Making it pay: Rising stars given a launchpad to the firmament

15 September 2015 - 02:13 By Jeremy Fox

Art is a tricky business. The suit views the artist as a layabout while the painter would rather skip several breakfasts than ever be tainted by money. The space between money and art has always been a little awkward.It's this space that the Youngblood Gallery team are passionate about filling, the gap between creativity and financial viability.The Youngblood philosophy is to train artists in business skills and point them in the right direction.The gallery is situated in the Beautifull Life building in Bree Street, Cape Town, and it offers space for emerging artists to show their work.Opened in 2010 with funding from UAL Shipping, it aims to be a platform for emerging artists to launch their careers.Marie Vogts, the general manager of the gallery, is passionate about the potential of South African artists."I was at this year's Edinburgh Festival and I think what we have here is easily comparable," she told me as we sat in the three-storey atrium that forms the heart of the gallery.She added: "We are building into next door so we have more room for performances and more office space."Next door is a mirror image of the current building, and once finished, it will increase the scope of the gallery considerably.She refers to it as an artists' hub, and it will be an impressive space.With so much talent in the country, how best does the industry tap those resources?The organisation offers corporate social investment packages to companies interested in sponsoring the arts, while unearthing talent worth sponsoring.The goal is to bridge the gap between money and art.The Beautifull Food restaurant reinvests profit into the projects, and various areas of the gallery are rented out for meetings, film shoots and functions. There are also yoga classes, tango lessons, live music and classical music workshops for mums and tots.As we talk, a man in a mangy robe and a pirate hat walks in. For a moment, I imagine he is an eccentric artist.I realise my mistake when a smiling member of staff gently leads him to the door and he staggers up the hill to look for his shopping trolley of found objects.He might not be today's installation, but at Youngblood, the point is that he could be.Youngblood Africa, Beautifull Life Building, 70-72 Bree St, youngblood-africa.com..

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