Curatorship in the Art Field between Gallery Management and Cultural Marketing

Abstract

This paper investigates an alternative to contemporary art gallery management in Romania, proposing a possible cross-disciplinary working pattern. Starting from the characteristics of the curatorial activity, respectively from the need of contemporary arts to leverage the cultural marketing strategies, we selected some of the theoretical meanings of curatorship, designing a lucrative alternative to them. A brief analysis of the status quo of the Bucharest art scene from 2017 to 2018 is included in this paper. The boundaries of the museum curatorship are contrasted with the prototype of exhibition maker, avatar of commercial galleries and art markets, in order o highlight the importance of innovation in capitalizing the artistic assets and of cultural management. The case study is focused on the previous arguments and on the activity of establishing Sensuri Noi Art Gallery, an institution that operated in Bucharest in 2018.

Keywords

• contemporary art
• curatorship
• art gallery management
• cultural marketing