Martina Halsema Keep your head cool and think of a creative new strategy

©Amsterdam Art Week

Martina Halsema: “You must be good at dealing with last-minute changes. Keep your head cool and think of a creative new strategy.“

The art weekend in Amsterdam is just around the corner. The city is worth a trip, but if you can stroll through the galleries, all the better. From 29 May to 2 June 2024, the 12th edition of Amsterdam Art Week will take place. The city will be transformed into a vibrant centre for contemporary art, with over 200 artists in more than 70 locations. The organisers expect the event to attract more than 35,000 international visitors. If you are travelling by car, it is best to stop at the Park&Ride locations, as the city of Amsterdam began restricting car traffic in the city centre on 1 January 2024. Currently, even tour buses are finding it difficult to get into the city centre.

As everywhere, the challenges for Dutch artists have increased, as has the rising cost of living and the inflation of creative spaces. To improve the living and working conditions of Dutch artists, Amsterdam Art Week is also holding a symposium on 29 May, together with the Prince Claus Fund.

We spoke to Director Martina Halsema, who revealed her personal highlights in an interview, as well as what it takes to organise such a large event.

28. March 2024

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Name: Martina Halsema

Occupation: Director Amsterdam Art

Education: KNIR - Koninklijk Nederlands Instituut Rome, Vrije Universiteit Amsterdam, Amsterdamse Hogeschool voor de Kunsten, The Manchester Metropolitan University

“The week is a whirlwind of different contemporary art programming at 70+ venues across the city.“

What are your personal highlights?

As every year, I look forward to our opening with the Rijksakademie Open Studios Wednesday evening. Every year you are surprised and challenged by the work the artists show in the middle or at the end of their residency period. I am also very curious to see Billy Bultheel's performance on Thursday evening. The Thief's Journal: Songs of Decreation. which will be on show in Amsterdam for the first time. He is a composer working at the intersection of music, performance, and installation, inspired by the Brutalist architecture of the Thomas Church in Amsterdam. With prior to that, the gallery night, the perfect time to explore the gallery scene, wander through the city and meet everyone making their round. Saturday evening we shine our light on Amsterdam Noord, an emerging art place with new and renowned venues. And of course it's hard for me to choose because I'm also very much looking forward to the symposium with our lovely partners and the rest of the programming.

How is it organised logistically?

Logistically, Amsterdam Art Week requires meticulous planning and coordination among various stakeholders, including artists, galleries, museums, private and corporate collections, sponsors, and volunteers. We work closely with our team to curate the programme, secure venues, manage marketing and communication strategies, and ensure smooth execution of events. The week is a whirlwind of different contemporary art programming at 70+ venues across the city. For us, the challenge is to put the puzzle together and guide visitors through the week in the best possible way.

What does it take to organise such an event?

Lots of flexibility, passion, creativity and adaptability. It involves navigating logistical challenges, securing funding and partnerships, fostering collaborations, and maintaining a strong network within the art community. Flexibility and a keen understanding of the ever evolving cultural landscape are essential. And you must be good at dealing with last-minute changes. Keep your head cool and think of a creative new strategy.

“Although the city boasts a vibrant cultural scene and a supportive artistic community, rising costs of living and gentrification threaten creative spaces.“

What is the current situation for artists in the city, both socially and politically?

Socially and politically, artists in Amsterdam face both opportunities and challenges. Although the city boasts a vibrant cultural scene and a supportive artistic community, rising costs of living and gentrification threaten creative spaces. In addition, issues such as diversity, inclusion and sustainability are increasingly central to artistic discourse and advocacy efforts. This is actually one of our focus points for the Symposium we organise on Wednesday the 29th with Prince Claus Fund, Dutch Culture, De Rijksakademie, De Appel and Framer Framed.

What challenges do up-and-coming Dutch artists have to face?

Various obstacles, including limited funding and exhibition opportunities, navigating the art market, and establishing a sustainable career. Access to affordable studio spaces and mentorship programs remains crucial for nurturing emerging talent and fostering artistic innovation.

How did your personal path into art begin?

Although I started my journey in law, art and creativity were always present in my life. After my attempt at law, I was convinced (at first mainly by others) that art was my true direction. Only which part of the art world was left to discover. I started towards education and even a period at an art academy, to choose more of a theoretical approach after all. My passion lies not only with art, but especially with involving people, connecting with art and experiencing the impact of art. That is why I really enjoy this job. Acting as a connector, the business side of things, but also the educational side. Connecting and inspiring people of all ages with art is also education.