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The avant-garde artists who sold a vision of the future

‘Comrades there’s no debate! Soviet Citizens will get in great shape. What is ours is in our power. Where’s our power? In this cocoa powder.’ Such were the lyrical themes stretching the talents of the poet Vladimir Mayakovsky by the mid 1920s. He had gone enthusiastically into business as an advertising agent, producing posters with the artist Aleksandr Rodchenko. Their company, Reklam-Konstruktor (advertising constructor), would last only two years, and Lenin’s New Economic Policy, the mixed economy that allowed such enterprises, wouldn’t last much longer after Stalin came to power. Such can be the brief life of good ideas.

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