Catalyzing art with Valeria Diaz Granada

Valeria Diaz Granada represents a new generation of art entrepreneurs, curating museum-quality exhibition programs without the need for a physical gallery space or even a fixed country of operation. Instead, rossogranada, the «art catalyzer» she founded, focuses on the artists themselves, organizing seemingly spontaneous pop-up exhibitions around the world. For instance, audiences from Basel to London have had the chance to encounter Leonora Carrington's over two-meter-tall statue, The Dancer.

However, such operations are not only costly but also require a global audience. One might wonder how a new voice like Granada's carves out a place in the art world, and by what means she manages to succeed. In the latest episode of Swizz Art Biz, host Tanya König interviews Granada about the role of institutional and private sponsorship in the art world, as well as her perspective on the future of art patronage. Granada also shares her views on philanthropy within the art sector and the importance of giving back to the community through artist-led initiatives.

While the episode features Granada, it explores more than just the story of rossogranada. It highlights the significance of adaptability in the modern approach of curators and art dealers, underscoring the value of a global and flexible exhibition program. Listen on Spotify, Apple Podcasts, or on Audio-Cult.

This episode was produced at TableCast Studio.

Co-Producer: Marcell Márthon