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With so many new and diverse ways of artistic expression, the idea behind LAE was about questioning the traditional art gallery model, explains Eric Botha, founder of Living Artist Emporium (LAE).
“LAE is all about following one’s own path and pushing the boundaries and breaking the supposed rules of art that are subscribed to us.”
The company’s fresh approach has seen it become a leading merchant of world-class contemporary African art, with a client base that includes art collectors, interior architects, designers and decorators. LAE has also supplied artwork to new residential and corporate developments, comprising hotels, lodges, clinics and various other institutions.
Where did the idea for LAE come from?
There are a few artists in my family and I saw the challenges emerging artists experience with breaking into the art industry. Without the right support it becomes extremely difficult and a lot of artists give up on their dreams. By providing the necessary resources, we help the artists to focus on creating art, and we have the opportunity to invest in the early stages of their careers.
What motivated you to get it off the ground?
The initial motivation was to look at different ways of changing the standard “gallery” experience, as traditional art galleries can be a bit intimidating and inaccessible. We started with a few very talented artists and the concept evolved naturally.
How does the LAE Platform work?
The primary focus of the LAE Platform is artist development. Partnering with the artists by providing materials, workspaces and other resources enables them to create world-class contemporary art and build their careers. We promote their profiles and artworks through events, associations and curated art exhibitions within the LAE sphere.
How did you get funding to get started?
The business started out small, with a minimum capital requirement, as we encouraged the artists to use the space they had at their disposal as opposed to waiting for the perfect environment. We also sourced and utilised vacant industrial space that was available at a low cost in Doornfontein.
Where do you currently operate? Tell us about your future plans, including your online gallery.
We currently operate from the LAE headquarters (HQ) at Ellis Park Tennis Stadium in New Doornfontein, where the artists’ studios are based. We have an exhibition outlet at 1 Fox Street, Johannesburg, and have associations with numerous reputable art galleries and art dealers. Our future plans are to grow the platform nationally to give more emerging artists the opportunity to grow their careers.
What have been the biggest difficulties you’ve had to overcome?
First, it was to make the business sustainable for the artists and LAE as a whole.
Second, as newcomers in the art industry, gaining the recognition to have access to exhibit in the same environment as the established galleries.
Biggest lesson learnt?
How to position yourself in the market place. There are a few well-established galleries that control most of the market and in order to be relevant you have to take a different approach.
How tough is competition in your sector, and what differentiates LAE from other galleries?
The art industry is extremely competitive and you need to build a reputable brand that your clients can trust. We are competing with businesses that have access to a lot of funding, and some have been in existence for more than 100 years. What differentiates us is the PLATFLERY (PLATForm + galLERY) concept LAE designed, which combines all aspects of creating art and artist development, with the end goal of exhibiting and selling art.
How many artists currently operate via LAE?
We have had over 20 artists who utilised the platform successfully, and currently 10 artists are actively working from the LAE HQ studios.
Can you tell us about some of the artists that have been able to kick-start their careers by being part of LAE?
We have artists from all over Africa, including South Africa, Mozambique, Nigeria and Zimbabwe. The core group of artists who are all currently making names for themselves include Vincent Osemwegie, Ayanda Nkosi, Diezel, Vincent Mbeje, Simphiwe Mlangeni, Jemmiro and Conrad Bo. Our most recent upcoming artists to watch are Greatjoy Ndlovu, Andrew Ntshabele, Kealeboga Tlalang, Danisile Njoli, McCloud Simango, Splash Motong and Solomon Omogboye.
What is the best business advice you have ever received?
When you start a new business, the core is the revenue that is earned to make it sustainable. With limited resources, focus on earning the revenue first and add to the cosmetic side of the business later. There are many great ideas out there, but the implementation is the challenge.
How do you stay motivated?
Enjoy what you do and have a plan and goals. The satisfaction of achieving certain milestones on your journey will keep you motivated to achieve more success.
What is your three-year goal for LAE?
To build associations internationally in Europe and Australia, with the US, India and other parts of Asia to follow in the future.
This article originally appeared in the 27 October edition of finweek. Buy and download the magazine here.
