Photography|According to the director of the Museum of Photographic Art, the realization of Aliina Kaurantee’s work is an example of corporate cooperation that may become more common in the field of culture.
Photographic art this week, an exceptional work inspired by a painter was displayed at the museum by Hugo Simberg painting Tilt (1895).
Known for his 3d animations and illustrations Aliina Kauranten in the work An ode to strangeness Simberg’s Tilt-the figure resembling the big-eared, naked creature familiar from the painting has put on pinkish-green clothing.
In his hand, he has a jar of some kind of plant-based food, as the work is part of a campaign by the domestic Oddlygood, known for its oat milk products, which celebrates reborn classics.
Kaurantee’s work is on display throughout the week in the lobby of the K1 exhibition space of the Museum of Photography in Kämp Galleria.
Why did the museum want this work on display, museum director Anna-Kaisa Rastenberger?
“It is related to the larger pattern of cuts to the culture of public funding. We are preparing even more for the fact that we are looking for opportunities to apply for private funding and through that sponsor collaborations.”
Rastenberger states in the same breath that not just any cooperation will work for them.
“We have made it a point that all the food that the museum offers to its guests or staff is vegetarian. Because of this ecological orientation, we felt that the Oddlygood collaboration fits our values. It is always a negotiation with values”
According to Rastenberger, Kaurantee’s work itself also fits this time very well, because from the point of view of a cultural actor, Finland is in the middle of the season.
“The government’s relationship with culture has been really heavy, frustrating, gray and dark. I see joy and a glimmer of hope in the fact that in the midst of this political situation, someone is dealing with it like that. The idea of Aliina’s work is to process Manage it positively.”
Is the work a provocation?
“No. There are no elements of provocation here at all. But if you now want to think that this is a positive provocation, then so be it.”
Is Ode to Strangeness art or advertising?
“Art. The fact that companies basically support art and the work of artists so that they do not try to influence the content is only positive. If the public thinks that it’s sweet that a company supports art, let me buy that product, that’s probably a positive consequence for that company.”
How much does Oddlygood pay for this and to whom?
“I can’t say how much they pay the artist. I know that it costs enough that we should keep the work on display other than as a provocation as you call it, but I won’t say the exact amount.”
In the future, will we see more and more art where commercial cooperation appears as brands in the works?
“That’s a good question. After all, we have a long history with art that uses brands critically. I would put the question in the direction of companies. Companies should bear the fact that they cannot influence artists’ works.”
“They can’t say I’m giving you money to make a piece like this that praises us. But that’s not what this is about, this is where the company uses the artist’s work in its own marketing. Then I think it’s really positive and probably such a win-win pattern.”
”
“Companies should bear the fact that they cannot influence artists’ works.”
According to Rastenberger, the implementation and display of Kaurantee’s work is an example of business cooperation that may become more common in the field of culture.
What could they be like in the Museum of Photography?
“For example, we would cooperate with companies in such a way that they would pay us money and we would organize various events and activities for them at our exhibitions. Guides and workshops would be organized for their customer groups.”
“There is no way that someone buys an exhibition from us because they want their own company’s historical photos displayed in our exhibition spaces. We don’t do that type of cooperation.”
The work is on display in the lobby of the K1 exhibition space of the Finnish Museum of Photography in the Kämp Gallery from 9 to 15. december