PACE

Pan-African Creative Exchange

An Interdisciplinary (Performing) Arts Provocation

Proudly Initiated by
 transformer, Vrystaat Kunstefees, 2016. pvi collective and UFS
drama students. Photographer Leopold Frechow.
EXECUTIVE SUMMARY
The Pan-African Creative Exchange (PACE), an initiative of the Vrystaat Arts Festival, is a four day, biennial arts market/
provocation for the interdisciplinary arts in Africa. PACE is a platform to showcase the highest quality productions from
Africa to national and international presenters, producers, buyers, artists and the general public.

There are eight proposed aspects to PACE including presenting full shows for tour ready work; showcasing excerpts of
tour ready work; showcasing excerpts of work in progress; pitching new work; a producers shadowing and exchange
program; workshops and critical debate/round table sessions; networking programs; and key PACE events. The aim is to
increase the global reach of the performing arts industries in Africa, and contribute to the development of future work
from the continent.

Bloemfontein, South Africa is the ideal place for such a market exchange as it has one of the best performing arts
infrastructures on the continent, with more than 14 fully equipped theatres (100-1000 seats), a variety of outdoor spaces,
excellent technical back-up and international transportation links.

PACE would ensure connections are forged between the growing creative and cultural industries in Africa and international
partners worldwide, and reinforce a world class business-to-business event that reflects the wider, global cultural
significance of the creativity of Africa.

BACKGROUND
The PACE proposal was developed in response to recent data indicating that the creative industries in Africa contribute less
than 1% to the global creative economy.1 As increased access to and participation in culture can be linked to an increase
in human development, Africa must shift its focus to support more innovative cultural programs that can creatively
transform its society.2 Culture has also been imbedded in several of the 2030 UN Sustainable Development Goals, which
would further assist in developing critical presentation opportunities for art from Africa.3

Examples of other successful performing arts markets include Decibel Performing Arts Showcase in the UK, Australian
Performing Arts Market (APAM), Association of Performing Arts Presenters (APAP) Global Performing Arts Conference and
Marketplace in the US, Performa NYC, International Performing Arts for Youth (IPAY) Showcase, and the British Council
Showcase.

1 United Nations Conference on Trade and Development (UNCTAD) Report, 2010, quoted in Van Graan, Mike, ’African Creative Industries, the Sleeping
Giant’, Anver Versi (edt.), African Business, No 405, London, February 2014, p 16.
2 Badamasuiy, Sakina The case for investing in Africa’s creative industries, Afrimind, 5 Apr, 2013 www.afrimind.org/article/49/the-case-for-investing-in-
africas-creative-industries.html
3 Sustainable Development Goals for Culture on the 2030 Agenda, http://en.unesco.org/sdgs/clt (accessed 16 November 2016). ‘The 2030 Agenda for
Sustainable Development marks a substantial step forward for sustainable development in many fields, and particularly for culture as it is the first time
that the international development agenda refers to culture within the framework of Sustainable Development Goals related to education, sustainable
cities, food security, the environment, economic growth, sustainable consumption and production patterns, peaceful and inclusive societies.’

Cover images: Identities, Creative Producers Erwin Maas, Jerry Mofokeng, Djana Covic, Nico de Rooij. | Ontbloem, Artist Francois Knoetze. |
It’s my City, Lead artist: Alex Rinsler. Local artists: Minè Kleynhans, Marius Jansen Van Vuuren & Tshiamo Art and Crafts Collective (Loki Maselwane,
Itumeleng Moamogwa,Tshegofatso Marogoa). Vrystaat Arts Festival, 2016. Photographer Leopold Frechow.
DISCUSSION
Vision Statement
PACE is an innovative, world-class interdisciplinary performing arts market promoting and developing the diverse
practices of African artists.

Mission
PACE aims to increase the global reach of interdisciplinary performing arts industries in Africa, by contributing to the
development and presentation of work from the continent.

Outcomes
The outcomes of the PACE include:

• The performing arts in Africa developed and promoted through the presentation of a multi-faceted performing arts
event in the Free State for international presenters and producers.

• African artists, their work, ideas and learning developed, presented and toured.

• Awareness raised about innovative and talented artists and companies in Africa with diverse practices.

• Attendance of national and international delegates such as promoters, artistic directors, programmers, venue
managers, presenters and others with the ability to book work or collaborate/partner/co-produce in development.

• Dialogue and critical debate facilitated to raise the profile and quality of diverse artists and their practices.

• Promotion of a greater understanding of the diversity of cultural expression in the international arena.

• Knowledge transferred between artists and their work on the national and international arena, fostering ongoing
development of innovative work and collaboration.

• Information exchanged between international funders, promoters and presenters to share policy and practice.

• Connections forged between the growing creative and cultural industries in Africa and international partners
worldwide.

• The PACE reinforced as a world class business-to-business event that reflects the wider global cultural significance of
the creativity of diverse practices in Africa.

Infrastructure
Bloemfontein, capital of the Free State in South Africa, has some of the most sophisticated performing arts infrastructure
in Africa. There are more than 14 fully equipped theaters within easy reach of each other, with several other venues able
to be converted into performing arts spaces. These include the Sand du Plessis (1000 Seater), Kovsie Kerk (1000), Andre
Huguenot (400), Scaena (350), the Scaena Back Theatre (100), Wynand Mouton (350), Albert Wessels (350), Odeion (300),
Odeion Amphitheater (200), Rep Theatre (150), Civic Theatre (500), Stadsaal (800), NALN (200), and the War Memorial
Amphitheatre (300).

In addition to the contemporary and historic theatre infrastructure, the Waaihoek Church where the ANC was founded in
1912 is located in Bloemfontein, and can be converted into a performing arts hall, as well as ‘Moods and Flavours’ in the
Heidedal suburb of Bloemfontein, one of the oldest jazz club in Africa.

Social and Economic Context

Social development requires creativity, a diversity of creative expressions, the arts and cultural heritage as means of
education, social cohesion, intercultural dialogue and the building of national identity. The arts could play a significant
role in creating a Pan-African understanding of shared cultural values.

Investment in PACE would generate job creation in the creative industries, and tangible and intangible cultural heritage
sectors of the region, of particular importance in the Free State, where unemployment is more than 33,9%.4 It is estimated
that PACE could generate up to R50m for the Mangaung biannually, similar to the annual impact of the Vrystaat Arts
Festival. Participating African countries would also benefit financially from work sold to and awareness raised to
international presenters and producers.

4 Quarterly Labour Force Survey Quarter 1: 2016, Statistical release P0211, Statistics South Africa, 2016, piii http://www.statssa.gov.za/publications/P0211/
P02111stQuarter2016.pdf Accessed 12 December 2016
The Programme Structure
The various aspects of PACE includes:

1. Events
Three main events would frame PACE:
• Opening Event
An acknowledgment of the Khoi-San as the First Nation peoples of South Africa.
• Keynote Event
A keynote provocation with a panel of international artists and arts leaders.
• Closing Event
Keynote Speaker who brings together the key outcomes and sets the agenda for the following PACE.

2.
Full Shows of Tour Ready Work

3.
Thirty Minute Showcase Excerpts of Tour Ready Work

4.
Fifteen Minute Showcase Excerpts of Work in Progress

5.
Pitching of New Work
A 10 minute pitch of work in the early conceptual stage of development providing the opportunity for ongoing
creative input from partners and collaborators.

6. Producers shadowing and exchange

A programme for a minimum of 5 African producers who, prior to PACE, will have placements/residencies in
established performing arts organisations elsewhere in the world.

7. Critical Debate/Round Table Sessions

8.
Networking Programme
A marketplace designed to provide the opportunity for a range of organisations, artists and companies to
platform and promote their work to the wider grouping of delegates.

Process of selection and eligibility

An open call-out for all categories would be made in participating countries, with a clear set of selection criteria for each
category. Participating countries would be required to commit funds for projects chosen for PACE.

An international curatorium, including international artistic directors, venue directors and festival programmers would
be created to oversee the selection of work. This would include independent international professional arts practitioners.

It is recommended that artists selected to tour nationally and internationally as a result of PACE receive a subsidy from
relevant governments for international flights and accommodation so that they can more easily be presented and
marketed globally.

Ontbloem, Vrystaat Arts Festival 2016. Artist Francois Knoetze.

Photographer Leopold Frechow.
Marketing and Promotion
A combination of both traditional and digital marketing channels would be used to cater for consumers and marketplace
visitors. The three basic components that would be used as part of our promotional plan include but is not be limited to:

Advertising – newspapers, magazines, radio, television, billboards, flyer advertising, catalogues, branding
Personal selling – audience development, social cohesion
Sales promotion – a composite of activities that round out the advertising and personal selling components.

The plan’s various components would be rolled out in South Africa, Africa and international centers engaging with PACE.
Different markets will be targeted individually, with components of the plan tailored specifically for those areas.

PACE Partners and Supporters

PACE is for artists, presenters, producers, programmers, artistic directors, festival directors, curators, journalists,
university arts programs, cultural and arts administrators, cultural policy makers, and creative and financial investors i.e.
arts funders and arts councils.

PACE would provide a meeting place similar to the Australian Performing Arts Market (APAM), International Society for
the Performing Arts (ISPA), Association of Performing Arts Presenters (APAP), Performa, International Performing Arts for
Youth (IPAY) and Decibel Performing Arts Showcase and would present quality work and artists from the African continent.

PACE directors presented on the initiative at ISPA in 2016, TCG Pre Conference 2016, IPAY 2016, Informal European Theatre
Meeting (IETM) 2016, the International Federation of Arts Councils and Culture Agencies (IFACCA) World Summit on Arts
and Culture in MALTA 2016, and the Regional Arts Australia Conference (Artlands) in Australia, 2016. Responses to PACE
at these international platforms were all positive.

Currently the following global partners have indicated in principle support for PACE:
• Southern Africa
Vrystaat Arts Festival, National Arts Council South Africa, Artscape, AssiteJ, Jibilika Dance Trust, University of
the Free State (UFS), Grahamstown National Arts Festival, Market Theatre, Africa Institute, Program for
Innovation in Artform Development (PIAD), PACOFS, NATi.
• West Africa
Theatre Republic, National Council for Arts Gambia, Dragon Africa, MASA
• East Africa
Ugandan Arts Trust
• North Africa
Tamasi Performing Arts Collective, I-Act, Agora Arts
• Europe
Afrovibes UK, One Dance, BAC, Summer Dance Festival, RightaboutNow Festival
• North America
IPAY, Cinars, Canada Council for the Arts, ISPA
• Australia
Salamanca Arts Centre, Disability in the Arts Disadvantage in the Arts (DADAA), IFACCA.

My Father’s Daughter - Qomatsi, Vrystaat Arts Festival 2016.

Director Jerry Mofokeng.
SUPPORT
Various levels of support is required for PACE. This includes financial support for core operational costs; sending
delegates, producers and presenters from participating countries to PACE; hosting interns as part of an international
capacity development program for African producers; and assisting in marketing the program in participating countries.

TIMEFRAME
Three two year cycles are proposed – a development year and a production year

(2017/18; 2019/20; 2021/22)

2017/19/21
Date Action
Feb/March Funding to be secured
April Advertise for Coordinator, Admin staff, Finance staff and Producers (2017 only)
May Appoint staff (English and French speaking). Travel to relevant countries to alert them to the PACE.
Develop PACE program for Vrystaat Arts Festival including website and application preparation. Notify key
June
international and national partners.
July Coordinate PACE workshops at Vrystaat Arts Festival
Open call for work at PACE (website/on-line application). Appoint assessment panel (national and
Aug
international). French and English
Open call (Travel to relevant countries to alert them to the PACE). Forum and local program for July
Sept
developed.
Oct Open call. Forum and local program for July developed.
Nov Applications close. Forum and local program for July developed.
Dec Applications sent to assessment panel and technical team for comment.
2018/20/22
Assessors comment on-line. Assessment meeting end of January (Skype). First round selected. Send to
Jan
technical team for comment.
Feb Second assessment meeting (final selection made). Applicants notified. Budgets developed.
March Program book and forum speakers finalized.
April Program printed. Program launched.
May Travel, accommodation, set-transport and international requirements facilitated.
June Preparations (security, logistics, media, technical set-up)
July - PACE July - PACE
Aug Networking outcomes and feedback
Sept Work supported selected and co-funded to tour internationally
Oct Preparation for next cycle
Nov Travel to relevant countries to alert them to the PACE
Dec Prepare for next cycle

CONCLUSION
PACE aims to be a biennial arts market for interdisciplinary performing arts in Africa, to showcase artists and companies
based on the African continent. It would be a meeting place for the global arts community to connect with arts professionals
in Africa, and vice versa, contributing to the shaping of a new international discourse regarding work made on the African
continent.

PACE would increase the global reach of the interdisciplinary performing arts industries in Africa, by contributing to
the development and presentation of work from the continent. It would improve connectivity and mobility between
the African arts community and the global arts community (and within Africa itself) in addition to creating a space for
innovative cultural partnerships and artistic collaborations.
It’s my City, Vrystaat Arts Festival, 2016. Lead artist: Alex Rinsler. Local artists: Minè Kleynhans, Marius Jansen Van Vuuren & Tshiamo Art and
Crafts Collective (Loki Maselwane, Itumeleng Moamogwa,Tshegofatso Marogoa). Photograph Leopold Frechow.
BIOGRAPHIES

PACE Directors
Nike Jonah is the Director of Connecting
Dots, an arts consultancy that works
with a range of clients across the arts
and creative sectors. She developed
and produced the Arts Council England
Flagship Diversity initiative: Decibel
Performing Arts Showcase (for 9 years).
She continues to serve on the boards of the European
Cultural Foundation and Birmingham Contemporary
Music Group.

Erwin Maas is a New York based theater

& opera director, teacher and performing
arts advocate from the Netherlands. He
has worked extensively in Australia,
Europe, South Africa and USA. Maas
was the Director of Performing Arts for
the Cultural Department of the Royal
Netherlands Embassy & Consulates in the USA. Erwin is the
Artistic Director of the International Society for Performing
Arts, Artistic Programming Associate for the International
Performing Arts for Youth, the Director of Programming
for the Off-Broadway Origin Theatre Company and a core-
member of Theater Without Borders.

Dr Ricardo Peach is the Director of the

Vrystaat Arts Festival, a multi-artform
festival in Mangaung, South Africa. He
developed and is the Co-Director of the
Programme for Innovation in Artform
Development at the University of the
Free State, partnering with the Vrystaat
Arts Festival. Previously he managed

Man with the Green Blanket, Vrystaat Arts Festival, 2015. Artist Lesiba Mabitsela.
the Capacity Development Program at the Australia Council
for the Arts.

Isobel Hawson is a freelance arts

consultant and producer, and is
Director of On Tour Ltd., a national and
international arts consultancy. As a
senior arts manager she has extensive
knowledge and experience in theatre,
arts funding, participatory arts projects,
organisational development, project management and
strategic planning.

PACE Partner Ambassadors

Cornelia Faasen is the Director of the
National Afrikaans Theatre Initiative
(NATi). Previously she was the Director:
Student Life at the University of the
Free State and also acting Dean of
Students. She has a Master’s degree
in theatre studies and has a particular
interest in theatre as alternative historical narrative.
 Ismail Mahomed is CEO of the Market
Theatre and previously the director
of the Grahamstown National Arts
Festival. Mahomed has worked in
the arts industry for most of his
professional life, including as a
Senior Cultural Specialist for the
US Consulate. As a practitioner he is an award-winning
arts administrator, having won the Arts & Culture Trust
Award for Arts Administrator of the Year, the Mpumalanga
Premier’s Award, the Witbank Mayor’s award, and the U.S.
State Dept Africa Bureau Award. He is also a prolific writer,
critic and commentator on the arts and a playwright.

Annabelle Labethe brings almost 16

years of experience to the creative
industries. Prior to her appointment
as Acting CEO of PACOFS and CEO of
the Market Theatre, Lebethe served

Identities, Vrystaat Kunstefees, 2016. Creative Producers Erwin Maas, Jerry Mofokeng, Djana Covic, Nico de Rooij. Photographer Leopold Frechow.
as the chief executive officer of the
National Arts Council. She also gained
experience at the Gauteng provincial department of arts,
culture, recreation and heritage, as well as served on the
boards of various arts and cultural institutions, such as the
African Arts Institute and the Cape Film Commission.

Rosemary Mangope was appointed

CEO of the National Arts Council of
South Africa in 2013. Her 30-year
career spans the arts, business,
and social and community
development. Before joining the
NAC, Rosemary was Divisional
Executive: Communications, Marketing and Public Affairs
at the Development Bank of Southern Africa, where she
contributed strategic leadership and guidance across the
organisation’s widespread communications and marketing
initiatives. In 2009 she was Acting Deputy Director General
at the Department of Arts and Culture (DAC) and, prior to
that, was founder and Chief Director of the Arts, Social
Development And Youth Division at the DAC in 2005.

Jerry Mofokeng previous Artistic

Director of PACOFS and a South
African legend of the stage and screen
who has appeared in a number of
critically-acclaimed lms, including Cry,
The Beloved Country; Mandela And De
Klerk; and the 2005 Academy Award-
winning lm Tsotsi. He was also the host of the magazine
programme Curious Culture. In 2006 he appeared in the
mini-series When We Were Black and he played the role
of Nkosi in the SABC2 drama series The Mating Game, in
2010. In 2013 he was awarded the Lifetime Achievement
Award for Acting at the 7th annual South African Film and
Television Awards.
 Gwendolyn Tietze is an arts fundraiser,
leadership coach and musicologist,
with a passion for facilitating
discoveries, connecting people and
building bridges of understanding.
She has more than 12 years of
experience as a fundraiser, focusing
on contemporary arts and strategic
development. She has been Director of Development of
Birmingham Contemporary Music Group, creative writing
charity Arvon, and NMC Recordings Ltd. As an independent
consultant she is working on organisational development
and fundraising strategy with a number of performing arts
clients. She is based in the UK and Austria.

Sarah Gardner has been the founding

Executive Director of the International
Federation of Arts Councils and
Cultural Associations (IFACCA) since
March 2001. She was previously the
Director, Strategic Initiatives at the
Australia Council, where she held
various senior executive roles from 1990. She was formerly
the Director of Public Affairs for the Australian Bicentennial
Authority and a consultant in the private and public sectors
for the leading Australian firm Issues Australia. Prior to
that she was technical manager with the German company
Schering AG, and worked freelance in the tourism industry
and community sector in England, Italy, Scotland and
Spain. She has a BSc and Masters in Public Policy from the
University of Sydney

The White Horse Project, Vrystaat Arts Festival 2015. Artist Jess Olivieri. Photographer Mandi Bezuidenhout.
Thoko Nogabe is the Free State PACC
Chairperson, NAC Board member and
one of South Africa’s most dynamic
dancers and choreographers. Her
dazzling talent has taken her around the
world and now she is nurturing talent
in Mangaung. “As a youngster, I was
besotted with the iconic Brenda Fassie,” she says. “What a
thrill for me when I met her later in life. When I came back
from London after 10 years, I was so privileged to strut my
stuff with the likes of Sharon Dee of Local is Lekker fame,”
she says. Nogabe first unleashed her dancing and singing
potential when she was still at Vulamasango High School
in Mangaung.
 Contact:
Dr Ricardo Peach | ricardo.peach@volksblad.com | +27 (0)51 404 7715
Ontbloem, Vrystaat Arts Festival 2016. Artist Francois Knoetze. Photographer Leopold Frechow.