“Let\u2019s do business… if we can. Espacios independientes y gesti\u00f3n de artistas en Buenos Aires” de CLAUDIO IGLESIAS publicado el 23-02-09<\/em><\/a>.
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La hist\u00f2ria dels espais gestionats per artistes a L\u2019Argentina encara no ha estat escrita, i el seu reconeixement p\u00fablic circula a mode de relat oral, a mig cam\u00ed entre el boca orella, la missatgeria instant\u00e0nia i el paper de l\u2019intermezzo a fires d’art. Per\u00f2 la hist\u00f2ria d’aquests espais se superposa amb una hist\u00f2ria m\u00e9s gran: el seu floriment durant els vuitanta \u00e9s indissociable del retorn del r\u00e8gim democr\u00e0tic i el clima “primaveral” que el va acompanyar; el mateix podria dir-se de la crisi de 2001, quan el daltabaix econ\u00f2mic i l’\u00e0nim de carrer de la poblaci\u00f3 van potenciar el sorgiment d’espais independents com una alternativa orgullosa davant un paisatge institucional catat\u00f2nic. De vegades, aquesta implicaci\u00f3 va ser manifesta (com en el cas de Duplus, que va posar en di\u00e0leg a artistes i militants de moviments socials); d\u2019altres vegades, el que va estar en joc va ser la vinculaci\u00f3 entre l’espai f\u00edsic i el reconeixement p\u00fablic com a condicions necess\u00e0ries d’una escena cultural (Casa 13 a C\u00f3rdoba, amb el seu aire berlin\u00e8s d’espai ocupat clandestinament); hi va haver tamb\u00e9 casos de grups que van organitzar els seus espais com un encreuament entre taller i sala d’exhibici\u00f3 (Roberto Vanguardia, Rosa Chancho, etc.); va haver, en definitiva, m\u00e9s espais d’artistes que moltes altres coses (com museus i centres culturals, premis i beques, escoles i revistes d’art contemporani, etc.).<\/p>\n
A Buenos Aires, la hist\u00f2ria moderna d’aquests espais sorgeix exactament uns anys abans de la crisi del 2001. L\u2019any 1998, les artistes i escriptores Fernanda Laguna i Cecilia Pav\u00f3n van fundar Belleza y Felicidad, un simple local comercial dedicat a la poesia i l’art que es va convertir immediatament en sin\u00f2nim de cultura jove, amb una barreja de fes-ho-tu-mateix i sociabilitat liter\u00e0ria projectada prescindint totalment de l’agenda anquilosada del periodisme cultural i els museus. Amb el pas del temps, una comunitat d’artistes s’aniria concentrant per all\u00ed i comen\u00e7aria a disputar l’espai de les galeries tradicionals.<\/p>\n
Cap al 2005, el cam\u00ed de la professionalitzaci\u00f3 de la gesti\u00f3 independent semblava obert, per\u00f2 no resultaria f\u00e0cil. Appetite, la galeria fundada llavors per Daniela Luna, ho va intentar per la via d’una complexa f\u00f3rmula de gesti\u00f3 i armat de marca, tot i que els resultats van acabar per assemblar-se, m\u00e9s que a la consolidaci\u00f3 d’un grup d’artistes, a la imposici\u00f3 d’un concepte de m\u00e0rqueting impulsat per la premissa “let s do business”.<\/p>\n
A difer\u00e8ncia de totes les experi\u00e8ncies anteriors en mat\u00e8ria de gesti\u00f3 art\u00edstica, el curi\u00f3s \u00e9s que la identitat d’Appetite va embastar el treball solidari d’un grup amb la creaci\u00f3 d’una marca conformada per projectes individuals, dissolts en una mena de Leviatan comercial d’alt impacte. La manera de “doing business” de Daniela Luna va sumar mostres h\u00edper-poblades (va comptar amb gaireb\u00e9 250 artistes encabits en 50m2), eines comunicatives de la web 2.0 carregades de contingut visual semi-an\u00f2nim i una entrada estrat\u00e8gica a la fira arteBA, concebuda com una instal\u00b7laci\u00f3 col\u00b7lectiva. Cap endins, Appetite era un grup hum\u00e0, un tot m\u00e9s gran que la suma de les parts: artistes joves amb traject\u00f2ries personals ja definides (com Anabella Papa, Mart\u00edn Leg\u00f3n i Yamand\u00fa Rodr\u00edguez, entre d\u2019altres) alimentaven una veu comuna sota la consigna de participar en un espai lliure de les traves de les galeries mainstream. Cap enfora, la galerista parlava d’impulsar noves formes de venda, finan\u00e7ament i col\u00b7leccionisme, portant cada entrevista period\u00edstica a la postulaci\u00f3 d’una nova economia cultural amb una vehem\u00e8ncia que faria empal\u00b7lidir a Kevin Kelly, Chris Anderson i altres gur\u00fas. Els membres de l’staff es van posar darrere d’aquesta imatge de \u2018startup\u2019 renovadora i van ajudar a definir-la, alimentant amb el seu treball (generalment gratu\u00eft) una marca registrada que no els pertanyia, en una mena de dissabte socialista de l’economia creativa.<\/p>\n
L’oscil\u00b7laci\u00f3 de les vendes i l’enfonsament borsari de l’any passat (que a Buenos Aires va congelar el ja de per si t\u00edmid volum de vendes) van apurar un final anunciat. Al desembre, despr\u00e9s d’una confusa presentaci\u00f3 a Frieze, els artistes d’Appetite van prendre una determinaci\u00f3 in\u00e8dita: sense que hi hagu\u00e9s cap reclam, es van retirar de la galeria de com\u00fa acord, for\u00e7ant la seva eventual desaparici\u00f3. El m\u00f2dic enrenou period\u00edstic que va seguir a la mesura no va suscitar, per\u00f2, una discussi\u00f3 m\u00e9s profunda sobre les diferents projeccions i met\u00e0fores que impulsaven el projecte: les premisses del treball col\u00b7laboratiu en espais autoregulats (sense la intromissi\u00f3 d’agents comercials en el sentit convencional) posades al servei d’una visi\u00f3 de m\u00e0rqueting per a la qual un staff d’artistes no \u00e9s m\u00e9s que una cartera de productes.<\/p>\n","protected":false},"excerpt":{"rendered":"
De vegades el dia a dia ens fa oblidar les premisses b\u00e0siques de qu\u00e8 fem i per qu\u00e8 ho fem. Per aix\u00f2 \u00e9s molt recomanable fer revisions de tant en…<\/p>\n","protected":false},"author":1241,"featured_media":8017,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[6782],"tags":[],"coauthors":[],"acf":[],"yoast_head":"\n
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