AIR Project breathes new life into Bitou Arts Industry
The Cape Town Arts Festival, in partnership with the Ariva Arts Foundation and Bitou Municipality, proudly announces the launch of the AIR (African Indigenous Renaissance) Project in December 2024.
This visionary arts entrepreneurship initiative is designed to empower local artists across the Bitou District, bringing practical, sustainable business skills to underserved and rural communities. By providing essential entrepreneurial tools and unique artistic training, the AIR Project offers a pathway for artists to thrive economically within the local arts industry.
Set to roll out in Plettenberg Bay, the AIR Project will select local artists to participate in a three-month intensive program, supported by the Department of Sports, Arts and Culture (DSAC), Presidential Employment Stimulus Programme (PESP), National Arts Council (NAC), Western Cape Dept, of Cultural and Arts & Sport (DCAS), Griqua National Conference and Tshisa Talent. Under the guidance of renowned African music expert, Professor Dizu Plaatjies, Head of Ethnomusicology at the University of Cape Town, artists will learn African indigenous instrument-making using environmentally sustainable materials. The program covers the fundamentals of acoustics, providing artists with both historical insights and practical techniques to craft instruments that reflect their heritage.
Beyond instrument-making, AIR’s comprehensive curriculum includes business development, events and marketing management training, giving participants the confidence and knowledge to launch their own ventures. The project culminates on 21 March 2025, Human Rights Day, with the AIR Festival in Kranshoek, Plettenberg Bay—a community celebration where participants will showcase their talents, engage with local audiences, and bring visibility to Bitou’s growing arts scene.
“The AIR Project represents a transformative opportunity for our community,” said Mayor of Bitou District, Cllr Jessica Kamkam. “Through this initiative, our artists can rediscover the value of their cultural heritage while building skills that will serve them and our community sustainably. It’s more than just an arts project; it’s a step towards a thriving, locally driven economy.”
The Cape Town Arts Festival CEO, Yusuf Ganief, a veteran artivist, highlighted the initiative’s focus on tourism and local enterprise: “Arts tourism along the Garden Route holds tremendous potential to uplift lower-income communities. By equipping local artisans with skills to create, manage, and market their crafts, we empower them to tap into the regional tourism industry and drive sustainable economic growth. This project truly positions local artistry as a viable, self-sustaining livelihood.”
Aligned with the mission of Cape Town Arts Festival, the AIR Project seeks to strengthen the creative economy in rural areas, establishing a foundation for artists to build independent careers. By empowering local artists to create sustainable businesses, the AIR Project aims to establish a vibrant, innovative arts industry within the Bitou District, transforming the cultural landscape and creating real economic opportunities.
Call for Applications:
Musicians, Artists and Crafters passionate about developing their skills and business in the arts industry are invited to apply for the AIR Project programs. For information interested participants must contact Thabo at (084) 894 6890 and/or send their biography, music links and contact details to info@capetownfestival.org.za before 3 December 2024 to book an audition and interview slot.
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For media accreditations enquiries, please contact thabo@capetownfestival.org.za / thabotshelane@outlook.com / (084) 894 6890.
About Cape Town Arts Festival:
The Cape Town Arts Festival, launched in 1999 as the One City Many Cultures Project to combat racial and cultural intolerance, was reimagined in 2021 by CEO Yusuf Ganief. It now focuses on enhancing community well-being through arts programs and festivals, promoting artistic expression, social cohesion, community engagement, and economic development in rural and underserved areas.
About Ariva Arts Foundation:
Committed to empowering artists and advancing community-driven projects, the Ariva Arts Foundation champions sustainable cultural development and economic growth through the arts.For more information on the AIR Project, upcoming events, and how to get involved, please visit capetownfestival.org.za or contact info@capetownfestival.org.za.
