Who Cares? is the title of the film version of the Milk installation.

It comes as a feature 82 min. or as a short of 50 min. single channel version.

Who Cares? is the film version of the video project Milk. It focuses on the transformation and shifting of notions: the transition from the bodily to the sterile, from maternal care to the calculated, and from symbolism and virtues to activism and nationalism.

This artistic research project takes its inspiration from the invention of the ‘spray dry’ technique: the industrial conversion of fluid milk into milk- powder. It partially follows the story of the Nestlé company as well as the tradition of the Seter – a Norwegian summer dairy farm.

The motto, taken from the realm of finance-economy of reducing in order to expand, is used as a guiding thread in order to shed a light upon social-shifts entangled with cow’s milk consumption. Milk and Who-Cares? examine our relation to nature, to commerce, and to ideologies.