John Giorno's Dial-a-Poem Revolutionizes Poetry Accessibility in 1968 Los Angeles

John Giorno transformed the poetry landscape in 1968 with his innovative project, Dial-a-Poem, which allowed anyone to call and hear poets recite their works. This groundbreaking initiative emerged in Los Angeles and has since become a significant part of contemporary art history. The ongoing exhibition, JOHN GIORNO: NO NOSTALGIA, showcases this work at the Marciano Art Foundation, highlighting its relevance in today's society.

Dial-a-Poem: A New Medium for Poetry

Launched in 1968, Dial-a-Poem utilized the telephone as a medium for poetry, making it accessible to the public. Visitors could call a free number and listen to poets like Diane di Prima and Frank O'Hara recite their verses. This initiative was included in the Museum of Modern Art's conceptual art survey, Information, after more than a million calls were made.

Giorno’s approach redefined how poetry could be disseminated, placing it alongside commercial messages in a mass communication format. The project emphasized the importance of making art accessible and relatable, positioning poetry not just as literature, but as a vital part of public discourse.

Artistic Reflections on Society

The exhibition features various artworks that echo Giorno's commitment to accessibility and relevance. Notable pieces like FILLING WHAT IS EMPTY EMPTYING WHAT IS FULL (2015) and EVERYONE GETS LIGHTER (2015-23) use bold typography that mimics newspaper headlines, elevating poetry to the same level of urgency typically reserved for news.

Additionally, archival materials displayed in the exhibition illustrate Giorno's process and the cultural context of his work. His typewritten drafts, dense with references to contemporary events, reveal the intersection of art and activism. For instance, the silkscreen A YOUTH WINCES (1971) serves as a poignant commentary on societal issues.

Giorno’s Legacy and Impact

Giorno's broader practice was driven by a commitment to civil rights and public engagement. He distributed poems on matchbooks and business cards, pushing poetry into everyday life. His works encourage people to embrace pleasure and connection, as evidenced by his statements urging individuals to treat strangers with warmth and affection.

The exhibition also features multimedia elements, such as the film CROSSROADS (1976) by Bruce Conner, which juxtaposes atomic bomb tests with Giorno’s phone bank, emphasizing that technology can foster connection or destruction. As the show continues at the Marciano Art Foundation through July 18, it serves as a reminder of the enduring power of poetry.