1- Hello Joelle, can you please tell us a bit about you?
I am the Founder of the Global Art Awards, alongside being an Art Dealer, Curator, and Founder of the Global Art Agency – organising large-scale art fairs around the world.

2- What are your focus areas and why?
My focus is mainly on Art right now, but I actually see myself as an entrepreneur. I am the owner of four companies, in the middle of selling one right now and already focussing on establishing another one – not art related, which might come as a surprise to some people. Furthermore I am focussing on publishing my first personal book in regards to ‘investing in Art’. Launching my own Fashion line by next year is also on the agenda.   

3- How do you describe “The Global Art Awards” in few words?
The Global Art Awards to me is ‘The Oscars for the Visual Arts’.

4- Does visual art really need an Oscar-style event?
Yes it does, artists in 16 categories get awarded for outstanding work and it boosts their careers they become far more successful. I made it more of a Contemporary style Oscars event this year. Very arty and far more of a creative vibe compared to last years event, which was at Armani Hotel Burj Khalifa. This year I chose the venue FIVE Palm Jumeirah which is very contemporary chic and the Awards Ceremony will be held on the 16th level ‘Penthouse’ which has an amazing view overlooking the Skyline of Dubai. I can’t wait for it to happen!  

5- How do you think this is changing the future of art?
As investments in contemporary art are becoming more and more populair. The Awards gives the winning artist a reputable status where they can achieve more than before, it will change their career positively on all levels. And so the future of art becomes more investable also for artists that are not (yet) on a commercial ‘Damien Hirst’ or ‘Koons’ level – just to name a couple that have done it commercially very good. (Not perse that this is the striving matter to all artists, but it certainly helps economicly).

6- Why choosing Dubai to host the event?
Dubai is the hub where everyone passes through geographically. The UAE is also strongly focussing on introducing more art & culture to their city, and they have a rather wealthy population which suits the art collector choice of home. Many of my clients are based in Dubai. Having said that… I am open to explore other cities in the future, as I want the Global Art Awards to go across the world. Who knows Hollywood might be next… Now that would be a solid base for the Art Oscars – right? 😉

7- Can you share with us a sneak peek about your upcoming book?
The book is mainly meant for artists that have difficulties selling their own artworks. After my 8 years of organizing international art fairs, and having met thousands of artists, I found that some of them are not commercially conscious, and that’s where I come in with my book: ‘The Art of Selling Art’.

8- “The Art of Selling Art” is a very interesting name, what is the story behind it?
It’s an art to create art, but to sell art is also an art… instead of being solely creative on the canvas the artist might want to learn how to be creative commercially. It’s an art to be succesful! Creative thought processes combined with clever moves, risk-taking strategies, positivity and flair. That’s how I would sum it up.

9- Do you find as an expert, that you enjoy the challenge of an industry being complex and the game rules are always changing?
In general life I love a challenge, I want to prove things constantly and when I succeed it gives me soooo much adrenaline and excitement – it’s an addiction.

10- The last word or final thoughts?
Come to The Global Art Awards 21st November 2018 at FIVE Palm Jumeirah – you will love it!