Contemporary arts champions, SMEs development and tourism productivity in West Africa: Looking beyond the commercial value of the 'artefact'

The emerging African contemporary arts sector is increasingly contributing to business innovation and
socially responsible entrepreneurship at grassroots level across Africa. The role of artists as champions in
developing the contemporary arts sector beyond the immediate of their artistic engagements is evident
in Ghana (Serge Attukwei Clottey), Cote D'Ivoire (Joana Choumali), Nigeria (Gerald Chukwuma),
Nigeria/Togo (Modupeola Fadugba) and Mali (Abdoulaye Konatè). There is however limited evidence
about the meaning, significance and impact of contemporary arts on community development and
tourism, which remain highly speculative.
This research aims at developing critical understandings of the 'value of arts' beyond the commercial
meaning of the term and the role of artists as champions in the development of creative sector SMEs (i.e.
galleries, fairs, museums, studios) and value chain connections with the tourism sector in West Africa.
This research will focus on looking at the growth of contemporary art across West Africa and its direct link
with tourism and productivity within a community-based setting. This will involve researching a selection
of identified contemporary artists and those directly and indirectly impacted by their work. Empirical
research will involve research in-situ, living and working alongside the artists and associated
communities to critically understand how artists operate, engage with and/or enhance the local offering
at grass-root level, with particular emphasis on innovation, sustainability, empowerment, equality, use of
available resources, production and distribution lines and community development.
The study will identify innovative, socially responsible, sustainable and ethical pathways to contemporary
arts and community-based tourism development in West Africa.