. The aim of highlighting this fragmentation is to aid in leading recipients to unfamiliarities and new awareness… to question the status quo. Although new experiences are sought, the primary medium to effectuate these is not an art so new that it bears no relation to any foregoing tradition. Even though a new art would be welcomed, it cannot be considered sustainable for a platform to exclusively focus on such ‘newness’. Instead, such a pure form of ‘newness’ will not be emphasized by Foul-Up, it will more often be downplayed in favour of focus on personal expressions. To some, what’s unfamiliar will not automatically be what has no relation to the past, the foreign might just as well be found in the juxtaposition or merging of what is already present. No matter how the ‘new’ is put into effect, it will always imply a resistance against stagnation. Therefore, Foul-Up encourages the unexpected rather than development of distinct trademark qualities – idiosyncrasies potentially risk taking on a life of their own detached from the creator’s personal development. An art centred around too narrowly defined trademark qualities will become separated from its author as s/he evolves. The further continuation of this art project will then become an obstacle for the artist whose work will lose its ability to be truly useful for the audience.

Essentially, Foul-Up is an initiative against the oppression of uniformity. Inherent is an aim to pose questions and to do so in order to remain relevant. Our relevance? Our paths will be known by experience, not by predetermined convictions.