The first is to provide a solid and credible platform through which emerging artists can contribute to their career building efforts, along with a handsome cash prize. This takes the form of a competition whereby a juried selection of works from those entered will be exhibited in April 2015 at Lizamore & Associates gallery. A catalogue and significant publicity efforts will accompany this curated gallery exhibition.
The SA Taxi Foundation Art Award winner will receive R 50 000-00 prize money, while five runners-up will each receive R 10 000-00.
The second tier considers the role of an artist in industry and society. While most art competitions will look exclusively to the quality of only artwork submitted, which is an important thing to consider, this award asks the artist to address a further brief. Mirroring the role that creativity plays in industry, the SA Taxi Foundation Art Award asks artists to take their own artwork and interpret it further for a decal that will cover an entire taxi.
“In this way they use their own work as a brief for a further public artwork designed around specific parameters” explains Project Manager Teresa Lizamore. “The adjudicators will look at both the original artwork and the success of the interpreted design in their selection of finalists and winners. This is a critical and pragmatic element since many artists and creatives find employment through commissioned work and in agencies where interpretation of a client’s brief is fundamental."
The last tier considers the community at large as well as the opportunity provided by this unique sponsor. The six finalists’ designs will be converted into taxi decals for 10 taxi’s each (60 in total) and each winner will have their work exposed to hundreds of thousands of commuters on key routes for a period of a year. Aligned to this a further public and social campaign will target the commuters directly through poster giveaways and other marketing initiatives using the channels available both inside the taxi’s and via social media. This allows people who would not ordinarily visit galleries, never mind buy contemporary art, access to this critical part of our cultural landscape.