Way back in 2007, performance artist John Rives put together a light-hearted TED talk meant to tease conspiracy theorists everywhere. I won’t get into the incredible connections he makes between people like country music artist Faron Young, Dame Judi Dench, and Bill Clinton. (I suggest you watch for yourself.) But he manages to connect one event to another, and another, through the hour of four in the morning. Four in the morning, he says, is the “worst possible hour” of the day. It’s shorthand for a time of inconvenience, mishaps, and yearnings.
What Rives didn’t expect was that the “four in the morning” effect was more widespread in our culture than he ever imagined. After his initial TED Talk, people began sending him “Four AM” references from all over the world. He has received so many references of “four in the morning” in our culture—from Shakespeare to The Simpsons—that he is now the self-proclaimed expert on 4AM. (For just a hint of it’s presence in our culture, here are a quick set of 50 Four in the Mornings that we’ve all seen at some point.)
In response to the overwhelming response, Rives put together a short follow-up talk to show us what he’s learned about 4AM: watch here. So we must ask—has he discovered and decoded the real witching hour? Or is it a magical, creative hour? Or is it nothing at all? Rives has catalogued every reference he’s discovered at the Museum of Four in the Morning, where you’ll find instances in literature, movies, music, television, and all manner of pop culture transmissions. We invite you to click around, examine the copious evidence, and ask yourselves: Just what is the deal with 4AM?
P.S.: Just in case there IS something to the phenomenon, we invite you to our 4:00AM Sale beginning Saturday at 4AM and ending at four o’clock on Monday morning. We’re featuring samples and one-of-a-kind pieces—right on time.
P.P.S: You’ll also have a chance to save 20% site-wide*.
*Some exclusions will apply.