For artist Billy Apple® (born Barrie Bates in Auckland) the mechanics of art, usually kept behind the scenes, have long been a focus for his work. Throughout the 1970s he executed activity and installation works that highlighted the significance of exhibition spaces to the work exhibited, cleaning windows, painting walls, adjusting lights. In contrast to the grandiose paintings made prior to the pop art movement, Billy Apple was more interested in everyday things and activities, such as shaving. He was particularly interested in the fact that it is the artist’s role in the work that gives it value, just like a brand name. In 1962, while studying at the Royal College of Art in London, he changed his name to Billy Apple, effectively making his own life a work of art, undertaking a re-branding that included bleaching his hair, eyebrows and eyelashes. In 2007 Billy Apple became a registered trademark and then a registered brand in 2008.
Two Auckland brothers, John and Charles Tole, are the northern equivalent of Rita Angus. Neither of them had any formal art school training although they both associated with the Elam painter John Weeks (1886-1975). The Tole brothers lived together at 12 Seaview Road in Remuera and developed their own credo in art which they revealed to University of Auckland’s Kurt von Meier in 1964: “We have always been intensely interested in modern developments in style and technique, yet we think these elements should not be arbitrarily or consciously striven for but should emerge and flow freely from the subject matter and from the artist’s creative intuition towards the expression and communication of his message.”