The need of the hour is to not only celebrate the arts but also ensure that everybody understands #ArtMatters.

The arts play a vital role in shaping communities and cultures, giving a voice to our stories. From the magnificent piece hanging on our walls to the intricately woven rugs in our living rooms and the delicately crafted earthen pots in our kitchens- art illustrates human experience. Traditional art forms and artisans are often celebrated in the proud declaration of India's cultural diversity and experience economy. However, as the complete lockdown has brought every performance, festival and corporate occasion to a standstill, it has had an especially devastating affect on those who rely on regular incomes from these festivals, weddings, shows, exhibits at craft fairs, and various public gatherings. From folk musicians, dancers, visual artists and sculptors to the weavers, puppeteers, technical engineers, and designers, the COVID-19 pandemic has proven to be a trying time for the arts community.

#ArtMatters is an initiative to help create awareness about the new reality of various art communities across India, action change and develop support channels for them. As a part of the initiative, various donation channels have been set-up in order to provide immediate relief to artistes and their families. A small act of yours can help us raise sufficient funds and resources for them. Click here to learn how you can donate.

It is essential for the larger community to come together, spread the word and advocate effective change. The need of the hour is to not only celebrate the arts but also ensure that everybody understands #ArtMatters.

The campaign also seeks to mobilise industry leaders, art connoisseurs and art lovers, building a single umbrella of communication that underlines the difficulties faced by the community. You can view our #ArtMatters video campaign series. here

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