The pandemic has hit artists hard. But, a new online art platform by a Bollywood family hopes to provide visibility to fresh desi talent
Sonakshi, Luv and Kussh Sinha’s House of Creativity will showcase and promote emerging Indian artists
If there’s one thing that siblings Sonakshi, Luv and Kussh Sinha have in common, it’s their desire to create. “We belong to the film world, but there’s a personal side of us that we don’t share with everyone,” says Luv. “For Sonakshi, it’s her paintings. For my brother and me, it is our photography.” In the pandemic, the Sinhas turned their attention to art to understand how the pandemic has affected our ability to appreciate the form. They felt that online platforms for visual arts could no longer remain only e-commerce destinations, online catalogues or event notifications. They wondered if they could revisit and reimagine what a virtual art world could offer. “They [art platforms] now have to become complete [online] entities. This means storing, displaying, inspiring, educating, advising and enriching an ever-increasing number of virtual art world citizens.”
Balloon and baby by artist Deepikah Bharadwaj
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House of Creativity (HOC) is their newly-launched platform for emerging artists for the new post-2020 art world. It represents a mix of media, ranging from ceramics, acrylics and watercolours to oil paintings and resin. Along with painters Ali Akbar Mehta, Chetna Vagh, Digbijayee Kathua, Govinda Sah Azad, and Michelle Poonawalla, the platform also features photographers Anuradha Marwah, Ayesha Taleyarkhan and Dipanjan Pal. “Because the art world is divided into many visible and invisible sections—online and offline—often this shadows really deserving artists from getting their due recognition,” says Kussh. The curation has been a group effort by the siblings along with an in-house creator and arts manager. The choice of medium and how viewers relate to each artist’s work helped the team take a call. “We want different artists to come on board so that they can showcase their unique style and talent to the world. We connected with quite a few names, but had to narrow down the list for starters. We hope to grow and add as we go along,” says Luv.
A painting from the Harlequin Series by Ali Akbar Mehta
The platform offers users a chance to choose from a range of contemporary artists at affordable prices. You can even request customisation to suit your personal preference. The focus remains firmly on Indian emerging artists, whether based in India or abroad.
Goa-based artist Kedar DK says it is difficult for artists to get noticed in the present situation. “For upcoming names as well as established ones, financial support through sales is what is required right now, so that they can maintain their studio and artwork production costs and living expenses. One of my recent drawing series, titled Lonely Residents, of portraits of people across the world in confinement, has caught the eye of many viewers.”
Kedar DK is an artist featured on the platform. He says financial support through sales is what is required at the moment
For Sonakshi, the idea for HOC is to create a platform that will give everyone a chance for equal and fair representation. “I believe that this is just the beginning for virtual art events and not merely an alternative for the given circumstances. I trust that this switch from the physical to the virtual will open up the art industry to more consumers, thereby increasing the market for art.” The team will be hosting an open call for artists to send in their work. “We want to host an on-ground event, but for that we will have to wait and see how the pandemic pans out.”
WHAT: House of Creativity
WHERE: www.houseof creativity.in
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