VEGAP AT ART MADRID’19

Do you know the work and the different projects developed by VEGAP? This year, you will get to know first-hand the extensive work developed by Visual Entidad de Gestión de Artistas Plásticos (VEGAP): the organisation collaborates with the fourteenth edition of Art Madrid and will have a specific booth at the fair.

#Europeforcreators campaign.

As many of you will know, VEGAP is the organisation that has been managing intellectual property rights for visual creators in Spain for almost thirty years. Painters, sculptors, photographers, illustrators, designers, video artists, net artists and architects… all the visual creators. Currently, VEGAP represents more than 150,000 artists from 46 countries, provides cultural management services to a multitude of Spanish cultural institutions, as well as VEPGAP collaborates with the gallery sector, through the Galleries Associations, among others.

In addition to these tasks, VEGAP will present its Image Bank project: a huge catalogue of contemporary art images that offers all professionals related to the publishing, advertising, multimedia, television or audiovisual producers sectors, more than 60,000 exclusive images of the most representative artists of the contemporary creation. In a very fast and simple way, in the same and only management, the user obtains together the image, the license of use for the reproduction/distribution as well as the public communication of the work. This catalogue is exceptional because of the high technical quality of the images. Also, both the choice process and the treatment of the colour of the images has been supervised by the authors or, in any case, his inheritors.

The organisation is also in charge of the “Propuestas VEGAP” Competition, a contest conceived by artists to help artists. Born in 1997, on the initiative of the extinct Fundación Arte y Derecho, the main purpose of "Propuestas" is to stimulate visual creation by supporting the production and financing of artistic projects by visual creators. It is a unique contest of its kind, as it finances the creation and not the acquisition of works, of all branches of visual creation: plastic arts, photography, new forms of artistic expression, illustration and graphic design.

Throughout 22 editions, independent juries constituted by some of the most relevant artists of the Spanish scene, have distributed more than one million euros among around more than 300 artworks, making this contest one of the most artistic remarkable patronage projects of the cultural sector. The last year's award money was 50,000€ divided into 5 prizes, and the winners were the artists Nuria Güell, Ismael Iglesia, Diego del Pozo Barriuso, Clara Carvajal and José María Medina Manrique. The call for the 2019 edition will soon open.

Also, during the celebration of the fair you will be able to know the "Arte y Derecho" Collection, a publication edited by Trama. It was created in 2003 by Fundación Arte y Derecho and today is still managed by VEGAP. The publishing house, which has almost twenty titles, is specialized in two lines of research. On the one hand, you can find titles dedicated to legal issues, aimed at scholars and researchers of Copyright in their speciality authors of visual creation. With essays as enlightening as “Protección Jurídica de Videojuegos” (Francisco Javier Donaire y Antonio José Planells de la Maza, 2012), “Los creadores visuales ante la reforma de la Ley de Propiedad Intelectual” (Javier Moscoso del Prado, Alberto Bercovitz, Juan Antonio Xiol Ríos, Alberto Corazón y Javier Gutiérrez, 2007) or “Protección y límites del Derecho de Autor de los Creadores Visuales” (Antonio Delgado Porras, Alberto Bercovitz, Juan José Marín, Carola Streul, Javier Gutiérrez, Rafael Sánchez Aristi, Asunción Esteve Pardo, 2006),among others.

And on the other hand, there are other titles related to the essays on art that have been the subject of the different editions of the prizes of the "Escritos sobre Arte" Competition, also organized by the Fundación Arte y Derecho and which its name is given in Fundation’s memory. You can find thematic lines as suggestive as “Paracinema” (Esperanza Collado, 2012), “Iconoclasia, historia del arte y lucha de clases” (José María Durán Medraño, 2010), “Arte y Posfordismo” (Octavi Cameron, 2007) or “El montaje expositivo como traducción” (Isabel Tejeda, 2006).

Thus, the committed work of the VEGAP organisation, which has in the structure of its organizational chart great artists such as Antón Patiño, Montserrat Soto, Eva Lootz, Alfonso Albacete, Juan Genovés, Susana Solano, Chema Madoz or Esther Pizarro, among many others, will be promoted at the Art Madrid fair.

 

Buying the first work of art always instils respect. A difficult feeling to define that mixes vertigo with adrenaline. But over uncertainty and caution, a pleasurable sense of connection, understanding, and desire prevails. That work that, once seen, stays in the mind, reappears in the memory several times a day and seems to tell you that it is willing to be part of your home, is the perfect candidate to make the decision.

In the first steps, many collectors do point out that one does not start from an established plan, but rather that one acquires pieces based on taste and the connection one feels with them until, after time, they realise that the volume of works that accumulates can be labelled as a "collection". For example, this is how Alicia Aza explains it:

“I was not aware that I was collecting until many years later when a third party named me as a collector and talked about my collection. In 2005, I became aware of what collecting means and decided to articulate a collection with an identity of criteria and formats”.

Marcos Martín Blanco, co-founder, with his wife Elena Rueda, of the MER Collection, shares this same opinion:

“Collecting has been a passion, driven by a visceral state that encourages you to do so. The collection, in terms of acquisitions, has not been particularly complicated because, let's face it: it is easy to buy because they are all beautiful things and you have some clear idea of where you want to go, but at first those preferences were not so clear. It is with the time that a criterion is being formed”.

It is not always this way, of course, but for the buyer who starts out on this path, the personal connection that entails the first piece is essential. There it is the germ of a lasting relationship that is not limited to a simple aesthetic question but is an open window to knowledge, to exploration, to a world that is often unknown to us and awakens our fascination. The seed of that connection is purely sentimental, and it is precisely this impulse that determines the first acquisitions. The first piece is never forgotten.

Art Madrid'20, photo by Ana Maqueda

Exceeding the usual recommendations made by advisers and agents, rare is the occasion when the art lover decides to buy by pure investment. These paths usually open later, when the volume of pieces is large enough. In addition, there are those who are a bit against this classic concept of the traditional collector, approached from an eccentric, elitist and little accessible vision. On the contrary, art buyers are, above all, art lovers, sentient beings and permeable to creative stimulus who, at a given moment, decide to deepen the relationship they already have with art to take a piece home.

It is not that hard to overcome that small psychological barrier that turns the visitor into a buyer if one approaches the matter from a more personal and intimate perspective than from social consideration. Small-format works, graphic work or serial photography are of great help for this, whose price range, generally more affordable, allows a closer comparison to the daily basis expenses. In this way, the purchase of art falls within the range of feasible activities and becomes something close and possible.

Art Madrid'20, photo by Marc Cisneros

At that moment, a different relationship with art begins, based on pure experience and coexistence with the acquired piece. Perhaps it can be seen as an act of daring, but on many occasions, it is more a matter of necessity and transformation. Collectors also agree that the acquisition of an artwork is an exercise on personal analysis and opening up to a new field of knowledge that was previously alien to us. Alicia Aza explains that the reason she acquired her first piece of video art, by Sergio Prego, is because she did not understand it and because she saw it as a challenge and an opportunity to self-improve. This open window to knowledge creates new connections and bonds with creators, as one of the most fascinating parts of the process. Candela Álvarez Soldevilla explains that

"I think the most interesting thing in the art world is talking to artists. They are people with a special sensitivity to listen and understand.”

And Alicia Aza also says:

"I can share the satisfaction of being able to count on many artists in my circle of close friends today, and that is a long way to go."

Thus, with works that seem acceptable within the horizon of expenses that each one considers affordable, it is easy to find a piece that catches us. Since then, our home also evolves into a space in which art has a permanent place and presence, and there is no doubt that this transforms us inside.

Art Madrid'20, photo by Henar Herguera

Jaime Sordo, owner of Los Bragales collection and founder of the 9915 Contemporary Art Collectors Association, has always defined his relationship with art as a true passion and a vital necessity. For buyers who start on this path, he has the following recommendation:

“It is an essential condition that they feel the need to live with their passion to enjoy the works. Another very important aspect is that before making decisions for purchases, they are informed, so it is necessary to read specialised newspapers and books, visit exhibitions and museums and a lot of contact with galleries, which is an important and very specific source of information of the artists they represent. Finally, the presence in national and international art fairs. All this generates information and training.”

Indeed, fairs have become a good place for discovery because they condense a wide offer and allow diverse and global contact in a concentrated way. For this reason, many new generation buyers start in the context of an event such as Art Madrid, whose closeness and quality constitute a unique opportunity to meet, soak up and feed the passion for art.

(*) quotes taken from various interviews published in public media between 2013 and 2019.