In this photo, emerging Inuk artist and musician Tony Eetak reflects on the visible vault during a workshop at Qaumajuq and the Winnipeg Art Gallery. Since 2021, Art Borups Corners and the Winnipeg Arts Incubator program have been supporting artists and communities across Manitoba, northern Canada, and internationally, seeded with support from the Canada Council for the Arts.
For artists and arts organizations alike, communication is more than just getting the word out—it’s about building relationships, cultivating creativity, and amplifying the voices of communities. From planning impactful events to curating transformative exhibits, effective communication in the arts creates opportunities to connect with audiences, funders, and collaborators. But for small, rural, and northern arts programs, where resources are often limited, the need for strong communication strategies is even more pressing.
In Winnipeg, artists Jamie Bell and Tony Eetak are leading a program designed to address these challenges head-on. Through mentorship and capacity building, they’re helping smaller arts organizations embrace participatory storytelling, arts-based methodologies, and new technologies. It’s an approach that combines creative expression with practical skills, equipping communities and organizations to thrive in an challenging and increasingly disconnected sector.
Communicating the Story of the Arts
“Artists have the power to change the way people see the world,” said Jamie Bell, a longtime interdisciplinary artist and mentor. “But too often, their stories don’t get told, or they get buried in technical jargon that makes them inaccessible. We’re focused on helping arts programs communicate in ways that are authentic, engaging, and, most importantly, human.”
For many smaller arts organizations, particularly in rural and northern areas, effective communication can make or break their ability to attract funding and audiences. The focus of their program this fall and winter emphasizes the importance of crafting messages that resonate emotionally and culturally—whether through advocacy campaigns, social media, or personal storytelling.
“When we work with a community program, the first thing we do is listen,” Bell added. “We ask: What’s the story you’re trying to tell? Who are you trying to reach? Once we have that foundation, we can build a strategy that amplifies their voices and gets them the recognition they deserve.”
For emerging Inuk youth artists Tony Eetak, who has been working with music and participatory storytelling, he believes that strong communication isn’t just about promotion—it’s about creating connections.
“Good communication is like good art,” Eetak said in Inuktitut, his first language. “It’s about building relationships. It’s about making people feel something. We’re learning that whether it’s a festival in a small town or an online exhibit that reaches thousands, the goal is the same: to connect people to each other and to the stories that matter most.”
One of the program’s cornerstones is teaching artists and organizations how to plan and execute impactful events. For many smaller arts programs, local events are often the only way to showcase their work, build trust with their communities, and secure much-needed funding.
“Event planning is an art form in itself,” Bell explained. “It’s not just about logistics. It’s about creating an experience that resonates—something that people will remember and talk about long after the event is over. And this year we’re going to explore some ways to do that differently.”
From local exhibits to online showcases, the Winnipeg-based team works with organizations across multiple regions to design events that align with their missions and engage their audiences. A key focus is helping programs develop sustainable practices that ensure their events not only succeed in the moment but also contribute to long-term goals. Last summer, they supported the co-convening of an international session for the Arctic Congress in Bodø, Norway with support from the University of the Arctic.
“When you’re in a rural or northern community, every event matters,” Eetak said. “Especially for us youth. These are the moments when people come together to celebrate, to connect, and to be inspired. If we can help make those moments even more meaningful, we’re doing our job.”
Curating Stories That Matter
At the heart of this year’s program is the belief that every artist and organization has a story worth telling—and that curation is the key to bringing those stories to life. For many rural and northern communities, access to professional curatorial resources is limited or non-existent. That’s why the program focuses on developing in-house skills, empowering organizations to create high-quality exhibits that reflect their unique perspectives.
“Curation isn’t just about arranging art on a wall,” Bell said. “It’s about creating a narrative. It’s about elevating the voices of the people and communities behind the work. When done well, effective curation can better connect with and transform how people see and understand the world around them.”
For Eetak, who has curated exhibits across Manitoba, Northwestern Ontario and beyond, the process is deeply personal.
“Curation is about honouring the stories of the people who create the work,” Eetak said. “It’s about making sure our voices are heard in ways that are meaningful and impactful. That’s especially important in northern and rural communities like ours, where art is often rooted in the land and the lived experiences of the people who call it home.”
For arts organizations in a post-pandemic world, the real challenge isn’t just adapting to change—it’s finding ways to thrive while staying connected to their communities and their stories. Bell and Eetak’s program takes a hands-on approach, empowering organizations to blend communication, event planning, and curation with cutting-edge tools like participatory storytelling and technology.
“This isn’t about chasing trends—it’s about finding the best way to amplify what makes an organization unique,” Bell said. “When we help someone plan an event or curate an exhibit, we’re helping them craft something that resonates deeply with their community and lasts far beyond the moment.”
Eetak sees the work as deeply rooted in building connections. “When artists and organizations have the tools to share their stories in their own way, it’s transformative,” he said. “It’s not just about being seen—it’s about feeling understood, and that can inspire communities to take action, dream bigger, and collaborate in ways they never imagined.”
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