Art began in Africa,” said Dr Freda Nkirote, head of the National Museums of Kenya (NMK) cultural heritage department.

“We have the oldest ochre pieces dating 78,000 years ago from South Africa. They have geometric lines that even though crude, show the cognitive thought process of early human attempts at creating art.”

Dr Nkirote was speaking recently at the cultural industries stakeholders’ conference in Nairobi.

The theme of the conference was Development of Culture and Art Industries in Counties.

Even though Africa has a thriving art and culture, East Africa and particularly Kenya have been lax in showcasing themselves though this identity and instead rely heavily on wildlife tourism.

“Culture is a way of life,” said Charles Ruo of Boma World, the brains behind the two-day conference. “France is the best example of a country that sells its culture well. The French are proud of their wine, food, fashion, their chateaux and language — they sell their way of life.”

Marketing art and culture

In the 1990s, Ruo tried and failed to make a living as an artist. When he was forced to sell a set of seven paintings at a throw away price to put food on the table, it dawned on him that he needed to be part of the solution.

It led him to network and exhibit at events, but the result was the same. There was no change in attitude. “We artists were exploited and selling at throw away prices. During the time, I met performing artistes who I realised were being exploited as well. We were all suffering.”

After a stint at the Gallery Watatu under Kofi Osei and attending the Nairobi Art Workshop at the turn of the millennium organised by Lydia Galavu, the curator at the NMK, Ruo decided to organise art events himself.

In 2008, a group of artists met at Jeevanjee Gardens — an open air park — in Nairobi to discuss how devolution in Kenya could shape the art and cultural industries.

“I realised then that there was not a single government agency doing something to promote arts and culture in the counties;” Ruo said.

“When Ruo approached me to discuss how culture and the arts can be incorporated into the development agenda, I saw it as a continuation of the previous conference early this year on culture and sustainable development. As custodians of the country’s cultural heritage, it is in our docket to promote creativity,” said Dr Nkirote. “One of the discussions was on how artists can work with the government to discuss policies.”

Marketing art and culture

“Art is history and the art market is business,” said Anthony Athaide, an artiste based in Guernsey but born in Goa. He’s passionate about African art and makes several trips a year to Kenya, where he is set to build the Karen Village for Art, Culture and Heritage.

He has been collecting African art for four decades. His art collection includes Indian-Christian art from four hundred years ago.

“Unfortunately,” said Athaide, “artists are not trained to get the best market for their work.

“In Russia, the second biggest investment expenditure is on art, culture and heritage but that’s not the case in Kenya. We need to bring art back into our schools at county level and encourage innovation.”

He gives the example of Chris Ofili, the famous UK-born artist, whose parents emigrated to the UK from Nigeria and who visited Africa for the first time aged 24. He was so fascinated by elephant dung that he took it to London where he displayed it — and today the award-winning artist is best known for his paintings that incorporate elephant dung. “You need to know how to market art,” Athaide said.

Dr Marisella Ouma from the copyright association agrees that the creative industry in Kenya is not properly handled. Copyright is still a mystery to many.

“For anything to have a copyright,” she said, “it must have an element of creativity in it.”

Using technology

David Muriithi is tech-savvy. As a trained auditor, he engages with artists at all levels of marketing, what he calls “craftpreneurs.” It’s an industry that can rake in millions and he cites the recent art auction in Nairobi that made Ksh18.8 million in sales.

There is fashion, food, music and books. He believes that it’s time for counties to develop a toolkit to explore strategies to market themselves.

“You have to embrace the ICT culture and media to market yourselves,” he said.

Creating opportunities

According to Prof Dominic Mwenja, the moderator of the conference, “If we are to showcase our country, we have to support creativity.”

Creativity drives the economy and internal markets drive the local economy. “That’s why when Americans don’t spend, the US goes into recession,” he said.

He draws on another example closer home. In Ethiopia, the home of Africa’s best coffee, there was concerted effort by the government to support the coffee industry and have Ethiopians drink their own coffee.

For many of the county officials, the conference was an eye-opener. Veronica Mwirichia from Meru county and a teacher by profession gave the final word.

“I did not have a clear idea of what was expected of me when I was elected cultural executive. Now I am in a better position to give direction. I understand better that culture and art have a purpose.”

“I believe that visitors to Kenya can’t just come to see wildlife without seeing the people. The crux of the matter is that art is valuable, culture is invaluable and heritage is even more invaluable,” concluded Athaide.