Art and Marketing Challenges in Calabar Metropolis: Issues Facing Contemporary Studio Artist

Cross River State, located in the southern coastal region of Nigeria, covers an area of approximately 23,074.425 square kilometers and has a population of about 2.6 million people. Its capital city, Calabar—along with other major towns such as Akamkpa, Ikom, Ogoja, Ugep, and Obudu—plays a central role in the state’s cultural and economic activities. The city of Calabar is renowned for its rich cultural heritage, vibrant tourist attractions, and distinctive culinary traditions. However, despite these cultural riches, the visual arts remain significantly underdeveloped within the metropolis. This study investigates the challenges of art marketing within the Calabar metropolis, specifically through exhibitions organized by notable Calabar art schools, galleries, and professional exhibition collectives. Utilizing a qualitative research approach, the study relies on both primary and secondary data sources, including interviews, journals, and exhibition catalogues. The research reveals that studio artists in Calabar produce artworks that meet contemporary art standards, particularly in areas such as visual improvisation, experimental expression, and technical mastery of diverse media. These works are widely appreciated by audiences, who describe them as beautiful, innovative, and of high quality. However, despite this favorable reception, there is a consistent issue: most spectators are unable to afford the artworks they admire. This is largely attributed to the economic structure of Cross River State, which is primarily sustained by civil service employment, offering limited disposable income for luxury purchases such as art. As a result, the study identifies that the central marketing challenge facing studio artists in Calabar is not the ability to create or innovate, but the lack of art collection and patronage. The issue lies more in the economic limitations of potential buyers than in the quality or relevance of the art itself. Therefore, the study recommends that artists, curators, and gallery owners seek strategic collaborations with governmental institutions, private sector stakeholders, and international organizations. Such partnerships could create more robust platforms for art promotion and sales, thereby enhancing the sustainability of studio practice within the metropolis and beyond.