Marcelo Soria-Rodríguez (Spanish, b. 1977) is an artist based in Madrid whose generative and code-based work explores human and machine emotion and what he calls the total cognitive space of a system.,,,,,Before turning to art full time, he spent thirteen years in strategy and innovation at the Spanish bank BBVA, co-founding BBVA Data & Analytics in 2014 and the BBVA AI Factory in 2019.,,
In 2014 he also co-founded Databeers, a data-literacy movement that grew to more than 30 cities across ten countries.,In 2019, while leading data strategy at BBVA, he and the artist Iskra Velitchkova proposed using art and culture as a tool for corporate strategy, and when it did not fit the bank's short-term focus, they quit on the same day to launch their own agency. They turned fully to art once the COVID-19 pandemic began.,
He had studied telecommunications engineering in Spain, the United States and Finland, and began minting art on OpenSea in January 2021 before moving through Hic et Nunc and fxHash.,,contrapuntos (2021), released on fx(hash), translated the musical counterpoint technique associated with J.S. Bach into shape and color.His 2022 Art Blocks Curated collection entretiempos extended that visual language, using intersecting rings inspired by Sonia Delaunay and František Kupka to explore how meaning shifts across different time scales.,,
He carried that interest in materiality into rêves de papier et l'identité des mèmes (2022-23), leaf-casting colored paper fibers directly into an algorithm-specified image instead of printing onto paper. Later works became interactive: Toccata (2022), made with Andreas Rau, could be performed by changing camera views, while centrifugal (2023) reacts to ambient sound from a microphone.His cross-blockchain project Ecologías (2023), shown at Unit London, paired three fx(hash) series on Tezos with two Ethereum generators that read climate data.
His 2024 Art Blocks work variaciones del yo was commissioned by one of the largest collectors of entretiempos, with a performance system built into the smart contract itself so the piece can act on its own or be played by collectors.In 2025 he completed above/beneath all & all above/beneath, the third in a series with siempre en mí, siempre en ti and all that remains (both 2023), reflecting on cognitive decline informed by Parkinson's and Alzheimer's disease in his family.,,The 2025 piece was released through “Cure³”, a fundraising exhibition for Cure Parkinson's.,He has exhibited at Art Basel Hong Kong, Unit London and Kate Vass Galerie, and participated in the Bright Moments Mexico City and Finale collections.,,
