Andy Warhol was the consummate postmodern artist. He began his career in the 1950s as an extremely successful commercial advertising artist. When he shifted his attention in 1960 to the production of fine art, he brought with him the structural logic of his commercial work, radically departing from the classic modernist convictions with which almost all high art had been operating up to that point. By systematically reversing the traditional values associated with painting, replacing uniqueness with seriality, and originality with reproducibility, Warhol strategically transposed art from its historical attachment to what Walter Benjamin termed "cult value" to its postmodern apotheosis as a manifestation of "exhibition value." In fact, Warhol's work is incomprehensible without taking into account its media context. His concern with media permeated not only his art, but his life as well, as he crafted perhaps the most banal yet fascinating public persona in history. He was once quoted in an interview as saying, "If you want to know all about Andy Warhol, just look at the surface: of my paintings, and films and me, and there I am. There's nothing behind it."