THAT ART FAIR / IN CONVERSATION WITH EMO DE MEDEIROS 5/22 ARTAFRICA
I’m also looking forward to discovering it
by being the invited artist of THAT ART
FAIR: I think TAF is a great initiative, that is
a harbinger of the global art market’s future:
it is both Pan-African and global, it welcomes
galleries and artists alike and embodies
what ‘emergence’ stands for: bringing
innovative practices, thinking out the box,
inventing new perspectives. I feel completely
in sync with this evolution, which could be a
first step to a revolution in the art world.THAT ART FAIR has a strong focus
emerging artists, a number of whom
are unrepresented. What is your view on
representation and what is your opinion
on the role of events such as THAT ART
FAIR in this regard?I think gallery representation can definitely
help an artist’s career. Established galleries are
the traditional outlet of artworks and point
of access for collectors, as well as being one
of the sources of legitimation. When they
are professional, they also provide valuable
resources, efficient communication and
publicity. A good relationship between gallery
and artist can also be a source of interesting
creative discussions.That being said, the key words here are ‘established’ and ‘professional.’ Established means they have a
solid and active network of curators and collectors. Professional means that they have strong curatorial
knowledge and are proficient in communication and marketing, which should include new media.
They also need an ability to be bold and take risks. I have had the experience, before I accepted any
gallery deal, of selling my work myself, some of which now belongs to prestigious collections. I have
shown my work at the Palais de Tokyo and the D’Dessin Paris Contemporary Drawing Fair, both in
Paris.
I have done several solo and group shows which put me in a much better position to choose which
galleries to work with and to decide with whom (and in which countries) I wanted to collaborate
with. I think social media has changed the game: artists can now build their own network, show and
sell their work online and have a choice in whether they want to work with a gallery or retain complete
freedom, all while still making a living. New models have become possible. I think an event such
as TAF is in harmony with this state of things. By renewing the traditional model of the art fair, it
constitutes a sign that change is happening fast and strong.
Emo de Medeiros, Kaleta/Kaleta (still), 2014. Courtesy of the artist.
FEATURE / THAT ART FAIR