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Art agency
In this part, I would like to share the pattern for art agency by two case studies both from my
own experience. The functions of art agency including finding artist, curating artists artwork,
publishing catalogue, attending art fair for promotion, dealing with curators in Taiwan are
mostly galleries responsibility. However, in this digital age, without a gallery as back up,
there is still possible ways for doing art-related service.
Art exhibition-Theo Marmolejo
The most essential ingredient for art agency is goal setting for me. To deal with artwork
transaction, art exhibition is one of the ways to showcase an artists pieces of work. In this
digital world, all the exhibitions can be held either in real world or in virtual world. For the
initial idea to promote the artist, Theo Marmolejo who is also an IMBA student, I decided to
host an experimental exhibition. By this belief, I contacted a group of art-enthusiastic people
about further elaborating an art exhibition for the artist, Theo. There are three necessary
steps for putting up the art exhibition: preparation, progression and presentation.






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Preparation
Graph 1 Theo with the curating team
Ever since the idea to host an exhibition was born, our team had met regularly once a week,
three months before the exhibition on November 2
nd
. The photos were taken on September
18
th
when our team members had a meeting with the Richman Caf boss on the fifth floor of
Nang King Breeze center, where we decided to open the exhibition. The materials I presented
to the boss include vision explanation, team members introduction, and artist introduction,
information of the activities, guest list, marketing exposure, and expectation. What is most
difficult part is to accommodate each partys interest as each party represents an unique way
of thinking and has their own consideration.
For my part, I have prepared as more adequate materials as possible including the
introducing slides, the painting lists, the central idea for the exhibition and etc. On the next
page, there are some samples to indicates what kinds of documents are necessary.


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Graph 2 Theos external power point introduction (sample)


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Graph 3 Theo painting list (sample)
The power point introduction has two versions; the internal one is used to list the
checkpoints and responsibility for each team member while the other external one is used
more for promoting our mission. The mission is also restated in the central idea from page 18
to 20. These materials involve solid interviews and discussions with the artists who will
provide the ideas and raw data of his artworks. In addition to the primary data, the
theoretical discourse wouldnt be possible without academic searching on related theories.
At last, the content has to be arranged in an orderly fashion for exposure in different media
such as Facebook, blogger or prints.


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The central idea for the exhibition In Between is written by me. To work out the
content and the relationship of Theos work, I have done several discussions with Theo to
make sure that his idea of creation can match the theories that I searched.
Start of the content------------------------------------------------------------------------------------------------
When colour has its greatest richness, then form has its plenitude. -Paul Czanne

Color has been the most essential element to reflect reality for artists. The Ecuador artist,
Theo Marmolejo once states from his official website that Color itself is our first perception
of reality. He believes that color itself is the first impression left by reality. On November 2
nd
2014, he is going to have his first exhibition on the fifth floor of Nanking Breeze center. The
paintings he prepared mingled with music and motion represents his artistic expression. The
subject in Between connotes an obscure area between two worlds full of uncertainty as
well as mobility. The portraits that Theo depicted have concrete human shape but the
background is filled with mobile lines, blue, green or red bringing the subject, the portrait,
into motion. Clement Greenberg(1900-1994) once asserted that modernism strengthens that
on two dimensional surface, color itself can express the properties of art.

In term of subject, Theo chose the popular totem-rock stars and girls. Willingly or
unwillingly, people cant escape the popular totems scurrying around. But surrounded by this


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world with broken and scattering meaning, he hopes to elevate the popular culture into art
level and to enable a holistic life expression into art. These iconic rock stars including Bob
Marley (1945-1981), John Lennon (1940-1980), and Sting (1951-) intertwine the collective
awareness of that passionate era. By Theos own words In Life, there are certain moments
that we must preserve. The emotion inspired by music is so profound; the best way to
preserve it is by art.

These artworks had travelled across the Pacific Ocean and landed in Taiwan. The energy
of mobility disseminates along with the artist. In the book, mobility, Peter Adey explains
Mobility is a way to connect with the world, participate and analytically understand the
world. Owing to Theos moving to Taiwan for studying NCCU IMBA, he is able to meet art
agent, Nancy who is also an IMBA student, who connects Theo to the curating company,
ARTWALK so that the exhibition In Between is possible. After this series of mobility, each
individual body involved has different corresponding relationship and position, which further
authorizes the meaning to mobility itself.

In this exhibition, artworks are not displayed conventionally as is in the galleries. They will be
arranged closer to life arena situation. There will also digital projection to present


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dimensional outlook for multiple mediums. In addition, a music DJ will also respond to the
artworks in his own musical language. These two artist expression, painting and music
interact to inspire unlimited imagination and energy, from which each participant can
experience what Tolstoy, affirms in his art theory, The objective and mission of art is to
transmit feelings.

In Pictures and Tears James Elkins endeavors to answer a question, Why we lack
profound feelings when facing pictures? He uses almost 400 pages and has his conclusion:
Because of lacking of love,In other words, Because of lacking of love, we cant have
profound meanings toward pictures, which is astonishing since every artist has poured
endless love into their artwork in the hope that their audience will be able to appreciate and
receive it. Poet, Hsia Yu once said in the pamphlet, saying The space let by the author is
more like an invitation. for a drama Only secrets can tract secrets co-produced with
Riverbed theatre. Put in this perspective, the space left by the artist is also like an invitation,
inviting every participant to enter the space that the artist left behind, and to project their
own meaning and imagination. Within this kind of atmosphere, artists belief can be
transmitted. That is the passion and love for life.
End of the content--------------------------------------------------------------------------------------------------


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Progression
Graph 5 The exhibition site in the breeze center
On November 2
nd
, the on-site
arrangement is settled down. Since the main
focus is called In between, so the style is
more relaxing and friendly for access. The
paintings are displayed depending on the
original site, which are a wine cellar, a bar
and a VIP room. I will host an opening tour
along all of the paintings as well as
introduction in the VIP room. In addition,
there is also an open discussion with another distinguished guest, Mr, Wu Moching.


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Graph 6 Theo with his brother and friend on exhibition day
After the exhibition, I also hosted an after party in ELEMENT, LMNT in Xinyi district for
relaxation. The combination of day and night activity totally exhausted me and my family was
also suffered from a loss of a family member at that time. Since this event, I have obtained
enormous valuable experience in exhibiting. .
The team members are critical. They will be the support to carry out the whole project
originally discussed and designed. Carrying out the project in an effective and efficient way
relies heavily on coordinating each partys interest and considering each individuals
condition and concern. The exhibition did make the first debut for the curating company as
well a successful display of the artist, Theo, with his talented artwork and ideas.



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Presentation
Graph 7 Presentation at the wine gathering
After the exhibition, I also presented Theos materials in other places to promote his
artworks. On one occasion, I proposed to make introduction as well as review of the
exhibition to a private wine gathering club. This club holds regular meeting every Thursday in
a wine chamber. Their members are interested in art, dance music and wine.
Besides simply showing the portraits that Theo had already done, I also include those
rock stars music as a way to demonstrate the vitality of the music artist. Despite being
painted on canvas, these rock stars do have their glamorous aspect of life worthy of more
exposure. By paying tributes to the classic music, the painting itself seems to have its own
independent life. For example, story of Kurt Cobains story even made some of the audience
sensitive. Finding the common interest is the initial step for marketing.