THE DEAN COLLECTION X BACARDÍ®: After Nyne Meets Swizz Beatz & Zara Mirza
The worlds of visual art and music will collide when The Dean Collection x BACARDÍ® bring their innovative, experiential platform No Commission to London from 8-10 December 2016. Following sell out shows in Miami and the Bronx, the UK will play host to the iconic rum brands first event in Europe featuring work from some of the world’s most celebrated street and fine artists, live music acts, and DJ’s.
No Commission is a contemporary art fair, curated by music producer Swizz Beatz and The Dean Collection, to forge a direct link between artists’ practices and art patronage. The platform is designed specifically to support both new and established artists. All artists are given their exhibition space for free and 100% of the sale of each artwork goes directly to the artists. The injection of immersive music performances from event collaborator BACARDÍ, shakes up the traditional art fair, creating a unique, cultural experience for visitors.
After Nyne met with Swizz Beatz and Bacardi's Head of Creative Excellence Zara Mirza and went behind the scenes of the event that's seeing the art year out in style.
SWIZZ BEATZ
After Nyne: Your passion for art - was it a ‘revelation’ or has it been a life long passion?
Swizz Beatz: It was a passion before I even knew it was a passion. Growing up in the South Bronx I had graffiti all around me, tagging. I was in a breakdancing crew and the artists used to design the back of our jackets and eventually it got to the point where we wanted to design our own jackets. Art was very much integrated into that culture. Like music. Just like we naturally came across music in that culture, we naturally went outside and saw art.
Eventually someone made a business out of that and I found that interesting. When I was growing up there was no art business, no music business. It was just fun. But I always knew, even as a kid, that I always had an eye for creativity. And I always saw art and music as brothers and sisters - in my mind you can't separate the two. And I've made sure to never lose the wonder..I'm constantly surprised by what I see. And that's important.
You're known for having an extensive art collection. What was the first piece of art that you bought?
An Ansel Adams landscape that I still have. That piece took me on a journey I'd never been on before. I bought that piece when I was 18, 19 years old, fresh out of the hood. And that image of the Alps in that photograph made me feel free, right in that moment, like nothing had.
I've just always loved photography. I have a big Gordon Parks collection - I want the biggest in the world but I've got a little work to put in to make that happen.
How did you hit upon the idea of the No Commission fair?
I was curating a lot of fairs, spreading art in my culture for many years now. I saw how the structures worked behind these events. And coming from the music industry I was always protective of artists, being an artist myself. I've seen how the music industry treats artists, which was a factor in my decision to move from the music business to what I'm doing now.
Don't get me wrong, I love making music and I still make music but I don't participate in the music business. Because it's not designed to let creative people win. I saw a parallel in the art world. Everyone in the exchange of an art sale would win - except the artist. And I wanted to change that. I wanted to create something where the artist could benefit from actually being an artist. With no one pulling the strings behind it. No galleries with vested interests. Making the artist the focus, but creating a full experience around that.
This is the first time the event is taking place in London. Was London a natural next step in expanding the fair portfolio?
Absolutely. I always had a love for London. It's real, and the people are so passionate. There's an authenticity there that blows me away every time I come here. And I wanted people to understand that No Commission was a global brand, and the place I wanted to make that happen was London. There's so many places it could have been. But London has quietly been my backyard for many years, and it was only right that I should celebrate that.
When you think of the London’s cultural scene, what comes to mind?
What comes to mind is how epic the place is, and how epic it is yet to be. We haven't seen the best come out of London yet...it's taken some time for it be comfortable with expressing itself on a global level. I feel the time is right for it to stop being coy about how great it is.
The No Commission Art Fair is giving the artists the space for free and all of the proceeds of the sale. Do you think this is the future of selling art or does this format only work for street artists?
Not only do I feel this is the future for selling art, but it's the future of entry into the art world. 98% artists sell at the show. 70% of our buyers are new buyers because we have that 'no limits' entry point.
With regards to street artists - what is the definition of street art? Every artist from the Renaissance onwards started somewhere low. Okay - is that street art? I have a hard time with title and labels. Great art is great art. Period.
In general, do you feel rising artists are given enough support - financial, educational and cultural?
I don't. That's the whole reason I'm in the process of creating these platforms. If we're not creating the solutions we're part of the problem. I have two platforms coming after No Commission that are going to keep this conversation going.
With this in mind would you care to give your views on the current US political situation?
No comment at all.
What can you tell us about the No Commission line-up? What can we expect?
It's pretty epic. A mix of established artists with not so established artists. That mix is important - no one is given a bigger platform than anyone else. Everyone is in the same space. Let's let everyone be creative. 90% of the artists in the show are from London. The 10% I added just to mix things up.
In what ways are Bacardi ideal partners for this event?
I'm a partner in the company with the remit of looking after over 300 brands within the company as the Global Chief Creative of Culture. It's great because we can create events like this. Bacardi are the first company I hooked up with who understand that the artists come first. It's the only way I would have agreed to do the deal - empower the artists. A lot of brands want to get involved in culture, but they don't want to be part of the culture. I said 'let's be the culture'. I don't people standing around with drinks in their hands. I want people to be part of an amazing cultural experience like No Commission. And that drink in their hand? That happens to be Bacardi.
Do you own any British art?
Of course. Starting with D*Face himself.
We were recently in NYC for the Marina Abramovic & Debbie Harry talk at NY Public Library and we were invited to a works in process preview of Jonah Bokaer’s Rules of the Game with the original score by Pharrell Williams. Have you or will you be collaborating creatively with any artists using your music?
My collaborations are silent. I tend to back artists and let them have the shine. It's about the artist for me. Always. I love Pharrell and Abramovic's way of working with the artists. Everyone has a unique stance.
Finally - what would you like people to remember from this event?
That the sky is not the limit, it's just view. Why should the sky be our limit when there's footprints on the moon? The artists in this show - this time last year they would never have thought they would be on this platform. There's a lesson in that - just when you're about to give up, there comes the turning point. Always put your passion into your work. And stay focused. This is the new movement.
ZARA MIRZA
After Nyne: Zara, why did Bacardi decide to get involved in the No Commission event?
Zara Mirza: We are always looking to bring our brand story to life in visceral ways. BACARDI is really about being the best bit in people’s lives - going out with friends, the social aspect of people’s lives - and with that we find we bump into adjacent areas of culture - music and art being two that not only our audience engage with naturally, but that are intrinsic and true to our brand history.
Why is it important to you that global brands get involved in the arts?
Whether it’s the arts or the environment, I believe that brands should do good and have a higher purpose. The arts – be it visual, musical or theatrical - is particularly interesting because they don’t seem to be getting the same support and investment as they may have in the past. In many cases, their fan base is getting older. They need to attract the next generation of art collectors and lovers.
There is a real opportunity for brands to engage and help, but with more than just a logo. BACARDI X The Dean Collection’s No Commission platform is for the artist, by the artist and for the people. The exhibition space is free, artists keep 100% of the sale from their artwork and admission is free for the public. The injection of immersive, music performances shake up the traditional art fair, creating a unique, cultural experience for visitors.
What’s the message you would like people to take away from the event?
That BACARDI and The Dean Collection have created an art and music experience that is free for the artist and free for the people.
What has it been like working with Swizz Beatz on bringing the project to fruition?
We work with Swizz on a global level in his role as Global Chief Creative of Culture for the company. I work with him very closely day to day. He’s brilliant, hugely collaborative and great fun.
We are always looking to route our brand in culture and there is no one better than Swizz, who is on the cutting edge of culture, fashion, music and art. He pushes us out of our comfort zone - to think bigger and beyond our business and into the lives of our consumers and the culture they care about.
In terms of the global art scene, what distinguishes London from other cities?
The London art scene is really international, you’ll find lots of European and even American artists here. You can also find art throughout the city! I think there are over 1500 galleries, never mind the incredible street art you find throughout the east end. The city seems to be the triple threat of the art world. It has the perfect combination of great galleries, great museums and great artists.
What can we expect from Bacardi in terms of further arts initiatives in the coming year?
No Commission is a global platform and it’s getting a lot of attention as a unique and inclusive art and music experience. We’re committed to it for the long term and are already considering other cities in Europe and introducing the concept in Asia. As Swizz would say - “if you free the artist, you free the world”!
The Dean Collection X BACARDÍ present No Commission: London 8-10 December 2016 at The Arches in Southwark, London (Ewer Street entrance, SE1 0NR, off Union St.).
Tickets are FREE but there is limited availability. Visit www.nocommission.BACARDÍ.com. for more information Visitors must be 18 years of age or older.
Pictured: After Nyne's Editor at Large Adam Rutherford with Swizz Beatz
