About the same time president of Novatek Leonid Michelson (№ 15) organized an exhibition of paintings by Russian artists in Turin. Some events last year were expected and traditional, they say, were on schedule. For example, Kandinsky Art Prize with a prize fund of 57 thousand euros, financed by Shalva Breus (№ 271). It took delivery of the premium, "Debut", funded by Duma deputy Andrei Skoch (№ 23) (prize money - a few million).
But the most high-profile projects was the establishment in Moscow Institute of Media, Architecture and Design "Arrow", an annual budget which determine the amount of "up to $ 10 million. He has appeared thanks to the money Alexander Mamut (№ 46) and Sergei Adoneva. Co-owner Scartel Sergei Adonijah is not included in the top 500 Russian billionaires, but he was a partner Vladimir Kehmana, billionaire theatergoer, who succeeded in time operational control of the banana empire to the post of Director General of the Mikhailovsky Theatre.
The oligarchs, in spite of the seemingly imply the exhibit ostentatiously personal participation in sponsored projects. Leonid Michelson was the company to artists on a trip to Turin, Mikhail Prokhorov, he opened the festival in Lyon, and attended the premiere, Andrei Skoch and Shalva Breus participated in the awards and presentations of works of finalists. And the only Roman Abramovich is Daria Zhukova.
"All life is art," dvizhuha "if you allow yourself a term of youth slang, today, is based on private initiatives - said the chief editor of ArtChronika Milena Orlova. - The best showrooms in Moscow - are privately owned. Without the support of charities do not pass meaningful exhibitions, festivals and Biennale - even if it comes to public museums. "
The resumption of the boom. So, in 2010 gave a rich harvest of the largest employers funded cultural projects that can be attributed to accumulated during the crisis "a spiritual thirst," and, of course, the rapid rise in oil prices. As told to "F." Commissioner of the Moscow Biennale of Contemporary Art by Joseph Backstein, the peak of interest in contemporary art from the patrons observed both times in 2007 - before the crisis. The crisis led to a decline in interest, and last year began its restoration.
Indeed, in 2007 the owner of the AEON Corporation Roman Trotsenko (№ 188) created a cultural center "Winery" in whose reconstruction invested $ 7 million in the same year established an award Kandinsky. In 2008, Roman Abramovich has created a cultural center of the "garage", which, according to expert estimates, was invested 50 million euros, and the founder of VimpelCom, Dmitry Zimin (№ 207) established the prize "educator" with a prize fund of 2 million rubles. Then the crisis began, and in 2009, projects of this scale was not, although it was established literary prize "FNL", funded by Mikhail Prokhorov (№ 2), with prize money of 1 million rubles. In 2010, interrupted the process continued.
The most important feature of patronage in recent years - the emergence of large-scale projects. Theme support for culture is not new to Russian philanthropists, - the executive secretary of the non-profit partnership grantmaking organizations "Donors Forum" Natalia Kaminarskaya. - Since the early 1990's, they have actively supported museums and theaters, buying works of art. Say that there was some significant inroads in recent years, in my opinion, is not quite true. Rather, you can name a few major new long-term projects based on modern approaches to supporting culture. "
"The emergence of such cultural projects as the" Garage "and" Arrow "- a real miracle! - Exclaims impressionable president of the Institute "Arrow" Ilya Oskolkov-Tsentsiper. - In the world of a few examples, whenever there were cultural institutions such magnitude, funded entirely from private pockets, with absolutely no government assistance. This is a unique thing. "
In unselfishness not believe it. Today it is no snob from the magazine "snob" would not dare put in an example of our pre-revolutionary oligarchy of patrons like Mammoth and Morozov. Our worse. Another thing is how sincere they are guided by a genuine interest in art.
It is obvious that a number of our oligarchs, although the number of an act in the sphere of culture, but they made them for effect, with a clear eye to the authorities, without any enthusiasm. So, when Viktor Vekselberg bought the famous Faberge eggs, or when Alisher Usmanov (№ 3) returns home Rostropovich-Vishnevskaya collection, as well as rights to a collection of Soviet cartoons, it's clearly been a PR campaign, made with a political eye. The same probably can be said about the owner of AFK Sistema Vladimir Yevtushenkov (№ 20), and since 2004 has headed the Board of Trustees of the Russian Museum.
Interviewees "F." politicians - probably because of the profession - believe that the billionaire philanthropists are driven only a rough calculation.
"" Net "of patrons among the Russian billionaires, responding to the" call of the heart ", no: for any charitable project is a subtle (or not) of political or economic calculation - I am sure the president of the Center for Political Information Alexei Mukhin. - Billionaires - Sponsors culture - combine business with pleasure: their hobbies and personal preferences are used for proper positioning of your business. "
In the same way and believes a leading analyst of the political conjuncture of Russia Dmitry Abzalov, according to whom, usually the "aggravation" charitable business activity takes place against the backdrop of some significant transactions requiring special public relations support. In particular, the famous Faberge eggs, brought to Russia by Viktor Vekselberg, were used to strengthen the hardware products on the background of transactions on consolidation of Rusal and planned investment in Kazakhstan. For Alexander Mamut, engaged book publishing, book trade, film and the Internet, such a structure as the "Arrow", according to Dmitry Abzalova, quite organically to promote his business. And Roman Abramovich is interested in culture, but even more so - for football (and actually pay wages Guus Hiddink), according to the expert, "needs to establish itself in Russia, where he has many assets, a positive image" .
Does not lag behind political scientists and the public. According to a survey conducted by the Graduate School of Economics, the population belongs to the charities cool. More than 40%of the respondents are of the opinion that only less than a quarter of donors selflessly engaged in charity. One in three respondents believed that more than half of donors are engaged in charity, to bring popularity to secure a PR and 13%- that are targets of almost all donors. According to 31%of the population, more than half of donors are using philanthropy as a way to improve their communication with officials, while 16%attributed to this category, almost all donors.
Vanity Fair. This current negative stereotype of people trying to resist the direct relevance of art - and perhaps because of this biased.
"There is a huge range of motives that compel businesses to engage in culture, - says Ilya Oskolkov-Tsentsiper (Institute" Arrow "). - Vanity is at all, but who wants to impress the girls, while others - for eternity. Someone managed by religious considerations. Someone really wants to change society in one way or another. I understand that in Russia to reduce taxes by charities can not. Issues of establishing relations with the authorities, probably play some role, but I do not think Abramovich is no other way to talk with Putin than vbuhali much money in the creation of a "garage". We are at a general negative background are always looking for the worst in people. That someone had told Abramovich "thank you" for the "Garage"? I am one of them said! Motives sponsors "Arrows", Alexander Mamut and Sergei Adoneva, according to my impressions, totally altruistic. Them for 50 years - it's time to do something good, there is a desire to use, drive, take part in something new. "
"This boom is due to patronage, in my opinion, is simple: the elite of our business ripe in order to position themselves in society is the elite, and philanthropy in the arts and culture - one of the most worthy and proven ways to define this identity, - says Milena Orlov (Journal ArtChronika). - It is difficult to judge what motivates famous patron, but it seems to me that most of these people is dominated by idealistic motives and ambitions as a literal benefit from such activity quite obvious. I think that a sense of its mission, the social significance of charitable activities, public recognition gives them a primarily moral satisfaction, if you want to justify their social status, not to mention the other bonuses.
Of course, we can not exclude the vanity. Everyone wants to be famous, and billionaires - the same people as us. Rewards and benefits - is an old trick by which the state of the world, including the Russian empire, encouraged charity. And now the Minister of Culture Alexander Avdeev Prize shall be awarded to Vladimir Kehmanu and says: "People like Kehman - this is our cultural heritage." And Kehmanu nice. And when Kehmanu nice - some of us are too nice.
"You know, the oligarchs bitch and vparivayut, of course, junk, but because of this they fall into the higher spheres - said in an interview a famous artist Mikhail Shemyakin. - Here, for example, Pinchuk Ukraine somewhere has done a lot of money, but who knew him, until he suddenly got in touch with Larry Gagosyanom and Charles Saatchi (Western art dealers. - "F.") and opened its Center for Contemporary Art? Now this figure, which is found in all art magazines, and it is a completely different attitude - a patron, who earned, bought a huge place in high society, gets the prestige, recognition. "
Also in Russia, almost blocking the channels for political career: even the businessmen who have become MPs and senators can not always count myself among political decision-makers, and the art is for them a way to satisfy ambition.
Investors, and enthusiasts. Sure, the "cultural" activity of some billionaires are closely linked with the names of their relatives and friends. So, created by Roman Abramovich Centre for Contemporary Culture Garage directs Daria Zhukova. Tobacco tycoon Igor Kesaev (№ 45) is not seen in the love of art, but his wife, Stella Kesayeva - active art promoter and fund manager at Stella Art Foundation. Funded by Mikhail Prokhorov journal New Literary Review "is headed by his sister Irina Prokhorova. Established by the Roman Trotsenko Cultural Center "Winery" is headed by his wife Sophia Trotsenko.
Somewhat more complicated to understand the role of daughter heads Novatek Leonid Michelson Victoria in his patronage projects. Her name is present in any endeavor: Leonid Michelson has created a charitable foundation "Victoria", a gallery of "Victoria" in Samara, and more recently - also is associated with arts fund Victoria Art Foundation. However, details concerning its role are unknown, but he Leonid Michelson personally present at the opening of the exhibition.
Anyway, one of the obvious motives for patronage activity of some Russian billionaires - ensuring level playing field for close friends.
And yet we can not assert that all is limited. Joseph Backstein offers test - how to distinguish the "enthusiasts" from "investors." According to him, all the entrepreneurs who are in the Trusteeship Council of the Moscow Biennale, which have a sincere interest in art. A billionaire from the board of trustees listed as Pyotr Aven, Shalva Breus and Leonid Michelson. In addition, the number of "kith and kin" caregivers are billionaires Daria Zhukova, Stella and Sophia Kesayeva Trotsenko.
Someone else's soul - darkness. It is undeniable that extraordinary personalities, prone to shocking, to artistic ambitions, among our major employers are. Thus, the choice of investment directions from Alexander Mamut - movies, books, internet - says about the personal predilections, especially since no one has yet proved that the famous SUP can be profitable.
Mikhail Prokhorov finances not only the arts but also the energy of the future, and the famous "E-mobility". Prokhorov and Potanin risk to participate in the telecast, and Potanin was even a presenter.
Vladimir Kehman not just finances the Mikhailovsky Theater, but also serves as its director and reformer. His case, perhaps the most "passionate": he danced Prince Lemon in the children's play "Chipollino" and sent out press releases about the end of the first course of the St. Petersburg Theatre Academy.
Interest in the arts supported by the fact that many Russian billionaires - active collectors. Roman Abramovich in 2010, entered the top ten biggest collectors in the world by the magazine ARTnews. Abramovich bought in 2008 at Sotheby's triptych of British painter Francis Bacon for $ 86 million, and last year the work of the Swiss sculptor Giacometti "Walking Man" - for $ 104 million In the struggle for the "walking man" Abramovich "furnished" Boris Ivanishvili (№ 27), also known collector who bought it is rumored that in 2006 Picasso painting for $ 95 million-famous collection of Alfa Bank president Pyotr Aven (№ 35), which in 2006 was officially estimated at $ 150 million Vladislav Doronin (№ 386 ), known as the fiance Naomi Campbell, bought the painting Catherine Goncharov for 2.6 million pounds.
Of course, art - it's an investment, but without the aesthetic interest in it is easier to invest in gold and platinum. Meanwhile, Russia has already emerged whole museums based on private collections (for example, the Museum of Russian Icons, initiated by Mikhail Abramov).
"Motives for supporting cultural differ slightly from those peculiar charities in general. This is a personal interest in the subject, and the desire to go down in history for example Tretyakov or Morozova, and altruism, and even attempt to find new and interesting possibilities of self-realization ", - says Natalya Kaminarskaya.
"Do not confuse sponsorship and charity, said one of the leading researchers in the problems of charity, professor at the Higher School of Economics Gregory Tulchinsky. - Sponsorship - mutually advantageous cooperation, it issued the contract, based on a model agreement on joint activity. Is the subject of the contract (exhibitions, concerts, publishing, etc.), have obligations and rights of the parties. And here it is engaged in the business, not rich people who are already engaged in charity work, the motivation which can be very different: from "I love these guys" and "ecstasy own capabilities" to "civil liability".
http://www.finansmag.ru/
16.02.2011, 14:07
Cultural billionaires .....
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