At home with….Didier Demif
6 May 2021
Didier Demif is the founder and CEO of Demif Gallery, an online platform specialising in Contemporary African Art. A trained artist (he graduated from the Congolese School of Art of Kinshasa), writer and communications specialist, he is responsible for the expansion of the gallery’s programme, and supports undiscovered artists living in Africa and its diaspora.
Last year brought about many changes as a result of the pandemic, what were the consequences for you as an art advisor?
The pandemic has caused an unprecedented crisis that affects every sector of our lives including the art world. With many art spaces physically closed, events cancelled or postponed, and auctions reduced, COVID-19 designed a new normal, which art professionals have to adapt to. As an art advisor, I have had to move all my professional activities online to stay active and ensure a continuous visibility for our platform and our artists.
Were there any works or artists that stood out for you during that time?
Definitely, and this is a very personal perspective! There was a collective piece of work, BC-19/CA composed by a group of emerging contemporary African artists based in four different countries, which was made during the first lockdown. Inspired by the English term Before Christ and the Latin Anno Domini, BC-19/CA (Cornae Anni) is an artwork that revolves around the impact of COVID-19. It is a work that demonstrates what amplifies a dynamic that drives other kinds of crisis; social, economic, and ecological. Assuming that art is a form of writing, BC-19/CA describes this situation on two canvases complimented by a sculpture.
Created in South Africa (Maurice Mbikayi), Germany (Olivier Matuti), Democratic Republic of Congo (Dikisongele) and Spain (Pitsho Mafolo), the four parts of the painting were sent to me in Warrington where they were assembled by Pitsho Mafolo and myself.
Now that museums and galleries have been closed or travel to them is prohibited how do you still stay current with what is going on?
Like everyone else ... through digital platforms. One thing is clear, digital media, especially social media has redefined how the art world does business during this pandemic. Fortunately, at Demif Gallery, we had opted for a business model based on the internet from the outset.
Moreover, in recent years we witnessed how the usage of this medium has grown and is becoming essential. And as an art dealer, it offers a huge business opportunity. According to analysis of a Pew Research Center survey of U.S. adults conducted two years ago, nine-in-ten Millennials (93% of those aged 23 to 38) own smartphones. In other terms, they offer huge new market potential and most art dealers are cracking this market segment, fine-tuning their strategies to target the next generation of collectors.
Beyond that, the same platform is generating huge paydays for some artists. One more reason to take it seriously.
Many people who are new to buying art are looking for inspiration and guidance from those that have been buying art for a while, especially when it comes to buying their first work of art. Do you remember your first art purchase, and can you tell us what it was and why you acquired it?
I am a trained artist myself and most pieces of my personal collection I have acquired by bartering with my artist friends of which I have a few.
The first piece I bought was in 2016. It's a work by a young artist who has a lot of talent but who didn't have the money to buy materials. It is currently in my living room and mused on most days.
Is there one stand out tip that you can give to those who are starting a new collection or considering buying their first work of art?
I always considered the relation between an artwork and an individual as being sentimental. There are many reasons that create a chemistry between two people, and I think there are many reasons that motivate people to like an artwork or start a new collection. Some people buy art because of its nature or its beauty, some think of it as investment, etc.
Once you determine why you want to buy art, this will influence the type of collection you want to build.
Is there one work that you either own or would like to own that stands out above all others for you?
There’s a painting by Claudy Khan, a Congolese artist based in France. I was in love with that artwork and he knew it, but he didn’t know that I was saving some money to buy it. The day that I asked for it, it was bought by a Japanese official. Titled Mikuba, this abstract mixed media work, embellished with 18ct gold, is about the time of the colonists who used to trade with local people, giving glasswork in exchange for copper crosses (which was used as currency in the South-East of the actual Democratic Republic of Congo).
Many collectors are looking to deepen their knowledge of the arts and the market. Is there a book you can recommend?
The Shift -Art and the Rise of Power of Contemporary Collectors by Marta Gnyp. It explains the current popularity of contemporary art and discloses the unwritten rules, active networks, and persistent myths of the rapidly expanding territory of art collecting while analysing the motives and behaviour of internationally operating collectors.
What do you feel is the role of art professionals/advisors and how do you think they can help collectors?
Art advisors are collectors' compasses. With the vast trove of knowledge and experiences acquired over years of looking at art, analysing auction sales, and understanding the inner workings of the market, they are best placed to educate collectors. They help them to focus their interest, understand what they want to buy, the art’s background and provides access to the best quality artworks within a given budget.
What is the one thing you look forward to in the art world in 2021?
For 2021, I am very excited to be working on an interdisciplinary project on behalf of Demif Gallery which will take place between October and November in London and Glasgow. The Global Goal 12 - 9 is a project that explores the current situation around the 12th point of the sustainable development goals agreed between world leaders in 2015. Global Goal 12 – 9 manifests itself through a printed book, symposium and a group art exhibition bringing together practitioners from the field of art, journalism, environment, ecology, and business sectors.