Founded in 2020 amidst the COVID-19 pandemic by multimedia artist Igi Lola Ayedun, HOA is a conceptual artwork influenced by Situationist principles that proposes the disruption of the market and contemporary art institutions through a continuous program of interventionist action-articulation that confronts the core of the cultural industry from an Afro-diasporic Latin American decolonial perspective.

Under the principle that from the artist-subject, every action is a performance (Fluxus), the research-active-practice of HOA subverts corporate organizational foundations (Bernadette Corporation) to develop a strategic and poetic dynamic of inclusion, economic redistribution, and structural support aimed at artists from disadvantaged social backgrounds in the post-colonial Brazilian context.

In order to promote art as liberation/subversion (Guy Debord) beyond the artistic object and critical thinking, HOA articulates the expansion of existing economies as sources of derailing the financial cycle of art institutionalization through the right to opacity (Édouard Glissant) + the creation of new independent economies based on mobilizations driven by racial identity settlements and the establishment of spaces for narrative creation + social activity (Malcom X) that enhance collective organizations.

Dedicated to a decolonial perspective of contemporary culture focused on artists from the global majority, HOA opperates through a network of many artists, galleries and institutions from all over the world that are building a new vision about global decolonial culture. Inside its curatorial core HOA works with a large diversity of mediums in order to construct a multimedia relationship with a new generation of artists, thinkers, enthusiasts, galleries, institutions and curators.

HOA is an organization that proposes alignment of the present as a way to transform the future, revising the past (Eshu) in defense of the right to social and political transmission + heredity of ancestry in the communities from the global majority.

RESIDENCY

HOA RESIDENCY is a space/program dedicated to the development of a decolonial perspective on race, gender and territory within the contemporary culture in the Global-South, based in São Paulo - Brasil.
HOA RESIDENCY is an artist-led non-profit art home that includes studios, accommodation and common spaces for the production and development of research and activities.

ART EDUCATION

HOA Free Art School is a free online art education program developed by the HOA Cultural Society. The program offers mid-length courses focused on critical thinking, research, and art market management, aiming to democratize knowledge about the art system and its operational modes.

HOA Free Art School provides accessible and high-quality training for young artists, curators, and art professionals, particularly those from the Global South. It seeks to formalize and professionalize artistic practice, while offering a deep understanding of how the contemporary art world operates.

With participation from a wide range of mentors, artists, curators, and thinkers, the school creates an opportunity for participants to gain comprehensive and critical insights into the market, artistic creation, and management strategies. This initiative reflects HOA's commitment to transforming the art world by providing inclusive and decolonial opportunities for emerging voices and talents.

FORMER GALLERY BACKGROUND

HOA GALERIA was Brazil’s first Black-owned art gallery, founded in São Paulo in 2020 by Igi Lola Ayedun. As a social enterprise, its innovative business model was built on a redesigned revenue-sharing scheme: 60% for the artist and 40% for HOA. This circular margin distribution reinvested a portion of acquisition revenue into structural support for other artists within the HOA network. Additionally, HOA implemented Brazil’s resale right (Law No. 5,988, Article 39), ensuring artists received resale payments on all acquisitions mediated by the gallery.

Over its four years of activity, HOA participated in numerous national and international art fairs, including SP-ARTE, SP-ARTE Rotas Brasileiras, 1-54 New York, London, Paris, Marrakech, ARCO Madrid, MIART Milano, ZONAMACO, Frieze London, and Artissima. The gallery also positioned works by Brazilian artists in prestigious institutions such as the Thyssen-Bornemisza Art Contemporary (TBA21), Fundación ARCO, The Art Institute of Chicago, MASP, Inhotim, Pinacoteca de São Paulo, and the Serpentine Galleries, among others.


HOA CULTURAL SOCIETY

With the aim of expanding its activities beyond Brazil and focusing its structure on fostering and supporting early and mid-career artists from the global majority, in 2024, HOA transitions into a non-profit cultural society. It also broadens its scope to include other fields of artistic expression such as cinema, music, dance, theater, and literature.

Berto solo show, 2023, Ouro, Prata e Bronze @Wallace Domingues.