(Annurag Sharma)
Annurag
Sharma who says that the double ‘nn’ in his name is not a numerological
addition but a passport official’s mistake which forced him to change every
document of his life, is a man with a mission. As the founder director of the
United Art Fair, the first artists driven art fair in India walks with a sway
and confidence. He connects with people in a special way. He just throws a
question at a taxi driver in Mumbai whether he has some Bhojpuri songs with him
and next moment you listen Bhojpuri songs in the stereo. A man who has been
playing his presence down in the art scene is now under limelight. What makes
Annurag Sharma special? To know more read on this conversation between JohnyML,
the project director of United Art Fair and Annurag Sharma:
JohnyML:
Till recently the name Annurag Sharma was not so familiar to the Indian art
scene. Now after the United Art Fair road shows people have started saying that
the name sounds familiar. The other day an artist friend settled in London
called me and asked is he the same ‘Annurag’ who transports works of art. Are
you enjoying this new visibility?
Annurag
Sharma: That’s interesting. I thought most of the movers and shakers in the
Indian contemporary art scene know me. In fact most of the gallerists,
collectors, artists and whoever wants to move a work of art from one place to
another without damage and with great confidence know me very well. But I am a
person who chooses to play my presence down. I have been around as the founder
and head of an art handling company called United Art Logistics Private Limited
for the last ten years and within that short span of time I have earned a good
reputation amongst the art community. However, I am a person who believes in
modesty. Having a huge physical presence and imposing it in front of people are
two different things, I believe. I am happy that now people recognize me along
with the name of the United Art Fair.
JML: From
United Art Logistics Private Limited to United Art Fair, it is an interesting
growth or transition. What was the motivation behind founding a new art fair
when we already have a few of them in different parts of our country?
AS: As
senior artist A.Ramachandran said about biennales, the more the better, I think
there should be more and more art fairs in this country. Let me tell you, I am
involved in most of the art fairs happening in India as well as the fairs
happening abroad like Hong Kong Art Fair, Miami, Basel and so on where Indian
galleries participate, as the main transporter. I have been a part of the major
shows like Anish Kapoor and Yoko Ono. Besides, all these five years of India
Art Summit (now India Art Fair), I have been playing a very key role as a
logistics partner. As a part of my profession I have been travelling a lot and
seeing a lot of art fairs. Then I thought it was interesting to think in those
lines and start and independent art fair in India with some peculiarities that
are dear to my heart.
(Annurag Sharma with Diwan Manna, Chairman Chandigarh Lalit Kala Akademy)
JML: There
would be at least a few people who believe that you are ambitious and want to
make hay while it shines. Also some could say that you have fallen out with the
IAF and started a UAF. What is your take on that?
AS: First of
all I should agree that I am ambitious. For any business man who started off
from a very lowly position and climbed the ladder of success in the
professional world ambition is an indelible word and concept. But founding the
United Art Fair was not based on ambition or material success. I have been with
the major fairs and I thought that it was time for me to experiment with my own
experiences. My company, United Art Logistics Private Limited has been handling
art and I have been earning my bread and butter from literally ‘handling’ works
of art. It has paid me well even when a majority of artists in our country go
hungry every day. The thought occurred to me immediately after the recession
started. I thought all what I earned was from handling art and it was time to
pay back. United Art Fair came to me as a vision and now it has become a
mission of my life. You say that I want to create a legacy and go. Yes, I want
to create a legacy.
JML: Shall I
call you the Robin Hood of Art Fairs?
AS: That
sounds good especially when I imagine myself in those interesting clothes,
snatching goods away from the wealthy and distributing amongst the poor. But I
am not a Robin Hood of Art Fairs. I am not here to take anything away from
anybody. Of course, I have all the intentions to give away goods to the
artists. But then you may ask why there is an entry fee of Rupees Thirty Five
Thousand. It has an absolutely different logic and it is a business model.
Besides, this is an artist driven fair where I have to stick to certain
parameters.
JML: Could
you please explain your logic of taking money from the artists and calling it
an Artists Driven Art Fair?
AS: Let me
put it in this way: I am giving away the booths or wall space free to the
artists. Or I am asking them to register with a meagre amount and participate.
Both the scenarios would bring a confused art fair into being. There would be a
rush to participate and as it is free most of the people would take it for
granted. The implementation of fee is based on cost effectiveness. Though for
many of the artists Rupees Thirty Five Thousand might sound unaffordable. But
as we are offering them all kinds of promotional activities, they should
consider this money as their investment as professional artists to ensure a
good career. If you consider your works would fetch you some money, then you
should think about investing a bit for making that process smooth.
(Connecting with people is one strong point of Annurag Sharma)
JML: Why do
you call UAF an Artists Driven Art Fair?
AS: Art
Fairs follow different models. Some are gallery driven and some prefer a mixed
model. United Art Fair wants the artists to be the stars of the fair. They
could hire booths and present their works. They could negotiate with the art
world personalities directly.
JML: Are
there many fairs like UAF in the world?
AS: In a
gallery driven art scene anywhere in the world, this is not a sustainable
model. However, small scale artists driven fairs do take place in different
parts of the world. But such a large scale initiative is something new. United
Art Fair is going to take place in the internationally acclaimed expo venue,
Pragati Maidan.
JML: Do you
think that the galleries will keep away from this model and even fear that you
are going to damage their business model?
AS: As I
mentioned elsewhere, I am here to do my business not to undercut anybody else’s
business. In fact, United Art Fair is going to be a positive change in our
gallery circuit. First of all the galleries could take a backstage and support
the young and upcoming artists by projecting their name in the art world. Let
all the glory go to the artists as they are the prime producers of value in
this scene. Besides, galleries could make use of UAF as a venue to pick and
choose potential artists hailing from different parts of our country. Also it
could be an one point meeting place for one and all including the international
museum/gallery personalities to see a great variety of Indian contemporary art.
JML: Do you
think this approach is sustainable?
AS: You are
my project director now doubling up as an interviewer and you are quite aware
of its sustainability. Like any business model, it is not imperative that we
make profit in the first edition. United Art Fair is going to be a series of
editions slated to take place in September every year and I can clearly see
that in three years time it would be one of the most successful Fair models.
And I am sure one day I will be able to invite artist without any entry free. I
could just employ a panel of judges and select artists for the booths. That is
my dream.
(Franck Barthelemy, JohnyML and Annurag Sharma in the Bangalore UAF Artists Meet)
JML: While
doing the road shows we both heard that United Art Fair is poor artists’ fair.
How do you respond to that?
AS: I am
proud to be called the founder of a poor artists’ fair. But what do they mean
by poor? Are the artists poor? Or the fair poor? Or it is a poor fair for poor
artists? What is the parameter of judging poverty and richness? I just don’t
understand this snobbishness of many people. Forget them and let us confront
the reality. I am pained to see a lot of artists who cannot afford to
participate in an art fair like this because they do not have money. I don’t
call them ‘poor’ artists. They lack in material means. Most of the rich artists
today were materialistically ‘poor’ once. Materialistic poverty is just a
temporal issue. And what about ‘poor’ fair...hmm I am shelling out around
Rupees ten crores to create a poor art fair with all international quality
facilities.
JML: I have
observed one thing when we were travelling in Baroda; you became emotional
after seeing around hundred and fifty young artists who have not yet hit the
bull’s eye. You even declared that you would make this fair a ‘free’ affair?
Why you got so emotional?
AS: My story
is a bit different from many art gallerists or fair personalities. I started
off as a courier boy. At the age of sixteen, still in school final, I was
forced to eke out a living by doing odd jobs. I went to the Blue Dart office
and asked for a job. They liked my forthrightness. They employed me as a
courier boy. I used to carry huge bundles on my shoulders climb those steep
stairs of the buildings in hot humid afternoons. I was a quick problem solver (which
still I am) and had a great acumen to find out business opportunities. This
brought me into ken of my bosses. By the time I graduated I was almost heading the
business operations of this company in Delhi. Then by the new millennium I
thought it was time to try out something of my own and United Art Logistics
Private Limited was established. The years followed were eventful and I have
already started writing a book in Hindi. That would reveal all about my tryst
with the art world.
1 comment:
hi annurag am happy to know about u r moto of united art fair with affectoin towards art n artist almost all indian art promoter were in small business in earlier stage now all they r big name in artseen . vadhera , chemold, pandol and meny more so keep in mind abt real art work what would be right step towords new opening for all art lover n artist as well wish u geat success hope all will go smooth
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