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Neo-Geo, short for "Neo-Geometric Conceptualism," is a term that emerged in the 1980s to unify the varying work of artists Ashley Bickerton, Peter Halley, Jeff Koons, and Meyer Vaisman. In some respects, the term is best reflective of Halley's work, which introduced a new type of geometric painting that rejected the non-objective abstraction of the 20th century, instead using figurative source material such as microchips and battery cells. At the same time, the loose label has been criticized as a marketing ploy used in the fervent 1980s art market, which was particularly fixated on "the new" and "the next big" artistic developments.