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AVILA REFLECTS ON THE RELATIONSHIP BETWEEN ART AND MONEY:

‘If we understand Capitalism as the “force” of: either satisfying a mass of people by providing them with what they want in exchange of money… or the “force” of circumscribing the market to direct the choices of those people to certain and limited possibilities in order to maximize profits… we will find that Art is really a “circumstantial event” which may or may not have a particular significance… In another words… for a capitalistic society Art might be irrelevant, since in the first place, a mass society thinks, behaves, and feels like a small child. It changes only at its own pace. Usually it doesn’t have conscience, guilt or remorse. Often it cares only about itself. It is egoist, capricious and self-interested on its own survival and when it moves, it behaves like a bulldozer clearing everything in its way. And in second place, the individuals that form that mass society won’t have access to what they want (need) because “the system” will not provide it due to its own selfish interest…

In order to accept Art s a basic human trait, a capitalistic society must have present the concepts of creativity and inspiration. Being creative is the capacity to imagine; to think. It is often achieved by hard work and enthusiasm and depends on the ability of connecting distant platforms of knowledge. It has its base in the personal will to confront a challenging problem, and more often than not, relies on the understanding of comprehensive situations where the repetition of events or ideas evolves into new conclusions.

High and profound creativity usually walks a thin line along the edge of insanity, because the references found on normal paths disappear with the innovation of seemingly unknown ideas obtained by an obsessive compulsion to find the meaning of the meaning of the truth on mirror images.

The unexpected opponent of creativity is inspiration. While an individual may leave his skin trying to connect distant thoughts to reveal an undiscovered idea, another may get struck by lightning coinciding at the same point of knowledge. Surprisingly, most of our civilization has evolved in a combination of those two estates, but what really sets the stage for innovation is the personal will of placing ourselves in the humble condition of accepting new thoughts with a limitless mind and a childish curiosity’