Brand New: Art and Commodity in the 1980s was curated by Gianni Jetzer, Curator-at-Large at the Hirshhorn Museum and Sculpture garden with curatorial assistance from Sandy Guttman and Patrick Jaojoco. Beginning in 1979, the exhibition unfolded chronologically, focusing on how artists used methods from the media and advertising to self-brand their work, while also highlighting the emergence of DIY practices in the downtown underground art scene. Themes explored in Brand New include art and activism, feminist practice in the New York art world, subversive guerrilla tactics for making and distributing art, the coopting of logos and brands, and the introduction of new media onto the mainstream art scene.