Forsa School Public Sessions

Overview

Featuring a roster of industry professionals and practicing artists familiar with the UAE arts landscape, the Forsa School public sessions cover topics that are essential for artists’ career development, such as financing, project planning, licensing, intellectual property, marketing, pricing and communication. The talks also cover interpersonal issues such as overcoming artistic blocks, sustaining a long-term art practice and working closely with clients, galleries and art institutions.

The below videos are recorded public sessions that took place over the first cycle of Forsa School, which ran from November 2020 to February 2021.

November 2020 sessions

Small Batch Production
Speaker: Danah Nassif (educator and designer)



In this session, Danah Nassif explores the ways in which creative practitioners can pivot in terms of strategy, finances and fees around value-based time. Exploring the model of artisanal production as a way to support their practice, participants learn how to diversify their incomes but also discern over-saturated markets.

This talk took place on 15 November 2020.

Art Law 101
Speakers: Maha Bin Hendi Law Firm



This online session explores the elusivity of applying law to the arts. From protecting intellectual property to demanding fair fees and reading and negotiating agreements, the session aims to arm artists with awareness and knowledge of their legal rights. Panelists include lawyers and partners from Maha Bin Hendi Law Firm, a boutique law firm that provides legal services to cultural and creative entities in the UAE.

This talk took place on 16 November 2020.

Navigating Digital Landscapes
Speakers: Daftar Asfar (Sarah Hatahet), Jaffat El Aqlam (Sarah Ahmed), Samt (Waild Al Wawi) and Artist Talks (Sarah Al Mehairi)



This panel discussion features the founders of digital platforms Daftar Asfar, Jaffat El Aqlam, Samt and Artist Talks, and explores the ways in which low-fi digital strategies can have fundamental impacts on the creative community. Each of the participating platforms has been independently grown and has developed into an institution in its own right. The speakers reflect on that journey, arming attendees who are seeking to build digital communities with a strategy and path.

This talk took place on 17 November 2020.

Studios and Practices
Speakers: Azim Al Ghussein (artist) and Moza Almatrooshi (artist)



In this online public panel, artists Azim Al Ghussein and Moza Almatrooshi will reflect on the different studios from which they have worked throughout their careers and the pivotal moments that caused them to steer in different directions, evolve their practices and eventually move on to different studios and set-ups. Addressing the challenges they faced and their possible solutions, the panelists will also shed light on different studio and production options that creatives have readily available in the UAE.

This talk took place on 18 November 2020.

Subtle Branding Practices
Speaker: Lujain Abulfaraj (Founder, TwoThirds)



In this session, Lujain Abulfaraj explores how storytelling and subtle branding are paramount to the ways in which creative practitioners should be presenting themselves. From navigating social media and presentations, working with clients, and paying closer attention to details and systemic methods of working, participants will be armed with the understanding that branding is not something that requires hiring a graphic designer, but rather, a holistic representation of oneself.

This talk took place on 18 November 2020.

December 2020 sessions

Everyday Budgeting and Time Management
Speaker: Stephanie Mahmoud (project management consultant)



This session, led by Stephanie Mahmoud, looks at how to effectively manage work projects, life goals and everyday tasks by using simple, accessible tools. The speaker shares personal experiences in managing projects, improving time management, meeting financial goals and ultimately achieving peace of mind. The session will also delve into small daily habits that can have a profound impact on life goals.

This talk took place on 13 December 2021.

Practicing Beyond the Art World
Speaker: Kevin Jones (Founder, Juniper Mind)



In this session, Kevin Jones looks at the unexpected points of intersection between the ‘Artworld’ and other world(s) that exist beyond and around it. Part real-life experience and part speculative leap, his talk conjures a succession of ‘what-ifs’ for artists who want to expand their practice. What if an artist residency happened in a corporate boardroom? What if artists worked as strategists? What if a gallery show was not the only career outcome? Finally, he discusses why the so-called ‘dirty words’ from the brand world (positioning, strategy, targeting and the like) can actually help artists sharpen how they mediate their practices to all worlds.

This talk took place on 13 December 2020.

Critical and Curatorial Practices
Speaker: Munira Al Sayegh (independent curator)



This session explores the new ways that emerging artists can showcase their work, collaborate with curators and rely less on institutional support. Independent curator Munira Al Sayegh considers how artists can engage new communities, approach different institutions and discern which exhibition spaces are actually suited for their practice.

This talk took place on 14 December 2020.

January 2021 sessions

Expanding your Craft
Speaker: Augustine Paredes (photographer and artist)



In this session, Augustine Paredes considers how photographers can expand their craft, diversify their revenue sources through collaborations with different practices, find an artistic niche, build an online portfolio, speak about their practice and teach the craft of photography.

This talk took place on 10 January 2021.

The influential Educator
Speaker: Rania Jishi (artist and Founder, Nadq Critique)



In this session, Rania Jishi covers the basics of lesson planning for artists and art practitioners who are looking to education as a way to bridge gaps between audiences and institutions. She also explores contextualised and fluid methods of teaching to produce programmes that are relevant to both hosting institutions and audiences.

This talk took place on 12 January 2021.

Writing as Practice
Speaker: Saira Ansari (writer and Publications Coordinator, Sharjah Art Foundation)



This session, led by Saira Ansari, develops participants' skill sets in writing, focusing on creative non-fiction as opposed to industrial and commercialised styles of writing. The session covers writing for periodicals, reviews, catalogues and essays while also exploring how writing can be a playful and liberating activity.

This talk took place on 12 January 2021.

February 2021 sessions

Dealing with Art Blocks
Speaker: Stefan Messam (Associate Professor in Foundations and Design at the College of Arts and Creative Enterprises, Zayed University, Dubai)



In this session, Stefan Messam explores how to overcome creative blocks, moments of staleness and roadblocks in an art practice. Through prompts and drawing exercises, the session aims to disrupt, pivot and evolve artists’ practice and streams of thought around their work.

This talk took place on 7 February 2021.

Improving Our Relationship with Failure
Speaker: Toleen Al Badawi (life coach and counsellor)



This session led by Toleen Al Badawi explores the mental blocks hindering the development of an art career. Combining methods from executive coaching and cognitive healing, this session aims to help participants better understand their fears and doubts and navigate issues related to self-worth and imposter syndrome so they can overcome any mental blocks through a structured career strategy.

This talk took place on 8 February 2021.

The PR Dialogue
Speakers: Maryam and Yusur Al Dabbagh (Co-Founders, Rouya Consultancy) talk



In this session, Maryam and Yusur Al Dabbagh talk about how artists can write about their work and practice for the press and how to utilise public relations tactics and communication tools to increase awareness and public engagement. The session covers creating a press kit, furthering intercultural communications, creating bilingual strategies and building relationships with the press.

This talk took place on 9 February 2021.

Social Media and Collaborative Strategies
Speaker: Sofiane Si Merabet (artist and Founder, Karta ID)



In this session, Sofiane Si Merabet considers the challenges of having a social media presence that may be over- or under-exposing one›s practice. He also debunks negative myths around commercialism and collaboration with luxury brands, presenting these instead as opportunities to support an art career so long as creative practitioners are able to remain anchored in their own identity.

This talk took place on 10 February 2021.

Navigating Galleries
Speaker: Yasmin Atassi (Founder, Green Art Gallery) explores



In this session, Yasmin Atassi explores how to navigate relationships with galleries, from representation to expectations, and how to edit and curate what would be shown in a gallery. The session looks at alternative ways of showcasing work (not relying solely on one kind of representation) and how these ways can strengthen and cement a career in the arts.

This talk took place on 13 February 2021.