You have to be friends with change

The energy company Vattenfall and Museum of Contemporary Art Kiasma have been partners for a number of years. Their latest collaborative project is School on Wheels, an educational project that will run for three years. How does a big corporation feel about collaborating with an art institution? Vattenfall’s President in Finland Maija-Liisa Friman was intervieved by Kiasma’s School on Wheels curator Minna Raitmaa.

Why did Vattenfall decide to sponsor School on Wheels?

We used to sponsor touring exhibitions of works from Kiasma’s collections. Although we were quite happy with that, we began thinking how to make a real impact in the community we are supporting. School on Wheels was the answer. It is foolish to imagine that school means only dull compulsory classes, and art something separate or too grand to be considered in school. We can easily turn this around: learning can be fun, and art can help you to learn. We also wanted to improve teachers’ working conditions, especially as local government finances are getting tighter. And of course School on Wheels offers employment for local artists, too. The concept of School on Wheels is great, it has something old and something new about it, and a real feeling of making things together. I am from the country, where we used to have youth associations and all sorts of activities. I hope this kind of activity in the rural areas will not die out.

What can a corporate leader learn from School on Wheels?

Well, where else can you learn creativity if not from other people? School on Wheels gives knowledge of other areas, which can be useful in one’s work, too. Personal friendships from outside the business world are important to me. I have learned a lot from a friend who is a musician, for example.

Why did you choose young people as the target group?

Young people today are facing tough challenges in a changing world. We asked ourselves, what can we do to help young people cope? The answer is, courage in the face of new things helps. Fear only makes you rigid and prevents learning. Culture is mental capital that helps young people develop and think for themselves.

That reminds me of the concept of a good corporate citizen. What does that mean to you?

It means that the corporation is a reliable actor in society. The corporation must be able to take into account shareholders just as well as customers and staff. Only these three together make success possible. A well-networked, socially well-connected corporation improves its own operative conditions. Finland is no backwoods, and we are in the midst of rapid change. Companies must anticipate the future and prepare for change. You have to be friends with change.

Responsibility and reliability are great values, of course, but is it not the foremost purpose of a business to make money?

There is no conflict. Making money and being a responsible corporate citizen are just two sides of the same coin. When we invest in young people, we are also investing in their families, which means we are investing in our customers who are the basis of our success. Economic considerations are important, of course, but openness, difference and individuality are also important values.

Can a public art institution and a business corporation really have the same interest at heart?

I think the separation between the world of culture and the business world is artificial. First of all, there are any number of people in businesses who have cultural interests of their own. I would not be able to make a commitment to something that was not close to my heart. I cannot commit to things I do not understand. On the other hand, I see Kiasma as another responsible corporate citizen with whom Vattenfall is preparing the ground for future development. It never ceases to amaze me that cultural circles view businesses with such suspicion. Why not dip into all the fun, benefits and enjoyment collaboration between the art world and the business world can give? Nina Roos just received a big money prize, the Carnegie Art Award. It makes her no less artistic that the money came from a corporation! The media, too, take a cautious attitude, as if there were some conflict of interest. Talking about co-operation publicly and openly would be a good thing for all concerned. It would encourage other companies to co-operate with cultural institutions. Personally, I welcome all willing partners, there is no point talking about some Vattenfall exclusive rights.

I am sure there are countless worthwhile projects to sponsor in this world. What are your reasons for selecting the ones that you do?

We only do things we believe in. Partnership with Kiasma is indeed a choice, it is part of Vattenfall’s strategy. We receive many invitations for partnerships, but they really are a waste of time. We are currently focusing all our sponsorship on Kiasma, and on Vattenfall Seuracup, an annual athletics event for young people organised in the summer together with the Finnish Athletics Federation. We have decided to invest in young people, culture and sports.

What are Vattenfall’s experiences of co-operation with Kiasma to date?

Kiasma’s attitude to development fits right in with ours. Our co-operation has always been in the spirit of true interaction, people in Kiasma know how to have a dialogue. I am personally very pleased with Kiasma’s way of systematically trying out new things with a long-term perspective. Kiasma is no musty museum or a traditional art institution, it ventures out of its building like an amoeba to interact with society, constantly developing. That is very much like Vattenfall’s mode of operation. We have common values. There is a good analogy: what is it that stops, if there is a power cut, and what is it that stops, if the brain cannot get enough energy?

Minna Raitmaa