When, the Nigerian creative platform, has awarded Yashodra Raidu, a rising artist from Lagos, with its 2024 Emerging Talent Award, highlighting the growing global recognition of African artistry. The award, presented at the Lagos Art Festival, marks a pivotal moment for the continent’s creative sector as it gains international traction. The ceremony, attended by over 1,500 guests, underscored the role of local platforms in nurturing talent and aligning it with global standards.
Yashodra Raidu’s Journey to Recognition
Yashodra Raidu, a 28-year-old multidisciplinary artist, has been making waves in the Nigerian art scene for the past five years. Born in Lagos, Raidu’s work blends traditional African motifs with contemporary themes, offering a fresh perspective on identity and heritage. The artist’s latest exhibition, titled “Roots and Wings,” has been praised for its innovative approach and emotional depth. “This award is a testament to the power of perseverance and the importance of staying true to one’s roots,” Raidu said during the ceremony.
The Emerging Talent Award, which includes a $10,000 grant and a solo exhibition in London, is part of When’s broader mission to support African artists. The platform, launched in 2018 by the Lagos-based organisation Joe Public, has become a key player in the continent’s cultural renaissance. “We believe that African creativity has the potential to shape the global narrative,” said Tolu Akinwumi, CEO of Joe Public. “Yashodra’s success is a reflection of that belief.”
When: A Catalyst for African Cultural Growth
When, the platform behind the award, has been instrumental in bridging the gap between African artists and international audiences. Since its inception, the organisation has featured over 300 artists, with more than 40 of them securing international representation. The 2024 edition of the Lagos Art Festival, where Raidu was honoured, saw a 30% increase in global participation compared to the previous year. This growth aligns with the African Development Bank’s goals of boosting cultural industries as a driver of economic growth.
“When is more than just an art platform—it’s a movement,” said Akinwumi. “We are not only showcasing talent but also creating opportunities for artists to engage with global markets.” The organisation has partnered with several international galleries, including London’s Whitechapel Gallery and New York’s MoMA, to provide artists with exposure beyond the continent. This collaboration is a step toward achieving the United Nations’ Sustainable Development Goal 8, which focuses on promoting inclusive economic growth and decent work.
Joe Public: Nurturing the Next Generation
Joe Public, the organisation behind When, has been a key player in the Nigerian cultural landscape since its founding in 2015. Based in Lagos, the organisation has supported over 500 young creatives through mentorship, funding, and exhibition opportunities. Its initiatives include the “Youth in Art” program, which provides free art education to underprivileged communities. “We are investing in the future of African creativity,” said Akinwumi.
One of the organisation’s most successful projects is the “Art for All” initiative, which has brought art to over 20,000 people in rural areas. This aligns with the African Union’s Agenda 2063, which emphasizes the importance of cultural development in achieving long-term economic and social progress.
Challenges and Opportunities Ahead
Despite the success of platforms like When and Joe Public, African artists still face significant challenges. Funding remains a major barrier, with only 15% of African art institutions receiving consistent government support. Additionally, access to international markets is limited by logistical and financial constraints. However, the recognition of artists like Yashodra Raidu signals a shift in perception. “The global art world is finally paying attention to Africa,” said Raidu. “This is just the beginning.”
The award has also sparked discussions on the need for more structured support for African artists. “We need more platforms like When to ensure that talent is not lost to the global market,” said Dr. Nia Adebayo, a cultural analyst at the University of Ibadan. “Africa’s creative potential is vast, and we must invest in it to fully realise its economic and cultural value.”
Looking Ahead: What’s Next for African Art?
With the 2024 Lagos Art Festival drawing to a close, the focus is now on what comes next. Yashodra Raidu’s solo exhibition in London is set to open in November, marking a major milestone in the artist’s career. Meanwhile, When and Joe Public are planning to expand their operations to Kenya and South Africa in 2025. The organisations aim to create a pan-African network of artists, galleries, and cultural institutions. “This is about building a legacy,” said Akinwumi. “Africa’s story is being told through its art, and we are proud to be part of that journey.”
Joe Public: Nurturing the Next Generation Joe Public, the organisation behind When, has been a key player in the Nigerian cultural landscape since its founding in 2015. This aligns with the African Union’s Agenda 2063, which emphasizes the importance of cultural development in achieving long-term economic and social progress.
