Can the Art Expo have its own seven-point agenda that amalgamates government objectives and satisfies business concerns? Allow me to set the ball rolling.
The seven-point agenda:
1. Learning opportunities
Whilst ignorance may be bliss it rarely leads to excellence. All stakeholders in the art sector need more platforms for discussion and debate and exchange. Lectures and talks about the business of art, the best practices in art, methodology in art, and so on, should also be organised through the days the fair is being held.
An array of collectors, business experts, artists, and gallerists should be invited. The Nigerian art scene is still at the development stage - artists and galleries need continuous education.
2. Rebranding
Jettison the imported art expo tag for something local with a global reach such as Lagos ArtFair. The value of Lagos as a brand should not be under-estimated even though the state does little or nothing for arts and culture. Nevertheless, the state should be made to understand that they have a stake, which would accrue in tangible and intangible assets.
The event can be sold to the state using the sound bites they understand - alleviate poverty, create gainful employment, provide an avenue for the development of tourism and culture and with strong galleries and robust sales ultimately resulting in substantial tax revenue generation.
If nurtured properly, it can answer some of their NEEDS (National Economic Empowerment and Development Strategy) and SEEDS (State Economic Empowerment and Development Strategy) or MDGs requirements.
But more importantly, a few megacities have been successfully built without a cultural foundation, or developing itself as a cultural destination. We only have to look at the awe-inducing projects in Dubai, or the ambitious Saadiyat Island project in Abu Dhabi or the now renowned Bilbao effect in Spain.
Tourism goes deeper than hotels, golf courses, floating boat discos at the marina, it goes to the heart of the people’s art and culture. The Lagos artfair needs to position itself as an indispensable stakeholder.
3.Get private event planners
A private event planner, marketing firm or agent will run the fair like the business event that it is with sponsorship covering their fees. In Johannesburg, the First National Bank have been major sponsors of the two editions, benefitting from being associated with an international cultural event.
4. Make presentation everything
In the artworld, presentation is like packaging. If it is tacky and cheap you will attract that kind of audience. Art is about perception and the kind of people who buy it need to identify with the product.
Whilst the National Museum is not a bad place in itself, professional exhibition design through the services of experts will make the presentation of the art expo the envy of all others.
5. Marketing, marketing and more marketing
There will be no opportunity to make sales if the event is not thoroughly marketed. Print and TV partners, and even satellite channels must be brought on board to feature the galleries, artists through a daily programme before and whilst the fair is on.
6. Develop rules and guideline for professionalism
The quality factor has to become the only priority. It will contribute to making it a quality outing and not an all-comers event. An example could be that galleries should not show more than five of their gallery artists with information on others they represent available and for viewing in their gallery space.
We have to get away from the ‘pile ‘em up, stack ‘em high, sell ‘em cheap’ supermarket mentality. No single artist’s work should be showcased in more than 2 galleries throughout the fair. That is the essence of the selection process.
7. To make money, you have to spend
In art fairs throughout the world you pay for what you get. There could be three booth sizes such as 20sqm for small galleries, 30-35sqm for medium and 40-50sqm for larger galleries. Fairs are not about inviting all and sundry. If only 10 good galleries make the grade, set a standard it will be a worthwhile beginning.