My take on “the concept of mainstream vs. underground relevant in contemporary design” is yes, he does believe that mainstream vs. underground is relevant in contemporary times. The way he describes mainstream stealing from underground culture is like a necessary evil, for example near the end of the Heller reading he states that underground designers who eventually join the mainstream at their own accords, do so because it is where they believe they can make the most impact on the medium and possibly even culture. He also believes the relationship between the two is almost parasitic in nature as mainstream steals from alternative culture, and sometimes lines begin to blur between the two.

An example of how parasitic mainstream can be comes from a YouTube channel called wisecrack where they discuss Banksy. They state how he is a street artist, an anticapitalist, and antiestablishment. Yet his art can be worth 100,000 or even millions of dollars and are often removed, as well as being sheltered from the elements. Another example of how mainstream leeches of something underground or not mainstream comes from the article Into the mainstream: Shifting authenticities in art where art of African, Aboriginal, Native American, others of non-European origins were once seen as primitive, but are now being shown in art shows and galleries.

While I haven’t made my final decision on what my final project will be, I am leaning towards a series of pride subway posters and I think it fits between an odd middle ground of mainstream and underground. I say that because when the fight for LGBT rights began, it wasn’t widely accepted but as time went people began to accept LGBT people or at least be more open minded on LGBT people. But when it comes to companies, these corporations are hesitant to show full on support. They might sprinkle some stuff here and there up until pride month comes around and they go full on support mode then go back to normal. They do it because it’s “cool” or “fashionable” like when companies go full on gay during pride month.

Heller, Steven. “Underground Mainstream.” Design Observer, 10 Apr. 2008, designobserver.com/feature/underground-mainstream/6737. 

Price, Sally. “Into the Mainstream: Shifting Authenticities in Art.” American Ethnologist , vol. 34, no. 4, Nov. 2007, pp. 603–620. 

Scherker, Amanda, director. Is BANKSY Deep or Dumb? – Wisecrack Edition, Youtube, 16 Mar. 2019, www.youtube.com/watch?v=sLGW4e1rqig.