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Jali Wahlsten

Born June 20, 1963, Turku

Master of Arts (Aesthetics), University of Helsinki, 1994

Agent and Cultural Producer, Iberian-American Foundation, Buenes Aires branch, 2015-
Founder and Shareholder, Nordic Bakery Ltd, London, 2004-
London Representative for Artek and Kinnasand (Sweden), 2001–2004
London Representative, Marimekko, 2000
Cultural Secretary, Finnish Institute in London, 1996–1999

Special accomplishments
Aesthetic Deed of the Year, Finnish Society for Aesthetics, 1997
Winner of Finnish Ice Hockey Championships, 1992 and 1994

Photo: Suomen Madridin-instituutti
Written by Jali Wahlsten (Lauri Lönnström, ed.)
Translated by John Calton

The maestro of his own life

To cite Martti Servo, the Finnish singer: ‘Who you are, it’s good to know. Then you can live, like a maestro.’ As the maestro of my own life, I’ve had the chance to try out all kinds of things. It is the only leadership position I have ever had the appetite for, let alone competence.

I have always tried to find truth from various sources, and the closest I have got to it is through arts and philosophy. At their finest, they are paradoxical and have thereby enabled me to recognise and accept life’s conundrums in a more general sense.

When it comes to culture, I tend to be selective, disbelieving in the popularisation of art or philosophy. I defend their elitism to the last.

Seeing things from the perspective of philosophy and aesthetics can be arduous, and for me it’s enough to do it for no more than a couple of hours a day. The rest of the time I’m happy to be a pragmatist, fiddling with everyday matters. The search for truth is like an instrument that I play enthusiastically for my own pleasure without needing to take to the stage.

At the moment, my calling card says ‘Agent and cultural producer for the Ibero-American Foundation of Finland’. I live in Buenos Aires and in my work I try to enhance the visibility and networks of Finnish culture and research in Argentina. It’s an interesting new chapter in my life that involves a new environment and new people. I hope I have the courage to question my prejudices and values, as well as the determination to drop my old social networks when they are no longer needed.

I have tried to change course whenever I feel that my amateurish enthusiasm starts to give way to professionalism. My development has always stopped or at least slowed down when a hobby has become work. I used to work as a cultural secretary, design agent and founder of the Nordic Bakery chain of coffee shops when I was living in London. The decision to change course was a matter of heart and intuition.

The world of professional sports taught me to embrace the fact that there will always be a younger and more competent generation ready to replace the older one. I think the same applies at work as well. A belief in experience or sense of responsibility may become a hindrance when really it is time to move on.

As a humanist, I value modesty and admire people who recognise when they have achieved enough.

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