2021 may have witnessed a different kind of National Arts Month celebration. Without the usual physical fanfare like Art Fair Philippines, Art in the Park staying online, and galleries trying their best to celebrate through their own exhibitions and programs, one artist chose to honor the arts in a grand way – with a massive art billboard along EDSA.
The artwork entitled “Alab ng Sining” by lloydtronco measures 62 feet (height) x 40 feet (wide) and is made with acrylic on billboard vinyl.
The billboard features an actual abstract expressionist art (rather than print). Tronco used a splashing, dripping and manipulating technique to create candid forms.
Alab ng Sining is the artist’s personal project and contribution to the National Arts Month celebration. “The inspiration [was to] participate in the annual celebration of National Arts Month (February). [The] actual implementation and execution was about a week, but the planning and strategy for logistics took months,” recalls the artist.
Tronco’s professional background in advertising influenced the project: “[This billboard idea] has been at the back of my mind for years. I have been in the outdoor advertising business for the longest time. Our family business in Bacolod City, Tronco Advertising Co., Inc. dabbles in billboards and has been around for 45 years.”
Following the footsteps of his late father, Larry Tronco (also an abstractionist and a Fine Arts Professor at University of Sto. Tomas), Lloyd initially studied Architecture at U.P. Diliman. The untimely demise of his father compelled the young Lloyd to shift to Fine Arts at La Consolacion College in Bacolod. Aside from the Tronco family’s billboard business in Bacolod, the artist also worked at McCann Erickson Philippines, a global marketing and advertising services company.
Tronco’s Alab ng Sining demonstrates the artist’s passion for the arts in a way that’s personal and close to his heart; and while we have seen all sorts of things placed in billboards: from religious quotes, marriage proposals, and even birthday greetings; an art billboard is always welcome in the long, winding, and traffic EDSA. And with the amount of effort Tronco has poured in this personal project, who knows what he’s going to do next?
The artwork may be viewed until 28 February 2021. It is located along EDSA-Ortigas (near POEA), in Brgy. Wack-Wack/Greenhills East, Mandaluyong City, and best viewed on the southbound lane of the EDSA-Ortigas flyover.
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