Eight years ago, I was inspired by Ian Bogost’s article on the McRib to create a video work, untitled (where we all go), about art, love, and the inevitability of death. Bogost’s theory that the rare, seasonal appearance of the obviously artificial McRib sandwich helped to normalize the equally artificial McNuggets we see every day. This dynamic, I thought, also describes how the occasional spectacle of blockbuster art auctions create an economic logic for the rest of the art market all the way down the pricing pyramid.
This same scheme is now in full effect in the NFT space. Pyramids merged yesterday when McDonald’s launched a one-week Twitter sweepstakes to promote the return of McRib by giving away ten “McRib NFTs.” At the time of posting, it has received over 81,000 retweet entries.
This edition of Better Read features an abridged version of McDonald’s McRib Social Sweepstakes Official Rules and of the Terms and Conditions for McRib NFT on Rarible.com, where interested bidders have already offered 0.011 WETH, more than twice the initial market value suggested by McDonald’s.
Because I am never under any illusion that anyone listens all the way through these things, I will not be spoiling anything by telling you how this ends, which is that McDonald’s, Rarible, and any and all of their crew, “will have no liability whatsoever for, and shall be held harmless against, any liability for any injuries, losses or damages of any kind, including death, to persons, or property resulting in whole or in part, directly or indirectly, from acceptance of the NFT.”