Founded in Toronto in 1969 by Felix Partz, Jorge Zontal—both dead in 1994—and AA Bronson, the collective General Idea adopted a generic identity that "freed it from the tyranny of individual genius." Their complex intermingling of reality and fiction took the form of a transgressive and often parodic take on art and society. Treating the image as a virus infiltrating every aspect of the real world, General Idea set out to colonize it, modify its content and so come up with an alternative version of reality.
Paintings, installations, sculptures, photographs, videos, magazines, and TV programs: General Idea's is an authentically multimedia oeuvre, that has lost nothing of its freshness and can now be seen as anticipating certain aspects of a current art scene undergoing radical transformation.

See also AA Bronson.