An internationally recognized pioneer of Canadian conceptual art, General Idea was a Toronto artists’ collective. Founded in 1969 by AA Bronson, Felix Partz and Jorge Zontal, it made a name for itself by using numerous strategies to appropriate and manipulate forms of popular media and artistic culture. After 25 years of working together, the group disbanded in 1994 following the deaths of Felix Partz and Jorge Zontal from AIDS-related illnesses. AA Bronson went on to make art under his own name.