Tago Tazvitya Urges Zimbabwean Visual Artists to Embrace Global Markets and Digital Innovation

Renowned visual artist and patron of the Chitungwiza Arts Centre and Shona Art Gallery, Tago Tazvitya, has called on Zimbabwean creatives to rise above local limitations and strategically position themselves for global recognition by producing world-class artworks that blend cultural authenticity with modern innovation.

Speaking to fellow artists, Tazvitya emphasized that the key to unlocking international opportunities lies in quality craftsmanship, creative storytelling, and strategic use of digital platforms. He encouraged visual artists to tap into the growing demand for authentic African art in global markets such as China, where the creative industry significantly contributes to the country’s GDP.

“Artists must captivate global audiences through meticulous work that transcends geographical and cultural boundaries,” said Tazvitya. “By merging traditional techniques with modern perspectives, we can create unique pieces that resonate deeply with collectors, curators and art lovers across the world.”

Tapping into Global Expos

Tazvitya highlighted the China International Import Expo, China Yiwu International Commodities Fair, Canton Fair Festival, and other major events as fertile ground for Zimbabwean artists to showcase their talents. With over 70,000 exhibitors attending the Canton Fair Festival annually in Guangzhou, he said there was ample space for African artists to gain visibility — provided they come prepared with globally appealing work.

“These expos demand a high level of innovation, diversity, and professionalism. It’s time for our local artists to research global trends, adapt accordingly, and develop distinctive styles that fuse Zimbabwean heritage with universal themes,” Tazvitya explained.

The China Zimbabwe Exchange Centre (CZEC) has already played a key role in connecting Zimbabwean creatives to Chinese platforms. Musicians like Nyasha David, Fusion 5 Mangwiro, and Mwenje Matole have benefited from Dream Star programmes, while visual artists such as Batsirai Muskwe have received international exposure through CZEC’s initiatives.

Embracing the Digital Frontier

Tazvitya also stressed the importance of embracing social media and digital platforms to build international audiences.

“In today’s interconnected world, your gallery can be online. Platforms like Instagram, Etsy, and online art fairs give artists access to millions. Use them wisely and consistently,” he urged.

He encouraged artists to craft compelling narratives around their works, aligning them with global themes such as sustainability, identity, and cultural exchange. These stories, he said, give art emotional depth that resonates universally.

Challenges and a Call for Support

While Tazvitya is optimistic about the potential of Zimbabwean visual artists, he acknowledged that challenges persist. Chief among them is exploitation by opportunistic curators and collectors who bypass standard ethical procedures, depriving artists of the recognition and remuneration they deserve.

He called on stakeholders — including local government, arts councils, and corporate sponsors — to identify and support emerging and established talent so they can represent Zimbabwe on international stages.

“We’re ready to take on the world, but we need genuine backing. Representation at prestigious expos should not be limited by lack of resources. Artists must be empowered to tell the African story in their own voice,” he said.

A Master Mentor and Cultural Leader

Tazvitya’s own legacy speaks volumes. He has gained international acclaim for his abstract carvings of birds, heads, frogs, and wildlife, all finished with meticulous detail and expressive power. His commitment to excellence and mentorship has made him one of the most sought-after figures in Zimbabwe’s visual arts landscape.

As adviser to the National Arts Council of Zimbabwe, and patron of both Chitungwiza Arts Centre and the Shona Art Gallery, Tazvitya continues to lead efforts that bridge traditional art forms with contemporary global markets.

His message to artists is clear: produce with purpose, think beyond borders, and use every available tool to share your vision with the world.