Art Madrid'25 – THE BEGINNINGS OF VIDEO ART

The discipline of the video has its origins in the 60s, a time when domestic television became popular and the presence of the image on the screen spread throughout Western society. By that moment, there was, not just a crisis of a social model within the great economic powers of the moment, whose foundations of identity were weak and vulnerable, despite having a solid capitalist base; but also a crisis of the individual and his role in a context of growing influence of communications. Thus, the 60s gave way to some great collective demands, in addition to new forms of expression outside the prevailing orthodoxy. It is the birth of graffiti, of performative art, the break with post-war classicism, the rise of a new prosperous and promising awakening that did not hide the vestiges of a deep social wound dominated by the lack of solidarity, the anti-communist conflicts and the unstoppable anxieties of freedom.

Nam June Paik. Electric highway

The irruption of an element such as the screen in a context still used to traditional communication was a turning point in the evolution of later art. The impact of the television medium prompted deep reflections in the creators, who began to use the object itself as a recurrent ingredient in their creative proposals. Then, topics such as dehumanization, isolation, lack of solidarity, aesthetic impositions, the creation of fashion streams... began to flood the contemporary art scene for new generation artists immersed in the maelstrom of this change of habits. The screen as the axis of creation, the invasion of the media and the alienation of the individual staged many pieces at the beginning of the 70s.

Bill Viola's frames

But a new creative trend also opened up, a new audiovisual discipline that saw video as an evolved form of expression, regardless of the consolidated film industry, reserved for great speeches, or the expansive television production, with content more friendly and digestible to the domestic sphere. Video art established as an alternative space for experimentation with traditional techniques, with a yet unknown versatility... This discipline found easy accommodation among other trends of the time such as fluxus art, happening, or conceptual art. This was the main line of work of leading authors as the Korean Nam June Paik or the German Wolf Vostell, both creators immersed in an insatiable exploration that led them to test different techniques and themes.

Video installation of Jaume Plensa in Chicago

Today video art has its own label, different from that of experimental video, video installation or video action. We are facing a particular trend, increasingly tempting and suggestive that remains an expressive refuge for artists who do not want to be confined in traditional formats and who need to give free rein to a discourse intimately connected with our time. The image continues to play a crucial role in the communication of art, and video creation attracts more and more public interested in a new language, more refined and elegant.

 

Are you a contemporary art gallery and would like to participate in Art Madrid'26? The application period is now open!

The 21st edition of Art Madrid opens its application period. From March 4 to 8, 2026, the Galería de Cristal del Palacio de Cibeles will once again be the meeting point for national and international contemporary art. If you are a contemporary art gallery, this is your chance to be part of one of the most consolidated fairs in the Spanish circuit. The deadline for applications will be open until October 17, 2025.


Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.


The Art Madrid contemporary art fair has been taking place during the capital's Art Week for more than twenty years. Art Madrid is a multidisciplinary fair of new artistic trends with the participation of about 40 national and international galleries that work with painting, sculpture, graphic work, photography, installation and digital art of recent production.


Aimed at both a broad and specialized audience, the fair combines a carefully curated artistic selection with a strong commitment to the professionalization of the sector and the visibility of gallery work. In addition to its gallery program, Art Madrid also develops a parallel program of activities throughout the month of February, promoting dissemination, reflection, and dialogue among cultural agents, collectors, and new audiences.


Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.


A key mission: to connect art with society

The fair's main mission is to bring contemporary art closer to the general and specialized public, creating an inclusive platform that promotes artistic talent, encourages collecting and strengthens the gallery ecosystem. The objective is clear: to disseminate art within and beyond our borders, generate new audiences and give visibility to young talents.


Art Madrid is a key event for the promotion and commercialization of both national and international contemporary art, placing the city in the spotlight during Art Week. At the same time, it remains committed to fostering a space for reflection and learning.


Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.


PROGRAMS

GALLERY PROGRAM

In each edition, the Gallery Program of Art Madrid brings together about 40 exhibitors, both national and international, who present proposals focused on recently created contemporary artworks.


COLLECTOR’S PROGRAM

Art Madrid offers a specialized advisory service for galleries and the general public interested in acquiring artworks.


Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.


PATRONAGE PROGRAM

Art Madrid develops a patronage program as part of its commitment to artistic creation and the promotion of collecting. Through different categories of awards, the fair contributes to the professional development of artists while encouraging the incorporation of contemporary works into prominent private collections. This program is made possible thanks to the commitment of collaborating entities, collectors, and private companies who, through their support, actively contribute to strengthening the cultural ecosystem and consolidating new forms of patronage.


ACQUISITION AWARD

Art Madrid joins forces with institutions and companies to support artistic creation and gallery work at the fair through the presentation of several awards.


EMERGING ARTIST AWARD

Our sponsors, as part of their commitment to promoting contemporary art, will provide an award to one of the emerging artists participating in the fair.


RESIDENCY AWARD

An award that will be given to one of the participating artists in this edition, intended for carrying out an artist residency.


Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.


PARALLEL PROGRAM

The Parallel Program of Art Madrid serves as a platform for analysis, research, and critical thinking around contemporary issues. This line of programming incorporates cross-cutting discourses and interdisciplinary approaches that make it possible to address current challenges through artistic practice, curating, and cultural production.


ACTIVITIES

The program for Art Madrid’26 will include a series of activities taking place throughout the month of February and during Madrid Art Week at the Galería de Cristal of the Palacio de Cibeles. In this edition, in addition to the pre-fair activities, the third edition of Open Booth, the Performance Cycle, the program Lecturas: Curated Walkthroughs by Art Madrid, and the Interview Program will all be continued.


Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.


A comprehensive communication ecosystem

With an audience of more than 110 million impacts in its last campaign, Art Madrid deploys a 360 strategy that includes traditional and digital media, social networks (with more than 113K followers), newsletter, and a 360 virtual tour. The fair is also committed to its own content with interviews, articles and curated tours accessible on its blog and digital platforms.


A key event in Madrid's cultural agenda

With an average visitor age between 35 and 54 years, 60% women, and 40% new collectors, Art Madrid establishes itself as a diverse, inclusive fair aligned with the interests of the contemporary audience.


[Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.


Our commitment to art and culture extends throughout the year. We strive to broaden access for new audiences and foster interest in art and culture across all social sectors. We also aim to promote and give visibility to artists, with a special focus on emerging talent. We view art and culture as essential pillars of social development, and through our event, we work to create accessible, dynamic spaces that foster communication and cultural expression.


[Art Madrid '25. Contemporary Art Fair. 20th Edition, 2025. Photo by Lucas Amillano.


IMPORTANT INFORMATION:

Applications for participation in the 21st edition of Art Madrid may be submitted to the following email address: info@art-madrid.com until October 17, 2025.