Manage Your Art presents: Crossroad Exhibition in The Netherlands in June 2014 by Roger Williams

Project Proposal, first draft Annelies de Bruine Amsterdam/Cape Town March 2014

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Crossroad: An exhibition by Roger Williams Project Proposal, first draft 5 March 2014 Dates of the exhibition: 6 June until 30 June 2014 Total budget: €5.252 Contact Manage Your Art Annelies de Bruine annelies@manageyourart.nl Tel. +31(0)6 XXXXX XXX Project team Artist: Roger Adrian Williams (Cape Town, South Africa) http://www.rogeradrian.com/ Project management: Manage Your Art (Amsterdam, The Netherlands) Jorien Waanders Annelies de Bruine Marike Kwakman

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Table of Contents 1. Introduction P. 4 2. Project Content P. 5 2.1 Mission & Vision 2.2 Objective 2.3 Context 2.4 Target Group 2.5 The exhibition 2.6 Location 3. Marketing & Communication P. 8 4. Organisation P. 9 4.1 Facilities 4.2 Information 4.3 Time Appendix A Budget P. 12

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1. Introduction Manage Your Art is an organisation in The Netherlands supporting creative entrepreneurs in Southern Africa. Together with the artist Roger Williams, Manage Your Art (MYA) is organising an exhibition called Crossroad in The Netherlands in June 2014. The Netherlands and South Africa share a rich artistic and musical relationship which has grown from strength to strength over many years. As Cape Town is the 2014 world design capital, it is the perfect time to once again use international, cross-cultural art exhibitions to spread a positive message of peace, tolerance and coexistence, while shedding light on social issues in society and using art to educate. In 2014 South Africa celebrates 20 Years of Freedom and democracy. This momentous occasion presents an opportunity to focus on South Africa. It will be special to celebrate this milestone in The Netherlands through the exhibition Crossroad. This proposal is written to

- Inform everybody involved about the project; - Find an exhibition space for Crossroad in The Netherlands in June 2014; - Find additional funding; - And find possible strategic partners.

In the next 7 pages we describe the project content, marketing, and the approach. A budget is added in the appendix. MYA, represented by Annelies de Bruine and Jorien Waanders, inspires through art from South Africa and connects creative entepreneurs from Southern Africa and the Benelux for personal development and for career advancement. We hope that the information in this proposal motivates the reader to want to get involved in this project. Please do not hesitate to contact us if you have questions or want more information. Manage Your Art | Annelies de Bruine Annelies@manageyourart.nl | Tel. 06 XXXXX XXX

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2. Project content 2.1 Mission & vision We believe in a world where everybody is equal and we want everybody to get an opportunity to be an artist. Through art, people can express their emotions, such as love, happiness, sadness or sorrow and themes Through this exhibition, we strive to integrate art into the lives of people. Art gives people the chance to explore their imaginative side and it also informs, entertains, enlightens and educates people in all possible ways. Without art; life would basically become boring, lifeless and plain. With Crossroad we aim to inspire the love of art as well as to educate, challenge and engage a diverse public in The Netherlands. The message is Peace. 2.2 Objective The Netherlands and South Africa share a rich artistic relationship which has grown from strength to strength over many years. As Cape Town is the 2014 world design capital, it is the perfect time to once again use international, cross-cultural art exhibitions to spread a positive message of peace, tolerance and coexistence, while shedding light on social issues in society and using art to educate. This is the ultimate aim of Crossroad. To actually allow different people from different societies and cultural backgrounds to meet, connect, cross paths, and share ideas and discussions on common issues, be it societal or personal. The Crossroad exhibition in The Netherlands is part of a bigger project. For the greater Crossroad project, Roger works with Dee One (Dirk Mertin), an artist from Bremen, Germany. The project originated with Anne Schmeckies, who leads up the Each One Teach One crew from Germany. Each One Teach One uses art and music to spread the message of global peace to youth around the world. The first exhibition will be in Cape Town from 3 April and will feature the work of Roger and Mertin, with musical support by South Africa's DJ Azuhl (www.djazuhl.com ) and Germany's DJ Phax Mulder. The exhibition in The Netherlands is solo work of Roger. 2.3 Context 2014 Marks the 20 year anniversary of South Africa's democratic freedom. This was in itself one of, if not the greatest and most important crossroad in South African

history. More than 20 years ago it would have been impossible to present an international art and music project involving South Africa and The Netherlands. In a political context, it serves as a reminder of the goals and ideals that this young South African democracy has always strived for and that they should not be given up under difficult and challenging circumstances.

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On 27 April 1994 South Africa cast aside centuries of discrimination and oppression to form a new society built on the foundation of freedom and democracy. It marked the end of apartheid rule and introduced a new Constitutional order, wherein all work towards a united, non-racial, non-sexist, democratic and prosperous society. South Africa has abandoned its past and has steadily moved towards building a new culture based on respect of human rights and dignity. Compared to before 1994 South Africa can proudly proclaim that millions of people now have water, electricity, sanitation and housing but they know they must not rest until all the people can claim a better life. In South Africa, people are faced with prime challenges such as poverty, crime and lack of education. In Cape Town, the Crossroad exhibition will directly address these issues by working alongside NGOs who are battling these challenges. In society as whole it is about how our choices affect our world and those around us. Even when we make decisions based purely on personal desires, it affects people's daily lives to differing degrees. In a personal context, we all have crossroads in life to face. Some are comfortable and pleasant and some are extremely difficult. These crossroads in life help us learn and grow through our experiences. Each artwork can therefore have a specific and unique personal meaning to its individual viewer. 2.4 Target group This exhibition is not exclusive to any particular group. It belongs to all people and is meant to be enjoyed by all people. There are so many diverse groups of people, often segregated and unaware of the beauty that they can all share in. The goal here is to get all these seemingly different groups to meet and connect on the common basis of the love for art and the power it has to inspire and create change. Art is for everyone and Crossroad aims to inspire every person who is a part of it. The audience we target with marketing & communication are art lovers as well as people who are interested in (South) African culture. The challenge is to reach a young audience who would usually not visit an art gallery. We strive to attract this younger audience by organising a couple of events with music, workshops aimed at young people and through advertising in places attended by young people as well as on social media (Facebook, Pinterest, Instagram and Twitter). We like to make a younger audience interested in modern and contemporary art. To reach this group, we aim to have a promotion music poster exhibition of Roger’s work in places where young people go out. Primary target group

- art lovers - people with an interest in (South) Africa culture - young people in Amsterdam (who usually do not visit art exhibitions)

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2.5 The exhibition Crossroad is a temporary exhibition, displaying solo work from Roger Williams (Cape Town) at one or two locations in The Netherlands between 6 and 30 June 2014. Crossroad focuses on work of one artist only. The artist will be available for workshops, lectures, interviews and collaborations during his stay in The Netherlands. Manage Your Art will schedule some workshops and lecture as part of the marketing mix to promote the exhibition. Two events will be organised to attract (extra) visitors to the exhibition. Roger will be attending both the opening and the closing party. 2.6 Location We are open to showcase Crossroad in non-traditional locations. An alternative exhibition space can be a location for exhibiting artworks or performance which is a place other than a professional venue to provide a totally different experience from a traditional museum. There is growing interest in the arts in community and economic development, and in Amsterdam there is a trend to display art in café’s, bars, work places and so-called pop-up stores. For the promotional music poster exhibition, we want to make use of these spaces. Examples are De Duivel (bar), OT301 (multi-media alternative cultural centre), Coffee Bru (café), and universities. We are currently looking for a space where the Crossroad exhibition can be on display. We are open-minded on what, how and where. This can be in Amsterdam, but also in other cities in the Netherlands.

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3. Marketing & Communication For Crossroad we target different audiences through a marketing mix with various media like social media, online agendas, written press, workshops and we organise an informal poster exhibition with Roger’s former work of music related posters and flyers in non-traditional locations in Amsterdam besides a launch and closing party. Music poster exhibition Poster exhibition of Roger’s musical artwork (flyers, CD sleeves and flyers) at various locations in and around Amsterdam; hiphop bar De Duivel (centre), open office space ZZPlace (Amsterdam-Oost), multi-media alternative cultural centre OT301 (Amsterdam-West), Hogeschool Inholland (locations Diemen & Haarlem) and various pop-up stores to get attention for the exhibition. Press release and (online) agendas We will write a press release and upload information about Crossroad on (online) agendas in the Netherlands/Amsterdam. Below is a list of magazines and papers we will contact. This list is not yet complete but gives an example of our focus. Art lovers; Kunstbeeld (monthly): redactie@kunstbeeld.nl, Anna van Leeuwen. Issue on 20 May, deadline unknown, online agenda Sophia Zürcher, kunstgids@kunstbeeld.nl Origine (every 2 months): +31 23 5324233, redactie@origine.nl, Kunst & Cultuur (4x per year): AVRO, Emely Nobis (Uitgever), 035 672 6735. Next issue on 8 May, deadline 22 April, kunstencultuur@avro.nl Websites: Amsterdam Marketing (AUB.nl): May 2014 edition deadline 24 March, June edition deadline 18 April, informatie@iamsterdam.com Inoost.nl (met Mik): to add information to the agenda http://inamsterdamoost.metmik.nl/forms/event, sophie@metmik.nl, tel. 06 52 417 147 Africaserver: redactie@dafrique.nl of bel 020-531 84 99 Virtual Museum of Contemporary African Art: http://www.vmcaa.nl/vm/; 020 – 5318490, www.museumserver.nl, info@museumserver.nl Local (news)papers; Echo (Jorien), Parool (Jorien) Ons Amsterdam: 020-305 36 55, redactie@onsamsterdam.nl, Peter-Paul de Baar Z-magazine: nr. 8 sold 2-22 May, nr. 9 sold 23 May-12 June, redactie@z-krant.nl Hans van Dalfsen. Dutch newspapers: Metro: nieuwsredactie@metronieuws.nl Spits: http://www.spitsnieuws.nl/contact/redactie People with interesting (South) African culture; Afrikahuis (Jorien), Afrikanieuws (Annelies), Facebook groups and expat organisations (Annelies) One World: 020-5682055, Hans Ariëns (hoofdredacteur): hariens@ncdo.nl, oneworldredactie@ncdo.nl ZAM magazine (4x per year): redactie@zam-magazine.nl (info@zammagazine.com), 020 - 531 84 97 Vice Versa: Selma Zijlstra Selma@viceversaonline.nl – (026) 370 31 77 LokaalMondiaal: info@lokaalmondiaal.net, Marc Broere, marc@lokaalmondiaal.net Young (Amsterdam) people; online agendas like Partyflock, State Magazine, Vice magazine

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4. Organisation Jorien and Annelies are new in the world of visual arts, but have a proven track record in the music industry, event organisation, project management and working with artists from (South) Africa. Roger has a lot of experience in exhibiting his own work. The business side of the exhibition is managed by MYA where Roger Williams takes care of all creative aspects. Jorien & Annelies of MYA are in charge of marketing & communication, launch/opening parties, events like workshops and lectures, and are the main point of contact for the exhibition. MANAGE YOUR ART We inspire people through urban arts and stories from (South) Africa. Music is a universal language that can help to break down boundaries. MYA works with artists and (event/project) managers from (South) Africa and the Netherlands in intercultural projects to support personal development of individual people as well as communities. We add an extra dimension to all the projects we are involved in through sharing our knowledge and experience in the music business, international development, social sciences and anthropology, cross cultural management, marketing and our interest in other cultures. We are passionate about building prosperity by using creative arts, music and intercultural collaborations in all our projects. If you are generous with your knowledge and ideas – you’ll receive way more than you’re giving away JORIEN WAANDERS is has a master’s degree in cultural anthropology and has been working in developing aid and project management since 2006. She lived and worked in Soweto in South Africa where she did research and managed an exhcange programme between young artists and creative professionals from Ethiopia, Tanzania, South Africa and the Netherlands. Nowadays Jorien works as programme manager at production house Nowhere, an organisation that organises arts workshops, master classes and events for young people. She started Manage Your Art in 2007. ANNELIES DE BRUINE is a social scientist who has been lecturing about project & event management, entrepreneurship and research since 1991. She has worked in the music industry for many years. She was senior project manager at the charity Music Mayday where developed a passion for Africa and it is also where she met Jorien. She has worked with artists from Mitchells Plain, Gugulethu, Soweto and organisations like Young in Prison, Ubuntu Talent Development and Kaapstad meets Kytopia next to her job as lecturer International Music Management. ROGER WILLIAMS is a multi award-winning artist from Cape Town, South Africa. His work ranges from funky, street-style masterpieces to sleek, high-end design implements. By day, he has the advertising industry locked down with witty, colourful and thoughtful illustrative works. These have been honoured by the industry's top international award shows namely Cannes, One Show and D&AD.

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Come nighttime, Roger is up and about adding visual flavour and finesse to audio creations as an animator and video artist under the guise of VJ State of the Art. In addition to having produced signature graphics for some of the most prominent independent South African musicians over the last decade, his countless posters, album covers and live visuals have also resulted in international commissions and collaborations with independent US and European record labels. His highly acclaimed debut international solo exhibition, ' Alles Roger ' , has enjoyed great success in Germany and Austria during 2012, and has resulted in a series of projects with various European creative partners. With projects and clients currently stretching from Europe to the Far East, Roger is constantly redefining what it means to be a modern-day visual artist. Check out his latest work at www.rogeradrian.com, www.rogkreativ.com. DJ Grenville Grenville will be playing funky contemporary music from (South) Africa and the rest of the world. He will play a fresh eclectic mix of funk, hiphop, afrobeats and rock. For more information, please check … 4.1 Facilities: Posters for promotional music exhibitions (Annelies will look for sponsors in NL) Lights & projector (rent) For opening & closing party: Invitations (Roger) Sound equipment (Annelies) DJ or live musicians (Grenville) Food & drink (hopefully sponsored) 4.2 Information: - The preferred means of communication with MYA is email (annelies@manageyourart.nl) or telephone (+31(0)6 XXXXX XXX). - Public information can be found on the Facebook page of Manage Your Art. An online portfolio with Roger’s work can be found on http://www.rogeradrian.com 4.3 Time

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Roger Williams is in The Netherlands from 6 June until the 30th June. The ideal time for (the start of) the exhibition would be in the weeks that Roger is in the country, so he can attend the opening as well as give workshops, interviews and lectures about his work. March: finding partners, securing exhibition space, finialising project plan

Annelies: Finalising project plan Roger: to select work for the promotional music posters Roger: to prepare for the NL Crossroad exhibition Marike, Jorien & Annelies: find locations for the promotional music posters

exhibitions in informal (non-traditional) places (Annelies: De Duivel, ZZPlace, Baut, Studio-K, OT301, Coffee Bru, Inholland 2x)

Marike, Jorien & Annelies: find a location for the Crossroad exhibition April: start (online) promotion (Jorien & Annelies)

Website (Roger) On Facebook & Twitter Press release Promotional music posters exhibitions

May: ongoing promotion & PR (Jorien & Annelies)

31 May: news from NAC about funding application. June 6 June: Roger arrives in The Netherlands; 7-13 June

setting up exhibition; promotion (interviews); workshops & lectures at Nowhere (Jorien) and Inholland (Annelies) discussing possibilities to work with Ubuntu charity (benefit) party Rookie

(Annelies) meeting Ubuntu Netherlands (Annelies & Roger) ? June: opening of exhibition (event I) ? June: ongoing exhibition, workshops & lectures Thursday 26 June: closing party (event II) (Jorien& Annelies)

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Appendix A – budget