If the commercialism of cultures continue relentlessly unabated, with the objects of vision, foresight, spirituality and creativity becoming mere commodities. What are the possible results, implications, and consequences? I am not only referring to individuals or communities, but on every levels of daily social living.
Way beyond the usual confrontations with ideologies of Capitalist verse Socialist labour, race, class and colour. My focus here is the Commercial Art World Markets, and in particular creative visual artists, from an African Origin – working in the Global African Villages.
UNDENIABLE TRUTHS
When the Field Marshalls and Generals of Industry were questioned, ” what or who is the best artist? After a brief pause and deep thinking, with sincere honesty, the reply in one accord and agreement was – “A Dead Artist.” No yes, no or maybe so, can you make sense of those truthful simple words. It is profound, think about it.
As market forces expanded, the opportunities arose for cultural forms to be bought & sold. Leading to commodification of culture on a Global Scale. The major Commercial Fine Art Galleries, tailored art works to fit market demands. Major manufacturing strategies were utilised, the ego of hand-picked artist were massaged, while promoting to specific needs were implemented.
Generally, the process of commodification stripped away, layer by layer, originality of ideas, authenticity in relation to creativity and culture in which the work came from.
The marketers shy away from subversive expressions and content. Preferring instead standardised, predictable designed marketability. In that way the original authentic meaning, context, and artist original ideas for the work are generally lost in the mix. And the cultures from which they originate and generate is lost. Not just culturally, they do not benefit financially, in real terms.
Not exactly ethical? No, it is simply another form of appropriation, exploitation, and unequal distribution of profits in the Global Cultural Economic Exchange. Right now it is a Urban Jungle out there, beware!
ART & MONEY
With the growth, expansion, and connectivity of markets, the rise of Capital Cultural Forms were commodified. The full range of Creative Arts, became incresingly dominated by Global Market Forces.
A huge number of artists were recruited and contracted to major International Commercial Art Galleries, and began making art as professionals. Producing works to be sold to patrons, blue chip clientele, and the general public.
For the Real African Creative Practice, the visual arts is much more than Aesthetics. It is a reflection of identity. The Art Works becomes a Visual Representation of Histories, Celebration and Acknowledgement of Ancient Rites & Rituals, that shape the core of their being.
To satisfy market demands, the most successful artist no longer have hands on when making work. They have become an industry. The artist signature, name, symbol, and motif are now recognised as a brand.
The studio is now a factory, with thousands employed to produce work, that the artist rarely touch. The inherent energy from the artist input, the personal feelings and emotions are missing from the body of works. Becoming an object, a manufactured commodity for sale only, and as it appears, nothing more.
Question, where can the traditional process of artistic creativity be found in the manufactured object. Can real art exist in an object of this nature? Not so long ago, from the description and style of making a manufactured object by the above method, it would be described as Applied Art, not Fine Art. Where is the personal touch of Finesse? Or maybe traditional definitions are no longer relevant!
CULTURAL EROSION
Driven by the subliminal messages, and the diverse forces of market hype, trends, advertisement, and persistent promotions.
Cultural Erosion refers to the general loss or suppression of traditional values, loss of ancestral knowledge systems, and our unique identity in conformity. Especially among the young fragile mind, driven to defining self through the brands they consume. In consequence, they habitually develop and internalise a loss of their true unique identity. They conform and follow the irrepressible trends on offer. These major emotional invasion are designed by AI.
Generally, youths caught up in that web, experience a los of social cohesion, loss of resistance to the unrelenting overpowered commodification, and craze of consumerism. It is another form of addiction, not just to the usual chemical substance, this time it is in the mind, feelings and emotions.
AFRICAN CREATIVES
In the Global Imagination and Communities, how are African Cultures, Creativity and Indigenous Identities are shaped? The complex spirituality and cultures of the populations, are reduced into easily commodified symbols, in advanced marketing strategies by players supplying works of art, by African Creatives into key marketing zones = Erosion of Culture by market forces!
Outside the monetary gains, in terms of marketing , the methods in use lack everything to do with heritage and legacy, as real and permanently values. The works and value of African Creatives must also be viewed outside monetary concerns.
CULTURAL & SPIRITUAL CONCERNS
The major commercial galleries driven by the speed of global markets forces. Lose the opportunity to assist patrons and lovers of African art, to experience, gain knowledge and insights, into real authentic visuals arts, rooted in social and cultural realities. including spiritual and ancestral wisdom.
If the promoters and commercial entities, who govern the global commercial art markets is concerned about ethics, quality of exchange in the soul of the fine arts. And is reading this blog. Attempt to answer this question, in order to relate and comprehend this delicate matter.
Can African artist contracted to the global commercial systems of art, be considered True Representative, and Cultural Custodians of a Scared Shrine?
The Mind, Heart, & Soul of a Nation is presented to the world through their works. Heavy responsibility for an individual, but this is the reality of the African Cultural Realities in the Global African Village.
The Griots, The African Postman, Where are our Wisdom Trees, teaching us the Deeper Ethics and Principles of Life. Africans are Nature people, Sun people, who believe and know – Social Living is the Best way in the Villages!
Creativity & Culture is entwined, one does not exist without the other. The art of responsible African should never be overdressed up, only in artificial costumes of commodifications. KEEP IT REAL!