ArtsLinked.com

A report that was done by UNESCO in May 2020 in Zimbabwe,  states that the current health crisis has had enormous global ramifications for the creative sector, affecting the entire creative value chain – creation, production, distribution and access. This is besides the fact that locally, the arts and crafts sector is undermined and under appreciated so artists depend largely on the international market through tourism which is at a standstill in most countries. My solution is aimed at exposing the artists and artisans to the domestic market, which is set to start soon by developing as a start virtual art tours. Also developing an online application where they can upload their work and an application which identifies their location so that tourists can create their own art trails. One article estimates that the arts and crafts sector generates US$250 billion in revenue a year, creating 29.5 million jobs worldwide. 

 The applications and virtual art tours will assist the artists and artisans to weather the economic shock brought about by the pandemic and will help them adjust to  the changing market and be abreast with the digital space. Other articles from the different parts of the world confirm the dire condition that the arts and crafts sector finds itself. For example, the tourism industry, of which cultural tourism based on heritage sites is a significant portion in India, is undergoing huge losses. The crafts sector in India, one of the largest employment sectors after agriculture, is in a severe crisis affecting livelihoods of millions of craftspeople in rural areas and thousands of craft enterprises. In Zimbabwe although we may not have figures a greater percentage of the crafts work come from women in the rural areas who make up the greater percentage of the population. A clay artist Bridget Mpofu from one of the rural regions in Zimbabwe says the coronavirus pandemic has affected her business and she has gone for weeks without customers. The American Arts estimate that the national economic impact of COVIS-19 on the Arts and Cultural Sector is in the region of $6.7billion.

I propose:

1. To encourage appreciation for the local artists and artisans exclusive art tours done virtually to the domestic market. That way there is more awareness locally and more people will eventually be able to visit physically POST COVID. This will not only make them more visible but will boost their morale and enthusiasm. 

2. Developing an application I like to call ArtsLinked.com, which through their smartphone, the artists and artisans are able to upload their work and be able to advertise their work online. This also removes the middleman who tend to buy the pieces at very low prices and make much more than the originators. 

3. The same application will seek to identify where all the community art centres and galleries are located so that interested people can create their own art trails and visit either through us as Tour Operators or by themselves. These structures are scattered and there is lack of coordination.

4. Digital platform for children to start posting their art work from as young as 5years so that art can be appreciated by parents from early ages and this can gradually change the mindset of people as they appreciate art through their children.

The target population are the artists and artisans who are struggling to make ends meet. Before the pandemic it was already very challenging for some artists. We did a market research prior to launching Exclusive Art Tours and spoke to some artists and gallery owners who are our partners. 

Typical comments :“I started art and craft in 1979 when I moved to Mutare from Mazowe after being trained by Roy Gathry. I had hope that I would change and uplift the people of Manicaland and Zimbabwe at large,” said Chimuka.“However, it has been the opposite as I have realised that most local people do not appreciate art. Foreign tourists outnumber the locals who visit my work station,” he said. Another artist Dube said the government must intervene to serve the visual arts sector, which he said was mostly looked down upon, yet was part of the backbone of the country’s tourism industry. He continues “We are suffering and I have been in this field for close to three decades, specialising on portraits. The sector is being ignored and I feel this is why young talent is being wasted as they have a belief that art is useless,” he said.

In the rural areas especially, the artisans are grouped or organised through community art centres. As small businesses that have been heavily affected by the pandemic, the Artslinked application will allow them to have access to networks and technology and capital as they market their products and get one on one communication with interested persons. Increase in inicome will also improve the economic and social status of the communities. Also since the application will also serve as a locater for those who want to create art tours, they become visible and accessible by the domestic or international market. 

There are a number of people who have online platforms to sell art and crafts from the creators of the work themselves, however I have not seen an online platform that serves the actual artists and artisans themselves and allows them to upload their own work and be the one to speak directly to interested buyers. 

Secondly in Zimbabwe we are the first to launch the Exclusive Art Tours to promote the local artists. No other Tour Operator is offering these tours. So now as we plan to develop them virtually, we have no competition in that area as well. The concept of focusing on art tours is still very new, a real niche market. So its unique in that sense. 

Although there are efforts not just from the government but also through non governmental organisations to assist the artists and artisans the efforts are not collaborated and any existing structures scattered across the country. The application ArtsLinked, is a first and serves to put all the artists and artisans under one platform so that anyone who opens the application is able to crate an art trail which they can locate geographically and visit through us as Tour Operators or themselves. They can also request a virtual tour of the same. This is unique again in the arts and tourism field in Zimbabwe. Globally there are players like TheTourGuy and others. Our strategy especially in the region is to partner with such businesses so that we create a combined product. 

1. Virtual Art Tours will be virtual in the sense that people are able to experience an art tour from the comfort of their home. Laptop, Smart TV or even a smart phone would suffice to be able to benefit from the virtual art tours. The idea is to provide an alternative to those who do not wish to travel yet as a result of the pandemic but still provide a solution to the artists and artisans who will be benefiting from the exposure. 

2. The application ArtsLinked.com is a basic application which used basic programming language that android or iOS phones can access. This technology is required for the online shop where the artists and artisans are able to upload photos of their products. It needs to be basic to allow even an elderly woman in the rural areas to be able to understand and use with ease. Navigating the application for geographical locations of the art centres will also be developed in such a way that it is user friendly. 

3. The website for the children which I will call YoungArt.com will use basic programming language as well. 

My solution uses a basic application that are widely used and a basic website. Nothing new but  existing technology used to achieve certain results differently. Unfortunately I am not tech savvy and I have not been able to get an application developer and a website developer to create an example for the purposes of this proposal. 

For the virtual tours, basic audiovisual media through a smartphone, laptop or Smart TV.

1. The underlying issue is a lack of appreciation of the arts and culture sector in the country and in other regions globally. As such the artists struggle to make themselves visible in a society that undermines the work that they do and that is poorly supported. The irony of it all is the contribution of the arts and culture sector to the global economy and nationally. The statistics:

According to the Arts and Crafts in Zimbabwe – National Trade and Development and Promotion Organisation of Zimbabwe, the arts and craft economic sector of the country provides many people with employment opportunities especially in the rural areas. The Creative Economy Report 2008, mentions that Arts and Crafts is the only creative industry where developing countries have a leading position in the global market generating 65% of all artisanal revenues.  In terms of employment, A Global Report by Ernst and Young points out the cultural and creative economy, broadly defined, provides about 30million jobs and generates USd$2,5trillion annually.  The Cultural Times assessment of the cultural and creative industries to economic growth estimates that they generate US$250 billion in revenue a year, creating 29.5million jobs worldwide. (EU-Eastern Partnership Culture and Creativity Programme 2015-2018). 

So the potential is there, it has just been affected by the pandemic and this can be salvaged partially through the online platforms and the virtual art tours which inform people about where the art is, the type of art and then through the Artslinked.com, they are able to connect with the artists and artisans, who have been left with next to nothing and no hope as a result of the pandemic. Online shops have done extremely well in the past. Anyone can benefit from this solution and it will go a long way in addressing visibility issues and the stagnant situation right due to minimal movement and lockdown restrictions.

The children's website is more of an extension so that we can deal with fostering a gradual change to the perception of scociety on how they view art as they see through their children the amazing benefits. 

The physical art tours were launched in October 2019. The introduction of the Virtual Tours and application are all new but the number of artists whose lives have been touched through the initiative just in one city so far exceeds 200. However when we look at the figures given Culture Fund : The creative industries in Zimbabwe contributes around US $100 million per year to the country’s GDP, with 5.4 million people working in cultural industries, according to a study produced by the Culture Fund of Zimbabwe in 2009, alot of people can benefit. Ofcourse that figure encompasses other groups and not just the visual arts and artisans, but still figures are high.

In the coming year we are looking at expanding to the rest of the provinces in Zimbabwe and we are targeting to impact the lives of 500 people either directly or indirectly through the solution, which by that time would be including the physical art tours. We also seek to support a young budding female artist in each community by sponsoring both their academic and art career. 

The childrens website will make the numbers go even higher as the 0-14 age group makes up 38.62% of the total population of the total population which was pegged at 14,030,368 in the Zimbabwe Demographics profile 2019.

Our initial solution are the physical Art Tours which we launched with the following objectives:

• Working together through tourism to showcase and support our local artists. 
• Encourage appreciation and embracing of local art and the inspiring stories behind and thus promote preservation of our cultural heritage which is also passed on through art from one generation to the next.
• Support of community based art and crafts projects through tourism, especially in the rural areas.
• A percentage of the proceeds to go towards charity and sponsorship of a young female artist in each Province for her academic career as well as mentorship for her art career.
• By extension the initiative seeks to also assist the women in our circle, i.e the wives of our drivers to start income generating projects linked to the tours. 

Our goal is to enable all the community art centres in each of the 10 provinces to have access to the application so they can upload their work, of which a third of the population are in this industry about 5million. 

The same community art centres which will serve as the main hubs will also be covered when the content for the virtual tours are created and other individual artists who may not have a structured place to exhibit their work.

Our other goal is to help a female artist in each of the 10 provinces every year for 10years, after which the pool of females can then start their own program to assist the upcoming generations.

1. Financial 

Our business does not have the capacity to develop the applications and website. Although we have four 10seater vans this is not adequate to cover the needs of the business when the domestic tourism resumes. 

We will need to travel to meet all the community art centres for filming and taking photos for the virtual tours as well as to train them on how to use the application. The business currently does not have that capacity. 

2. Technical

The business does not have dedicated technical team. Also there maybe barriers to access the schools from the Ministry level.

3. No offices at the moment due to financial constraints.

4. Capacity for specialised areas like auditing and measuring impact (monitoring and evaluation etc)

1. Financial 

This is linked to capacity interms of transport and also capacity to visit all the community art centres and eventually in the region. We have four minivans which may be used if well serviced and maintained. Funding is being sought for that purpose. We plan to have a 25seater bus and an offroad vehicle for the hard to reach areas in the rural areas. The terrain maybe rough and will require a 4x4 vehicle which the business does not have at the moment. 

2. Hiring a team as this is going to be long-term and establishing offices to have a dedicated team to set up this project and new systems to monitor and see it through. 

3. Possibly equipping each community art centre with one laptop in the rural communities, where perhaps not everyone has access to a smartphone. Network service providers have fortunately ensured that service is available even in some remote rural areas. 

Full time staff : 7 

Part-Time : 6 

The Team is made up of two founding Directors, Tawanda and Witness Manyuchi (the latter being an inactive Director) . Tawanda Manyuchi graduated with an Honours degree in Biological Sciences, has experience in Health and Safety Research as well as Industrial Quality Control. Achieved Lead Auditor Certification through the International Register of Certified Auditors and NEBOSH Certification. A Transport Manager Shabaka Tekede, with over 20 years experience in the transport sector, ideal for logistics planning. A Tour Guide, Petros Chapanga, with a certificate in Tour Guiding and Guest Relationship Management with 2years experience. The Company Administrator Rachel Tsoka, with a Bachelor of Science Honours Degree in Hospitality and Tourism with over 5years working as a Business Administrator.  Eva Manyanhaire is the Human Resources Manager with a Degree in Human Resource Management and over 21 years in the Human Resources field. Macdonald Chitauro has a Post Graduate Diploma in Applied Accounting Science and received Accounting Professional Training. He advises the company on financial matters.

Our Advisors- Farai Chabata with a MA, BA Honours, Diploma in Personnel Management and an Executive Certificate  in Programme and Project Monitoring and Evaluation. Research interest includes art , art history, urban cultural spaces, intangible cultural heritage and African thought. Valerie Kabov an art professional, educator and researcher with almost two decades of international experience of work in the field of art and audience engagement and intercultural dialogue. William Nyarumbu - A Certified Information Systems Security Professional, Cisco Certified Network Associate and Certified Information Systems Auditor.  

National Handicraft Centre -They are the Head Office into which the community art centres feed into. Thus they can assist interms of locating and working with all the community art centres in the country. 

Various Art Galleries - they have access to a  number of artists that they are mentoring. They also provide content for the tours and tour guides.

Government departments in the Tourism and Arts Sector - they provide personnel to assist with accessibility. 

Key Resources:People, Finance, Vehicles, Laptops, Smart Phones for the beneficiaries, Office space.

Key Partners and Stakeholders: Ministry of Education, Ministry of Sports, Arts and Recreation.

Key activities:Visiting the community art centres and galleries, Training and Capacity building, collection of content for the virtual tours, Monitoring and evaluation.

Format of Intervention : Product, Transport service,Workshops to train. 

Beneficiaries :The artists and artisans, The community art centres and galleries, families, students, The women in our circle (indirect).

Customers: Domestic tourists, International tourists, Art Collectors, Art enthusiasts.

Revenue Stream :Virtual Tours – 30%, Application Users not the artists and artisans but the customers – 25%, Vehicle hire services – 40%, Sale of the art works by the children where the business gets 10%

Expenses:Fuel, accommodation and food expenses for the participating team, cost of setup of a digital system Channels:Through the existing structures, Social media,our partners, networks

Surplus: Sponsorship program of a female artist in each of the 10 provinces yearly for 10years, To support the wives of our employees to start income generating projects – opportunity to scale up is there, Improved systems, New technology

Beneficiaries impact:Number of pieces sold, Number of domestic bookings, Number of application users, Number of parents involved in the childrens website, Number of international tourists, Number of new people joining the community art centres.

Customer wants:Value for their money, Rich , diverse art experience, Products purchased online to be delivered as is with no damage, Quality products, Consistency interms of quality, Diversity interms of the packages.

1. Grants applied for through various platforms although  this is the first. 

2. Vehicle Hire Services which is our other line of business

3. Selling the art tours virtual and physical

4. Application users

5. Business gets 10% of any sale of the art works by the children on the website 

Technology - we would require assistance to help us develop the tech side of our solution, i.e the application and the website and how to best deliver the virtual tours. 

Although the art tours were launched in October 2019, the tech side is new as it was in response to this challenge afterlinking with our original objectives. So we would need to get more guidance on a functioning business model to get more revenue especially from the application users and website as well. 

Funding and revenue model is explained by the above paragraph. 

Thereafter monitoring and evaluation of our solution as it starts to be implemented nationally and regionally and at some point globally.

MIT Faculty for the tech side of the business. 

Other Tour Companies to sell the virtual tours to. 

1. Through the solution we will identify a young female budding artist in each of the 10 provinces annually for 10years and sponsor  them interms of their academic career and their art career. They will also be able to use the application to upload their art work and expose themselves to an open market. They will be encouraged after the 10years to start a community that helps upcoming generations the same way they were assisted.

2. Most of the community art centres are supported by the elderly women and men in the rural communities. So this solution is going to benefit quite a big percentage of this elderly population who will also train the upcoming generations. So many women and men stand to benefit. Through training on how to use technology to put their products online and be able to sale directly will help in improve their digital literacy, which will spread within the community. It will also increase their confidence levels when tourists begin to visit.