#62: Supporting Act

Here’s an excerpt from our application to WeTransfer’s Supporting Act grant (€50k). Although we didn’t get in, it was a useful exercise in defining an organising vision. Please share your feedback and questions.

2.4 Brief story of the organization

The name “wuruwuru” is derived from the Nigerian expression “wuruwuru to the answer,” which describes solving a problem haphazardly. It reflects the innovative yet often informal way things are created in Nigeria without institutional support.

I started the studio in 2020 to make a magazine. However, it evolved into a broader mission to support talented independent creators. Over the past three years, we’ve produced a diverse catalog of cultural products, including two animated short films (Hanky Panky and E Dey Happen), a collectible board game (LUDO), a digital archive of album covers (Cover Bank), and an anthology of queer stories (Feel Good).

These projects were not just creative experiments but also avenues for substantial cultural contributions, such as the Album Cover Bank, which documents over 5,300 Nigerian album covers from 1950 to present, celebrating the country’s rich graphic design history.

Our efforts have been recognized with notable accolades: Hanky Panky was a semi-finalist at the New York Animation Film Awards, Feel Good was honored by the Webbys, and we have been featured in prestigious publications like The Guardian, It’s Nice That, and Contemporary And.

2.7 Where is the organization’s work having its primary impact?

Our work is global but deeply rooted in Nigeria. Our projects provide inspiration and a source of income for independent artists in Nigeria. Additionally, our stories and websites have garnered over 20,000 views from audiences in the US, UK, and Canada. These countries have seen significant migration from Nigeria in recent years, which explains the extensive reach of our audience there. This global interest highlights the resonance of our work and its ability to connect with the Nigerian diaspora and beyond.

2.8 How many people benefit directly from your organization’s work?

51–100

2.9 How are you calculating the previous estimate?

• Independent Artists in Nigeria: We’ve collaborated with over 45 creators and studios, providing them with opportunities for creative expression and financial support.
• Global Audiences: Our stories and websites have gotten over 20,000 views from audiences in the US, UK, and Canada, indicating a significant global reach.
• Animated Short Films: Hanky Panky and E Dey Happen have been viewed by more than 6,000 people on YouTube, further extending the impact of our work.

2.10 What are the main 3 challenges to your organization?

1. Funding and Financial Sustainability

• Challenge: We need money to hire a team, market projects, and support artists. Getting initial capital and developing consistent revenue streams is an existential concern.
• Strategy: We’re pursuing grants, donations, and developing revenue streams through limited edition collectibles. Creating a sustainable business model will help generate ongoing revenue to support our operations.

2. Team and Talent Acquisition

• Challenge: Skilled professionals are essential to manage and scale our projects effectively. Attracting and retaining a full-time team dedicated to business management, product operations, and marketing is vital.
• Strategy: We aim to secure the funding to build a world-class team. Collaborating with educational institutions and industry networks will also help us find and nurture emerging talent.

3. Market Penetration and Audience Engagement

• Challenge: Reaching and engaging a global audience requires strategic marketing and substantial resources. Competing for visibility in a crowded digital space is challenging but essential for growth.
• Strategy: We’re also looking to hire a team to help with this. In the mean time, we’re leveraging data analytics to understand and engage our audience effectively.

2.11 Governance overview

We maintain a flexible yet structured governance model.

• Leadership: We operate as a non-profit with two directors: myself and Williams Ogah. We provide strategic leadership and oversight, ensuring we stay aligned with our mission.
• Planning: We conduct bi-annual planning sessions. I select projects based on the available budget, potential impact and their alignment with our mission to support independent artists.
• Project-Based Teams: For each project, we assemble independent teams tailored to the specific needs and goals of the project. This approach allows for flexibility and scalability.
• Financial Oversight: All outgoing payments must be approved by both Williams and me to ensure financial accountability and transparency. This dual-approval process helps maintain fiscal responsibility and prudent financial management.
• Public Accountability: We maintain transparency and public accountability by keeping a journal of studio projects, accessible at medium.com/wuruwuru. This journal documents our activities and progress.
• Volunteer Support: Our organization is supported by a collective of volunteers who contribute their expertise in various areas such as legal, editorial, and strategic planning.

3.1 Mission statement of the organization

Our mission is to promote excellent cultural production and support independent artists who lack traditional avenues for funding and distribution. We’re dedicated to fostering creativity, providing resources, and creating platforms for artists to showcase their work, ensuring their unique voices are heard and celebrated globally.

3.2 What are the main social issues that the organization is addressing with its work?

1. Lack of Institutional Support

Challenge: There’s little to no support for independent artists in Nigeria, particularly digital artists, to develop their skills and produce their ideas.

Our Role: We provide financial backing, resources, and platforms for these artists, enabling them to realize their creative visions.

2. Lack of Community

Challenge: Many independent artists are self-taught and lack a supportive community for feedback and performance improvement.

Our Role: We foster a collaborative environment where artists can connect, share ideas, and receive constructive feedback, helping them refine their skills and grow professionally.

3. Economic Empowerment

Challenge: Independent artists often struggle with money due to the precarious nature of freelance work.

Our Role: We provide financial support and sustainable income opportunities through our projects.

4. Documentation

Challenge: The documentation of Nigeria’s cultural scene is not broad or consistent enough.

Our Role: We archive diverse forms of cultural production, ensuring a broader representation of Nigeria’s vibrant cultural landscape.

5. LGBTQ+ Representation

Challenge: LGBTQ+ communities in Nigeria face significant social stigma and discrimination, limiting their opportunities for creative expression.

Our Role: With projects like Feel Good, we advocate for greater inclusivity and representation of LGBTQ+ voices in the arts.

3.3 Who is the organization supporting?

Independent artists in Nigeria

3.4 How does the organization work with communities?

Each project we make fosters collaboration and promotes cultural heritage.

HANKY PANKY

• Collaboration: Worked with leading animators in Nigeria to produce this film.
• Community Engagement: Screenings in Lagos and London brought together top storytellers, enhancing the local and international animation community.

LUDO

• Collaboration: Partnered with local woodworkers and printmakers.
• Quality Demonstration: Showcased high-quality craftsmanship, strengthening the network of local artisans through shared goals and high standards.

FEEL GOOD

• Collaboration: Worked with eight talented queer writers in Nigeria to produce this anthology.
• Global Impact: Featured in multiple queer journals and read by thousands worldwide, amplifying LGBTQ+ voices and fostering inclusivity.

COVER BANK

• Documentation: Promotes the work of graphic designers in the music industry.
• Community Engagement: Hosted a launch event, bringing together music artists and graphic designers, encouraging collaboration and preserving Nigeria’s graphic design heritage.

In general, we encourage:

1. Collaboration: Each project involves local and international artists, fostering a network of creative professionals.
2. Community: We provide a platform for artists to connect, share ideas, and receive feedback.
3. Support: We offer financial backing and resources, enabling artists to pursue their projects.
4. Representation: We promote diverse voices, including LGBTQ+ artists, ensuring broader cultural representation.

3.5 How is the organization using arts for social change?

• We make innovative projects that push the envelope of creative arts.
• We inspire high-quality cultural production by producing consistently excellent work.
• We improve Nigeria’s reputation in the world by distributing great ideas globally.
• We pay independent artists to work on pioneering projects that help them improve.
• We train younger artists on the job through collaborative creative practices.
• We help ambitious artists set up their own creative/studio practice.
• We promote inclusivity and representation, especially for LGBTQ+ voices.
• We document and preserve Nigeria’s rich cultural heritage for future generations.

3.6 Describe a recent or ongoing project and/or activities that exemplify the approach described in the previous questions

Cover Bank is a digital archive documenting Nigerian album covers from 1950 to the present, painting a comprehensive picture of the history of Nigerian graphic design.

Key Aspects:

• Innovative Documentation: This unique project meticulously collects and curates over 5,300 Nigerian album covers, highlighting the evolution of graphic design in Nigeria.
• High-Quality Production: The archive sets a high standard in cultural preservation, showcasing the best of Nigerian album art.
• Global Reach: Featured in publications like The Guardian and It’s Nice That, Cover Bank has garnered international attention, creating positive press for Nigeria.
• Artist Support: The project promotes the work of graphic designers, providing them with visibility and recognition, and serving as a launchpad for careers in technology and design.
• Community Engagement: We hosted a community event attended by over 50 writers, designers, and artists, fostering a collaborative environment and encouraging dialogue about Nigerian music and graphic design.
• Career Development: Multiple people who worked on the project have used this experience to secure technology jobs. The intern who led the project is now pursuing a design degree in Canada.

3.7 Describe the main activities or projects the organization is undertaking in 2024

1. Films

• E Dey Happen: We’re producing more episodes of our first animated show, E Dey Happen. Our goal is to refine and expand the series with the hope of selling it to a network in 2025.
• This involves script development, animation production, voice acting, and post-production work. We will also be engaging with potential network partners to secure a deal.

2. Collectibles

• Noro: We worked with Chuma Asuzu, a Nigerian designer based in Canada to promote and distribute Noro, a stool that blends Nigerian storytelling with contemporary design and craftsmanship.
• Chequebook: We’re designing a unique product that combines modern digital design with traditional finance, offering a creative and practical collectible that celebrates Nigerian cultural ceremonies.
• LUDO: We’re creating a cheaper, lighter version of the LUDO board, enhancing its design and production quality to appeal to both local and international markets.
• These projects involve collaboration with local artisans and designers, prototyping, and marketing efforts to promote and sell these limited edition products.

3. Archives

• Cover Bank & Feel Good: We plan to hire an Editorial/Marketing team to promote these projects more effectively. This team will focus on increasing visibility and engagement through strategic marketing and content creation.
• Spectrum: We’re planning to produce a new magazine named “Spectrum,” which will cover diverse cultural topics and highlight innovative artists and designers from West Africa.
• This involves recruitment for the editorial and marketing roles, content planning and creation for Spectrum, and promotional campaigns for Cover Bank and Feel Good.

3.8 List up to 3 organizations/initiatives with whom the organization has collaborated on specific projects

• Studio Yadi: LUDO
• VSonics: Hanky Panky, E Dey Happen
• Studio Null: Feel Good

3.9 Describe the impact that your organization would like to have in the next 3 years

In the next three years, Independent Arts aims to:

1. Grow our International Audience from 20k to 2m People: Expanding our reach will enhance global recognition of Nigerian arts and culture, fostering greater appreciation and understanding of diverse narratives.
2. Develop a Sustainable Business Model Based on Collectibles: Establishing revenue streams through high-quality collectibles will provide financial stability, allowing us to re-invest in artists and projects.
3. Produce 100+ Projects for Nigerian Creators: High-quality projects will garner critical acclaim, elevating the profile of participating artists and enhancing their career opportunities.
4. Launch a Leading Arts Magazine in West Africa: “Spectrum” will provide a platform for showcasing innovative works and discussing cultural issues, promoting dialogue and cultural exchange across the region.
5. Set Up a Physical Location in London or New York: Establishing a presence in a major city will increase visibility and influence, serving as a hub for international collaborations, exhibitions, and events.
6. Organize an Annual Festival: This festival will celebrate and showcase diverse talents through exhibitions, film screenings, panel discussions, and live performances. It will strengthen the arts community and increase public appreciation of Nigerian art.

4.5 How is the organization currently funding its operations?

1. Personal Investments: A significant portion of the initial and ongoing funding for Independent Arts has come from personal investments from me, ensuring the organisation has the necessary resources to operate and grow.
2. Grants & Donations: We’ve received donations from patrons who support our mission. And while we’ve only just started applying for grants, we expected this to become a more substantial part of our funding strategy moving forward.
3. Sales of Collectibles: Sales from limited edition products, such as the LUDO board, provide a revenue stream that supports our operations and projects. We achieved a 37% profit margin on the LUDO board, demonstrating the potential for collectibles to contribute significantly to our financial sustainability.

4.6 Please describe how much your organization relies on underpaid work

1. Founders’ Contributions: We have invested personal funds and often contribute significant unpaid labor to sustain operations and drive projects forward. None of the advisors are also paid.
2. Project-Based Contributions: For project-specific work, we hire freelancers and independent artists. We aim to offer competitive rates, but budget limitations sometimes result in compensation that may not fully reflect the value of their contributions.
3. Profit Sharing and Royalties: In some cases, we provide profit-sharing arrangements or royalties to ensure artists receive a fair share of the revenue generated from their work. For example, each writer for Feel Good will also receive a 2% royalty on all future sales if we’re able to license the work.

4.7 Please describe how much your organization relies on volunteers, in-kind donations or contributions.

1. Volunteers: We work with volunteers and interns for various roles, such as event coordination, administrative tasks, and promotional activities. While we strive to offer stipends, development opportunities or other forms of recognition, these positions are often underpaid or unpaid due to budget constraints.
2. In-kind donations: Occasionally we exchange services with other studios and artists. For example, the launch event for Cover Bank was hosted for free at the 16/16 space in Victoria Island.
3. Contributions: We’ve received financial donations from two patrons who believe in our mission. These contributions were channeled entirely towards production for the respective projects.