By S Ramadorai
Artists are the backbone of any society. They weave the fabric of culture, broaden our perspectives, and shape our identity as a society. However, many of these creative individuals find themselves in a constant battle against financial instability.
A Hans Abbing study titled “Why Are Artists Poor” highlights the underlying factors contributing to the financial uncertainty and the unpredictability of artistic income — a reality faced by the vast majority of artists in India and globally.
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Thus, it is important that artists seek out newer ways to diversify their income streams. In the digital age, the internet offers a vast platform for artists to showcase and promote their art globally. Creating an online presence can significantly expand an artist’s reach and scope for income.
One can draw parallels with the Creative Dignity project, an initiative aimed at supporting artists and artisans during the Covid-19 pandemic. By providing financial support, grants, and market access, the initiative not only alleviated the financial burdens of artists and artisans, but also celebrated their invaluable contributions and restored their sense of dignity. We need more such initiatives to address the scale of the challenge.
Societal perceptions and supportive policies
Another aspect is the necessity to build societal perceptions. As artists are the custodians of our culture and heritage, it is crucial that society recognises their value. Organisations representing artists must amplify their collective voices. By starting awareness initiatives, engaging with policymakers, and collaborating with like-minded individuals and organisations, new cultural trends and supportive frameworks can be created.
The Indian government has undertaken many initiatives to promote art and culture. For example, the Scheme of Financial Assistance for Promotion of Art and Culture by the ministry of culture aims to provide financial aid to individual artists and art organisations, and the Kala Sanskriti Vikas Yojana aims to promote art education and skill development. The National Culture Fund has been created to support cultural preservation projects. It is important the artist community takes advantage of these resources.
Art and entrepreneurship
Being entrepreneurial is a key aspect of any profession. Artists must look at building their business acumen to navigate the commercial aspects of their work. Art organisations can conduct hybrid learning programmes that equip artists with the skills that empower them to make informed decisions and explore newer avenues.
At the same time, innovation is always the driving force for any growth. In this context, it is necessary to understand the profound connection between art and science, and between tradition and contemporaneity. Artists must draw inspiration from India’s ancient art forms, textiles, and crafts, infusing them with contemporary elements to produce visually captivating and immersive works for greater impact.
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Collaboration and technology
Collaboration is of great significance when artists want to amplify their reach and rewards. By partnering with other artists, cultural institutions, businesses, and even government bodies, artists can access new audiences and markets, and secure larger partnerships and commissions. Art festivals, community projects, and joint ventures with the private sector can create mutually beneficial relationships for artists and society at large.
Further, the integration of technology can revolutionise the art world and provide practical solutions to improve artists’ financial growth. Blockchain technology, for instance, can be utilised to establish transparent and secure systems for art transactions, ensuring fair compensation models. Extended reality (XR) can create immersive art experiences, attracting a global audience and increasing the value of artistic creations. Embracing technologies can open new avenues for artists, helping them scale up reach and rewards significantly.
Art and economic development
According to UNESCO data, the art and cultural sector is a potent engine of economic development. It accounts for more than 48 million jobs globally and 3.1% of global GDP. India’s creative economy accounts for an overall market size of about $36.2 billion. By leveraging art and human capital further, we can generate even greater economic vitality in underperforming regions through tourism, crafts, cultural attractions, and cultural goods. Art can be popularised to establish an identity for a place or a region that becomes a nationally and globally recognisable destination — the Margazhi festival of Tamil Nadu and the Basanta Utsav in Santiniketan, West Bengal, are testimonies to the potential of art festivals.
Moreover, Indian traditional arts and crafts sectors contribute significantly to rural livelihoods and sustainable development. Through more focused efforts in reviving India’s artistic assets, we can create a virtuous cycle of growth for our rural economy. Art and culture also have a universal appeal that transcends linguistic and geographical barriers. They serve as a medium through which nations can communicate shared values, working towards the greater goals of peace and development, and enabling India to attain its soft power goals.
Thus, it is important to understand that achieving financial well-being and attaining relevance and value will require a multifaceted approach. We must work together to build a future where dignity and inclusivity become the norm.
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It is also important that every artist thinks deeply about the greater purpose of his or her art. This is the very essence why great art and great artists leave behind a lasting impression on the society and are celebrated through generations. As it is often said, “all art is a form of service — and if we serve, we last”.
The author is former CEO and MD, Tata Consultancy Services
Views are personal
By S Ramadorai
Artists are the backbone of any society. They weave the fabric of culture, broaden our perspectives, and shape our identity as a society. However, many of these creative individuals find themselves in a constant battle against financial instability.
A Hans Abbing study titled “Why Are Artists Poor” highlights the underlying factors contributing to the financial uncertainty and the unpredictability of artistic income — a reality faced by the vast majority of artists in India and globally.
Thus, it is important that artists seek out newer ways to diversify their income streams. In the digital age, the internet offers a vast platform for artists to showcase and promote their art globally. Creating an online presence can significantly expand an artist’s reach and scope for income.
One can draw parallels with the Creative Dignity project, an initiative aimed at supporting artists and artisans during the Covid-19 pandemic. By providing financial support, grants, and market access, the initiative not only alleviated the financial burdens of artists and artisans, but also celebrated their invaluable contributions and restored their sense of dignity. We need more such initiatives to address the scale of the challenge.
Societal perceptions and supportive policies
Another aspect is the necessity to build societal perceptions. As artists are the custodians of our culture and heritage, it is crucial that society recognises their value. Organisations representing artists must amplify their collective voices. By starting awareness initiatives, engaging with policymakers, and collaborating with like-minded individuals and organisations, new cultural trends and supportive frameworks can be created.
The Indian government has undertaken many initiatives to promote art and culture. For example, the Scheme of Financial Assistance for Promotion of Art and Culture by the ministry of culture aims to provide financial aid to individual artists and art organisations, and the Kala Sanskriti Vikas Yojana aims to promote art education and skill development. The National Culture Fund has been created to support cultural preservation projects. It is important the artist community takes advantage of these resources.
Art and entrepreneurship
Being entrepreneurial is a key aspect of any profession. Artists must look at building their business acumen to navigate the commercial aspects of their work. Art organisations can conduct hybrid learning programmes that equip artists with the skills that empower them to make informed decisions and explore newer avenues.
At the same time, innovation is always the driving force for any growth. In this context, it is necessary to understand the profound connection between art and science, and between tradition and contemporaneity. Artists must draw inspiration from India’s ancient art forms, textiles, and crafts, infusing them with contemporary elements to produce visually captivating and immersive works for greater impact.
Collaboration and technology
Collaboration is of great significance when artists want to amplify their reach and rewards. By partnering with other artists, cultural institutions, businesses, and even government bodies, artists can access new audiences and markets, and secure larger partnerships and commissions. Art festivals, community projects, and joint ventures with the private sector can create mutually beneficial relationships for artists and society at large.
Further, the integration of technology can revolutionise the art world and provide practical solutions to improve artists’ financial growth. Blockchain technology, for instance, can be utilised to establish transparent and secure systems for art transactions, ensuring fair compensation models. Extended reality (XR) can create immersive art experiences, attracting a global audience and increasing the value of artistic creations. Embracing technologies can open new avenues for artists, helping them scale up reach and rewards significantly.
Art and economic development
According to UNESCO data, the art and cultural sector is a potent engine of economic development. It accounts for more than 48 million jobs globally and 3.1% of global GDP. India’s creative economy accounts for an overall market size of about $36.2 billion. By leveraging art and human capital further, we can generate even greater economic vitality in underperforming regions through tourism, crafts, cultural attractions, and cultural goods. Art can be popularised to establish an identity for a place or a region that becomes a nationally and globally recognisable destination — the Margazhi festival of Tamil Nadu and the Basanta Utsav in Santiniketan, West Bengal, are testimonies to the potential of art festivals.
Moreover, Indian traditional arts and crafts sectors contribute significantly to rural livelihoods and sustainable development. Through more focused efforts in reviving India’s artistic assets, we can create a virtuous cycle of growth for our rural economy. Art and culture also have a universal appeal that transcends linguistic and geographical barriers. They serve as a medium through which nations can communicate shared values, working towards the greater goals of peace and development, and enabling India to attain its soft power goals.
Thus, it is important to understand that achieving financial well-being and attaining relevance and value will require a multifaceted approach. We must work together to build a future where dignity and inclusivity become the norm.
It is also important that every artist thinks deeply about the greater purpose of his or her art. This is the very essence why great art and great artists leave behind a lasting impression on the society and are celebrated through generations. As it is often said, “all art is a form of service — and if we serve, we last”.
The author is former CEO and MD, Tata Consultancy Services
Views are personal
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