Malagasy Arts Could Drive Economic Growth

Madagascar is often called the “Eighth Continent” because of its unique wildlife and spices like vanilla. But its artistic contributions have historically stayed in the shadows. Now, a growing movement suggests that culture could eventually become a major economic driver for the island nation.

Joël Andrianomearisoa, the first Malagasy artist to represent the country at the Venice Biennale, admits the nation is “not on the list” of cultural powerhouses. He notes that for many years, the country simply did not prioritize its creative sector.

“During many years, of course, we forgot, and we didn’t take care about this idea of culture. We didn’t put culture as a priority,” he says.

Government funding remains scarce. However, Andrianomearisoa sees a shift among private players. Local collectors are emerging, and artists are adopting a more global outlook. “We are growing,” he says. “We are in the process to get there.”

A Hub for Modern Expression

Andrianomearisoa channeled his post-Venice energy into Hakanto Contemporary, an exhibition space in the capital. The center opened in 2020 with backing from Hasnaine Yavarhoussen, CEO of Groupe Filatex. The artistic director is known for his paper installations, but his focus now is on building a community.

The growth has been tangible. About 100 people attended the opening in 2020. By July, up to 1,500 people came to see a exhibition by photographer Pierrot Men. This proves that the idea “art is important” is taking hold.

Perhaps the most promising statistic is the audience itself. Andrianomearisoa reports that 80% of visitors are Malagasy, mostly between the ages of 15 and 25. They return often.

“This is the most important thing,” says Andrianomearisoa. The space is inspiring a new generation to consider careers in the arts, moving beyond the status of a passing trend. “We are not just a trend – we are part of the diary of the people.”

This surge in local interest suggests a fundamental shift in how the next generation views their own heritage. For years, cultural value was often dictated by foreign buyers or tourists, but now the domestic market is beginning to define its own worth. If this momentum holds, the creative sector could offer a viable livelihood for thousands of young Malagasy people who previously saw art as a hobby rather than a career.

Bringing History Home

To sustain this growth, the reliance on private collectors must increase. Yavarhoussen exemplifies the impact a single patron can have. When he met Andrianomearisoa in 2018, he knew “nothing about Malagasy art.”

“I was just collecting in order to collect,” the businessman says. “I didn’t even really realise I had a collection.”

That has changed. Yavarhoussen is now actively buying modern art to bring back to Madagascar. He highlights the country’s deep history with photography, noting that Madagascar was the first country in Africa to receive the technology. His collection includes pieces dating back to roughly 1860.

His efforts also extend to royal history. He purchased portraits of the 19th-century royal family, including a 1899 painting of Queen Ranavalona III. These works have been displayed at the Rova of Antananarivo, the historic “Queen’s Palace.”

Controversy at the Queen’s Palace

The Rova is a central attraction. Destroyed by fire in 1995, it was rebuilt to its original design and reopened in 2020. It draws about 30,000 visitors annually.

The restoration was politically sensitive. The former president, Andry Rajoelina, renamed it the Palace of Madagascar to promote national unity. It is often the first stop for tourists before they head to wildlife tours.

However, not every addition was well-received. Rajoelina built a mock Roman Colosseum on the grounds, replacing a sacred Merina bathing pool. A court order has now slated the strange structure for demolition.

Despite the architectural missteps, the restored palace highlights the potential to diversify tourism. Lemurs remain the primary draw, but the arts scene is proving that the island has more to offer.