JD Reforma (b. 1988, Sydney, Australia) is an artist interested in the relationship between art and leisure, creating sculptures and installations as a social critique of material creation and product consumption. His works are primarily created from everyday materials and reflect upon the perceived value of art, challenging the physical act of viewing and consuming art. A Novel Merchant (2015) is an exploration of the role of distribution in sustaining an economy in which it is increasingly difficult to determine the complicity of artists in so-called ‘pretend activism’.