︎/PT-EN

SYSTEM

HOA operates as an artistic development organism, bringing artists from disadvantaged social backgrounds into a system that provides them with intellectual, inspirational, financial, and material support.
Designed by Igi Lola Ayedun, HOA operates within a circular system that seeks to create structural and strategic intersections for building equity in the art world, bridging the gap between privileged and underprivileged artists by providing them with the same artistic development tools on both creative and practical scales.
Between 2020 and 2024, the HOA invested over 5 million Brazilian reais (around 950,000 USD) to support, promote, and also distribute income to Brazilian artists from the Global Majority.
At the core of its mission, the HOA prioritizes the employment and collaboration of cultural professionals who are racialized, LGBTQIAPN+, including trans and non-binary individuals. These professionals play a key role in leading, mediating, and developing projects that not only amplify the careers of artists but also reinforce the HOA’s identity as a pillar of community building.

HOA RESOURCES DISTRIBUTION (%) | 2020 - 2024

Key Areas of Support:

Intellectual and Inspirational:

Curatorial guidance is professional, focusing on the practical analysis and development of the artist's body of work. It addresses critical questions, expands perspectives, and contributes to the deepening and formalization of the artist's research.
It also fosters the strengthening of artist interaction and exchange, promoting the creation of a community where knowledge is shared, and collaborations are encouraged.

Financial:

Financial support covers essential logistical costs like transportation, food, per diem and housing, along with providing for art materials and supplies.
HOA funds projects both locally and internationally, giving artists the freedom to fully dedicate themselves to their work.

Material:

Material support enables the realization of projects, including participation in fairs, exhibitions, and artistic residencies in various regions worldwide, broadening the artist's reach and connecting them to new markets, cultures and audiences.

HOA MIND MAP

By offering this holistic support, HOA creates vital connections for artists, introducing them to global institutions and the art market, connecting them to an international network and helping them grow within the global artistic context.

RACIAL-ETNO-NATIONALITY REPRESENTATION IN SÃO PAULO GALLERIES | 2018-2020, BEFORE HOA

According to Negrestudo data by Alan Ariê published by PROJETO AFRO, the chart highlights the stark racial disparities in the representation of artists in São Paulo galleries between 2018 and 2020. Comparing this data with Brazil’s demographics, where over 56% of the population identifies as Black or Pardo (Mixed Race), the underrepresentation of these groups in the São Paulo art galleries was striking. This contrast emphasizes the historical marginalization of racialized communities within the Brazilian art sector, despite their significant presence in the country’s population.

Former HOA Galeria as a gamechanger

HOA has played a crucial role in addressing the racial disparities in the Brazilian art scene, particularly in the underrepresentation of Black, Indigenous, and other marginalized artists contributing to reshaping this scenario.

HOA was the first Brazilian gallery to participate in the 1-54 Art Fair, initiating a dialogue between Afro-Brazilian art and African art in contemporary art market field for a global audience of collectors, curators, and art lovers. This initiative also propelled the HOA program to participate in various fairs such as Frieze London, Arco Madrid, Artissima, Miart Milano, among others, including highlights, honorable mentions, and awards for its role in promoting the inclusion of non-white Brazilian artists in the global art market.

Although exact numbers on racial representation for 2021 and beyond are still emerging, here are several ways HOA’s influence can be assessed, along with key indicators to understand this impact:

1. Increase in Representation of Marginalized Artists

Key Indicator - An increase in the number of underrepresented artists signed to galleries that may have been inspired by HOA's inclusive model.

2. Global Exhibition and Institutional Presence

Key Indicator - Higher visibility in the art fairs for marginalized artists from Brazil, particularly other galleries that began prioritizing diversity due to HOA's and the global market demand influence.

3. Shift in Curatorial Practices

Key Indicator - Changes in the programming and curation practices of galleries in Brazil, with a focus on themes of racial identity, decolonization, and social justice.

4. Financial Growth and Investment in Marginalized Artists

Key Indicator - Increased financial backing and market demand for Black, Indigenous, and underrepresented artists in galleries, fueled by the exposure and credibility created by platforms like HOA.

CASE STUDY - CONTEMPORARY ART MARKET VALUATION PROGRESS OF 3 ARTISTS INTRODUCED BY HOA

The value appreciation process for artists introduced by HOA is driven by a combination of strategic support and market positioning. Through HOA’s mind map framework, artists receive intellectual, financial, and material resources, which include international exposure via exhibitions and projects that facilitate the dolarization of their work. This integration into global markets is further strengthened by connections with key market agents and institutional positioning.

The goal is not only to establish these artists in the global art ecosystem but also to address racial disparities in gallery representation, as seen in São Paulo before HOA’s emergence. By positioning marginalized artists, who had little to no access to the art market until the end of 2020, HOA promotes a practice of equity. This has a profound social impact, reshaping professional perspectives for these artists and offering them opportunities for visibility and legitimacy in spaces that historically excluded them.

ARTIST'S 5 TO 10-YEARS LIFETIME PROJECTION WITH HOA

This image represents the development journey of an artist, guided by HOA process, which focuses on artists from the global majority, particularly those from the Global South. The timeline is visualized as a winding road, with key milestones along the path to artistic success. Each stage reflects HOA's comprehensive support system that transforms emerging talent into professional artists.

New talent

The journey begins with the identification of new talents. HOA actively seeks out artists through research, open calls, and prizes, focusing on those who come from marginalized or underrepresented backgrounds, particularly in the Global South.

Resources

After selecting an artist, HOA provides intellectual, material, and financial resources necessary for their development. This foundational support allows the artist to focus on their work, facilitating the growth of their artistic practice.

Body of work

As the artist progresses, they develop and expand their body of work. Through mentorship programs and resources, HOA supports the artist’s creative process, helping them refine their artistic voice and expand their research.

Exposure

HOA then brings the artist's work to a broader audience, offering exposure by placing their works and research in art fairs, exhibitions, and residencies. This stage is crucial for artists to gain visibility and credibility within the art world, both locally and internationally.

Internationalization

HOA's strategy involves connecting the artist’s work to a global audience, specifically with key market agents and institutions. This internationalization introduces the artist to new markets, collectors, and curators, expanding their reach beyond national borders.

Institutionalization

At this stage, HOA helps introduce the artist’s works to curators and institutions worldwide, solidifying their place within the global art ecosystem. This integration with institutions often marks a turning point in the artist’s career, establishing them as a recognized name in the art world.

Emerging Artist

As the artist gains recognition, they evolve into a new emerging artist, positioned on a global platform. HOA’s process enables them to be acknowledged not just as an emerging voice but as an artist with significant potential and growing influence.

Valuation

A key outcome of this journey is the stabilization of the artist’s market value. Through international exhibitions and institutional recognition, the artist’s work becomes valued and appreciated by the global art market, creating financial stability and market demand.

Professional Artist

Ultimately, the artist becomes a professional artist, with their value recognized by the global art market. HOA’s mentorship, resources, and global connections empower artists to rise professionally, achieving not just artistic success but financial independence and sustainability.

At the final stage, the return on investment for HOA is achieved through a multifaceted approach. The artist's works are added to the HOA collection, acquired along their journey through compensatory acquisition programs and prizes. Additionally, HOA establishes an art fund model in collaboration with select patrons and investment fund managers, creating a profitable dynamic that ensures its financial sustainability. This structure not only benefits HOA but also allows for continuous reinvestment in new talents from marginalized backgrounds.