The United States will soon host its initial extensive exhibition of Ethiopian art spanning centuries, with the grand finale scheduled to take place at the Toledo Museum of Art (TMA) and incorporating non-fungible tokens (NFTs).
In June, TMA revealed that the Ethiopian art collective Yatreda, which operates on blockchain technology, will serve as their second digital artist in residence, succeeding the Nigerian-based NFT luminary Osinachi’s residency in 2023. Yatreda will present a unique installation within TMA’s version of “Ethiopia at the Crossroads,” a collaborative exhibition involving TMA, the Walters Art Museum in Baltimore, and the Peabody Essex Museum in Salem.
The contribution by Yatreda, labeled “House Of Yatreda,” will showcase some of their renowned NFTs on loan and introduce an innovative series. This initiative aims to connect the historical artifacts exhibited in “Ethiopia at the Crossroads” with contemporary Ethiopian art.
Yatreda has begun integrating with TMA, immersing themselves in the tasks of this year’s extensive residency program by familiarizing themselves with Toledo, engaging in discussions with TMA’s curators regarding “House of Yatreda,” and guiding local artist Jordan Buschur. The residency will culminate this autumn with a Christie’s auction featuring works by Yatreda, along with Buschur’s debut.
The announcement of Yatreda as this year’s digital artist in residence arrived shortly after TMA unveiled its TMA Labs, a department dedicated to exploring new technologies including artificial intelligence, augmented reality, and Web3 to enhance data management and operational efficiencies.
Yatreda, as a collective, transforms Ethiopia’s often overlooked history and national pride into animated black and white photographs depicting historical tales minted exclusively on Ethereum. Ethiopia stands as one of only two African nations that resisted colonization. The annual Adwa Victory Day celebrates their triumph over potential colonizers.
Kiya Tadele, the founder and leader of Yatreda, observed a lack of efforts to document Ethiopia’s history using means available to other nations, despite Ethiopians’ substantial pride. Yatreda’s name, a blend of “fence” and “debt” in Amharic, was a childhood nickname given to Tadele based on a psychic’s prediction. Tadele, along with her sisters Roman and Suzy, and their associates, endeavors to merge Ethiopia’s past, present, and future through staged scenes that are then minted as videos on Foundation or sold through Christie’s.
Yatreda’s intricate work, meticulously researched by historian Roman and enhanced by the costume designs by Suzy, portrays contemporary Ethiopians adorned in regal attire and timeless poses, evoking the essence of “tizita.” The slow-motion animation in each artwork imparts a sense of vitality. Yatreda’s artistry thrives in the digital realm, embracing video and blockchain as their modern canvas.
TMA, pioneers in exploring the convergence of Web3 and art, previously staged a metaverse exhibition in Decentraland in 2021 and was the premiere institution to host a digital art residency for NFT artists. For this year’s program, TMA chose Yatreda to align with the theme of “Ethiopia at the Crossroads.”
The expansive exhibition, which spans 2,000 years of Ethiopian history through 200 artworks, has garnered acclaim from various publications. Displaying artifacts ranging from the Kingdom of Aksum to contemporary pieces by Ethiopian-American artist Julie Mehretu, the show debuted at the Walters Art Museum, continued at the Peabody Essex Museum, and concludes at TMA from August 17 to November 10. TMA’s installation will highlight Yatreda’s notable works alongside the premiere of the Abyssinian Queen series.
As the residency progresses, Yatreda has engaged with Toledo’s community, explored the museum’s resources, and envisioned “House of Yatreda,” an immersive experience that includes traditional coffee ceremonies, significant in Ethiopian culture.
Collaborating with contractors, TMA is developing a platform to enable visitors to collect the Proof of Attendance Protocol artworks and other NFTs released by Yatreda and Buschur throughout the fall.
Blockchain technology has revolutionized the art world, providing artists like Yatreda the opportunity to create ephemeral works and fostering a sense of belonging. Tadele envisions technology as a means to establish a true home for art, characterized by continuity, preservation, and ownership.
The future of Toledo as a Web3 hub remains uncertain, awaiting further developments.