Company vs. Artist or Company and The Artist. What’s in it for me / What’s in it for you
Thursday 8 May 2014, 19.00
LECTURE - Babeș-Bolyai University in Cluj, Faculty of Political Sciences, 71 Traian Moșoiu, Cluj-Napoca
Anca Nuță

Why do we fight for art? Winston Churchill, the Prime Minister of Great Britain, being confronted with the proposal of suspending the financing of cultural projects during the Second World War, replied eloquently: “If we don’t fight for art, then what do we fight for?”

Artists, curators, art critics and, generally, everyone who is involved in the creative process set out on the assumption of a total independence from the economic realities of the moment, a necessary stance to support an independent and authentic speech. On average, this premise is contradicted by the reality of implementing a project in public space. The needed financial support is, at large, provided by private companies and government institutions, this type of mechanism being functional especially in countries with an adequate cultural agenda. Taking into consideration Romania’s specific context, how should the initiators of cultural projects address the problem of financing so as not to imperil the project’s independence and, at the same time, to respect the values promoted by the sponsor? What do companies actually expect from those who seek their support and why are they motivated to get involved? Do they have economic reasons or is it about the image/brand joint venture? “Company vs. Artist” or “Company and The Artist”? (Anca Nuță)

A lecture which is expected to generate a debate on the private sponsor’s reasons of involvement in the cultural sector and to offer those who are interested examples of adequate methodologies for obtaining private funding.

Anca Nuță is a communication specialist and, in the last 10 years, has been actively involved  in financing projects in the cultural sector in Romania. For over 12 years she has been in charge of corporate communication for UniCredit Țiriac Bank and, since 2013, she has taken over the marketing retail communication as Identity and Communication Director.

Image: Rainer Ganahl, I wanna be Chinese, 2011. Courtesy of the private collection of UniCredit Group.


Save the date: 22nd of May 2014, press & professional preview!

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 Between 16 February-22 May 2014, Pavilion will be closed for reconfiguration of the exhibition space