The way in which the contemporary art world deals with artists‘ names seems diametrically opposed to strategies of anonymity. The name of the artist operates as key marker for an identity, an oeuvre, a style, a product line, a brand. The Viennese gallery festival by_vienna (9 Sept – 15 Oct 2016 ), initiated and organized by the Vienna Business Agency, provides examples of how such artist identities are crafted: Meine Herkunft habe ich mir selbst ausgedacht [My Origins I Made Them Up]