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The Materials Project: Helping African artists to be more successful in producing art products that sell

A boost for traditional African crafts

There is no lack of creativity in African art workshops. Millions of Africans make a living by selling beautiful things made within different crafts and art forms. Learning about new techniques in craft and design, business, marketing, art and curating can make them more successful in producing art products that sell, both inside and outside their country. The Materials Project is bringing African organisations of artists and producers just that, as paper-maché artists and basket weavers in Southern Africa have experienced.

The Materials Project is a knowledge exchange program of the Kingston University in London. By setting up equal and sustainable partnerships between the university and African organisations of producers, both sides benefit. Art students get in touch with African creativity; the creators of these products get the opportunity to tap into knowledge, experience and contacts. These are important sources of knowledge and experience how to design, produce, market and promote products more successfully, in current and new markets.

Great insights

“The first Materials Project was with South African charity Wola Nani and the material of papier-maché”, Professor Catherine McDermott, who head the project, says. “For this project, students and design experts visited the paper-maché artists of Wola Nani and worked on improvements in all kinds of areas. We also introduced our partners to the creative sector in Britain; meeting designers experts and retailers gave our African partners great insights in what the market needs”, says Professor McDermott. “This is not aid and we are not telling our partners how to do things. We can combine their creativity with our design and marketing insights to help get the right products to the market at the right price”, says professor McDermott, who is happy that the Kingston University Business School has recently joined the project, adding valuable business expertise.

3,000 basket weavers

A second project, The New Basket Workshop, will aim to bring designers, high-end retailers and other experts from Europe in contact with an organisation that represents 3,000 Zimbabwe’s basket weavers. When the Zimbabwean economy went into free fall in 2008, local basket makers saw their traditional markets disappear. The idea of this second project will be to revive this Zimbabwean art form. “Merging traditional weaving practices with modern contemporary style and techniques that will help create a viable and sustainable market”, says Project Assistant Candice O’Brien. “That will subsequently enhance developmental skills in women, resulting in better products and improved overall quality of the product lines of The New Basket Workshop.” But there are small, direct benefits too. The basket weavers have started using a new type of glue in their production process, resulting in better quality products and less irritation of their hands.”

The Materials Project will try to form new partnerships every year, in new regions and with the same aim. O’Brien: “To give traditional craftsmen and women new and professional influences that can mean a big change. A fresh wind, that offers better chances.”