1. art and entertainment

“How to sell your work in Europe”
Focus on the Spanish market
Presentation by
Mike Ribalta
Head of the department of Professionals [FiraTàrrega]
Coordinator [Meridians network]
FiraTàrrega
Some facts about the city of Tàrrega
  Population: 17.000
  115 kms west of Barcelona. Crossroad of the main N-S and E-W
routes of Catalonia
  Main activity: small local industry and public services
  2 hotels. 1 theatre
FiraTàrrega is an example of a big festival in a small city, one of
the main models in Spain. A model with advantages and disadvantages
+ Close relation (economical, social and emotional) between the citizens and their
festival.
- They are less comfortable that festival in big cities: Less services, difficult transport
to the city, limited accommodation
FiraTàrrega in a few words
Founded in 1981
Second weekend of September
International market for the performing arts
Showcase for current performing arts
Special focus on outdoor and theatrical performances as well as
unusual visual formats
  Professional meeting point and an international forum for
discussion
 
 
 
 
 
  It draws 80,000 visitors and 1,500 professionals (800 promoters
and programmers, 450 artists, 150 journalists, 100 guests)
Meridians Network
  FiraTàrrega is founder and coordinador of Meridians, European network for
the performing arts in non-conventional venues, establised in 2006
  The network exists to promote the creation and co-production of works
based on exchanges between artists and partners from various European
Union countries, in order to spread intercultural and European creations in
the field of the performing arts. These should inhabit and use the city as a
stage to link its citizens to non-conventional theatre languages.
  For 2010-2013 the Meridians network comprises the following festivals:
Ana Desetnica (Slovenia), Mala performerska scena / Festival Novog
Cirkusa (Croatia), FiraTàrrega (Spain), Inteatro Festival (Italy), MiramirO,
Ghent (Belgium), Scènes de Rue, Mulhouse (France), Stockton
International Riverside Festival (UK), Stockholm Culture Festival
(Sweden), St. Patricks Festival (Ireland).
  The current project of Meridians is TransAC Transnational Co-production In
Action, funded by the EU Culture programme (2011-2013)
  www.meridiansnet.org
Some facts about Spain
  Spain is not one, it is 17 different Autonomous Communities
The Political power in Spain is organized as a central government with
devolved power for 17 autonomous communities. These regional
governments are responsible for the administration of schools, universities,
health, social services, culture, urban and rural development and, in some
cases, policing. There are also 2 autonomous cities.
  The policies in culture are mainly a mandate of governments.
  Each autonomy has institutions in charge of promoting culture
Catalan Arts, Institut Ramon Llull, Basque network SAREA, Junta de
Spanish context:
1936 – 1975 Franco’s dictatorship
1975 – Death of Franco
1977 – First free elections in Spain since 1936
1978 – New Constitution passed
1978 – The new administration is divided in 17 autonomous communities.
1981 – New democratic city councils elected
Andalucia…
Culture in Spain
  As culture is decentralized, companies interested to perform need to know where
their are playing and what are the institutions and the legal basis.
 The 1978 Constitution states, “The public powers shall promote and guide culture,
to which everyone has a right.” The councils are the great promoters of this cultural
development.
  The main promoters of outdoors arts in Spain are the public institutions (mainly city
councils) festivals and fairs
  Most of the cultural managers are civil servants with weal specialization. Only
festivals and fairs have professionalized artistic directors.
  A distinctiveness of the Spanish performing arts: The difference between festivals
and fairs (an unsolved debate in Spain)
A FAIR
Is a professional meeting point. It draws professionals. It has to offer
services to companies and promoters. It’s a meeting point. It’s useful to
the promoters to attract them. It’s an interesting matchmaking place.
A FESTIVAL
Is mainly a big theatre celebration for the audience. The final objective of
the event is to attract as much audience as possible. The basic aim is
to present good performances in good conditions, not to promote
companies among professionals.
Outdoor arts in Spain
1980s & 1990s
Outdoor arts in Spain live their golden age
• 
• 
• 
• 
• 
• 
• 
Catalonia was the reference for outdoor arts through its proximity to Europe
Long tradition of use of public space for festivities in Spain
With democracy the Spaniards regained the public realm
Main cultural managers from the resistance were in close contact with
European cultural models
Main artistic companies were trained in Europe
Politicians used culture as political propaganda. There was money invested
It was a time of a lot of energy, without any planning
Outdoor arts in Spain
2012
• 
• 
• 
• 
In the current crisis culture has lost its strength in the political agenda.
Outdoor arts have not achieved a recognition of the sector
Unlike France, Spain has not structured a planned strategy for culture and
performing arts, due to the political decentralization of the state.
Culture is facing economic and social crisis
–  General cuts of budgets up to 20%
–  Cancellation of many festivals (Shakespeare in Mataró, Panorama in Olot, VEO
in Valencia…)
–  Reduction of cultural programmes from city festivals and events
• 
• 
• 
• 
Public space is still space for festivities in Spain but restricted
Public realm needs to be, again, a place for culture and arts
Main artistic companies of the 80s and 90s are gone. (Comediants, Semola
Teatre, La Cubana, Albert Vidal)
New generation is taking over and leading new trends.
Touring in Spain
  What are spanish festivals looking for?
  Excellence and a wealth of formats and scripts in outdoor arts and
unconventional spaces
  Also, small and medium size acts to fill in the public space
  Places to attend to be seen
  The main way to be seen is to attend local fairs and festivals as
promoters do not travel internationally
  In Spain the best places to go are the fairs. They are the meeting
places for professionals. Their target is clear. A place to see and to be
seen. In 4 days the company is seen by many people and can make
many contacts
  Spanish fairs work together under the brand of COFAE www.cofae.net
  A fair is the beginning of the tour for your creation. Festivals, venues,
city festivities are the next steps
Touring in Spain
  Who programmes?
  The main programmers are technical municipal staffs. They are experts
in culture but not necessarily in performing arts.
  One of the main private organisations in performing arts are the
AGENCIES
  They are a good gateway to the country as they know the promoters
  The company working with an agent has to sign a clear agreement, have
regular relations with the agent, be proactive to propose actions and keep
tight control of the contracting process.
  Festivals are proactive co-producers
  Apply for residencies and laboratories. They are training and mentoring
platforms.
  If you can, work transnationally with spanish artists and companies. It
will help you to access the market. It will help you too see other ways to
work and it will improve your creation.
Touring in Spain
  Be aware
  The way in to Spain is to perform in a fair or a festival.
  There are no connections between festivals and fairs. Going to an
event does not guarantee a tour.
  The market for international proposals is small. The main festivals with
budget to afford production are less that 20 in the whole country.
  Work with non textual creations. Audiences don’t speak other
languages.
  Spain has only a few networks and are mainly regional or national, to
promote touring of Spanish companies for indoor programmes.
  Taxation
  Taxation of performing arts is unclear and changeable.
  Important to be aware of the rules before signing contracts.
  Have clear talks with the event manager that contracts you to avoid
surprises regarding taxes of 24.75% on fees and cost of VAT (18%)
Touring in Spain
  The main fairs and festivals with international programme
  Catalonia
  FiraTàrrega (performing arts, outdoor arts and site specific)
www.firatarrega.com
  Mercat de Música Viva de Vic (music) www.mmvv.cat
  Fira de Titelles de Lleida (puppets) www.titelleslleida.com
  Trapezi (circus) www.caer.cat
  Mediterrania (traditional and folk) www.firamediterrania.cat
  Al Carrer (outdoor arts) www.atriumviladecans.com
  Festival Grec (summer festival of Barcelona) http://grec.bcn.cat/
  Festes de la Mercè (outdoor arts and music) www.bcn.cat/cultura
  Valencia
  Festival de Vila-real (outdoor arts) www.ajvila-real.es
Touring in Spain
  The main fairs and festivals with international programme
  Basque Country
  dFeria (performing arts, dance) www.dferia.com
  Umore Azoka (performing arts, outdoor arts) www.umoreazoka.org
  Festival Kalealdia (performing arts, street theatre, circus)
www.bilbokokalealdia.com
  KALDeARTE, Vitoria (outdoor arts) www.vitoria-gasteiz.org
  Dantzaldia (dance) La Fundición www.lafundicion.org
  Int. street arts festival of Lekeitio (Outdoor) http://lekeitiokale.net/
  Castilla y León
  Fest. De teatro y artes de calle de Valladolid (oudoor)
www.tacva.org
  Festival Enclave de Calle, Burgos (outdoor) www.aytoburgos.es
Touring in Spain
  The main fairs and festivals with international programme
  Aragón
  Feria Int. de teatro y danza (performing arts, dance)
www.feriadeteatroydanza.com
  Trayectos (dance) www.danzatrayectos.com
  Fiestas del Pilar (city festival of Zaragoza)
www.zaragoza.es/ciudad/fiestaspilar/
  Madrid
  Teatralia (young audiences) www.madrid.org/teatralia
  Escena contemporanea (p.arts, dance, cinema, visual arts…)
www.escenacontemporanea.com
  Festival de Otoño en primavera (thetre, dance, music)
www.madrid.org/fo
Touring in Spain
  Museums that programme contemporary arts
  Madrid
  Centro de arte Reina Sofia www.museoreinasofia.es
  Murcia
  Centro Parraga www.centroparraga.com
Tips
The goal to be programmed:
  Propose new, unique and excellent proposals. The main key: artistic quality
  There is much more offer than demand of international companies to perform.
  In the fierce competition just the best are programmed
Know where you go:
  Ask yourselves if the festival you want to apply is the target of your company. Don’t
send proposals randomly.
  Don’t make the mistake to misplace your spectacle
  If you go to a fair check the programme before applying
  Find an event that has your target of professionals (outdoor, music, young audience…)
  Never go to a big fair if you are not ready to face big crowds. Never go to a fair with a
spectacle that is not ready.
  Get as much as information of the event you are interested to be programmed in.
  Ask about the event to companies that have already performed in it. Programmers will
ask their colleagues about your show.
  Seek quality of promoters over quantity
Tips
Invest to promote your proposal:
  Fairs are events to promote your spectacle and company.
  Fairs will only pay a percentage of the fee. You have to see them as a
promotion tool.
  Use all the tools that the organisations give you to do a good pre-production
before attending
  Be selective when contacting professionals. Find the ones that suit your target
  When going to a perform in an arts market the artists perform and agents sell.
The artist should focus of deliver the best performance and go with a tour
manager that has a good marketing ready.
  Invest in European projects
  At European level is very useful to work in EU funded projects.
  Follow calls of networks, check EU website and other European associations on a
regular basis – www.circostrada.org / www.on-the-move.org /
  European projects put together companies from different countries, support mobility
and dissemination and are an opportunity to meet people and ideas
Tips
Dossier
  All general rules apply
  Send a clear dossier, with specific information of your creation, your company. The
main claim of your creation is the artistic concept. Never forget the contact details. Do
not invest in expensive wrap-up. A simple elegant dossier is better that a baroque
presentation. Promoters prefer facts to literature.
  Language
  If possible send your dossier in Spanish. No need to send it in Catalan, Basque or
Galician in the different communities with own language
  Some fairs and festivals allow dossiers in English or French. In case of doubt contact
the organisation
  To avoid “lost in translation” make sure that all your talks with the organisation are
backed-up with clear emails summarising the deals
  Send video
  All artistic directors want to see the show that you offer. Send a video of high quality
that clearly shows the spectacle.
  Technical rider
  When it comes to select a project the cost of the technical requirements is very
important. Be realistic with your demands.
  List of performances done if applying to a fair
  If you apply to a fair remember that shows that have toured a lot have less chances
than new creations in their first steps of touring
Tips
Negotiations
  Spanish programmers negotiate. Be ready to deal your performance conditions.
  Be honest. Don’t ask for a high fee and be careful not to accept a too low final
payment (professionals talk to each other and your reputation is at stake).
  Be aware of the services that you receive from the organisation when
negotiating fees.
  You will invest time and money, so learn to say no to events that are not offering
you a good deal.
  Although you have agent making the deals keep contacts with the festival to
guarantee that your conditions are respected.
Thank you
Mike Ribalta
FiraTàrrega
pro@firatarrega.com