Calum Hall made the contemporary art world sit up and take notice when he made waves with his innovative organisation Creative Debuts, which he founded in 2013 as a way of making art more accessible for a wider demographic. Hall earned a coveted spot on the Forbes 30 under 30 list in the Arts and Culture category and has worked with high profile brands including Adidas, ebay and LinkedIn. Notable projects have included a collaboration with Montague Evans which facilitated art collections showcasing LGBTQ+ artists and celebrating South Asian heritage.
Hall is a creative disruptor and through Creative Debuts he has created an inclusive community where artists, creators and designers are nurtured and commissioned to create bespoke artworks for brands and take part in exhibitions.
Culturalee spoke to Calum Hall about his vision for a world where art and creativity are at the beating heart of our communities and daily lives.
You have achieved recognition at a young age for your groundbreaking organisation Creative Debuts, even gaining a place on the Forbes 30 under 30 list. What was the initial seed in your mind that led to the formation of Creative Debuts?
Growing up in the Northeast of England in a single parent, working-class household, I presumed the lack of opportunities for myself and fellow artists studying at school was just typical of the lack of prospects in the area in general. I grew up in a household surrounded by creativity, primarily that of my mums with her various knitting projects or crocheted charity shop finds on the walls so I always appreciated how spaces can reflect and celebrate those within it. However, when visiting my friends’ houses etc many didn’t have art on the walls and the only thing that would offer some uniqueness would be family photos etc. Clearly there was a disconnect between art lovers and connecting with artists.
Many people don’t know where to look and there is a big issue with accessibility for everyone, loving art and engaging with it should be for everyone, as ultimately ‘Home is where the art is!”. While I love IKEA, I have seen far too many copy and paste NYC skyline artworks to cover the rest of my life, so that further sparked my commitment to connect artists to art lovers and vice versa.
When I was growing up in school there was always such an excitement when it came to discovering new music, whether that was finding the coolest new band or discovering the original sample in a hip-hop track, but where was this same journey and exploration with art? My eyes were opened to the possibility of this with art with the likes of Banksy during my first visit to London who truly made art for everyone to experience and he, along with many other graffiti and street artists truly revolutionised and deconstructed the art world for a wider audience. The excitement surrounding his art and how the gallery was the street is a huge inspiration to me. Art is for the people.
When I moved to London for university at Goldsmiths, I was still hearing the typical nonsense of “get a proper job” “art is a hobby” and “living artists don’t make any money”, this resulted in the Creative Debuts motto of “Buy Art From Living Artists. The Dead Ones Don’t Need The Money”. These counterproductive narratives that young artists encounter reinforce the reality that a career path is very unclear. That being said, unless one has the financial backing and contacts to call on, which most of us don’t! Motivated and inspired by the breadth of creative talent that is currently going under the radar and how London is such a global centre for creativity. I could see a huge opportunity to connect these talented emerging artists to art lovers through transforming and activating space.
The art world is a notoriously hierarchical and often intimidating industry, yet you have found a niche that seems to be centred around a more inclusive, democratic approach enabling marginalised artists to rent their works to businesses or facilitate commissions from companies. Was it your mission to democratise the art world and make it more accessible for a wider demographic?
Absolutely that’s the fundamental DNA of what we do and our mission will always be to disrupt and democratise. I think because my “art world experience” has always been outside of the conventional industry I was probably perfectly naïve of how it operated and how exclusive it is. This has meant that I have followed my own path but with every decision centring back to the artists we proudly represent.
For me the undiscovered has always been more exciting and artists from marginalised communities are making such exciting artwork that deserves to be championed and celebrated and currently art lovers are missing out on so much! This is what I love about CD, by doing what we do best and supporting artists at the start of their journeys, it breathes life into the rest of the industry to ensure galleries, art fairs and art consultants can engage with a wider pool of talented artists. As sometimes I go to art fairs and exhibitions and the selection of artists feels like a background from a scooby doo episode where it’s just copy and repeat with nothing new breaking through.
What has inspired me with CD is the creative community, not the art market. The two are fundamentally different but with the 2 circles of the Venn diagram I hope to have more of an area for interlocking where exciting talents can navigate a creative career while remaining authentic to themselves. If you ask most people about their thoughts on art the typical response is one of awkwardness and intimidation as the industry has closed them off, but we are all surrounded by art and can access it on so many levels. My goal is to democratise it and improve accessibility to everyone.
You’ve worked with brands including Adidas, ebay and LinkedIn. How do you approach the brands, or do they approach you?
I am incredibly proud and humbled to say that all of our projects have come through word-of-mouth recommendations and from people believing in the mission we are on and our talented creative community. While I am always inspired by the artists we work with, none of it would be possible without the amazing partners that opened up doors and provided opportunities to support our mission and our artists. I feel this is such a testament to how we operate and how our passion and professionalism results in truly unique and jaw dropping results.
For many brands and businesses there is a genuine want to support emerging artists and to weave creativity through the fabric of their companies more, but it is navigating how to connect with these artists where the issues lie. This is where Creative Debuts comes in, to be the bridge between artists and art lovers, whether at home, in an office or in a retail space. Every surface is an opportunity, and we work collaboratively with our partners to ensure the process is smooth and everyone wins.
What is your favourite collaboration or project so far, and what highlights do you have coming up?
There are so many that have been incredibly influential to CD and our creative community. Every single project has come through a word-of-mouth recommendation so to be able to single one out is impossible and so many have been career milestones not just to me but for the artists involved. As one project leads to the other and the amazing people who have backed what we do and believed in our community has always left me feeling quite emotional if I’m honest. While the origin of CD has been to champion artists, none of it would have been possible without our partners that have provided so many incredible opportunities. I’ll always be so appreciative and thankful for them in opening the doors to our emerging creative community and for believing in our mission.
As far as the future goes, I am focussed on activating spaces as much as possible. I love the challenge but the opportunity when it comes to igniting vacant retail spaces with art as highstreets / shopping centres etc are so important to local communities and are facing increasing challenges. The more avenues we have to encourage people off their screens, up off their sofas and to connect with others in real life surrounded by amazing art the better!
Your quote “Art opens our hearts and minds, creates a dialogue, and brings people together” sums up how you champion physical displays of art and interactions with artworks in real life, which is unusual for someone born in the digital age. What do you think it is about art that improves our environment and provokes social interactions?
Art sparks conversation and gives viewers an invaluable insight into the minds of artists from different walks of life. I often feel that with a lot of the art industry the focus is so heavily on the product of art and often misses the story of the artist themselves which to me is what’s interesting. As no matter what, a person will always be more interesting than an object and this goes to the people interacting with the artwork and how it makes them feel.
When we were all facing lockdown during Covid we sought solace and comfort in all aspects of art and creativity, whether it was picking up the paint brush for the first time in years, getting stuck into a movie marathon or reading poetry, art in all its forms was a life raft in a sea of uncertainty and anxiety. More art everywhere please!
As we find ourselves spending more and more time looking at screens and feeling disconnected from the real world around us, physical art in spaces acts as not only nourishment for our soul, but an oasis in a digital world. Our commitment to put artwork in everyday spaces it’s about reconnecting people with art and how it can make us all feel. Art should be for everyone and combined with the pressures and challenges of everyday life I feel we need art more than ever.
Can you give a bit of insight into your vision of integrating art into the real estate development process?
My vision for the integration of art goes beyond just the real estate landscape but to all aspects of life. As fundamentally the power of art to improve wellbeing, increase productivity, creativity and reinforce a sense of pride is well documented even if not widely embraced. However when it comes to integrating art into all aspects of the development process the impact is profound. I often encounter art being an afterthought with spaces, that once the space is complete there is the realisation that the artwork in the CGI’s used in the design phase doesn’t actually exist and then there is a bit of a last minute scramble to dress the walls with the remaining crumbs of budget. However when art and the selected artist/s are involved in early stages the opportunities to maximise storytelling and unique creative touchpoints are really exciting. A project we did in Brighton with Royal London Asset management and local artist Lois O’Hara is a great example of when it is done right. Lois was commissioned for several aspects in the space, including marketing literature, a reception mural, window decals and bathroom vinyl’s. This meant that her artistic influence flowed through the space and when you have a space harnessing the talents of a local artist it really amplifies the space.
From the construction phase with hoardings to workshops and events for the local community to drive engagement, footfall and awareness of the new development art is the perfect vehicle for all of this. As we see more brands and businesses partnering with artists as a way to differentiate themselves from the competition, I’m really excited to see this continuing trend and for Creative Debuts to continue to support real estate partners in unlocking the true potential of their spaces. As the desire for spaces to offer more in terms of experience, community interaction and engagement gains momentum, the power of artists will be fully realised.
It’s also worth noting that with the challenges artists and the wider creative community face in terms of the cost of living etc, we all have a responsibility to champion these communities wherever we can. Creative Debuts acts as a constant call to action and a booming megaphone for the emerging artist community to ensure that our society remains creatively and culturally enriched.
Creative Debuts launched in 2013. What would you say is your career highlight since the launch, and what impact do you feel you’ve made on society?
For me personally, leaving my job in 2016 to pursue CD full time will always be the most rewarding moment and the top of my career highlight tree. As this then enabled me to dedicate all my time and energy to what I love and to the creative community that inspires me every day. With no established path to follow, I am really proud of how I have navigated this journey while keeping my authenticity, integrity and purpose.
As far as my impact on society, wow, I don’t really know as that’s for others to judge and as I feel I have only just got started I feel I have so much more to give and achieve. I just hope that I have helped inspire others to believe in themselves in whatever they love to do and that the artists I have had the privilege of collaborating with inspire others too. As we need more diverse voices in all aspects of life and through my commitment to the democratising of the Art World we get to enjoy a far greater breadth of talent than we would otherwise. Importantly I want to be a door opener, not a gate keeper and someone that has remained authentic and purpose driven while using my privilege to support others.
Find out more about Creative Debuts here.
