“No matter. Try again. Fail again. Fail better.” This pessimistic and cryptic fragment from Beckett has turned into a kind of positive and vitalist motto, and perhaps that’s what learning from mistakes is all about. The crux lies in the fact that confronting those errors head-on is challenging. If your mirror is your online persona, whose reflection of what you wish to be is a distanced image of yourself yet has become something with which you maintain an intimate relationship, you should get to know artist Amalia Ulman.
Interview tak­en from METAL Magazine issue 51. Adapted for the online version. Order your copy here.
Her works unfold as alternate realities, durational mirrors that transcend immediacy, propelled by unsettling characters that oscillate between brilliance and darkness. She weaves stories where appearances do matter, crafting humorous and poignant deceptions that, showcased across diverse platforms, from social media to galleries, museums and films, reframe and challenge contemporary dilemmas.
Indeed, Amalia Ulman, born in Buenos Aires, 1989, is a disruptive force in the landscape of contemporary art and film, challenging dominant narratives to audaciously probe class consciousness and the relationship between consumerism and identity, revealing the fragility of authenticity in a world saturated with simulacra. From the intimate to the social, the path of this Argentine, educated in Spain and now based in New York, becomes an enriching cultural melting pot that oscillates between performance, film, and cultural critique.
On the verge of premiering her second feature film, “Magic Farm”, featuring Chloë Sevigny and Simon Rex, this conversation takes us deep into Ulman’s creative universe, exploring her reflections on the support she has received (or the lack thereof) throughout her career. It’s a journey that uncovers the delicate balance between the errors that shape us, and the stories shaped by her imagination and dedication.
How did you decide to become an artist?
I started my journey very young, at 16. It might sound a bit naive since I was still in high school and planning to study science. That was the plan, but then a digital camera showed up at home, and I started exploring photography. I already had an online presence at the time, though I later decided to delete everything. Through the Internet, I made friends in Barcelona and Madrid; I was only 16, while they were around 26 and already artists. Things started to click — I began exhibiting, and that’s when I realised it would be a mistake to continue with science, which I found challenging. 
So, it was a very organic process.
Yes, I was in Gijón, but with my little savings, I would go to Barcelona to visit my artist friends. That’s where it all started, very self-taught, so I decided to study art. Being from Asturias, I would have to move to study anyway, either to Madrid or Barcelona, and since there was a cheap EasyJet flight from Gijón to London, I thought, well, if I have to go, I’ll go straight to London.
You studied at Saint Martins, I live in Berlin, and more than half of the famous artists I know studied there. It almost feels like a factory for successful artists, doesn’t it? Did you learn a lot?
No, I didn’t learn anything, and maybe that was my first mistake. I shouldn’t have studied Fine Arts. Unfortunately, I knew very little and didn’t have many people to guide me or help me; I didn’t have mentors. I always liked literature and film more, but especially with film, I didn’t have female references or people from my social class. For me, studying film seemed impossible; I didn’t know anyone. I’d look at the credits of movies, see all the people involved, and think, this is something other people do, not me, always working alone in my room. So, I decided to study Fine Arts because I took photos and so on. But my issue as an artist is that I don’t have a traditional studio practice, and my art practice is very narrative based, which is frowned upon in the Fine Arts world. I always felt out of place. Honestly, I didn’t enjoy art school at all; I learned more by meeting other artists, not at school.
Did it help develop your creative abilities at all?
Not really. If I had studied something else, honestly, it would have been better.
You were born in Argentina and then moved to Gijón. How long did you live there?
I only lived in Argentina for the first year of my life.
That’s why you don’t have an Argentinian accent at all. Do you feel more connected to Argentina or to Spain?
Definitely Argentina.
After London, you moved to Los Angeles in 2014, and now you’re living in New York?
Yes, I moved to New York in 2020.
It seems like you have a love-hate relationship with Spain.
I love Spain. The issue is that Spain hasn’t loved me back. I love going to Spain — I used to go all the time. My first movie was made in Spain, and in fact, my next movie, the third one, will also be shot in Spain. I adore Spain, but it’s not reciprocal. In Argentina, I feel very welcome, and despite the few times I’ve been, I have many filmmaker friends, lots of support, and a connection that, unfortunately, I don’t have in Spain.
It’s a shame that things are still like this: a brain drain. Up until recently, your biographies always said “Amalia Ulman, Argentinian artist based in the United States.” I’ve followed you for a while, and only recently did I learn that you grew up in Asturias. Spain is difficult; it doesn’t support culture much, and there’s a general disregard for local talent, even when people gain recognition abroad. This seems very Spanish to me — this tendency not to appreciate what people do domestically, and instead, you’re constantly criticised. So, it’s not just you; this happens to a lot of people.
Anyway, I don’t have a love-hate relationship with Spain. Like I said, I shot in Gijón, my first movie premiered in 2021, “El Planeta”, out of love for my city, and I think that’s clear in the movie. It’s a portrait of Gijón.
That’s true; I rewatched the film before this interview, and it’s beautiful, both the story and the cinematography.
And my third film is also, let’s say, a portrait of Spain. I really like Spanish cinema, and I love going to Spain. The issue is that I don’t have support. “El Planeta” is on a Spanish streaming platform, but no one knows because we didn’t have advertising, communication, or distribution. Whereas in the United States, it was in theatres for eight weeks, it was on Delta Airlines flights for months, and it’s on HBO, which is a mainstream company. The film got much more promotion there than in Spain, even though it’s about Spain and was filmed there, and I find that strange. I appreciate the success in the United States because I live here, but yes, the Spain thing does not feel right.
It seems like you can’t quite break into the system in Spain. I guess you’re much more integrated into the American scene than the Spanish one, given that your whole career started developing there. And honestly, I think you’ve done well.
But I tried, you know? I want to make it clear that I did try. While I was living in London, I would go back to Asturias every three months with the intention of having a career in Spain.
I’d love to know which aspects of your childhood have influenced you. What traits from that time are part of your identity and your work?
My neighbourhood, Cimadevilla in Gijón. I remember being very bored in my childhood. So much boredom! I would never go back to my childhood. Except for my neighbourhood, which is a very unique place. Everyone who visits Gijón has been to Cimadevilla because it’s where people go out to party; it’s a very famous spot. I remember it because it’s so special. For example, the other day, I was watching Agnès Varda’s first film, “La Pointe Courte”, from 1956, which is set in a fishing village. The curious thing is that this film transported me to my neighbourhood, where I lived in the 1990s. Cimadevilla in the nineties was like a Fellini film from the sixties: the clothes, the yelling, everything. I feel lucky to have grown up in a place that seemed frozen in time. My experience was like growing up in an old Europe. Cimadevilla is a mythical place, full of history, layer upon layer of memory. I remember running through the streets as a child, among ruins, cats, women selling fish, barefoot kids shouting. It’s a Europe that no longer exists, and I’m not even that old. There, I had an almost timeless experience, and I feel fortunate for that and have so much love for Cimadevilla, which, unfortunately, isn’t what it used to be.
Do your parents have any artistic background?
My parents are Gen X hipsters. I grew up surrounded by hipsters, subcultures, skaters, and the like. I didn’t have a traditional childhood, but I don’t see that as a problem; I missed out on many conventional teachings, but I absorbed everything from that environment.
Not a bad mix, Fellini and hipster culture. Plus, you’ve always performed; fiction and scripted stories are a big part of your work, especially those related to appearances, like “Excellences & Perfections” (2014), one of the works that launched your career as an artist. How did it feel?
In 2014, I started publishing the performance that would later become “Excellences & Perfections”. For that, I created an online persona that initially blended the real with the fictional. In fact, you could say it was my first film. That was a dark time: I was in a lot of pain from my accident but pretended to be fine while staying busy with many activities. Being part of an industry that believes in momentum, I kept going, taking prescribed OxyContin to ignore the pain. After a trip to New York to present a piece at the Swiss Institute, I continued posting “Excellences & Perfections” from a religious retreat I went to for a fresh start without meds. It always amused me that people thought I was a sugar baby in luxury hotels when, in reality, I was cleaning the cabins’ toilets in the woods.
Still on the topic of appearances, another key piece is “Privilege” (2016), where you simulate being pregnant. I’d love for you to explain why you received negative criticism for it. I think the stigma surrounding women’s bodies and their representation is a fundamental issue. What impact does faking a pregnancy have in an artistic piece? After all, in fictional films, actresses often play pregnant women who aren’t actually pregnant.
This work was essentially a response to the success of  “Excellences & Perfections” where I was playing a character, a sexy character, and it was a very aesthetic piece. As a result, people expected me to keep working in that vein, doing sexy things. But those who knew me were well aware that neither my personal style nor anything in my life resembled that character; still, because it looked beautiful, people kept asking for more of the same. So, almost as an act of rebellion, I prepared another performance where the character wasn’t glamorous but worked in an office, exploring material aspirations and privilege. It was during the Trump vs. Hillary elections, a politically charged time. So, I created a character that, in the U.S., would be considered cringe based on extremists from both sides of the political spectrum I found online, drawing inspiration from material by both Trump and Hillary supporters. Another aspect that unsettled people was the pregnancy. As you see, it was an intentional mix of themes opposing those in “Excellences & Perfections”. The pregnancy part caused a lot of controversy. It was interesting because I was set to receive considerable funding for a second performance. But once I presented the script and explained what would happen, they denied the budget because of the pregnancy theme. The irony is that, at the same time, funds were granted to another artist who had faked his own death. It’s interesting to see which themes are acceptable and how far you can go. You can fake a death, but not a pregnancy? It’s quite a taboo topic, especially in the U.S.
Why do you think that is? Anti-abortion conservatism?
No, it wasn’t even that; the comment was something like, “Some woman who couldn’t have kids might be offended.” It was a topic they preferred to avoid, out of fear. It was strange because the pregnancy itself wasn’t the issue, but the fear of addressing the topic. The pregnancy was seen as highly taboo by the men in power who were supposed to grant me the funds, but no woman had taken offense.
Exactly, more of the same. The biggest mistake is that men control everything regarding women and their bodies, presuming they need to protect us from something that isn’t even an issue for us.
Yes, exactly, something like that, protecting women from a potential offense.
After this journey of performative acts, let’s talk about your film “El Planeta”. How did the idea of making a feature film come about?
I was used to working alone, photographing myself, directing myself, because even in “Excellences & Perfections”, I had a script, although it was less specific. As you know, I would photograph myself in different situations and post it on Instagram. The thing is, as my artistic practice grew, I increasingly needed more people on my team — not only to help me build installations but also in other areas. It reached a point where I had a solo exhibition every month; it was crazy. So, I started working with more and more people until, eventually, the difference between an indie film and the amount of people I was working with for my artistic practice wasn’t that great anymore. That’s why I decided to make the film. And while we’re on it, I’d like to mention again that “El Planeta” is still available in Spain, and people can watch it on Filmin and Apple TV, so I hope that when this interview is published, more people will get to see it.
You play one of the main roles. How was it to direct and act at the same time, especially in your first feature film?
There’s a lot of running back and forth between the camera and the scene, for example. That’s how I work in photography: I run in front of the camera to check how it looks, pose again, and so on. And directing myself? Well, it’s similar; we do the scene, I check how it turned out, and we repeat. But I have to thank my assistant director, Carmen Roca Igual, because I trust her a lot. In “El Planeta”, I’d sometimes turn to her and rely on her judgment that if she thought the scene was good, then it was good for me.
Why did you decide to shoot it in black and white? The Gijón you mentioned, though monochrome doesn’t allow for much colour nuance, it feels very grey, very heavy.
I decided to shoot in black and white because, aware of the budgetary limitations, I wanted to make something beautiful. I don’t draw, but I know how to do everything else, so when I make films, I’m the producer, costume designer, set designer, editor, but above all, I’m very involved in the photography because it’s a medium I’ve used a lot. Asturias has poor light for filming and photography, so I knew that if we filmed in colour, colour correction would be a nightmare. By filming in black and white, we could control the look of the film from the beginning. It was a decision made from the start, and it also determined the costumes we would use. Everything was planned to work without colour. And yes, it was mainly because Asturias is grey.
Did you write the script?
Yes, I wrote it myself.
I would like you to talk about the theme of the erroneous nature of appearances, which is pivotal in your work. Many of your projects seem to be camouflaged and mixed with your personal life, moving in that ambiguous space between reality and fiction and exploring the thin line that separates them.
Everything I have said in my interviews has always been true. The only fiction has been “Excellences & Perfections”, which was conceived for Instagram as a tool, as a medium, as a showcase to present the piece, just like I now use the cinematic medium. That work was taken down from my profile. Everything you’ve read now is true.
About your accident, was it difficult to deal with the American healthcare system, where you have to pay for everything, and being away from your family?
Yes, all the treatments and surgeries were done there. But I would prefer not to talk too much about this because it is something very traumatic and serious for me, and unfortunately, I have been left with a permanent disability. Sometimes I use a cane and a wheelchair, although I’m currently training my dog to help me.
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Cardigan VERSACE, skirt BLUMARINE. 
All the themes you work with recursively have given you a signature in your professional career at such a young age; your works are very well recognised. Social relationships, appearances, fictional narratives intertwined with real life, which you manage to integrate into a cohesive narrative in “El Planeta”, weaving elements that range from the intimate to the social. The precariousness affecting the protagonists is a reflection of the financial crisis that shook Spain starting in 2008 yet they act as if their life was still luxurious. Each theme that you carefully explore finds its place within the story in a natural and meaningful way. Do you also address social and family dynamics in your new film “Magic Farm”?
I think this film has less to do with my personal life, although it still has references. We filmed it in Argentina, the country where I was born, and my grandmother appears in the film, although she’s not a main character. But also, it does relate to appearances. I consider “El Planeta” stylistically and thematically to be a very Argentinian film, even though it was filmed in Gijón. However, “Magic Farm” is a much more Spanish film in terms of aesthetics; it takes inspiration from 1990s Spanish cinema, such as “Airbag” (Juanma Bajo Ulloa, 1997) and “El milagro de P. Tinto” (Javier Fesser, 1998), with that very colourful Spanish camp aesthetic. It also reminds me a bit of “¡Bienvenido Mister Marshall!” (Luis García Berlanga, 1953); it is in that sense that the film relates to appearances. The movie is about a documentary crew, as if it were from Vice News. Some hipsters from New York travel to Argentina to make a documentary searching for a trend that no longer exists, so they decide to fake it along with the Argentines, the people from the village, who, on the other hand, have no problem lying, pretending, and participating in the deception since they are being paid and want to be nice to the Americans. It’s somewhat similar to what happens in “¡Bienvenido Mister Marshall!”, where there’s also a predisposition towards the Americans. The villagers say, “This is what the Americans want, so let’s do it, no problem.”
And continuing with social themes, they definitely exist because there are social differences between the village people and the Americans who come to shoot the documentary. There are also social differences within the group of Americans; we have characters like the one portrayed by Chloë Sevigny, who is the presenter of the programme they are filming, plus the other characters who work behind the scenes and probably don’t have health insurance in the United States and not much money either. On the other hand, many interpersonal relationships arise between the Argentines and the Americans.
You previously mentioned Berlanga and Bajo Ulloa; which other filmmakers do you admire or inspire you?
One of my favourite directors is Ernst Lubitsch. He was a significant reference for “El Planeta”, for example. I also incorporated references from the Nouvelle Vague because I took influences from European cinema as well. For “Magic Farm”, a great reference has been Robert Altman, especially due to the structure of the movie, which is an ensemble film with many actors and multiple interconnected stories.
“Short Cuts” by Altman is one of my all-time favourite films. Earlier, you mentioned that your parents are from Generation X; almost all these movies are also Gen X.
Yes, making a film about vice is deeply related to my parents; it has a lot to do with them.
Is it a tribute to them?
Yes, more or less, a tribute and or critique.
Regarding the casting, how did you get Chloë Sevigny and Simon Rex? Was it easy to access them? Although it’s also true that Chloë tends to do a lot of indie films.
I wrote the character with Chloë in mind, and we have many mutual friends, so I simply met with her and shared the script. With Simon, my producers already had contact, and he was very interested in making the film. In fact, the most complicated character to cast was Alex Wolff because it was a complex role. Let’s say Alex’s character has a relationship with a girl, and when we did the casting in Argentina, it turned out that this girl was a pretty young actress, which complicated the character quite a bit because most of the actors for Alex’s role were much older. We didn’t want to add the layer of complexity to the relationship that comes from that age difference. We didn’t want a relationship between someone 50 and a 19-year-old girl. Luckily, Alex is also young, so it was easy casting him because, even though his character was a troublemaker, a fuckboy, the age is similar, so the chemistry was very natural.
Continuing with production, how do you finance it? I mean, you have a production company, Holga’s Meow Pictures, but I suppose “Magic Farm” is no longer a low-budget film. What I know about Europe is that almost all productions are funded by the EU, Creative Europe, governments, etc., all institutional; in America, it’s the opposite — private funding. Can you explain this?
I financed “El Planeta” myself up to the post-production stage because the Government of Spain didn’t give me money, and neither did Asturias. I tried a lot, but they wouldn’t give it to me. So, I moved the project forward by myself. I managed to get some small funding from London, then I was commissioned a workshop, so I gathered the money and paid my team, which was only five people, through the audiovisual agreement in Spain. The good thing is that since I had good material, some American producers joined the project for the editing and finalisation phase of the film to send it to festivals like Sundance and others. Some of those who had helped me finish “El Planeta”, like Spacemaker Productions, also joined the “Magic Farm” project, and then MUBI, which produced the film. Additionally, in Argentina, we worked with Rei Pictures, who are the producers of “Zama” by Lucrecia Martel. So yes, in this case, “Magic Farm” is a more standard production in terms of funding.
How long did you spend filming?
One month in Argentina.
When is it being presented?
Definitely in 2025.
This summer you curated a film series called “Desire & Punishment on Fascism” at the Roxy Cinema in New York, right? Also, we have already talked about your plans to continue in film because you are preparing your third movie, but are you continuing in the art scene: museums, galleries?
Yes, I am still in the art world. In fact, recently I also curated a group exhibition titled “MiCasa” in an apartment on the Upper West Side, which was still being renovated and that I have started to transform into my studio. This year I left all my galleries. I made this decision because I am not interested in commercial art, and I really don’t want to return to an art fair in my life. But that doesn’t mean I will stop making art because that will always be part of me; I am an artist and I will die an artist. 
And regarding the topic of water and your role as a sommelier, do you want to comment on that?
Well, water is a hobby for me. I got certified and went to the Doemens Academy in Munich, so technically I am a water sommelier. I started posting videos just for fun. It’s between films that I can dedicate myself to doing something different. I also learned to ride horses and train dogs; I mentioned I am training my dog to be a service dog. Water had been an interest of mine for a long time because I am very sensitive to flavours, but somehow it became something more serious and especially this year, I was asked to curate waters for several shows. In the end, what started as a hobby turned into ten exhibitions.
Your versatility and ability are truly admirable. Although your activities are very diverse, they all share a focus on learning and experimentation, and I find that fascinating. From writing and directing scripts to your performances and exhibitions, do you handle everything on your own or do you work with a team?
I do everything by myself; I don’t have a team or a studio. I work with people on a project-by-project basis.
To wrap up, what projects do you have in mind for after the presentation of “Magic Farm”?
Right now, I am focusing on writing short stories and tales, and I am also working on the script for my third movie, I am almost in pre-production phase.
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Dress MAISON MARGIELA, shoes Amalia’s own.