This artist is taking contemporary South Asian art global

With a vision to build a renewed cultural landscape around South Asian artists and to democratise art for the next generation art collectors, Los Angeles-based gallerist Rajiv Menon positions his flagship gallery right in the middle of these dynamic perspectives. Rajiv Menon Contemporary opens its doors in the heart of Hollywood to interject the growing momentum of inclusivity in art. “The placement in Hollywood, within the community of large, established galleries, was my way of putting it out there that we’re neither niche nor at the margins, but at the centre of the conversation, in dialogue with all the other galleries I respect. I want the gallery to be a space of cultural exchange between the subcontinent and the web,” Menon points out. He wants to bring art into conversation with South Asian music and fashion, as well as explore mediums outside of the region.

The gallery’s inaugural show, titled Exhibitionism, brings together 19 leading contemporary South Asian artists to delve into the pleasures and pains of being seen, and the complex aesthetics that arise from both desiring and resisting attention. The featured artworks try to find a delicate balance between public and private with subjects ranging from the erotic to the domestic,the autobiographical to the fantastical. From Asif Hoque, Aman Aheer, Anoushka Mirchandani, to Tarini Sethi and Bhasha Chakrabarti—Menon brings an impressive line-up of artists to foster a deeper cultural context within the global dialogues.

For Menon, who has a background in global media and visual culture with a PhD from New York University, his inclination to the world of art is a natural course of action rooted in his academic foundation. He admits to have witnessed a major shift in how Western audiences engage with South Asian artists. “There has been a rise of South Asian creatives in all aspects of culture in the West.And it’s not limited to people in front of the camera or in fashion, but executives or people who are in decision making positions are suddenly using their platforms to expand the presentation of South Asian culture.” But the biggest obstacle that he views is the perception in the West about South Asia being rooted in tradition and existing in a sort of heritage context. Even the Western museums restrict the region to antiquity. Take the Chola bronzes or the Mughal miniatures for instance. “There’s this assumption that India is meant to provide a very static and stable notion of what things should look like, sitting in the past. And that’s what I intend to change.”Adding the word ‘contemporary’ in the gallery name is a conscious decision for Menon as he intends to showcase India at the intersection of the present and future times.

Additionally, the gallerist wants to rewrite the narrative and make the art world, otherwise infamous for gatekeeping, more approachable. “This is essential for me because I think so many people have felt closed off from the art world. I felt it personally at times, visiting galleries. I know how discouraging it can be. So, I view my gallery as an educational platform beyond a commercial enterprise. It’s a place where I want people to walk in comfortably, ask questions, and learn about how they can engage with art,” Menon makes a point. He wants to show young people that by being a part of the audience and thinking critically, one can feel included in the overarching world of art. “And I imagine as they grow and find their love for art, they’ll naturally want to support artists. It’s imperative to cultivate this in the present times,” he adds.

For young audiences who wish to start collecting art, Menon has a more practical guide. He can’t stress enough upon learning and developing your own taste first.“Visit as many galleries and museums as you can. Find out what you’re drawn to and use them as your yardstick to help you understand art. If you don’t like the work, you’re not going to enjoy living with it. You will be stripped off the incredible emotional experience of having art if you give in to hype,” he explains. Next is to get to know the artist. He believes it’s more meaningful when you have a relationship with the person making the art. You feel emotionally invested in their long-term career and become a part of the community.“Culture is built from community and human interactions. It enriches your experience of art.” Finally, it boils down to larger senses of taste. “How does it reflect your sense of style, your taste in films and literature? Personal taste can reveal a lot about the collector, and building a collection is almost like a memoir of sensibilities.” It reveals about your life experiences and emotional landscape through the decisions of what you want to bring into your home. Menon sees potential around personal storytelling through art and to make it a natural extension of oneself.

This piece originally appeared in the March print edition of Harper's Bazaar India

Lead Image: Rajiv Menon inside his gallery; Credit: Simran Malik 

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