Creativity without The Squeeze

Part of

Communities

Rethinking the way in which we fund Society through Artists

MA 2024

Keywords

Art, Creativity, Community, System Design, Speculative Design

Overview

My project aims to provoke thought through a speculative Service Design that challenges how we fund Artistic Practice in this country. It explores the meaning and representation of art and what it means to be an Artist in our current society. My research reveals that art exists both as a gift and a commodity. As a gift, art provides a medium for articulation when words fail, helps us make sense of the world, enriches us culturally, and connects us with others. As a commodity, art becomes a packaged human expression sold in the marketplace. The gift contradicts the social norm of reciprocity, while the commodity has led us to value works of Art over the work of Artists. This project intends to challenge the macro-extractive model of the Mega Gallery by creating a micro-redistributive and regenerative model. This model champions Artistic Practice and restores art's place as a gift to be enjoyed by society as a whole.

Collaboration

My project was entirely collaborative without having a specific partner.

People had to be involved at every step of the way. In completing this project, I formed principles to guide me in place of a single practice. A key foundation of these principles was humanity. Due to the relational nature of my work, I had to ensure I was humane in my discoveries. This meant avoiding confirmation bias by designing conversations that didn't lead to predetermined outcomes. Early on, I realised that agreement or disagreement didn't validate my ideas. It also meant having open-ended conversations not solely focused on my work. When speaking to artists, it was important to remember their work is rooted in their humanity. Insights from meaningful conversations were invaluable. This approach was vital for my own understanding. Prior to this, I’d never worked within the Art World. Speaking openly and honestly throughout the project allowed me to realise that even when I thought I knew something, I knew nothing. This humility is essential to remembering our humanity.

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The challenge & the opportunity

Creativity without The Squeeze presented a challenge and opportunity for artists and mega galleries.

For mega galleries, the challenge was to care beyond the commodities they sell and consider the society from which they extract artists. In 2022, $6bn worth of art was sold in galleries. Research into five mega-galleries' financials showed a turnover of £375m and a pre-tax profit of £26m. In their own words, Galleries patronise emerging artists and reflect societal sentiments, profiting from their partnerships. My project aimed to create a model for galleries to sustainably profit while financially supporting artists who reflect society.The “Starving Artist” trope is empirically true. Most earn less than £6k from their practice. Despite the booming art market, few artists make a living. My challenge to artists was to dream big, free from financial constraints, and envision their practice within society. The goal was to design a regenerative art world where art thrives within society.

Research

I started with secondary research to form my brief, which became a manifesto outlining the problem, opportunity, and solutions. Funding artists isn't new, nor is data on the industry. I sought opinions from PhD researchers, galleries, and artists to broaden my research and ideation. Artists and gallerists were central to my process. Survey insights revealed that conversation and business rely on familiarity, making a faceless approach ineffective. Traditional tools like surveys and focus groups didn’t work for this population. I had to use their language and forums, including social media and in-person meetings. I used multimedia for communication and research, creating a film from interviews with artists at RCA Degree shows. This focused on the speculative part of my project, asking artists about their practice, the impact of more funding, and where their art would live in society.

Problem statement

How might we transform the gallery model from one that extracts value to one that redistributes resources and regenerates the cultural ecosystem?

Outcome

The outcome was two-pronged. First, a redistributive model where mega galleries allocate 2% of their pre-tax profit to a central fund, providing a basic income to artists and curators. Based on the financial reports of the five mega galleries for the tax year ending 2022, this would amount to £510,000, potentially funding 15-30 practitioners. In return, mega galleries would receive tax relief as an incentive and the benefit of supporting the society they profit from.

The second outcome, still under research, has been advanced by a film I made with artists. The goal is to explore how art can exist outside galleries and museums. By removing financial difficulties, I aim to co-design a world where artists position their work within society, making it accessible to all. A key aspect is democratising the language used in the art world, as research suggests it acts as a cultural barrier, preventing society from accessing the gift of art.

wider reflections

My project focuses on designing for marginalised groups, shifting from "designing for" to "designing with". A key question I explored was, "What might the world look like if we prioritised works of artists over works of art?" Statistics highlight the need for inclusivity: 8% of the UK’s creative population is in Hackney, while less than 1% is in Darlington. We miss out on diverse experiences due to the system's constraints. Art, worth a $65bn market cap, must expose all narratives to be healthy. The project aimed to make Art world funds more redistributive and regenerative. This required inclusivity of artists from diverse backgrounds and examining their role beyond galleries and museums. Inclusivity means making Art sustainable and ensuring it thrives in all societies, helping people make sense of their world. Thus, the goal was to foster a more inclusive, redistributive, and regenerative art world.

SPECIAL
THANKS

Team

Bashiru Lawal-Shardow

bashirushardow@gmail.com

+447535720865

Portfolio

Approved