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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow 22@Update Breakfast February 2008
22@Update Breakfast February 2008
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"Art and business: an alliance that promotes innovation"

Innovation is essential to competitiveness in an ever more global business context. Art can play a key role in generating new ideas and promoting creativity. In order to do this, the gap between the business and art worlds must be bridged, creating synergies that allow collaboration and exchange of ideas between business people and artists.

At February.s 22@ Update Breakfast, Pedro Soler, director of the Hangar Center for Arts Production and Research, presented this organization, stressing the potential art has to contribute innovative ideas to the business sector.

The Association of Visual Artists of Catalonia (AAVC) founded Hangar in 1997. In the beginning, their main objective was to create a space for exploration in the visual arts sector. However, after some time, it became a specialized center for artistic production that supports artists and creators, offering services that range from project planning to elaboration, including preparation of quotes, researching collaborators or creating a plan, among others.

Hangar receives subsidies from the Catalonia Regional Government, the Barcelona City Council, the Ministry for Culture, the Barcelona Regional Government and the Sabadell Bank Foundation. They have fifteen individual workshops, one medialab, two sets, an equipment rental service, technicians and production assistants. In addition, they organize different programs to provide training workshops for artists, international exchange opportunities and production grants.

Hangar.s philosophy .connecting art and technology. isn.t new. It first came about in New York in the sixties, with the EAT project (Experiments in Art and Technology), financed by Bell Laboratories and supported by the painter Robert Rauschenberg and the electrical engineer Billy Klüver.

Pedro Soler pointed out that an artistic project can become an innovative factor, like happened with artist Antoni Abad. Among his latest projects is one called canal*ACCESSIBLE. In this project he gave twelve participants in wheelchairs a mobile phone so they could photograph the barriers they encountered when trying to get around in Barcelona. The photos were put on a website with a map of the exact location of these architectonic barriers. Later on, Abad exhibited these images at the Santa Mònica Art Center, showing society this hidden part of the city. As a result of this work, he is in Geneva developing a program for mobile phones that allows users to take a photo, add a tag and upload it to the web.

As Innovator of the Month, Sergi Bueno, general coordinator of NIU, presented this organization. NIU is a contemporary art space that produces, exhibits and promotes contemporary audiovisual artistic creation, multimedia design, digital art and independent electronic music.

NIU has two lines of work: one public and one private. The first is open to the neighborhood. They make murals, photos, paintings, graffiti and dance and music sessions. They also carry out workshops on new audio, video and Ableton Live technologies. The second is internal work. Artists from different specializations interact in an experimental, collaborative space: music, 3D animation, video, and illustration. .The idea is to create synergies that allow them to share projects, collaborations, and generate new stories., affirms Sergi Bueno.

Moreover, NIU offers artists a number of quality services at affordable prices: work spaces, web hosting and domains, printing services, accounting services and a press and communication office. Likewise, artistic consulting and management services are available to companies, institutions and festivals, putting companies in contact with artists.

One noteworthy project is the online radio station PIU, which came about during the center.s experimentation work and aims to broadcast electronic music twenty-four hours a day. The station plays music from the experimentation sessions as well as that from the rest of the world and this music is distributed on netlabels, with open licenses that allow the music to be used by everyone.

Finally, to close February.s Breakfast, Josep Miquel Piqué, 22@Barcelona Managing Director, noted a number of points in which the district has progressed:
  • 22@Network gave laptop computers to different organizations in the neighborhood.
  • The Councilman was in Madrid, presenting 22@ at the Blanquerna Cultural Center.
  • The b_TEC Foundation is moving forward on an agreement between the Sant Adrià de Besòs City Council and the Barcelona Industrial School Consortium.
  • The 2nd Symposium on Urban Clusters took place.
  • The APTE (Spanish Association of Science and Technology Parks) had their General Assembly.
  • Creation of the Business Park is moving forward.

Hangar is a center for artistic production and research that supports artists and creators by providing them with services adapted to the needs that arise in the creative world.

NIU is an art space that offers artistic consulting and management services for companies, institutions and festivals. As they are in direct contact with all types of artists and creators, they can propose the artistic and cultural contents that are most appropriate in each situation.

Hangar is managed using public funds despite being a private initiative, directed by the AAVC (Association of Visual Artists of Catalonia). As a result, the prices artists pay for the services are very low and this money is reinvested in the center.


.I think the talk was very interesting. Let.s see if these ideas take hold in the business world.  I think it.s time for the art and business worlds to interact..

.We.re from the technology sector. I was really surprised to hear these ideas. I had seen it from a more artistic point of view. Incorporating artistic aspects in technological creation gives us another point of view. The different fields are interesting and curious because we can learn from each other. This can lead to things that will allow us to create..

.I loved it. We were really interested in Hangar.org and NIU. Now we are going to contact them, because we work in audiovisual production. It.s been really interesting..

  • In 1967, in New York, artist Robert Rauschenberg and engineer Billy Klüver created EAT (Experiments in Art and Technology), a group that fostered the exchange of ideas between artists and engineers. They wanted artists to use the factories like they did their own workshops. This created spontaneous personal meetings between people experimenting in the fields of art and technology. Engineers and technicians had a lot to do with the success of these creative processes, since they invented the tools that made the .new images. possible. However, the pieces were almost always signed only by the artist.
  • Ableton Live is an audio and MIDI (Musical Instrument Digital Interface) sequencer for both the Windows and Mac operating systems. It was designed for use in both composition and live music. The user interface is made up of one window with different sections. The main section is divided in two types of views: the first is used to trigger audio or MIDI clips, mainly in live sessions or improvised recordings; the second view shows a sequence on a time line, like a traditional sequencer, and is focused more on composition in studio conditions.
  • A netlabel (also online label, web label or MP3 label) is a record label that distributes its music in a digital format (normally MP3 or OGG) on the internet. The main difference between online and traditional labels centers around the emphasis the former put on free downloads, exactly the opposite of what happens with physical mediums (CD, vinyl or DVD). Often, the music is distributed under licenses that promote sharing, like the Creative Commons licenses. The artists, normally, hold the copyright.
To download Hangar.s presentation and NIU.s corporate portfolio, please click on the following links:



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