In this terrifying world of AI generated images and ubiquitous content creators, many creatives need to find a new way to exist. The challenge is to make the work that you are passionate about, paid for by people that appreciate it; and to earn enough to keep the lights on, the kids fed and to carry on making the work. That is my personal definition of success.
There are two parts of my work that I am passionate about: art and activism. I love selling my artwork to people who appreciate it, and I love making advocacy projects that change other people’s lives for the better.
In the past I have made human rights projects that have significantly impacted class action court cases (The Price of Gold, 2016), and others that have given a valuable voice to people whose livelihoods were being threatened for someone else’s profit (Postcards From Xolobeni, 2017). These are the projects that change lives, these are the ones I feel compelled to make more of.
THE MISSION
Simply put, the mission is to create work that has an intrinsic purpose.
I have labored over this idea for years. Trial and error. Making projects to see what sticks, to see what actually has an impact. But the thing I keep on coming back to is that the work should have value simply by existing. Not from getting it published in an international newspaper, or from exhibiting the work in a famous gallery. The work should have purpose just because it has been made.
Now maybe this is a lofty dream but I keep on thinking of the barber who gives free haircuts to homeless people so that they can look smart enough to apply for a job. Sure it makes for great social media content, but it also serves a purpose simply by existing. It is a generous use of the barbers skills, it has meaning and it potentially changes lives.
I kept thinking that there must be something I could do that has purpose just by existing. Something where just by making the work, other people benefit. Ideally, the people in the photographs.
I have spent years trying to find the right project. Much of that time was spent thinking, conceptualizing, testing, failing and trying again. I couldn't shake the feeling that the solution was within touching distance, but I just couldn't reach it. I knew the answer was simple and staring me straight in the face. And then it landed.
POSITIVE ACTIVISM
The idea was simple. And it was staring me right in the face the whole time. In fact I had put together and dismantled the parts of the idea several times over the last five years, they just weren't fitting together quite right. But eventually they fell into place.
Positive Activism helps under-resourced human rights initiatives in South Africa to make a greater impact by providing them with free, high-quality promotional and advocacy tools.
I have worked with hundreds of activists and human rights organisations over the years and every one of them needs a web presence. Every one of them needs compelling content. Every one of them needs a way for the public to engage, support and share their important work. And every one of them needs to stand out to potential funders.
Positive Activism provides a web presence, social content, media articles and publicity material to the organisations and activists who do not have the funding to pay for it.
It's a perfect fit. I have the skills and experience to make the content and there are hundreds of organisations that need and deserve what I can give them.
The Problem
In order to make this valuable work I need to fund it.
Making the work is relatively cheap for me to do; I have all the equipment and the skills that I need, so my expenses are mostly travel related and, because most of the work that I make is now in South Africa, the travel isn’t a major expense.
But at 46, with two kids and a mortgage, I have a responsibility to generate an income, and without one I cannot justify making human rights projects.
“Why not charge the newspapers and magazines who publish your stories?” I hear someone suggest…
I could, I often do, and I will continue to do so when offered. But the amount that they pay is minimal compared to the time it takes to create the work. Mainstream media outlets often want exclusivity, or first publication, when they are paying, so that reduces the possibilities even more.
How much better would it be to be able to offer the work without needing to be paid? To spread it far and wide without the promise of exclusivity but with the promise of high quality and minimal expense. That is a better model for advocacy because it is much more likely to be published broadly, and advocacy is all about building support.
THE SOLUTION
Sell the artwork to pay for the activism.
Perhaps it’s a bold idea, but I already sell the artwork.
Now I’m not just selling a piece of art, I’m selling an investment into social change. A chance to make a difference in other people’s lives, by doing the same thing as you were going to do before, by buying a piece of my art.
But the offering is so much bigger than that because now you are part of the story, and you deserve to know what happens and what change your money is making. And then you get to make it part of your own story.
TURNING ART INTO ACTIVISM
My dream is that I can sell my artwork to independently fund Positive Activism. In fact I believe in the idea so much that I am making all of my certified print collections exclusively available to funders of this initiative.
When you buy a piece of art from any of my collections you are not just buying a piece of art for your wall, you are also helping to support me in making Positive Activism.
And so that you get to be a part of the journey you will get regular updates on the projects that I am making, access to behind-the-scenes content, a book featuring all the projects that your investment has helped to create, and other ways to engage on a deeper level.
MAYBE
Maybe you think this is a crazy idea. Maybe you think it’s exciting. Maybe it’s just what you have been waiting for.
Maybe you want a piece of art on your wall that is a conversation starter, a reminder that your money has gone further than just an aesthetic pleasure. And maybe you want to keep up with that story and enjoy the journey. Maybe you want more than that, maybe you want to have a say.
This isn’t for everyone, I know. But it is for some of you. And if I can find enough of you, together we could do something special.
I look forward to hearing your thoughts in the comments below.
T
