Art Museum and Contemporary Art

Wang Huangsheng (CAFA Art Museum)

 

Museums in China generally claim themselves “modern” or “contemporary” museums, named against the “ancient” or “traditional” Chinese museum system. Chinese museums routinely devote themselves to collecting and displaying ancient artifacts, archives and artworks, while Chinese art museums and galleries collect and display modern and contemporary Chinese artworks.

The problem is that the so-called “modern” and “contemporary” are mostly temporal concepts, instead of a cultural spirit. Therefore, Chinese art museums’ construction and development are still limited to traditional mindset and operation mode, shown in all related phases including categorization, collection, research, planning, exhibition and education. Although the art industry believes in the development of Chinese art museums in recent years, it is actually the contemporary cultural spirit, management and mindset that the Chinese art museums lack most. Contemporary art is not simply a presented and present artistic happening, but should be a more profound interference into the present society, culture and era. The interference is a new thinking of contemporary culture, an innovation in mindset, as well as a new influence on contemporary art museums’ curation, exhibition and management. The key issue of contemporary art and art museum is the perspective and attitude we have towards “modern” and “contemporary”.

 

1.     Contemporary art museums need contemporary cultural spirit

 To discuss this issue, we can first refer to the successful experience outside China.

The Museum of Modern Art (MoMA) in New York was founded in 1929. At that time, other New York museums were still not committed to collecting modern artworks, while the American public were still not prepared for modern art. However, the first director of MoMA Alfred H. Barr brought advanced revolutionary thinking, namely the “modern concept of art”, into the museum world, and also promoted it as MoMA’s founding philosophy and academic image. Barr believed that modernism, as a international art movement, was not simply a creative approach or aesthetic expression, nor is a high art form limited to paintings, sculptures or architecture, but almost permeated almost all cultural aspects of 1920s-30s, including photography, cinema, design, music, literature, poetry, dance and theater. Modernism is an inevitable spiritual sign and trend of the new era, and modern spirit spoke for itself with a variety of cultural and artistic media. Based on this, Barr believed that modern art museums should be inclusive in a way different from traditional museums, as embodied in collection and display of not only high art such as paintings and sculptures, but also pop culture-related practical art, design, new media art such as photography and cinema, because it was these new art categories that manifest the culture and ideas of the new era.

Barr had three accomplishments in the historical development of MoMa and even the world museum industry: First, he made MoMA the world’s first all-embracing modern visual art museum; second, he built MoMA’s classic collection of modern art, formed a complete historical sequence of modern art, fostering MoMA’s invincible position among museums worldwide; third, he founded diversified professional departments in the museum, and developed its research-based curatorial works in different fields - for example as early as 1935, MoMA set up the departments of film and photography. The department of film collected over 10,000 films, especially a great number of silent films, which are some of the department’s most precious collections. MoMA’s department of photography is also influential internationally. These departments achieved remarkable results in collection, research and exhibition.

In comparison, China still lacks a museum that has specialized departments dedicated to the research of new media arts such as photography. There were no large-scale, systematized collections in these aspects, let alone established researches. In terms of visual artwork, the Guangdong Museum of Art has been largely collecting photography and video works since 2003, and hastened its steps in visual collection by initiating the Guangzhou Triennial. Currently, Guangdong Museum of Art’s visual collection is becoming systematical, but its related research is still underdeveloped.

The cultural strategies stipulated by Barr for MoMA helped it quickly grow into the most powerful modern art center in the world, authoritative in modern art collection, research and exhibition. Like the Louvre’s unparalleled position in the classic art collection, MoMA is unparalleled in its modern art collection - it even dwarfs other significant modern art collections like Tate and Center Pompidou. Yet despite MoMA’s great influence Tate strived to seek its own historical position and academic quality, make use of its strengths and avoid weaknesses, and devote itself to feature exhibitions. It has contributed distinctly to the construction and description of European modern and contemporary art history.

Looking back at MoMA’s history, we can see that any contemporary art museum should have a contemporary cultural spirit, either it is the ancient art or modern and contemporary art that its collection, research and exhibition involve. The contemporary cultural spirit refers to modern vision, management and operation, as well as the contemporariness of research methods, curatorial ideas, and exhibition approaches. It is possible to form a “contemporary art historical sequence” under this spirit, like Croce once said, all history is contemporary history.

 

2. Relationship between contemporary art and art museums

In return, how does contemporary art affect art museums’ academic development and values? Renowned scholar Wu Hung once so described the “contemporariness” of contemporary art: The true ‘contemporariness’ will not show via a new medium, format, style or content, but is the realization of the artist’s relationship with “the world they belong to and transform” via visual symbols, what kind of relationship that is, and how they enable it.

Regarding the relationship between contemporary art and art museums, deep and systematical thinking in Chinese context happened in 2002, during the first Guangzhou Triennial and its symposium. The theme of the symposium is “Place and model: Rethinking and Reinventing Contemporary Art Exhibitions”. From the angle of contemporary art exhibitions, it discussed and reflected on current issues and possibilities related to Chinese exhibitions, such as exhibition mechanisms and modes.

Hans-Ulrich Obrist also spoke about the relationship between contemporary art and art museums, that art museums should always prioritize the conception of multiplicity and diversity. He also noted that art museums can be seen as an interrelated space that contains anecdotes and mediations between the museums and the cities. The “Cities on the Move” exhibition, hosted by Obrist and Hou Hanru, has continued for eight years, involving many cities. Obrist’s idea is to view art museums as a new space concept, endowing with it multiple and diverse space for thinking, and extending this space concept into the museums’ relationship with the cities. They roam through many “fixed” cities with this “mobile city”, and the exhibitions constantly generate new meanings and possibilities along with the change of locations. Meanwhile, they will bring the dialogue between cities into symposiums and laboratories, facilitating dialogues, conversations and experimentations with artists, critics, interdisciplinary scholars and the public. These new exhibition planning concepts, displaying approaches and communication modes refreshingly breathed new life into contemporary art exhibitions.

The Guangdong Museum of Art always pays attention to the relationship between contemporary art and art museums. Therefore in 2005, the museum invited Obrist and Hou to be the curators for the second Guangzhou Triennial. The theme was “BEYOND: an extraordinary space of experimentation for modernization”. The two curators brought their curatorial ideas and operational mode of the “Cities on the Move” exhibition into this triennial. The theme can reflect their unique perspective - they challenged the still, stabilized, explicit and unambiguous space concept, transformed it into a turbulent experimental space brimmed with all kinds of possibilities, and provoked artists to create and exhibit in the new space; they carried out cultural interpretation of the Pearl River Delta - the special modernism showing the curators’ cultural values and humanistic care, with the region’s cultural image revealing itself through these expressions. On how the exhibitions were carried forward, there were six “Delta Laboratories”, inviting cultural scholars, architects, artists, poets, philosophers, critics to visit specific places like Guangzhou and the bigger Pearl River Delta region for academic activities such as inspection, conversation and research. Through these multi-layered interactive activities, they hope to create a contemporary exhibition mode, such as biennials or triennials, that grows in the soil of a specific and special modern experimental space like the Pearl River Delta, instead of being transplanted, so that it could engage in tangible interactions with the city and its modernization process.

It is thus clear that ways to curate contemporary art exhibitions and generate relationships could bring a new exhibition and space concept to art museums, and all kinds of possibilities to contemporary art’s relationship with art museums and their cities.

 

3. Art museums for experience, participation and transcendence

Art museum is not simply an exhibition venue, but more of a place that expects participation. We need to call for the public to approach her, to provide people with new experience, and to transform the public’s old perspectives and thinking conventions. The public should actively experience the art in a museum, peacefully touch and feel the art with their hands, ears and heart, and form new cognition and experience of their own. It is like the story of the resurrection of Jesus in the New Testament: When Jesus came back to life, once again joined the apostles, Saint Thomas was skeptical of what he saw. Only after he put his finger into Jesus’s side, that what he perceived and felt was transformed into a brand new experience. Experience changed Saint Thomas’s ideas, the same as how art museums change the public’s aesthetic habits.

The key is that, how to attract the public’s attention in contemporary context? How to resonate with the public emotionally, so that they would willingly walk into art museums, exhibitions, and participate in the experience of art? In this aspect, David Elliott provided a classic example. In 1998, as the first director of Moderna Museet in Stockholm after the museum’s new building opened, he curated the new museum’s inaugural exhibition “Wounds: Between Democracy and Redemption in Contemporary Art”. The idea that Elliott upheld was: While traditionally art generates at the branch point of life and art, he hoped to explore the concrete issues of collective and individual, democracy and society, art and spirit, and how individuals could hold on to their ideas through democracy, realize their dreams, transcend themselves and the society, and continue their journey towards freedom. When he later became the first director of Japan’s Mori Art Museum, the inaugural exhibition he curated once again applied this idea. The exhibition was titled “Happiness: A Survival Guide for Art and Life”. It investigated into different ideas, standards, individual experience of and copy styles towards “happiness” in the world, and used happiness as an attitude to describe contemporary art, and to discuss how this attitude steps into the society and individual ideal and reality.

The two exhibitions of Elliott’s both took exhibitions as a way for emotional experience, instead of simple and traditional artwork showcasing. Moreover, the exhibitions took care of both individual and collective emotional experience. Be it wounds or happiness, democracy (Stockholm) or survival (Tokyo), these words and phrases, containing strong life experience and historical meanings, can easily stir the public’s emotional resonance and cultural recognition.

 As Elliott was busy arousing the public’s emotional resonance with and participation in art museums through exhibitions, scholars in foreign countries and Taiwan were keen on discussing the development and reform of modern and postmodern museums and art museums. They believe today’s art museums are in a new stage of historical development, and need to respond to the various new phenomenon and problems of contemporary museums and art museums with new museological visions. This is mainly embodied in the transformation of culture, communicative means and purposes, in our reflection on the relationship of museums and art museums with the public. Museums and art museums, influenced by these new thoughts, have gradually metamorphosed from a traditionally condescending place that deemed itself professional and tried to educate and guide the public from the top down, to an institute that keep the audience’s expectations and needs in mind, actively guide different groups of audience to shape, educate and better themselves. Museums and art museums are no longer a place that pass on fixed knowledge, but have become a space for the public to generate life and aesthetic experience via honest communications. The public here is concrete, stratified, flowing, instead of abstract, conceptual or immobilized.

In a nutshell, in addition to establishing their inherent “contemporary” perspective and pursuing interactive relations with contemporary art, the contemporary art museums have the responsibility to build new, humanistic relationship with the public. Who are the public? How and by what standard can they be categorized? How to build new relationship? What follows suit?

The aforementioned three aspects can make contemporary museums a social, spiritual, lively, creative, participatory, inclusive and humanized space.

 

November 6, 2009

Written at Central Academy of Fine Arts


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CAFA Art Museum Publication Authorization Agreement

I fully agree to CAFA Art Museum (CAFAM) submitting to CAFA for publication the images, pictures, texts, writings, and event products (such as works created during participation in workshops) related to me from my participation in public events (including museum member events) organized by the CAFA Art Museum Public Education Department. CAFA can publish these materials by electronic, web, or other digital means, and I hereby agree to be included in the China Knowledge Resource Bank, the CAFA Database, the CAFA Art Museum Database, and related data, documentation, and filing institutions and platforms. Regarding their use in CAFA and dissemination on the internet, I agree to make use of these rights according to the stated Rules.

CAFA Art Museum Event Safety Disclaimer

Article I

This event was organized on the principles of fairness, impartiality, and voluntary participation and withdrawal. Participants undertake all risk and liability for themselves. All events have risks, and participants must be aware of the risks related to their chosen event.

Article II

Event participants must abide by the laws and regulations of the People’s Republic of China, as well as moral and ethical norms. All participants must demonstrate good character, respect for others, friendship, and a willingness to help others.

Article III

Event participants should be adults (people 18 years or older with full civil legal capacity). Underage persons must be accompanied by an adult.

Article IV

Event participants undertake all liability for their personal safety during the event, and event participants are encouraged to purchase personal safety insurance. Should an accident occur during an event, persons not involved in the accident and the museum do not undertake any liability for the accident, but both have the obligation to provide assistance. Event participants should actively organize and implement rescue efforts, but do not undertake any legal or economic liability for the accident itself. The museum does not undertake civil or joint liability for the personal safety of event participants.

Article V

During the event, event participants should respect the order of the museum event and ensure the safety of the museum site, the artworks in displays, exhibitions, and collections, and the derived products. If an event causes any degree of loss or damage to the museum site, space, artworks, or derived products due to an individual, persons not involved in the accident and the museum do not undertake any liability for losses. The event participant must negotiate and provide compensation according to the relevant legal statutes and museum rules. The museum may sue for legal and financial liability.

Article VI

Event participants will participate in the event under the guidance of museum staff and event leaders or instructors and must correctly use the painting tools, materials, equipment, and/or facilities provided for the event. If a participant causes injury or harm to him/herself or others while using the painting tools, materials, equipment, and/or facilities, or causes the damage or destruction of the tools, materials, equipment, and/or facilities, the event participant must undertake all related liability and provide compensation for the financial losses. Persons not involved in the accident and the museum do not undertake any liability for personal accidents.

CAFA Art Museum Portraiture Rights Licensing Agreement

According to The Advertising Law of the People’s Republic of China, The General Principles of the Civil Law of the People’s Republic of China, and The Provisional Opinions of the Supreme People’s Court on Some Issues Related to the Full Implementation of the General Principles of the Civil Law of the People’s Republic of China, and upon friendly negotiation, Party A and Party B have arrived at the following agreement regarding the use of works bearing Party A’s image in order to clarify the rights and obligations of the portrait licenser (Party A) and the user (Party B):

I. General Provisions

(1) Party A is the portraiture rights holder in this agreement. Party A voluntarily licenses its portraiture rights to Party B for the purposes stipulated in this agreement and permitted by law.

(2) Party B (CAFA Art Museum) is a specialized, international modern art museum. CAFA Art Museum keeps pace with the times, and works to create an open, free, and academic space and atmosphere for positive interaction with groups, corporations, institutions, artists, and visitors. With CAFA’s academic research as a foundation, the museum plans multi-disciplinary exhibitions, conferences, and public education events with participants from around the world, providing a platform for exchange, learning, and exhibition for CAFA’s students and instructors, artists from around the world, and the general public. As a public institution, the primary purposes of CAFA Art Museum’s public education events are academic and beneficial to society.

(3) Party B will photograph all CAFA Public Education Department events for Party A.

II. Content, Forms of Use, and Geographical Scope of Use

(1) Content. The content of images taken by Party B bearing Party A’s likeness include: ① CAFA Art Museum ② CAFA campus ③ All events planned or executed by the CAFAM Public Education Department.

(2) Forms of Use. For use in CAFA’s publications, products with CDs, and promotional materials.

(3) Geographical Scope of Use

The applicable geographic scope is global.

The media in which the portraiture may be used encompasses any media that does not infringe upon Party A’s portraiture rights (e.g., magazines and the internet).

III. Term of Portraiture Rights Use

Use in perpetuity.

IV. Licensing Fees

The fees for images bearing Party A’s likeness will be undertaken by Party B.

After completion, Party B does not need to pay any fees to Party A for images bearing Party A’s likeness.

Additional Terms

(1) All matters not discussed in this agreement shall be resolved through friendly negotiation between both parties. Both parties may then sign a supplementary agreement, provided it does not violate any laws or regulations.

(2) This agreement comes into effect on the date that it is signed (sealed) and the relevant boxes are selected by Party A and Party B.

(3) This agreement exists in paper and electronic forms. The paper form is made in duplicate, with Party A and Party B each retaining one copy with the same legal efficacy.

Event participants implicitly accept and undertake all the obligations stated in this agreement. Those who do not consent will be seen as abandoning the right to participate in this event. Before participating in this event, please speak to your family members to obtain their consent and inform them of this disclaimer. After participants sign/check the required box, participants and their families will be seen as having read and agreed to these terms.

I have carefully read and agree to the above provisions.

Group Visit Agreement
and Statement

CAFA Art Museum Publication Authorization Agreement

I fully agree to CAFA Art Museum (CAFAM) submitting to CAFA for publication the images, pictures, texts, writings, and event products (such as works created during participation in workshops) related to me from my participation in public events (including museum member events) organized by the CAFA Art Museum Public Education Department. CAFA can publish these materials by electronic, web, or other digital means, and I hereby agree to be included in the China Knowledge Resource Bank, the CAFA Database, the CAFA Art Museum Database, and related data, documentation, and filing institutions and platforms. Regarding their use in CAFA and dissemination on the internet, I agree to make use of these rights according to the stated Rules.

CAFA Art Museum Event Safety Disclaimer

Article I

This event was organized on the principles of fairness, impartiality, and voluntary participation and withdrawal. Participants undertake all risk and liability for themselves. All events have risks, and participants must be aware of the risks related to their chosen event.

Article II

Event participants must abide by the laws and regulations of the People’s Republic of China, as well as moral and ethical norms. All participants must demonstrate good character, respect for others, friendship, and a willingness to help others.

Article III

Event participants should be adults (people 18 years or older with full civil legal capacity). Underage persons must be accompanied by an adult.

Article IV

Event participants undertake all liability for their personal safety during the event, and event participants are encouraged to purchase personal safety insurance. Should an accident occur during an event, persons not involved in the accident and the museum do not undertake any liability for the accident, but both have the obligation to provide assistance. Event participants should actively organize and implement rescue efforts, but do not undertake any legal or economic liability for the accident itself. The museum does not undertake civil or joint liability for the personal safety of event participants.

Article V

During the event, event participants should respect the order of the museum event and ensure the safety of the museum site, the artworks in displays, exhibitions, and collections, and the derived products. If an event causes any degree of loss or damage to the museum site, space, artworks, or derived products due to an individual, persons not involved in the accident and the museum do not undertake any liability for losses. The event participant must negotiate and provide compensation according to the relevant legal statutes and museum rules. The museum may sue for legal and financial liability.

Article VI

Event participants will participate in the event under the guidance of museum staff and event leaders or instructors and must correctly use the painting tools, materials, equipment, and/or facilities provided for the event. If a participant causes injury or harm to him/herself or others while using the painting tools, materials, equipment, and/or facilities, or causes the damage or destruction of the tools, materials, equipment, and/or facilities, the event participant must undertake all related liability and provide compensation for the financial losses. Persons not involved in the accident and the museum do not undertake any liability for personal accidents.

CAFA Art Museum Portraiture Rights Licensing Agreement

According to The Advertising Law of the People’s Republic of China, The General Principles of the Civil Law of the People’s Republic of China, and The Provisional Opinions of the Supreme People’s Court on Some Issues Related to the Full Implementation of the General Principles of the Civil Law of the People’s Republic of China, and upon friendly negotiation, Party A and Party B have arrived at the following agreement regarding the use of works bearing Party A’s image in order to clarify the rights and obligations of the portrait licenser (Party A) and the user (Party B):

I. General Provisions

(1) Party A is the portraiture rights holder in this agreement. Party A voluntarily licenses its portraiture rights to Party B for the purposes stipulated in this agreement and permitted by law.

(2) Party B (CAFA Art Museum) is a specialized, international modern art museum. CAFA Art Museum keeps pace with the times, and works to create an open, free, and academic space and atmosphere for positive interaction with groups, corporations, institutions, artists, and visitors. With CAFA’s academic research as a foundation, the museum plans multi-disciplinary exhibitions, conferences, and public education events with participants from around the world, providing a platform for exchange, learning, and exhibition for CAFA’s students and instructors, artists from around the world, and the general public. As a public institution, the primary purposes of CAFA Art Museum’s public education events are academic and beneficial to society.

(3) Party B will photograph all CAFA Public Education Department events for Party A.

II. Content, Forms of Use, and Geographical Scope of Use

(1) Content. The content of images taken by Party B bearing Party A’s likeness include: ① CAFA Art Museum ② CAFA campus ③ All events planned or executed by the CAFAM Public Education Department.

(2) Forms of Use. For use in CAFA’s publications, products with CDs, and promotional materials.

(3) Geographical Scope of Use

The applicable geographic scope is global.

The media in which the portraiture may be used encompasses any media that does not infringe upon Party A’s portraiture rights (e.g., magazines and the internet).

III. Term of Portraiture Rights Use

Use in perpetuity.

IV. Licensing Fees

The fees for images bearing Party A’s likeness will be undertaken by Party B.

After completion, Party B does not need to pay any fees to Party A for images bearing Party A’s likeness.

Additional Terms

(1) All matters not discussed in this agreement shall be resolved through friendly negotiation between both parties. Both parties may then sign a supplementary agreement, provided it does not violate any laws or regulations.

(2) This agreement comes into effect on the date that it is signed (sealed) and the relevant boxes are selected by Party A and Party B.

(3) This agreement exists in paper and electronic forms. The paper form is made in duplicate, with Party A and Party B each retaining one copy with the same legal efficacy.

Event participants implicitly accept and undertake all the obligations stated in this agreement. Those who do not consent will be seen as abandoning the right to participate in this event. Before participating in this event, please speak to your family members to obtain their consent and inform them of this disclaimer. After participants sign/check the required box, participants and their families will be seen as having read and agreed to these terms.

I have carefully read and agree to the above provisions.

Group Visit Agreement
and Statement

CAFA Art Museum Publication Authorization Agreement

I fully agree to CAFA Art Museum (CAFAM) submitting to CAFA for publication the images, pictures, texts, writings, and event products (such as works created during participation in workshops) related to me from my participation in public events (including museum member events) organized by the CAFA Art Museum Public Education Department. CAFA can publish these materials by electronic, web, or other digital means, and I hereby agree to be included in the China Knowledge Resource Bank, the CAFA Database, the CAFA Art Museum Database, and related data, documentation, and filing institutions and platforms. Regarding their use in CAFA and dissemination on the internet, I agree to make use of these rights according to the stated Rules.

CAFA Art Museum Event Safety Disclaimer

Article I

This event was organized on the principles of fairness, impartiality, and voluntary participation and withdrawal. Participants undertake all risk and liability for themselves. All events have risks, and participants must be aware of the risks related to their chosen event.

Article II

Event participants must abide by the laws and regulations of the People’s Republic of China, as well as moral and ethical norms. All participants must demonstrate good character, respect for others, friendship, and a willingness to help others.

Article III

Event participants should be adults (people 18 years or older with full civil legal capacity). Underage persons must be accompanied by an adult.

Article IV

Event participants undertake all liability for their personal safety during the event, and event participants are encouraged to purchase personal safety insurance. Should an accident occur during an event, persons not involved in the accident and the museum do not undertake any liability for the accident, but both have the obligation to provide assistance. Event participants should actively organize and implement rescue efforts, but do not undertake any legal or economic liability for the accident itself. The museum does not undertake civil or joint liability for the personal safety of event participants.

Article V

During the event, event participants should respect the order of the museum event and ensure the safety of the museum site, the artworks in displays, exhibitions, and collections, and the derived products. If an event causes any degree of loss or damage to the museum site, space, artworks, or derived products due to an individual, persons not involved in the accident and the museum do not undertake any liability for losses. The event participant must negotiate and provide compensation according to the relevant legal statutes and museum rules. The museum may sue for legal and financial liability.

Article VI

Event participants will participate in the event under the guidance of museum staff and event leaders or instructors and must correctly use the painting tools, materials, equipment, and/or facilities provided for the event. If a participant causes injury or harm to him/herself or others while using the painting tools, materials, equipment, and/or facilities, or causes the damage or destruction of the tools, materials, equipment, and/or facilities, the event participant must undertake all related liability and provide compensation for the financial losses. Persons not involved in the accident and the museum do not undertake any liability for personal accidents.

CAFA Art Museum Portraiture Rights Licensing Agreement

According to The Advertising Law of the People’s Republic of China, The General Principles of the Civil Law of the People’s Republic of China, and The Provisional Opinions of the Supreme People’s Court on Some Issues Related to the Full Implementation of the General Principles of the Civil Law of the People’s Republic of China, and upon friendly negotiation, Party A and Party B have arrived at the following agreement regarding the use of works bearing Party A’s image in order to clarify the rights and obligations of the portrait licenser (Party A) and the user (Party B):

I. General Provisions

(1) Party A is the portraiture rights holder in this agreement. Party A voluntarily licenses its portraiture rights to Party B for the purposes stipulated in this agreement and permitted by law.

(2) Party B (CAFA Art Museum) is a specialized, international modern art museum. CAFA Art Museum keeps pace with the times, and works to create an open, free, and academic space and atmosphere for positive interaction with groups, corporations, institutions, artists, and visitors. With CAFA’s academic research as a foundation, the museum plans multi-disciplinary exhibitions, conferences, and public education events with participants from around the world, providing a platform for exchange, learning, and exhibition for CAFA’s students and instructors, artists from around the world, and the general public. As a public institution, the primary purposes of CAFA Art Museum’s public education events are academic and beneficial to society.

(3) Party B will photograph all CAFA Public Education Department events for Party A.

II. Content, Forms of Use, and Geographical Scope of Use

(1) Content. The content of images taken by Party B bearing Party A’s likeness include: ① CAFA Art Museum ② CAFA campus ③ All events planned or executed by the CAFAM Public Education Department.

(2) Forms of Use. For use in CAFA’s publications, products with CDs, and promotional materials.

(3) Geographical Scope of Use

The applicable geographic scope is global.

The media in which the portraiture may be used encompasses any media that does not infringe upon Party A’s portraiture rights (e.g., magazines and the internet).

III. Term of Portraiture Rights Use

Use in perpetuity.

IV. Licensing Fees

The fees for images bearing Party A’s likeness will be undertaken by Party B.

After completion, Party B does not need to pay any fees to Party A for images bearing Party A’s likeness.

Additional Terms

(1) All matters not discussed in this agreement shall be resolved through friendly negotiation between both parties. Both parties may then sign a supplementary agreement, provided it does not violate any laws or regulations.

(2) This agreement comes into effect on the date that it is signed (sealed) and the relevant boxes are selected by Party A and Party B.

(3) This agreement exists in paper and electronic forms. The paper form is made in duplicate, with Party A and Party B each retaining one copy with the same legal efficacy.

Event participants implicitly accept and undertake all the obligations stated in this agreement. Those who do not consent will be seen as abandoning the right to participate in this event. Before participating in this event, please speak to your family members to obtain their consent and inform them of this disclaimer. After participants sign/check the required box, participants and their families will be seen as having read and agreed to these terms.

I have carefully read and agree to the above provisions.

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