Powertooling with Heide Hatry

 

Heide Hatry at the School of Visual Arts (New York)

 using her Fein Multimaster

 

 

There are many reasons to admire the German-born artist Heide Hatry. 

 

In no particular order, these might include:

(i) She's talented ...

 

(ii) She's intelligent ...

 

(iii) She's good-looking ...

 

(iv) She wears interesting footwear ... 

However, I think the thing I love the most is that she seems genuinely excited by her discovery of the Fein Multimaster; an oscillating power tool for cutting, sanding, and grinding [1].

 

In a recent post on Instagram, Heide gushes that the Fein Multimaster "opens up thousands of new possibilities" and thrills at the fact that it vibrates at a speed of up to 20,000 oscillations per minute! She even includes a short video of herself using the Fein Multimaster to create one of her smuggler bibles: click here.

 

Whether we might characterise Hatry's fascination with the Fein Multimaster as fetishistic is, of course, debatable; as far as I know she doesn't identify as a mechanophile and doesn't have a kinky attraction to machines, nor gain sexual satisfaction using hand tools. 

 

But she might do: although, even if she does, that would hardly be something unusual within a culture wherein everybody is enframed by technology and besotted with mechanical devices to a greater or lesser degree. 

 

Of course, it might be that I'm the one with the fetish; not so much for machines and power tools - I hate DIY, and my idea of Hell involves wandering for all eternity inside a giant B&Q - but for women operating machines and wielding power tools. 

 

Partly, it's a class thing; I've always been attracted to factory girls, particularly those of the 1940s, like Rosie the Riveter. 

 

But it's mainly due to the controversial music video for Benny Benassi's debut single 'Satisfaction' [2], featuring six sweaty young women in skimpy outfits in what is essentially a pervy ad for a range of power tools: click here.  

 

 

 [3]

 

 

Notes

 

[1] C. & E. Fein GmbH is a manufacturer of high-end power tools located near Stuttgart, Germany. Founded in 1867 by brothers Wilhelm Emil Fein and Carl Fein, the company invented the hand-held electric drill in 1895 and was responsible for many other innovations. Fein became best-known, however, for its Multimaster, the original oscillating multi-tool. 

      Readers who wish to do so can visit their website by clicking here. Or for more information specifically on the Multimaster, click here.  

 

[2] Italian DJ and record producer Benny Benassi is widely regarded as a pioneer of electro house, a genre brought into the mainstream with his 2002 summer club hit "Satisfaction", taken from the album Hypnotica (2003).  

      Initially, a music video was made featuring three men and a woman and consisted of one three-second take of the four people turning to face the camera and smile, played in slow-motion to match the length of the song. Various animations were overlaid, including close-up pictures of the lips of a man and a woman singing along to the song. It was rarely shown and is now barely remembered. Nevertheless, anyone interested in watching can click here.

       The second - and some would say infamous - video, directed by Dougal Wilson, and featuring the models Jerri Byrne, Lena Franks, Rachel Hallett, Natasha Mealey, Thekla Roth, and Suzanne Stokes, is, however, firmly lodged in the pop cultural (and pornographic) imagination.

 

[3] This collage features Rosie the Riveter, a model advertising the Fein Multimaster, and an actress from the music video for Benny Benassi's 'Satisfaction'.