In a bid to promote lesser known artists with fewer means, an art exhibition pARTy was organised in the city on Thursday. The concept of Prarthana Reddy through her art initiative Nouveauart, pARTy was an art sale organised at Lamakaan which invited artists to display their works for sale.
Explaining the concept behind pARTy, Prarthana says, “Normally I have this exhibition twice a year. The idea is to promote upcoming and struggling artists who don’t have money to promote their art. Some of them went into animations, graphics and have brilliant painting skills. Everyone buys artworks of famous artists. The regional artists also need promotion and I am working on that.”
Pointing out that the ART in bold in pARTy is indicate that the exhibition is a celebration of art, she added that the paintings on display were works of selected regional artists who rarely exhibit. However, none of the artists were present at the exhibition.
Explains Prarthana, “They don’t come to the show because it’s a very emotional thing for them. It becomes very upsetting for them when someone decides to buy another artist’s work. They are already going through a lot of ups and downs in life. We don’t want to put them through any kind of emotional turmoil. They usually come at the end of the show or the next day to get their art.”
A US-based entrepreneur and friend, Radhika Kakani, helped her in organising the event. “Every art form has to be unique. We do not take painters who’ve made a piece of art before for someone else or are replicating someone else’s work.” She also shares that the a chunk of the earnings goes for charity.
Talking about the ethos that Noveauart is trying to encapsulate, Prarthana adds, “In Hyderabad, most people buy art as an investment. You should buy art because it connects to you. It’s a very personal thing; I wouldn’t want to gift art to someone because it’s so personal.”
The works of the regional artists included mythological, abstract, cityscapes, artworks done in charcoal. Nouveauart hosts quarterly painting and sculpture exhibitions to discover new talent and support struggling and upcoming artists.