By Ariela Zibiah
The cultural and creative sectors are among the most affected by the COVID-19 pandemic.
For many artists in Fiji, this means many are relying on one meal a day and doing what they can to plant and grow food for themselves and their families.
However the pandemic has also opened new digital opportunities and a new era of survival approaches, both in our private and professional spaces.
For those whose art form require close interaction with clients, the border closures and the sudden end to global movement also meant that regular income ebbed to a trickle by the end of 2020. Now in mid-July 2021, even that trickle has stopped. Artists have been pushed to request food hampers, feeling the pinch of a seemingly-abandoned sector.
The Organization for Economic Co-operation and Development (OECD) warned in September 2020 that the impact on the cultural and creative sector could last for years: first it will feel the absence of purchasing power (from the drastic drop in both local and international tourists). A reduction of both public and private funding for arts and culture, especially at the local level, could amplify this negative trend. The downsized cultural and creative sectors will then have an (negative) impact on earning power but importantly, the vibrancy and diversity of our communities.
The OECD predicted a massive digitalisation process as lockdowns occurred, with the expectation that demand for income would push private and public providers to online platforms. It warned, however, of the need to address digital skills shortages and the severe job losses caused by the demise of live shows.
Trying to breathe
In Fiji, there is a clear divide between artists who invested in digital capabilities pre-COVID-19 and those who are now struggling to adapt. Discussing the repercussions of operating as a largely “informal collective” has also brought to the fore the fact that if artists aren’t supported to prepare digitally, they may not have a chance to survive the imminent battle for online profile.
The digitalisation of businesses in the creative industries is progressing with established artists quickly jumping on social media platforms like Facebook, to livestream performances and promote, for example, new tracks they’ve just dropped on iTunes.
One such approach is the “digital solesolevaki” which is being advanced on Twitter Space. “We are like a bridge in a sense,” Taniela Tokailagi said of the online platform he co-hosts with friends to support musicians. In December 2020, Twitter introduced Space, an online talanoa room. Marrying this technology with the concept of solesolevaki (an iTaukei approach of achieving goals collectively), Tokailagi, Epeli Tuibeqa and Dan Matanimeke host artists who perform from the comfort of their homes while listeners are encouraged to “fakawela” or tip the singer or group.
Their Twitter space was christened Spacejam. The trio are supported by University of the South Pacific (USP) student Josefa Teleni who designs posters promoting the artists, featuring money transfer details. Within three months of starting by July 2021, Spacejam surpassed the FJ$40K mark (US$19K). With an average of two groups per week, Spacejam is booked until December.
None of the organisers benefit financially from Spacejam.
“It is not about the money so much now. Spacejam has become a family, an online community,” Tokailagi told a panel on Leveraging Technology for All at the regional virtual Pacific Resilience Meeting earlier this month. “It gives people a sense of community, of belonging, especially for the diaspora.”
New pathways
For visual artists, things are not so simple. Artists are being pushed to innovate and must be willing to experiment at one’s cost.
Sonny Misiolo Sofe and Sherina Usenia Bulabalavu are based in Nadi and their tattoo and art business Yanuyanu Tatau was doing so well pre-COVID, they could not provide for walk-ins. The sustained border closure has however crippled their business. Sonny has returned to the canvas and carving, but he says “the reality of this thing is not being able to deal with the rent, with putting food on the table – an issue that which I’m pretty sure every other artist on the island is having difficulties to meet at the moment”.
Bulabalavu said they have joined other visual artists to revive the Viti Association of Visual Artists (VAVA). This will be the platform they use to advance their interests collectively but for now: “We are sceptical about the borders reopening, it’s so risky. Every day I spend the day thinking, how and where will the next one (meal) come from. Sonny can paint but then it becomes about how many people are left out there who can buy art”.
Josateki Nailati started writing songs when he was 13, and already has a single on iTunes. While his parents support his musical aspirations, they insist he complete a tertiary qualification, so he is currently writing his thesis (USP, Biology). Nailati’s session on Spacejam in June raised $1600.00. “The money went into my tuition fees and upcoming music project,” he said. “Music in Fiji is definitely shifting towards a more digital-based platform although we don’t have all the necessary organisations to call it a successful music industry yet, I believe we’ll get there soon.
Sachiko Soro of VOU, an established contemporary dance group says VOU dancers are getting by with a salary for two days a week, which Soro complements with vegetables and eggs from backyard gardening. Soro is doing some work with the United Nations, teaching business development planning to 25 students representing 13 dance companies: a lifeline right now.
“VOU is definitely going onto the digital platform,” Miller said. “Artists are so flexible, like water – we just adapt to whatever the situation is. We are used to difficult circumstances. Everyone’s pausing, re-thinking, re-evaluating everything,” Miller said. She is also hosting five interns paid for by the Urban Pathways: Fiji. Youth. Culture initiative. The interns are a godsend she says, preparing VOU to transition to digital platforms, which takes more planning when you are shifting a live show into the digital world.
VOU has dabbled and has a few episodes of their Island Adventurers Show on youtube.com. “I hope it makes kids curious, encourage kids to have fun and go exploring. Next year I’m going to focus on the digital stuff. So many of us had our eggs in the tourism basket and obviously that went sideways.”
The industry and experiences for audiences has changed significantly but one thing has stood out through this, the sheer determination and passion of artists to perform, and the need for audiences across Fiji to be given the opportunity to watch, listen, engage and to create art. When the country has become the global leader in per capita cases of COVID19, we need art more than ever.
