Shaping the Market

Artist Selection Committee

At the International Folk Art Market (IFAM), we speak often about “master artists,” exemplars of technique, tradition, and the ability to incorporate artistic beauty and meaning into their creations. And, over a ten-day period starting in late October, two dedicated teams of experts – the Selection and Placement Committees undertake the daunting process of identifying the virtuosos who will share their art and stories at the Market.

Applications are reviewed by an independent committee of folk art experts from museums, galleries, universities, and philanthropic ventures whose collective expertise encompasses a range of media, cultural areas, and geographic regions. Notably, IFAM employees do not have a vote in the process.

Each application is painstakingly reviewed by a lead reviewer – an expert in the regions and mediums represented. These authorities assess the application based on the IFAM definition of folk art and a weighted scoring matrix that considers:

Diagram showing criteria for artist selection and placement, including artistic quality, traditionality of process and materials, traditionality of form and motif, cultural relevance, community relevance, and market-specific considerations, connected to a central text labeled 'Artist Selection and Placement Committees.'

Lead reviewers then present their analyses to the full Selection team. Each member of Selection has an opportunity to contribute personal expertise and to challenge or endorse the recommendations made.  Through a collaborative and iterative process, an initial class of artists is identified.

Over the course of five long and intense days – including gasps of pleasure at the amazing creativity spotlighted in the application photos, tears at the challenges being faced and hopefully overcome by the artists, and the pain of not being able to accept all that applied – a subset of submissions are moved forward.

An elderly woman with glasses and gray hair styled in a bun, smiling at the camera, sitting at a table in a banquet hall.
Simple line drawing of a person with a bun hairstyle on a plain background.
Simple line drawing of a person with a bun hairstyle on a plain background.
A woman with short dark hair smiling outdoors, standing in front of a wall with vines and branches.
A woman with long dark hair wearing a sleeveless blue dress and a pearl necklace, standing outdoors with trees in the background.
Person standing next to a brick wall with decorative clay design, wearing a green long-sleeve shirt and beanie.
Older person with white hair, wearing red circular eyeglasses, earrings, and a blue shirt, smiling.

Artist Placement Committee

Observing the Placement team at work is akin to attending a master class on global folk art. The knowledge base, the trained aesthetic “eye,” understanding of tradition and technique, and the ability to bridge tradition with innovation are all brought to bear in finalizing next year’s Market participants. To ensure positive experiences for all artists coming to IFAM, Placement considers whether the work in the applications represents the best quality of a particular genre of folk art.

The Placement Committee considers how the work will connect with IFAM audiences and sell, so each artist returns home feeling successful, validated, and encouraged. They ask how audiences will respond to the artists and their work, and whether they will walk away with a more intimate understanding of the artists’ creativity, skill, and cultural circumstances. The Placement Committee is also challenged to balance proven strength with newness, collectible masterworks with affordable pieces accessible to the many, intricacy with simplicity, and tradition with innovation.

From their work, the shape of the Market emerges. It is at this point that the final class of artists is identified and the initial contours of the following July are shaped.

Elderly woman with white hair, wearing black glasses, a dark blue sweater, and a patterned scarf, standing in front of orange wall with colorful circular decorative pieces.
Smiling woman with glasses and short blond hair indoors.
Woman sitting in a chair wearing a colorful blouse with a library background.
Person in striped red and black clothing standing in front of a pink wall with green leaves in the foreground.
A man with shoulder-length brown hair and a beard wearing an olive green button-up shirt, sitting in front of an abstract blue and white painting, with indoor plants and wicker chairs in the background.
Smiling woman with long brown hair wearing a black top and earrings.
A person with shoulder-length hair wearing a colorful floral-patterned jacket stands in front of a plain background.
Person in an orange jacket with a turquoise necklace standing in front of purple flowers, smiling.
Two women in colorful traditional clothing, one wearing glasses, standing in front of a vibrant, floral backdrop.

Living Traditions, Thriving Communities

Every piece of jewelry, ceramics, tapestry, and pieces of art one purchases at the International Folk Art Market are results of generational traditions being kept a live by some of the most talented and committed artists in the world, despite economic, environmental, social, and political pressures. Your donations go toward artist and community-centric programs that benefit folk artists and the feasibility of the Market.

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