There's more to our culture than Bollywood': Meet the man bringing Indian arts to the UAE
Cultural entrepreneur Sanjoy K. Roy emphasizes the importance of celebrating the diversity in Indian arts and culture, highlighting the need to move beyond Bollywood's influence. In an exclusive interview, Roy discusses his journey in promoting Indian arts globally and the significance of cultural entrepreneurship in today's world.
Sanjoy K. Roy's journey into cultural entrepreneurship began with a passion for theater. Initially, he faced challenges in monetizing his artistic pursuits, but he soon recognized the need to balance passion with financial stability. His venture, Teamwork Arts, initially focused on film and television production, but gradually expanded to include diverse art forms rooted in India's rich cultural heritage.
Roy's breakthrough came with the establishment of touring festivals, showcasing contemporary Indian works globally. By creating platforms like the Jaipur Literature Festival, Teamwork Arts made literature appealing to younger audiences, challenging the notion of arts being rooted solely in nostalgia.
Engaging younger audiences requires making arts and culture relevant and appealing to them. Roy emphasizes the importance of making cultural events 'sexy' to attract youthful engagement. Festivals like Jaipur Literature Festival have successfully drawn a predominantly young audience, fostering an environment where considered knowledge supersedes instant information.
Roy's work extends beyond entertainment; he sees arts as a catalyst for social change. By encouraging communities to engage with arts, Roy believes it fosters innovation and addresses societal issues. He recounts instances where cultural events led to the establishment of neighborhood watch programs, demonstrating the transformative power of arts in society.
Despite the economic significance of arts, government support remains limited in many parts of the world. Roy advocates for a holistic approach, combining subsidies, sponsorship, and marketing to sustain cultural endeavors. He highlights the need for governments to recognize the economic contribution of the creative sector, citing examples from the UK and India.
The inception of 'India By The Creek' reflects Roy's commitment to fostering cultural dialogue between India and the UAE. Partnering with local authorities and organizations, Teamwork Arts aims to showcase the depth and diversity of Indian culture beyond Bollywood. The festival's success underscores the growing interest in diverse cultural experiences within the region.
In conclusion, Sanjoy K. Roy's journey exemplifies the transformative power of cultural entrepreneurship. By celebrating India's diverse artistic heritage and expanding cultural horizons globally, Roy continues to bridge cultural divides and inspire societal change through the arts.
By: Sahiba Suri
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