NEW YORK – Based on the Korean word for bad medicine, Miyok leaves his disgruntled pill wheatpastes all over New York City and Brooklyn. But does his guerrilla advertising for his skateboard-style clothing line, Miyok Madness, qualify as street art? Aren’t graffiti tags a form of independent branding as elaborate as any corporate logo?

The best guerrilla marketing feels authentic, as does Miyok’s use of grumpy medication mixed with Nintendo Dr. Mario. Like great street art, his wheatpastes take you by surprise, are easily associated as part of his individual presence, and make a lasting impression on the cheap.

Because the pastings shown here have been up since at least February, they easily qualify as lasting and their use of iconic, old-school imagery definitely fits the Williamsburg audience for his urban T-shirts and fashion.

The most effective use of Miyok’s art is that not every piece is labeled with his name or website—he just makes sure his pieces are so recognizable that he can advertise without marring the piece with text. Of course, guerrilla marketing only works with consistency so I’ll be on the lookout for more “bad medicine” in the boroughs and the city.

ADDITIONAL IMAGES OF NOTE