Aïsha Deme, a specialist in Senegalese arts and culture, embodies the new generation of entrepreneurs who are turning passion into a driving force for development. Founder of Siriworo, a cultural engineering structure, Aïsha invites us to discover her path, from IT to the promotion of Senegalese and African art on the world stage.
From science to culture, a bold shift
Aïsha Deme’s background is far from the beaten track. A scientist by training, she began her career as a computer specialist in the banking sector for almost 15 years. However, an all-consuming passion for art and culture, nurtured since childhood through exhibitions, concerts and theaters, prompted her to make a radical change. Noting the absence of a platform dedicated to promoting cultural events in Senegal, she decided in 2009 to co-found Agenda Dakar.
This shift, while risky – leaving a stable job for the uncertainty of entrepreneurship – was motivated by a deep conviction. Aïsha and her partner, both “dreamers” and driven by passion, took the plunge with a certain naivety. The beginnings were tough: two years without a salary, running on their own savings, in the face of reluctant advertisers. “It was a disaster,” she admits, stressing the importance of a solid business model from the outset.
Agenda Dakar, a pioneer in digital cultural promotion
Agenda Dakar, Senegal’s first online cultural agenda platform, was a pioneering initiative for its time. Aïsha put her heart and soul into her work, learning new skills on the job: researching information, writing columns and interviewing artists. In the end, her hard work paid off: the audience grew, thanks in particular to the World Festival of Black Arts in 2010, when Agenda Dakar became the reference for information on events.
The platform attracts sponsors and subsidies, enabling the company to recruit a team and develop new projects. After five years, the company had twelve employees and was at the top of its game. Aïsha then decided to hand over the reins to devote herself to consulting, although the platform sadly ceased to operate thereafter. Despite this, her community, initially built around Agenda Dakar, remained loyal to her, constantly calling on her for cultural recommendations.
The “survival kits” of the Dakar Biennale
True to her passion, Aïsha continues to create content for her community via her social networks. In particular, she is developing “survival kits” for major Senegalese cultural events, such as the Dakar Biennale and the Saint-Louis Jazz Festival. These kits, whose name underlines the complexity of these events, provide essential practical information: dates, venues, recommended artists, accreditation procedures and accommodation advice.
“People don’t know what we think is obvious and what we don’t communicate,” notes Aïsha. These guides have become indispensable to local and international visitors alike, demonstrating their crucial role in democratizing access to cultural information.
Siriworo, a consulting agency dedicated to art
Aïsha’s transition to consulting came naturally, at the request of artists and organizations who recognized her expertise in communications and project management. With Siriworo, her cultural engineering structure, she supports artists (musicians, visual artists, filmmakers) and institutions in structuring, organizing and mobilizing their creative initiatives.
Its approach is guided by rigorous ethics: it only commits to projects where it can guarantee excellence. This requirement has enabled her to build up a solid credibility in Senegal. Her advice to young artists is clear: prioritize communication, surround yourself with the right people so you don’t do everything on your own, and make yourself known to key players in the sector (gallery owners, curators) while using social networks to reach the public.
An expert look at the rise of African art
Immersed in the art scene since 2009, Aïsha Deme is a privileged observer of the evolution of contemporary African art. She notes an “incredible bubbling” of creativity on the continent. Although recognition of the visual arts in galleries is still a challenge, she observes a clear progression.
Today,African art is a major source of inspiration for the whole world. From Chanel shows in Dakar to African fashion designers at Galeries Lafayette, the world is turning its attention to Africa. Aïsha attributes this boom to the intrinsic vitality of African culture, the absence of barriers thanks to social networks, and a new generation of uninhibited artists who assume their identity and connect globally. She sees a “craze for African creativity” that stands out for its blend of influences and its ability to reach a universal audience.
An ongoing commitment to the future of African culture
Beyond Siriworo, Aïsha Deme co-founded Music in Africa Foundation in 2012, an initiative aimed at boosting the African music industry and fostering connections between artists on the continent. She served on the board for five years, including two as president, in a very male-dominated environment.
For the future, Aïsha has a number of personal projects, including taking over a cultural incubator and setting up a fund for artists. She also continues to informally mentor young artists and women entrepreneurs across Africa, looking for ways to formalize this support. Her objective is clear: to support the transmission of know-how and contribute to the structuring of a sector which, she is convinced, has unlimited potential.
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