An Addis Ababa-based media and communications startup has launched a digital marketplace for photographers, graphic designers, digital artists, painters, as well as art enthusiasts, and collectors.
Shera, an Amharic word for canvas, is a digital marketplace for professional and amateur photographers, graphic designers, digital artists, and painters, as well as art lovers and collectors.
In an interview with afroleap, founder of Shera Fitsum Admasu said, “We were perplexed by how difficult it was to obtain local artworks such as photography, digital arts, and paintings when we attempted to purchase them for our office. The process was unnecessarily complex long, and tedious,”
According to Shera, the digital marketplace aims to simplify the art buying process for both the buyer and the artist by doing all the work that comes with promoting, printing, inventory management, store management, and logistics. Shera also has a broader vision of fostering a sense of community within the art scene in Addis Ababa and beyond. To bring this vision to reality, Shera will coordinate and host various events including workshops, pop-up art sales events, and prepare knowledge-sharing opportunities.
Artists can register and send their work digitally to the editing staff, composed of experienced photographers with years of practice in the field. After evaluating the works, then notifies the artists which of their pieces will be displayed on the website.
Artists are sent a personal link that they can use to advertise themselves on social media or within their social circle. The platform also allows artists to monitor how many people have seen their work, how many were sold, and other data from the platform.
Shera prints and sells photographs in around a dozen different sizes. Shera is using a linear approach to pricing the images for the time being. Photographs are sold at a fixed price depending on their size. Prices are set taking into account expenses faced by Shera, printing, framing, and shipping, tax as well as profit margin.
As a general rule, 70% of each piece’s net profit will go to the artist, while Shera takes 30% as a commission. But exceptions are made for featured artists who take higher percentages. Exclusive photographs, limited editions, and other items are set to be included in future collections.
Overall, as a startup, Shera aspires to provide a space for Ethiopians to experience their homeland art and exhibit Ethiopian art and culture to other communities while also providing a means for these photographers to make a living.
Shera is created and managed by Firma Media and Communications PLC, a company specializing in providing documentation and communication services. Firma is dedicated to dignifying the Ethiopian image. Shera is a subscription-based platform where photographers and artists who represent Ethiopia beautifully and with dignity enhance their visibility and marketability. For the finishing touch, Shera does the work of making featured works of art home- or office-ready through high-end framing.
Adopted from afroleap
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