Arleb by Nabad interviews Daniel Georr, ITS Chief Creative Officer. Georr worked for 18 years in multinational agencies, from Lowe, to BBDO and McCan Ericsson, a career that led him working on the biggest brands in the world such as Coca-Cola, Pepsi, McDonalds, BMW, and L’Oreal. Throughout the years, he was rewarded many times on regional and global levels, and in very prestigious advertising competitions such as Cannes and Links. He finally built his own agency company that is now growing in the Middle East.

Arleb by Nabad – What is, according to you, the impact of the Beirut blast, the socio-economic crisis, and the pandemic crisis in Lebanon on local arts and culture?

Daniel Georr – It is said that artists are very sensitive, that they create their best work while in pain, that they suffer but also see the suffering of others. What I am trying to say is that art has a strange way to find itself in the rubbles and the suffering of the human being. I think Lebanese artists will start producing their best work in the coming years.

Arleb by Nabad – How do you think Lebanese artists and creative enterprises will or should face this multiform crisis, and what are the new challenges that are ahead of them?

Daniel Georr – Artists and creative enterprises are two different beasts, they live, breathe and grow in different ecosystems. While the artist expresses his feelings most of the time, enterprises use art as a business and their feelings are more of a client’s brief. I think local artists have to find sources of inspiration in their inner souls, in times where everything around them seems to tell a story, all they have to do is listen, watch and do…

The art market on another hand will be in a crisis, thus the need of a platform that can sell their work. As for the creative enterprises, we have to let the storm pass, try to survive it, those of us who will, might find great opportunities in markets outside Lebanon, since Lebanese creative hubs will be cheaper and more competitive due to the economic downturn. 

Arleb by Nabad – What are, according to you, the mid-term and long-term solutions to this crisis?

Daniel Georr – The biggest problem art is facing in Lebanon is not the current multiple crisis, but the lack of knowledge and culture. Lebanese artists are not exposed, they are not seen and not seeing enough. The sad truth is that Lebanon is facing its worst period when it comes to culture, and this is true on all levels. The solution… A political will from top down to expose, educate, share… But I don’t see it coming. 

Arleb by Nabad – What kind of support according to you is needed for artists/creative enterprises to sustain and pursue their work in Lebanon?

Daniel Georr – Money was never the reason for artists to produce great work. I think our artists need different kinds of support, they need to be exposed to other artists and to their art, to the way they work, the way they sell, the way they get inspired. In other terms, they need professional guidance and experience.

Arleb by Nabad – What specific roles do arts and culture play in cultural resistance/resilience in Lebanon?

Daniel Georr – Art was and will always be the best expression of people’s anger, disgust, dreams and hopes. There is an obvious role for art to play, and that is to reflect the feelings every citizen is having, and to help the country fight, win, and then heal.

Arleb by Nabad – What is your outlook for the future? Where do you think we are heading regarding developments in art, politics, and cultural resistance/resilience?

Daniel Georr – When we are deep inside a tunnel, everything seems black, darkness becomes heavy and claustrophobic, but even when you see nothing, you know that there will be light at the end of the tunnel. In the medium to long terms, I am optimistic, we will have our «renaissance», but meanwhile, God help us.

Arleb by Nabad – Finally, what is your message to the emerging and marginalized artists in Lebanon?

Daniel Georr – No one is coming to help, only your work will save you. So look around, there is inspiration in every corner, create work that shines, light up the tunnel, lead the way out of it.