Being an artist and building a sustainable art career are distinct challenges that artists seldom face in the art industry. However, this does not mean it is impossible to build a successful art career, especially for artists of African descent. Peju Alatise, Victor Ekpuk, Kehinde Wiley, and Lynette Yiadom-Boakye, amongst others, are some of the talented African artists who have done outstandingly well in their careers.
Emerging photographer and filmmaker Kenya Tay talks us through tips for African artists just starting in the industry.
Kenya Tay (she/her) is a photographer and filmmaker based in Paris of Ghanaian and Dutch descent. Her work in portraiture, documentary, and fashion has a sharp focus on the exploration of cultural and individual identity. Although she has made art in the last 5 years, she talks about how she only started taking the craft seriously in the past year. Tay holds a Master of Visual and Digital Media from the IE Business School in Madrid. Her work has appeared in Vogue, ELLE Netherlands, and Refinery 29.
(This photograph was taken outside my grandmother’s church, my cousins and I were waiting for the church service to end.)
Tay writes: I have experienced a considerable amount of success this past year, and I credit that to a couple of things.
First, I got rid of my fear of looking stupid and unprofessional, to put it crudely. This is something that stifled me for many years. I was so deep in the Instagram “everything is perfect” aesthetic that I forgot what creating looked like. Creating can be messy; it is trial and error, but that is where the magic happens. There is no right or wrong way of doing things, as long as you are happy with your process and finished work.
Also, I started to create work that spoke to me directly. I started to focus on what I wanted to say, exploring themes that were close to my heart and not because they were trendy. This is the work that has the most potential to be successful because it’s authentic, and people can feel that. This is not always easy because revealing parts of yourself that you might be uncomfortable with is scary, but I’ve learned that there is so much power in that. To get to this point, I have had to develop an incredible amount of self-belief. I believe that my experiences and my stories were of extreme importance and deserved to be told. They really do, by the way.
(Indigo Boys was taken in Paris at the Pigalle Basketball Court in the 9th arrondissement. It was taken in the summer. It’s a place where kids from all backgrounds come and kick back and play ball all afternoon, and I would often pass by and shoot a few pictures.)
Now, despite Instagram being painfully distracting, I must admit that without it, no one would know who I am. That virtual space has been my exhibition venue; it has been the playground in which I’ve met so many other talented creatives and friends. It has enabled me to market my work like no other, grow a following, sell collections of photographs, reach new clients, etc. I’ve used Instagram to share my trials and tribulations, victories, and process. Believe it or not, people love watching your process; don’t be scared to share it.
As enticing as the virtual world can be, do not forget that meeting people in person is crucial, and exchanging ideas with other creatives over coffee is amazing. Don’t be afraid to reach out to people and ask questions (let go of the fear of sounding inexperienced; we all started somewhere). Creating a network of people around you will make all the difference, so go to exhibitions, film screenings, and panels and introduce yourself.
I’ve also taken every opportunity to exhibit my work in group shows, restaurants, and stores by simply asking if it was possible. Do not be afraid of the word “no.”.
(Black Stars was taken on the beach in Busua in the western part of Ghana. It was my first time visiting that part of Ghana, a huge contrast to busy Accra. It’s such a peaceful place.)
For Tay, social media has been a tool that has helped her find community as she visualizes what is most important to her process. Full-time or part-time, you can be a talented and successful artist, depending on what success looks like to you.
Iyanuoluwa Adenle is a Nigerian art writer, essayist, and poet based in Lagos. She is currently the head writer at Omenai. Adenle has contributed to a number of art publications, including Tender Photo, Art News Africa, Pavillon 54, and Omenai.
