
Pop Since 1949
BY THE TIME POP ART EARNED ITS CAPITAL P, the British artists, architects, and intellectuals known as the Independent Group had produced a decade’s worth of future-focused art and polemic. It was critic and IG spokesman Lawrence Alloway who first used the term to capture the group’s enthusiasm for all things mass-produced and American. In “Back to Tomorrow,” the opening section of Artforum’ s October issue, Alloway’s 1962 essay “Pop Since 1949” appears alongside Clement Greenberg’s previously unpublished reckoning with the movement that turned the tide against “pure painting.” Also in this