Art Madrid'25 – ART WITHIN THE 7TH ART

The impact of cinema was, since its invention, the prelude to a whole discipline that continues to this day in constant evolution. The strength of the image and the appeal of the visual narrative has come to displace in many schools of arts the interest for more traditional forms of artistic expression. The world of contemporary creation did not escape this trend, and cinema, already consecrated as such, has been opening the way to other experimental forms that use the moving image as the main language.

René Magritte, “The Son of Man”, 1964

Frame from the movie “The Thomas Crown Affair”, 1999

We continue today talking about the 7th art as an unmistakable label to designate the cinema, without knowing very well where the classification comes from and what are the other previous six arts. Although classifying-tradition goes back to the time of ancient Greece, cradle par excellence of an artistic and technical wealthiness, and which also has rich mythology-stories to cover explanations for all kinds on the deeds of humanity, at that time the categorisation of the arts was based on combining both intellectual and physical aspects, resulting in enumerations that today are difficult for us to understand. Afterwards, the Romans assimilated this same tradition. Cicero spoke of three orders of arts: "Major Arts": military policy and strategy; "Medium Arts": science, poetry and rhetoric, and "Minor Arts": painting, sculpture, music, performance and athletics.

Left: Frame from “Meet Joe Black”, 1998 / Right: Mark Rothko, “Blue, Orange, Red”, 1961 (image from ©wikiart)

After many changes over the centuries, the classification handled today was established by the Italian artist Ricciotto Canudo in his treatise "Manifesto of the seven arts", of 1911, where he fixes this order as follows: 1) architecture, 2 ) sculpture, 3) painting, 4) music 5) poetry/literature, 6) dance and 7) cinema, list that has recently been enlarged with new disciplines such as photography, comics, video games, costumes or theater.

Goya, “Saturn Devouring His Children”, 1819-1823 (image from ©wikimedia)

Frame from the movie “Wall Street: Money Never Sleeps”, 2010

Beyond classifications, perhaps the cinema contains the potential to be a totalising art. Its capacity to refer all the other disciplines, to self-refer as well, and to be a vehicle of expression to which many multidisciplinary artists resort at one moment or another allows numerous readings and re-readings of the works. The seduction of the image tempts everyone and offers endless possibilities to capture new audiences and play with the fantasy of fiction. At the same time, it contains an accessible language and is an excellent way to recreate what has never been seen, what is not known or what has never existed.

Kandinsky, designs for “Der Blaue Reiter” almanac, 1911 (image from ©sammlungonline.lenbachhaus.de)

Frame from the film “Double jeopardy”, 1999.

Within this path of "meta-art", we bring you some examples of films that refer to other pieces of art, not necessarily in films dedicated to the life of artists, as well as productions made by creators that ridicule the media impact of cinema itself. This is, for example, the type of work that characterises Banksy and his piece "Exit through the gift shop", a film of the genre "false documentary" that ironises about the artist's own work and has been able to generate curious spin-off beyond the work itself. So it has happened with Mr Brainwash, a sort of Banksy’s alter ego in the film, who has become an internationally renowned pop-contemporary artist.

We remind you that CaixaForum Madrid is projecting this piece within a cycle of "Art and Cinema", on Friday 29th at 7 pm.

 

From July 7 to 9, 2025, the Balsera Palace will host the First Course on Collecting and Contemporary Art, an intensive 15-hour program that will explore the complex and fundamental question of taste in contemporary art. Organized by the Nebrija Institute of Arts and Humanities at Nebrija University and the Avilés City Council, in collaboration with 9915 — Association of Private Collectors of Contemporary Art and the Institute of Contemporary Art, the course offers a unique opportunity for analysis and debate on the dynamics that shape aesthetic and symbolic value in today’s art scene.


First Course on Collecting and Contemporary Art. Avilés, Asturias


The notion of taste, intrinsically tied to aesthetic judgments and power relations, has played a decisive role in the historical prominence of artists and artworks. However, contemporary art—marked by its breaking of conventions, diversity of media and techniques, and critical stance toward traditional canons—raises fundamental questions about the continued relevance of this concept.

This course will explore how the decisions made by key players in the art system—institutions, private collections, galleries, curators, and artists—continually redefine a field of taste shaped by aesthetic, symbolic, cultural, social, and political logics.


"¿But does it exist, and what is the prevailing taste of our time—so seemingly confused, fragmented, indecipherable?" - Omar Calabrese, The Neo-Baroque Era.


The academic program, directed by José Luis Guijarro Alonso, Director of the Master’s in Art Market and Related Business Management at Nebrija University, and Pablo Álvarez de Toledo, Head of the Department of Arts at Nebrija University and the Nebrija Institute of Arts and Humanities, will bring together a distinguished group of national experts—including collectors, critics, curators, gallery owners, and artists—whose contributions will address key issues in shaping aesthetic, symbolic, and market value in today’s art world.


PROGRAM

MONDAY, JULY 7

9:30 AM Registration.

10:00 AM Course Opening Nebrija University Avilés City Council Presented by Rosario López Meras – President of the Association of Contemporary Art Collectors, 9915, and Adrián Piera – President of the ICA, Institute of Contemporary Art.

10:30 AM Course Presentation By José Luis Guijarro Alonso – Art Historian and Anthropologist, Researcher, and Director of the Master’s in Art Market and Related Business Management at Nebrija University.

11:00 AM Coffee Break.

11:30 AM Panel Discussion The Taste of Private Collecting as a Prelude to History. Speakers: Candela Álvarez Soldevilla – Entrepreneur and Collector; Javier Quilis – INELCOM Collection; José Miguel Vegas Valle – Collector. Moderator: Luis Feás – Critic and Curator.

1:00 PM Lunch Break.

3:30 PM Individual Lecture On Good Taste in Contemporary Art. Speaker: Marisol Salanova – Curator and Art Critic, Director of Arteinformado.

4:45 PM Panel Discussion The Influence of Galleries in Shaping Contemporary Taste. Speakers: Elba Benítez – Gallerist; Ricardo Pernas – Gallerist (Arniches 26); Aurora Vigil-Escalera – Gallerist. Moderator: Rafael Martín – Coleccion@casamer.

6:00 PM End of Day.

6:30 PM Activity and Cocktail Visit to the Exhibition Asturian Artists in the Pérez Simón Collection – Avilés.

TUESDAY, JULY 8

10:00 AM Individual Lecture Contemporary (Bad) Taste: Kitsch, Camp, and Tacky. Speaker: Julio Pérez Manzanares – Autonomous University of Madrid.

11:00 AM Coffee Break.

11:30 AM Panel Discussion Institutions and the Formation of Contemporary Taste. Speakers: Virginia López – Artist, Founder of PACA_Proyectos Artísticos Casa Antonino; Julieta de Haro – Artistic Director of CentroCentro; Carlos Urroz – Director of Institutional Relations, Museo Nacional Centro de Arte Reina Sofía. Moderator: Laura Gutiérrez – Director, School of Art of Oviedo.

1:00 PM Lunch Break.

3:30 PM Panel Discussion Beyond the Eye: The Taste for Ethical, Ecological, Social, or Political Concerns in Contemporary Art. Speakers: Semíramis González – Independent Curator; Eugenio Ampudia – Artist; Claudia Rodríguez-Ponga – Independent Curator. Moderator: Bárbara Mur Borrás – PhD in Fine Arts.

5:00 PM End of Day.

5:30 PM Activity Visit to the Studiolo Exhibition – Candela Álvarez Soldevilla Collection.

WEDNESDAY, JULY 9

9:30 AM Meeting with Asturian Artists Speakers: María Castellanos – Artist; Avelino Sala – Artist; Consuelo Vallina – Artist. Moderator: Pablo Álvarez de Toledo – Nebrija University.

11:00 AM Activity Visit to the Niemeyer Center – Avilés.

Course Closing Ceremony.





This course is designed for art professionals, collectors, researchers, and students seeking an in-depth analysis of the dynamics that shape taste and collecting practices in contemporary art. Adopting a critical and multidisciplinary perspective, it provides a unique opportunity to rigorously examine the aesthetic, symbolic, and structural factors that underpin the legitimization of contemporary art.