Aesthetics and the Entrepreneurship

Sonto Radebe, Daniel van der Merwe, Charlie Manson, Martine Solomon and Dr Fred Scott.

Althea Nzima explaining her artwork.


Why is art good for entrepreneurs most artists would ask, but if you really think about it, artists are the ultimate entrepreneurs. They have new ideas. They meet resistance. They have to mobilize support.

Half of the time they don’t even know if they’re going to succeed, and very few of them actually make it to the galleries. Joy Alive in partnership with Diboke and Company on September 29 made it possible for artists to exhibit their work while having a dialogue that surrounds the; “who is more entrepreneurial than an artist” question at the June 16 Memorial Acre in Jabavu White City.

“Not all artwork is beautiful an artwork is more than a picture on the wall and often has elements that evoke awareness, feelings, pleasure, and happiness,” said Dr Fred Scott.

To think that art can be separated from money speaks either of naiveté or privilege. That doesn’t mean that artists are in it for the money. But it does mean that they need to pay rent the same as everybody else.

The way artists make a living has changed and the way they make a living reflects the kind of art they make. It is important to recognize that the term “entrepreneur” here is sort of euphemism.

An entrepreneur is really someone who builds a business that grows and gains value, hires more and more people, and as result becomes wealthier.

Dr Mnisi viewing Sonto Radebe’s art.

Entrepreneurialism is the necessity that’s being sold to us as an opportunity. Self-employment requires taking over all the functions that used to be performed by intermediaries. Artists are now versed in self-branding, self-management and social media.

It’s an opportunity to reach and cultivate audiences without the intermediation of agents, managers, publicist, galleries often referred as the gatekeepers.

“An entrepreneur is not only in charge of a project but is the one who takes the risk of profit or loss, success or failure. It’s accepting the risk of loss and failure that is the particular mark of the entrepreneur” ” Martine Solomon.

Fingers crossed that our black artists will conquer the barriers and grab the bull by two horns and own their craft.



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Sinenhlanhla Ngubane

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