What are your main responsibilities in your current role?
As Creative Director of The Partners and Big Days, my main responsibility is to support both artists and clients in achieving the creative outcomes desired for each project. On one hand, I study the work and careers of the artists, working closely with them to understand their interests and goals. On the other, I analyze the client’s context and the needs outlined in each brief. I then collaborate with both parties during the conceptual and creative phases of the projects to ensure that the results meet client expectations and remain coherent with the artist’s current stage and career development.
What has your professional path been like to get to where you are today, and what were the biggest challenges you faced?
My journey has been a combination of transitions and learning. I switched from studying industrial engineering to pursuing multimedia design and interactive art in the UK, where I learned from key figures such as Roy Ascott and understood how creativity in new media can be applied to both functional and expressive purposes. After working in creative studios and advertising agencies, I discovered my interest in the art sector — a space of “free creativity.”
I worked at the artist representation agency Ink and Movement and in the studio of the artist Okuda San Miguel. I participated in all kinds of projects, including murals, sculptures, exhibitions, and installations. These projects also covered campaigns, product development, editorial, and digital ventures.
One of my biggest initial challenges was contributing to the professionalization of relationships between agency, artist, and client. Later, it was evolving to reach international markets. Today, transitioning into new media in artistic creation is one of the most interesting challenges I continue to explore.
How do you stay inspired and up-to-date in a field that’s constantly evolving? What are your go-to platforms for staying informed?
To stay inspired, I combine two approaches: staying informed about artistic and commercial trends, and deepening my understanding of the artists I work with. This allows me to connect their work and trajectory with market opportunities.
I keep myself informed through books, reports, and other publications, as well as social media platforms like Instagram and LinkedIn. I also attend fairs, events, and exhibitions, and regularly speak with artists and professionals in the field.
What skills or qualities do you consider fundamental to your success in the cultural sector?
Certainly, working with equal parts enthusiasm and perseverance. Also, knowing how to listen and empathize to truly understand both the artists and the clients I collaborate with. Perhaps also my ability to gather diverse inputs to imagine alternatives and find solutions.
What advice would you give to someone just starting their career in the cultural sector?
Curiosity about what’s happening in the field and flexibility to adapt to change are essential, in my view. I also think listening is fundamental. This is true for both the environment and the people you collaborate with. Ideas and learning often come from those interactions.
The Partners is a consultancy specializing in the ideation, curation, and management of projects linked to contemporary art. They are experts in artists, movements, trends, and contemporary culture. They create unique experiences for brands and institutions seeking to connect with audiences through contemporary art as a catalyst. They also tailor each project to the specific objectives of their clients, always ensuring tangible results.
Big Days is a management agency specializing in contemporary artists. Based in Madrid, they connect with brands and institutions interested in working with contemporary creators for their vision, cultural relevance, and ability to generate unique experiences. They represent and support artists in the development of their careers, managing every stage of their projects and collaborations. They also provide targeted support to artists who need assistance at specific stages of their work.