Create a journal entry: Where ist the CCAA heading?
After learning about the CCAA and its eventful history, in which direction do you see the award heading and why?
Share your experiences and have a look a the journals of other participants.
Feel free to comment.
Before answering the question, I have to share my reaction to this chapter.
It appears that the CCAA was so busy promoting the work of others, it neglected to promote itself. In the West, a foundation's headquarters is not only an important part of its credibility, but it's also vital to attract the financial backing necessary to sustain its existence. If the award's headquarters are a little hole-in-the-wall or a digital address, then why should anyone invest in its future if it could disappear overnight? When I saw The Cube, I cringed. It's not it's location that's the problem. The location outside the city is less important than the impression it gives its visitors. The first thing I would do is hire marketing and archivist teams for both the interior space and the print media necessary to promote the CCAA and thus attract financial partners.
The CCAA Award has the unique value of being the midwife, so to speak, in the 'birthing' of Chinese contemporary art. It needs to capitalize on this by profits made through books, lectures, television specials, etc. The media campaign has to be classy. It has to be professionally done. It's like taking a good mustard and making it grey poupon. I think that was what they meant by transparency --- much like an annual report showing that structures are in place, there's a history, there's a plan, there's quality --- something in print. Once the CCAA 'brand' is a household name as a highly coveted and respected award, it will automatically attract funding to support its future ventures. (and a bigger Cube)
Now for the question. I was left with the impression that maybe the CCAA was thinking of 2 pursuits. #1 to acquaint the Chinese people with their own art; and #2 to discover the true identity of 'Chinese' art. Both are ambitious and natural extensions to the important work that Mr. Sigg has done