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The Museum of Conceptual Art (MOCA) was founded in 1970 by artist Tom Marioni, who describe conceptual art as a "social artwork". [1] [2] The museum moved into its second location on January 3, 1973 at 75 Third Street above Breen’s Bar in San Francisco, California. [3]
It was one of the three major centers for conceptual art in California in the 1970s, [4] and centered on the theory of conceptual art as "Art as Idea" [5] as well as featuring "life art". [6] It was a common place to view performance art, and in 1973 during the peak attendance, artists Joseph Beuys, Chris Burden, and Dan Graham performed at MOCA. [2] Starting in 1973, MOCA’s Free Beer every Wednesday offered free beer and viewings of artist videos. [2] Marioni continued his weekly beer drinking salon with friends, even after the museum closed. [7] Many of the participants of MOCA were male which was unusual for the time period and the location, the exception to this being artists Barbara Smith and Linda Montano. [2]
The museum closed its doors in 1984. [8]