South Africa, 4 March, 2024 - Stemming from its commitment to empowering youth through creativity and self-expression, BIC announces the launch of its first-of-a-kind art gallery in the Metaverse in Africa. The launch is an extension of the company’s flagship art competition, Art Master Africa, that aims to encourage talent to express themselves through art using the BIC ballpoint pen.

The Art Master Africa Metaverse gallery is live and available to view here. Throughout the year, the gallery will showcase artwork of artists from across Africa. Gallery visitors will have the opportunity to immerse themselves in the creative work crafted with the iconic BIC Cristal ballpoint pen. The Art Master Africa metaverse gallery brings together the mystifying charm of creativity and the strength of technology and innovation, bringing the work created by African talent to life.

Expressing his excitement, Gregory Alibaux, Marketing Director for Middle East and Africa at BIC, said: “We believe in the importance of self-expression, and art is a form of that. Art Master Africa is our flagship art competition that aims to give local artists exposure in the region and beyond. We have witnessed astonishing talent in Africa over the years, and are launching the metaverse gallery today as a result of that. The gallery creates a space for artists to exchange experiences and interact with art enthusiasts, and hopefully sell their art there in the future.”

This year’s collection will include work done by Astral Msekeli, Cassius Kgaphula, Romeon Mwiseneza, Thuso Modikela, and Brandon Ponen amongst other talented artists.

This year, the sixth edition of Art Master Africa will kick off in Africa and the Middle East. Every year, participants are challenged to create captivating artworks aligned with a central theme, using BIC ballpoint pens. This year’s theme, Ubundu[1], or One Africa, encourages participants to depict their understanding of interconnectedness and the importance of community; showcasing the diversity of Africa and the importance of unity.

The Art Master Africa competition continues to be a platform for thousands of African artists to showcase their creativity and gain much-needed exposure. Through this initiative, BIC consistently celebrates the creativity and originality of artists who find great inspiration in creating masterpieces using BIC’s products, underscoring the brand’s commitment to bolstering human expression.

[1] The Ubuntu concept is a philosophy that emphasizes the interconnectedness of all people and the importance of community. It is a term that originated in Sub-Saharan Africa and has since been adopted and celebrated around the world. The Ubuntu concept is often summed up by the phrase "I am because we are”. This phrase highlights the idea that individuals are not only defined by their own accomplishments and  characteristics, but also by their relationships and connections with others.