Key Outcomes for Visual Arts
Session Five
Marketing Indigenous Arts
Stephanie Hawkins briefly discussed the links between art and tourism and the importance of education in marketing Indigenous art.
Janice McEwen from Top End Arts Marketing has been working in the field of marketing for twenty years. Marketing is not just about making money and achieving sales. It is also about the value of the art. The aim of marketing is to the produce the greatest long-term benefits out of a transaction for both the producer of what is ordinarily thought of as product and for the customer. Marketing requires time, energy, feeling and knowledge and those working in the field of marketing have the responsibility of representing a culture and telling the true story of the artists and their culture, therefore giving value to the artists and the customers, who feel they are purchasing a piece of artwork that has meaning.
Karen Mills believed that important elements for successful marketing that worked for her were having good relationships with other people travelling to different places and conferences.
Regis Pangirminni said that the aim of Tiwi Art Network is to increase its market in the international art scene, therefore increasing people's knowledge of Tiwi art and culture. Artists from the Tiwi art centres receive support from the towns in which they're located. He added that Tiwi Art Network is promoted through flyers, selling art at football games, online, word of mouth and exhibiting and promoting the artists and their work on an international scale. Tiwi has received support from ANKAAA in promoting and effectively marketing their art. 'I like ANKAAA', he concluded, 'because they taught me a lot of things to do, and have a good understanding in how to do marketing.'
Stephanie Hawkins mentioned the difficulties that artists face in obtaining funds for their art and to be correctly represented by those who market their work. This issue could be overcome through education whereby buyers or customers are properly educated about the history, culture and significance of the Indigenous artists and their art. Education occurs through the marketing process. It is imperative that buyers are aware of the meaning behind the art and the links it has with Indigenous people and their country. True representation of an artist through marketing ensures that artists are properly recognised for the work they produce which in turn increases the artworks value in terms of significance and meaning, for both the artist and the buyer. ANKAAA representatives went overseas and met with German dealers who, by meeting the artists and speaking to them, became aware of the issues that Indigenous artists and their communities face. The dealers were also able to see the realities of Indigenous arts centres. This event resulted in some of the German dealers visiting the Tiwi and Arnhem Land Art Centres. It is important for artists, art centres and those representing the artists to network with buyers to produce an ongoing relationship and for those working with the Indigenous artists to ensure that the marketing used is a true representation of artists and their work.