Art conference sheds light on all shades of creativity and business

An experienced Shellharbour art identity is behind the second summit inspiring the region's artists on how to expand their talents and step into different industries and build profitable businesses.

Emma Veiga-Malta knows full well the struggles creatives face trying to cross the line from exhibitionist into business venture. Born in Malawi, Africa, and raised in the English countryside, Emma spent years immersed in the European art scene.

She was an artist for more than 12 years, exhibiting in London and Geneva until coming to Australia 16 years ago. It is the same issue worldwide, she says – “creatives have the discipline to put in the work but don’t know how to make money from what they have created”. 

Now Shellharbour City Art Society’s vice president, Emma combined her illustration skills with those gained over the years as a fabric designer to pivot in 2015, transitioning from artist into custom video-backdrop designer and brand designer.

“I started designing artistic backdrops and media walls for expos and events, to replace the typical wall featuring a sea of logos,” she said.

During the pandemic, Emma found herself in a new area, creating backdrops for video meetings which were in such high demand at that time. Webinars and zooms during the pandemic led to her designing unique artistic backdrops for clients who wanted something more stylish than their kitchen or bedroom in view.

Emma specialises in strategic brand design incorporating full brand identities, logos, corporate analysis and brand strategy, her hand-illustrated client deliverables setting her apart. 

“Art has been the thread that has run through all of my businesses,” she said.

Her success inspired Emma into mentoring other creatives on how to utilise their talents. She started The Creative Business Summit, which is in its second year and will be held at the Kiama Pavilion on July 30.

The event was such a huge success last year and Emma is expecting it to be sold out as ticket sales are nearly at capacity. There will be speakers and panel discussions on a wide range of topics including overcoming challenges, keeping pace with change and protecting copyright.

South Coast comedian Tamara Campbell from The Laughter House Entertainment Agency will be one of the much-anticipated speakers on the day. 

Emma credits the Shellharbour City Arts Society for helping her to reignite her passion for fine art practice. After moving from Sydney, she was focused solely on her design business and found the creation of her own artwork had stalled.

Three years ago, she met women from the society and was encouraged to join. Her most recent exhibition at Kiama’s Old Fire Station featured her life drawings as well as paintings featuring her fascination with blue and white ceramics and porcelain from around the globe as well as a section focusing on green and pink florals.

Emma says she favours creating her artwork in colour thematically.

For more information, visit the summit website or follow @the_creative_business_hub and @the_creative_business_summit