We had the good fortune of connecting with Farida Amar and we’ve shared our conversation below.
Hi Farida, can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
SOVO// Projects is an independent art collective. I prioritize building trust with our contributing artists and supporting their personal development by providing resources and materials they need to create and facilitate collaboration throughout the creative production process. SOVO// Projects specializes in experimental analog arts — film photography, films on film, writing, performance art, graphic illustration, typography, printmaking — and offers opportunities for this kind of work to be published, exhibited and appreciated by the public on a regular basis.
The Arts is an industry that is not led by the artist; therefore artists learn early on to put their guard up because they’re told they are no good, they are wasting their time, that it’s not worth the effort, or even worse, directly lied to and taken advantage of. Someone needs to remind the non-artists, determining the course of the art world, that art comes from artists. My main job here as Creative Director is to remind living artists that they have value, they are seen, and inspire them not to give up. Any time not spent taking care of an artist directly here at SOVO// Projects, you can find me advocating for them elsewhere.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Best restaurants in Los Angeles are Elf (elfcafe.com), Dune (dunekitchen.com), Destroyer (destroyer.la) and Sqirl (sqirlla.com). Most beautiful place to spend a lazy afternoon is the Huntington Gardens (huntington.org/gardens), or at the Getty “Off the 405” music series. There used to be a lot of nice underground parties, but most of them are shutdown now because of COVID. Top galleries to check out are Charlie James Gallery (cjamesgallery.com) and Residency Gallery (residencyart.com); best bookstores for art books are ARCANA (arcanabooks.com) and Hennessey & Ingalls (hennesseyingalls.com). LA has a lot to offer and if you can’t find what you’re looking for, you just have to drive 20 minutes in any direction and you’ll be in a whole new cultural landscape.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would like to acknowledge the team of artists currently volunteering their time to help with the day to day operations and managing the administrative responsibilities of this epic undertaking. Andru Perez, Kythe Heller, Caroline Coxe & Jack X Proctor. I would like to thank my parents, John and Carmella Amar, who finally gave up on trying to convince me to “get a real job.” They have been very encouraging and supportive while I navigate the design and construction of this collective.
All images courtesy of SOVO// Projects.