In a creative industry ruled by algorithms and commercial pressure, it is often challenging for emerging artists to become noticed.“It’s true that nowadays, the market demands from the artist to be all at once, not only creating, but also selling their work. This is why it is so important for us, the gallerists, to step in and create space for artists to pursue their creative ventures without worrying about the commercial outcome,” describes Carmen. Built on trust and collaboration, the relationship between the curator and the artist is crucial for the success of both parties. “At VASTO, we build close relationships with the artists we represent, not only through exhibitions and exposure, but also during the early stages of the process. We work together on concepts and proposals, and it’s a very enriching part for me,” explains Carmen. “We listen to artists, and I learn a lot from every person I work with. Everything in this industry is based on trust,” she adds.
While curators actively look for new talent, we ask Carmen if there’s anything a young artist can also do to help their career develop. “For me, it’s important that an artist maintains an ongoing practice and regularly shares their work, regardless of outlet. I would also advise emerging artists to search for galleries with a program that speaks to them. In this business, the relationship between artist and gallerist is a mutual attraction, so it’s best to start building those relations early on. I would encourage everyone to always share their genuine interests, be transparent about their vision and present their work with confidence.” VASTO actively searches for new artists to work with, and the tools for discovering them vary. “We do a lot of extensive research, go to art fairs, do numerous studio visits, and even look for new things on Instagram. The platform might have shortcomings, but I believe it has proven very useful for artists to find exposure within a broader audience, and for building communities to support and engage with each other.”