If you’re an artist with innovational techniques (think technology or quantum physics) and still don’t have a gallery representation, listen up! MTArt, the first artist agency, could be the ideal place for you to become a greater artist and get recognized.
Founded two years ago, MTArt is the first artist agency (working similarly to more common music or film agencies). Marine Tanguy, the founder, came from a cultural background and always strived to work with artists and help them get known. The result? MTArt Agency!
We met a few months ago at Marine’s artsy flat in London and spoke about MTArt and her latest endeavor, art festival Unfold, that took place in October 2017.
Hi, Marine! So nice to finally meet you! I’ve been following your business, MTArt, for a while now. How did you get an initial idea?
Hi, Daria! I never thought it would become a business really. We created MTArt back in 2015. I always loved contemporary art and especially artists and I always thought how I could find a better supporting system for them. I was a young gallery manager in London when I was 21. So I knew I wanted to work in the industry, but I was not as close to artists as I wanted to be. Something expectable from a traditional art business model. Then, I got a chance to move to LA.
I love Los Angeles! It’s so different from London though…
It was a mind-blowing experience. I looked a lot at music and film agencies, so I thought why can’t something similar work for artists? It got me moving. After raising the capital, we’ve established an artist agency. Our primary focus is not only on works of art, it’s a more grounded approach towards art. It’s about building a visibility, making art more accessible. We want to establish a name of an artist with a significant content. MTArt is an agency that is all about a continuous collaboration with artists on a long-term basis.
How do you find your artists?
We get a lot of submissions via social media, texts, emails… What makes us choose is the degree of innovative techniques and valuable content. Now ‘innovation’ is such a buzz word! What I mean by it, is that every MTArt artist questions the status quo; content is the key.
But when do you say ‘yes, this artist is the one’? What is the selection process?
So, first, we meet the artists and we start testing them. In the agency, we want hard-working and committed people. I know that those who will do very well in the future, can handle stress easily. That is why we look for team players. Artists usually work alone, but during stressful moments they start working as a team.
After we select the artists, we support them for three years. It works like a typical music or film agency in Hollywood. We talk to our artists and try to understand what they want to do in the future, what their aspirations and interests are. Then, all we need to do is complement the artistic vision with exposure. Basically, what we do is accelerating and financing our artists. There’s constantly trust between us. I even have a spare bedroom upstairs so they can always stay for a night or two! ‘laughing’
Sounds very inspirational! And what about your latest endeavor – Unfold Festival? Is it connected to MTArt?
The vision is similar. There were four of us, four co-founders. We all came from different art businesses. The idea was to help people to engage with art in a different way. So, we decided to take art to the streets and new exhibition spaces. Unfold emerged as a street festival during the Frieze Week.
Why did you choose to host the festival during Frieze? Not too crowded?
The timing helped a lot since everyone comes to London in October to see art, but we wanted to do it differently. We did not like putting works under a tent, as it happens in other art fairs. It lessens the experience. We decided to take a historical street in London (Church Street) and enhance it with art. No more walls and psychological barriers that come with gallery spaces. It was all about people being surrounded by art, together with a series of talks and artist studios curated in the main exhibition space.
The wine was blue as well!
Oh yes, my French friends did not approve! ‘laughing’ Very artistic and alternative to a traditional art fair. The crowd was very mixed as well. We had collectors of course, but also people who have never been to an art event before. The partnerships we had (e.g. with Aston Martin) have never taken place with artists. So, we tried to approach new people and get them interested in art.
Unfold was fun. There was wine and art… what not to like?
The festival showed that the content of art was meaningful, but also entertaining. We want people to engage, it’s our main priority.
Will you continue Unfold on an annual basis?
We had another festival, called MELT, last year. It was all about integrating art into urban landscapes. I’ve always attempted such projects to get a conversation going. It’s a way to try new things. Now we commission urban exhibitions, so I want to scale it up. Eventually I would like to have a lot of collaborations coming out of Unfold.
I cannot wait to see these new collaborations! So, what do you think is yet to be done?
What’s lacking is an art and tech festival. A lot of artists are experimenting with these mediums already. We want to create evolution in art and celebrate revolutionary artists, so we hope to do the art and technology festival next year and recognize the artists who are pioneering this new medium.
I can see one of your goals is to attract new people to the arts. Why do you think it can be hard to get new people interested in art?
The art world is considered to be a part of the luxury industry. So, by definition it needs to be exclusive and inaccessible, but that works only for a small percentage of the population. If you think of music and film industries, they focus on entertainment, not luxury. That’s the biggest conflict in the art world. You can’t be luxury and for everyone. I think, we should educate more people about art and get interested in new practices.
Thank you so much for your time, Marine! I hope to see our new projects in London soon.
Thank you, Daria!