Sudaca Enterprises
1997
ARCO Latino Art Fair
Madrid, Spain
A guerrilla performance created by Coco Fusco, Juan Pablo Ballester and Maria Elena Escalona was presented at the 1997 ARCO Latino Art Fair. Dressed in ski masks and Quechua knit hats, the three performers sold t-shirts with printed text. The t-shirt text compares and contrasts the price of Latin American art in Europe and the cost of selling it at ARCO, with the cost of surviving as an undocumented Latin American immigrant in Spain. Over three days, the performers were removed several times by ARCO security for not having paid for space to sell their wares, then were stopped from selling inside a booth, and finally were ejected for keeping their faces covered. All the t-shirts printed were sold with at least two in museum collections. "Sudaca" is a derogatory term used in Spain to refer to Latinos, meaning “dirty southerner”.