History. Identity. Diversity.
The Greatness Exhibition is a two-part visual experience comprised of a series of 28 portraits and a documentary film. This provocation illustrates some of the traits which bind the black African and caribbean Diaspora, whilst also delving into various cultural experiences, traditions and historical reference points, many of which are still prevalent today.
Brand identity, photography and film
The Exhibition is illustrated through four unique categories, Black don't crack, Black Love, Black Magic and Kings & Queens which together are commonly referenced themes. In showcasing the faces, bodies and mind-sets commonly excluded from mainstream media, this unapologetic display depicts both the historical and generational eccentricities of this community.
The challenge
All viewers must be able to identify, in some capacity with at least one person within the exhibition.
The aim
All themes must be presented in tangible way in order to accurately depict cultural and traditional references.
Part One: The Spectrum
STORM. "I am the third child of Adina and Joseph Elaine, who are from Barbados and came to London in 1957. I identify myself as Black British and one of the things I love about my community is socialising and doing voluntary work through my local church."
CHECKERS "I am the first child of Joyce and Simian Plummer and I was 13 when I first came to the UK, in the 80’s and I therefore identify as African British. One thing I love about being a part of my community is the vibrant culture and socialising and conversing with other like-minded people."
JOY "I first came to this country in my early 20s with my husband at the time. We later sent for our three children from Jamaica and had our fourth shortly after they arrived. I have now been in this country for 57 years. One thing I love about being a part of my community is going to church, keeping active and spending time with my very large family.”
SKIN DEEP. Vitiligo is a long-term incurable skin condition where the melanin cells (melanocytes) in the skin are destroyed, creating often irregular pale patches of skin. This skin defect can occur on any part of the body, often causing symmetrical pigmentation and also altering the colour of the hair in the region to grey or white. While this condition can be congenital and hereditary, it can also develop at any point in a person’s life.
LOC'D. The earliest examples of the dreadlock hairstyle can be traced back approximately 2,000 years to Ancient Egypt, however today it is more commonly associated with Jamaica, Bob Marley and Rastafarianism. In Jamaica, this style became a symbol of resistance for ex-slaves against the Eurocentric ideologies forced upon them and also an expression of spiritual convictions. This hairstyle is now commonly worn as a fashion statement by many.
KENTE. Kente cloth is a hand-woven fabric made by Asante and Ewe weavers in Ghana. The cloth was introduced to Ghana via West Sudan during the 16th century. Elaborate variations of the cloth were custom made specifically for the wealthy chiefs, with simpler designs worn by general citizens. What was once black and white geometric patterns developed into bright divisions of colour through the use of dyes from various plant-based sources.
BEARDED. The term ‘Hyper-masculity’ refers to the over- exaggeration of stereotypes associated with men, with an emphasis on physical strength, aggression, high libido and emotional detachments. This can therefore create an unattainable idea for the majority of men, and can have extremely negative implications for those who try to emulate it.
DEFINE. Britain’s mixed-race population has grown dramatically according to the 2011 census which revealed an increase in the UK from 1.4% in 2001 to 2.2% (1.2 million) in 2011. Identity is a complex and multi-faceted concept for many. With the largest mixed community being of White and Black Caribbean heritage, the predictions are that by 2050 the majority of the population living in the UK will be from a mixed background.
YEMOJA. Yemoja is recognised as an Orisha (deity) in the Yoruba tradition in Nigeria. Her name translates as ‘Mother of the Fish’ and she is also known as the ‘Goddess of the Ocean’ and the ‘Queen of the Water’. According to the popular beliefs, all the rivers, lakes and sea flow from her and she therefore represents healing, birth, motherhood and creativity and is strongly connected to the Earth and nature. Her place of birth, at the start of the Ògún river in Takua land, is now a popular pilgrimage destination.
BANTU. Bantu knots are a hairstyle originating among the Bantu groups of southern Africa. The term refers to the 300 – 600 ethnic groups that all speak a dialect of the Bantu language. While today it is commonly used as a hairstyle, its cultural significance makes it much more than just a fashion trend. When worn by black women with natural hair it is often seen as a symbol historically connected to unity.
GENES. On average, siblings who have the same mother and father share 50% of their genes, with the exception of identical twins, who share 100%. While this percentage can fluctuate depending each sibling’s genetic combination, there can still be a strong resemblance in facial features.
ISLAND GIRL. The first carnival in the UK was held in London only five months after the race riots on January 30th, 1959 in an attempt to ease social and cultural tensions between black Caribbean and white communities throughout the capital and was televised by the BBC. What became known as Notting Hill Carnival is now an annual event celebrated on the last bank holiday weekend of August on the streets of West London.
PRESENCE. Albinism in humans is a congenital disorder that affects the production of melanin pigments in the skin, hair and eyes. Most people with albinism have blue, green or light hazel eyes and it is commonly coupled with vision impairments. This condition occurs in all racial groups throughout the world. Besides having a higher risk of developing skin cancers than the general population, people with Albinism tend to lead a normal life.
TRADITION . “We first met in 1992 at a concert where I was performing. She was giving out flyers, so I went over and spoke to her briefly. I didn’t see her again until a few years later at another concert. This time, I took her number and we spoke over the phone, then dated for a while and the rest is history! We got married and now have four children.”
BOUND. "We met four years ago in our first year of university at a Taekwondo class. I didn’t actually like him at first, I thought he was too boastful. I could hear him talking behind me and I kept thinking “Who is this guy?!” But then we got speaking and yeah, now I can’t imagine life without him”
SOWN SEED. "We are expecting our second child only a year after having our first. It has been challenging but also the biggest blessing and we are both so excited.”
PASSION. “We met when we were 17 during the blackberry messenger era. I used to meet her every morning and take her to her college, then travel to the other side of London to my own college. I had never felt an attraction or stimulation like that before. As I got to know her better I became drawn to her aura, and I've never looked back.” Since this project, Darnel and Camille celebrated their engaged and have a beautiful son.
Part 2: Black in today’s Britain
The Day
The Greatness Exhibition aimed to challenge the conventions and entertainment demands of popular culture by showcasing not only the physical traits but also the voices of a select group of people, within this community. By highlighting these themes without any mention of adversity is extremely refreshing and demonstrates a more extensive perspective on representation.
The Process
The planning and preparation of this project was fundamental in maintaining consistency and ensuring the smooth running of the production. The development of concepts, planning, advertising and creating the installation were carried out simultaneously and the majority of the photography was done in my home studio.
Marketing assets
What People Are Saying
“What we really need is a culture of peace. We must become that new generation of peacemakers.”
— Benjamin Zephaniah (Writer and Poet)
“It is not our differences that divide us. It is our inability to recognise, accept and celebrate those differences.”
— Audrey Lorde (Writer, Feminist, Civil Rights Activist)
Success
Based on the feedback from viewers, the exhibition had been successful in fulfilling the initial aim and had also created a safe hub where people could network, discuss their own experiences and engage in self-reflection.
Attendees: 191
Roles and responsibilities
Concept
Brand identity
Photography
Videography
Editing and retouching
Marketing
Copy writing