A R T I S T  P R O F I L E

INSTRUCTOART, LESSON 1, Informative Yet Aesthetically Pleasing,
A New Book by Matthew Vescovo, Master of the Obvious

New York, NY - What is the most efficient way to get a pubic hair off a bar of soap? How much distance is required between two people when executing an airkiss? How do I make myself look really, really angry? Matthew Vescovo, self-anointed Master of the Obvious, answers all these important questions and many more in his new book entitled Instructoart, Lesson 1 to be released on February 16, 2004.

Each of the detailed graphic pieces in this book highlight the artist's uncanny ability to find moments which are both intimately personal, but undeniably universal. These humorous moments range from the very obvious to those that are unspoken and not shared, until now. The private experiences depicted resonate so deeply with the viewer that it is natural for them to see themselves in these real, sometimes taboo and slightly naughty rituals.

Well-researched and painstakingly executed, these artworks glorify the mundane and trivial moments in life. The attention that Vescovo lavishes on these seemingly unimportant everyday events creates a visual language that is celebrated in this book. In the piece titled, "The Elevator Fakeout," one has the distinct impression that the author spent time in many an elevator to study the proper technique.

It is the sharp sense of humor in Instructoart that led executives at MTV to commission Vescovo to convert his art into a series of eight animated, on-air promos for the network. The promos premiered on MTV's highly-rated 2003 Video Music Awards, and are in heavy rotation on the network through the end of the year with a second round launching in early 2004.

All of the work in the book originated as limited edition large format pieces some measuring over five feet. Vescovo has exhibited these works at various galleries including an upcoming show in February 2004 at Ramis Barquet Gallery in New York City.

Co-published by Vescovo and Jorge Pinto Books, this book is the first of many books Jorge Pinto is currently developing for his company which, like its owner, has an incredibly diverse appetite for content ranging from global finance, the humanities, the social sciences, art, design, and photography.

Jorge Pinto Books is an independent book publisher located in New York City and is distributed to the trade
by D.A.P/Distributed Art Publishers (800-338-2665). Instructoart, Lesson 1 can be purchased at local bookstores, online and directly from the publisher. For more information please see the Instructroart website
at www.instructoart.com.

Jorge Pinto Books; ISBN: 0-9742615-0-5; On Sale: 2/16/2004; Format: Paperback; Trimsize: 9.5" x 11"; Pages: 80; List Price: $25.00

# # #

For more information or to interview Matthew Vescovo, please contact Christopher Trela at Trela Media at 212-556-6777 or chris@trelamedia.com.

b i o g r a p h y

Mather Vescovo, self-annointed master of the obvious, went to Syracuse University where

he studied advertising design. Upon graduating from college Matt started working in

advertising as an art director. Even though Matt has had success in the ad world, he has

never forgotten his first love, Chemistry. Unfortunately Matt really wasn't smart enough to

become a chemist. So he moved onto his second love, art. Matt found that he can express

himself purely through his art, free from the crass commercialism of his chosen profession.

It is this freedom which allowed him to create instructoart - something he hopes will

become so popular that it can be spun off into an animated sitcom, full length film, network

station ids (for MTV or the Cartoon Network) or an extendable line of children's toys and

videos. Matt creates Instructoart in the home office he shares with his lovely wife Nancy, in

Brooklyn, NY.

For more information please visit www.instructoart.com