Toni González: "I try to help projects become a way of life for artists and managers"

The consultant and expert in artistic mobility gives this Thursday 19 and Friday 20 the workshop 'Internationalization and paths for international circulation' at Campus MAPAS 2022

"The idea is to go further with projects in a sustainable way, that can last with a long history of the professional life of artists," says González.

The international itinerancy of any scenic and musical project requires a well-defined strategy and tools that guarantee its development in circuits and scenarios beyond the usual ones in which each artist or creator moves. With this premise, Campus MAPAS 2022, a training proposal for the fifth edition of the Mercado de las Artes Performativas del Atlántico Sur, MAPAS, a market organized by the Government of the Canary Islands, Cabildo de Tenerife, Cabildo de Gran Canaria, unahoramenos and Circulart, which is held in Gran Canaria and Tenerife from July 4 to 9, receives this Thursday May 19 and Friday May 20 the expert Toni González, who will offer the workshop  Internationalisation and pathways to international circulation, in the two Canarian capitals.

"The workshop has to do with the process after an artist or a company has a very clear and defined project that they want to export," says González, a long-standing consultant for artistic mobility, internationalization, strategic development and transformation. of performing arts and music projects. González will unravel the keys to this internationalization process on Thursday 19 in the press room of the Cuyás Theater, in Las Palmas de Gran Canaria, and on Friday 20 in the Sala Pérez Minik, in the Espacio La Granja, in Santa Cruz de Tenerife, both from 9:00 a.m. to 1:00 p.m. The public and professionals interested in participating in this workshop and the next ones that form the backbone of Campus MAPAS's training offer can formalize their registration through the form on the platform

"I try to help projects become a way of life for performing artists and for the managers who are around these projects," says Toni González. That is, conveying to the professionals who attend Campus MAPAS “the ideas, techniques, methodologies, ways of working that I am communicating so that these projects can go beyond the usual circuits and those that one already knows, with more risky and innovative that may have a greater interest when it comes to being acquired or used both by the mediators, who are the programmers, and the general public”. In short, and in his words, "go further with the projects in a sustainable way, that the projects can last with a long trajectory of the professional life of the artists".

The solidity of the project is a determining factor before assessing its possible internationalization options. “I am presenting a methodology for strategic planning of the external projection or the mobility of projects, what transformations should be made to make their circulation easier, and for this it is necessary to know what the strengths and weaknesses are, what information I have, etc., to be in a position to tackle a communication and marketing plan for distribution and obtaining resources”, underlines González.

In the opinion of Toni González, “MAPAS is a very important event and the fact that it can be held in the Canary Islands gives it much greater potential for the projection of Canarian artists and their projects”. And it is that "when programmers from different fields, circuits and markets meet, of course, it is much easier". In this regard, the consultant and expert in strategic development warns that "it is one thing to have the potential here and another to know how to take advantage of it, and in this case what I intend and what Campus Maps pursues is to provide all the necessary knowledge to be able to take advantage of MAPAS as a cultural market, and all the strengths that groups have to leave their natural environment”.

The communication

The communication channels have changed "and continue to do so, they are totally dynamic", points out Toni González. "It's not that the old ones don't work, but that others have to be adapted again, especially those that have to do with technology and the virtualization of relationships between sellers, buyers, collaborators, financiers, etc... In a certain way let's say that now the process is much easier. On the one hand we have the face-to-face part in MAPAS market, but on the other hand they have the possibility of resorting to the agents of the markets virtually, and obtaining the information of these markets in an easier way through the network”.

"You have to get your act together and know what to look for, not only knowing where the resources are but what resources we need to tackle internationalization," says González.

The Campus MAPAS sessions, after the interventions of Toni González, continue on May 26 and 27 with Merce Puy who will talk about Management and administration of companies and scenic spaces; On June 2 and 3 in Gran Canaria and Tenerife, respectively, the workshop will be held Approach to administrative contracting, with Celeste Diaz; On June 9 and 10, Ana Belén Santiago and Octavio Arbeláez will speak on How to participate effectively in markets and fairs; On June 16 and 17, Pepe Zapata will give Digital marketing and new platforms; and on June 30 and July 1, Patricia Carrera will speak about Music synchronisation.