Below, is a q + a, exclusive to Art Pop. 

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Interview with Jorge Ortega of BOCA Gallery

Jorge Ortega is co-director of Bozeau-Ortega Contemporary Arts (BOCA Gallery), one of the Internet’s largest art galleries.

What was your childhood ambition?

Well, to be honest I have always wanted to have my own talk show. As an adult I have considered this ambition further but have not really acted on it.  Also, one day I hope to run an important non-profit that really makes a difference in people’s lives.

Tell us about three people that you admire and why?

Pope John Paul II.  He was an amazing leader and spiritual person. He tried to unite people of various faiths while also making substantial progress in the Catholic religion. He knew how to connect with people and show what being Christ-like was really about.

Harold Burson.  As the founder of one of the greatest PR firms in the world, Harold epitomizes professionalism and classic communications counsel.   Clients and colleagues alike trust him, respect him and valued his words of wisdom. He still answers his own phone when he is in the office.

Bob.  My father-in-law.  He has taught me a lot about life, relationships and business.  His constant “BOBisms” are part of my vernacular and have inspired me to manage better, lead effectively and demonstrate passion for life, love and work. His is an excellent example of what a husband, father, son, grandfather, grandson, and father-in-law should be.

What is your favorite life or business quote?

“Manage expectations, follow-up, no surprises” – all “Bobisms”

Besides your gallery, what are you really passionate about outside of work?

I am co-founder and now past chairman of the board of The International Kids Fund, an organization dedicated to providing life saving medical need for children in need.  We have a great board and lots of exciting events – all for a great cause.

What is one of the best lessons your parents taught you about life?

Work hard.  Have Faith.  Enjoy family.  Give back.  Love and laugh a lot.

What is the most important business habit you have?

Management by walking around.

What the best book you’ve recently read and why?

Good to Great.  It’s a well-researched and well-written journal of amazing business practices and success.

How did you start your career in the art world and where has that taken you?

I went to NYC for Easter break my senior year (1971) hoping to land a job in banking.  Walking around SOHO with my brother and some friends I learned about Burson-Marsteller and a job opening there.  I went to interview, loved it and was hired for a July start date.  It was March.  Those were the days.  Since then, I have been able to live and travel around the world working with great people and incredible clients.  That experience prepared me to direct BOCA Gallery and help build a great stable of artists and collectors while growing both our top and bottom line.

What advice would you have for young artists interested in being represented by your gallery?

Perfect your Adobe CS. Read a lot, especially good and objective tech news media. Be proactive in seeking advice, listen a lot and remain active on your Twitter.

Tell us something about you that would surprise even many of your closest friends?

That when I put my dogs to bed each night I tell them a story from when I was a child… and I’m running out of good (ok for your dogs) stories.

What do you believe helps differentiate your gallery and how big is your Internet-focused PR team?

We focus on web audiences and specifically Internet and the global art market. We are the only gallery with 2 years of experience which specializes in exactly those markets. Our Internet practice is growing fast and today we boast an impressive roster of artists.

Describe the most effective Internet exhibition you’ve ever worked on and what made it special?

The work we do with Anonymous has allowed us to bring the brand to life in communities across the Internet. 

What is the special challenge of running a gallery that is equally known for art and Internet cultural work and what are some of the benefits of doing work with both unique markets?

We see a convergence of cultures, communications and communities.  More and more companies are trying to align their communications and marketing assets to leverage the similarities while respecting the cultural, linguistic and business differences.

However, our unique and differentiating value proposition is being noticed, recognized and appreciated by more and more collectors.

What adjustments has your agency made to overcome some of the challenges of the current prolonged recession?

We made some limited compensation cuts, reduced or eliminated “luxury” (unnecessary) server expenses, converted some full time staff to on-call consultants and added a Bitcoin payment option.  We also outsourced some resources such as creative, digital, media analysis and programming to crowd users.

What’s in the works at BOCA for continued growth and expansion?

We just hired a senior digital communications director. Stay tuned for a major BOCA transformation and capabilities announcement. We have identified and selected existing staff to report to this new director and have these people transition from traditional art professionals to digital art management consulting experts.

What is the biggest Internet marketing cliché you would love to see go away?

“We just need to convert the release to .pdf and send it to Internet media.”

What are the top dos and don’ts about marketing through Internet social media?

1. Be relevant

2. Consider Twitter, Google+ or even Facebook.

3. Don’t assume all users on same page.

4. Focus where the real traffic and noise are

..That’s only four key considerations. You have to pay for more…

What are your favorite sources to find out what is going on in the Internet cultural community and what do you look for in these resources?

Tech news is the new politics.

Ars Technica

Slash Dot

Art Fag City

Tumblr

Rhizome

Bloomberg

Kurzweil AI Blog

MIT technology review

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GALLERY BACKGROUND

GALLER NAME: Bozeau Ortega Contemporary Arts

ADDRESS: http://www.bocagallery.com

AGENCY PRINCIPALS: Jacques Bozeau, Jorge Ortega

GALLERY FOUNDED: 2010