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Project Manager

Iman Zaki

Reflection for Arts, Training

& Development Director

Ahmed Abu Elnasr Eldeeb

Torraha Organization Manager

Azza Mandour

Rassef Initiative Manager

Osama Elhawary

Forum Coordinator

Mohamed Ragab

Volunteers Coordinator

Ayman Elgohary

This project is implemented by

• J Reflection

Arts, Training & De v-e ... opment

Funded by: SouthMed CV's p.artners:

Social media Editors

Mennah Maher-Maged shabaan

Logistics Officer & Media Coordinator

Mamdouh Mabrouk

Legal Advisor

Eslam Salama

Financial Manager

Mahmoud Abd Elkader

Visual documentation

Kirolos Yakoub

Special thanks from the project

members to all organizations &

individuals who collaborated with

us to implement this project.

In partnership with

•

This project is eo-funded by the European Union within the framework of the regional programme Med Culture .

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General background

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Reflection for Arts, Training and Development

Reflection's Mission

Is a non-governmental and Cultural Civil Society not for profit

organisation, Registered in the Egyptian Ministry of Social Solidarity.

Reflection seeks to enhance the cultural life of Alexandria's residents

and visitors through its contribution within many other efforts to give

the city the opportunity to occupy its past international cultural fame in

a contemporary framework in terms of the multiplicity and

diversity of cultural resources.

Generating opportunities to create various artistic contemporary practices for people to

experience the creativity of individuals I groups.

Reflection's aims

• Creating a sustainable platform for artistic experiences and knowledge exchange, locally and

internationally.

• Providin,g means of support for artists to enhance their career and facilitate their practices.

• Managing a multi-cultural purpose space in order to provide it to creative individuals for

their trainings, rehearsals, performances, shows and exhibitions.

General background

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• Cooperate and/or coordinate with other organisations, initiatives and/or projects within

presenting artistic practices and/ or productions.

• Providing arts managerial consultancy for other initiatives, projects, or organisations.

• Contributing in building knowledge capabilities of arts management, arts market and the

creative economy.

Reflection's Objectives

What Reflection provides to enhance the cultural life in the city is working in parallel on

three overlapped axes that are;

• Exchange experience and knowledge in the fields of visual art and performing arts.

• Establishing and managing a multi-cultural purpose space.

• Conducting researches and translations within two main fields in parallel;developing

artistic training methods for performing arts, and arts management practices, especially in

arts' market and economics.

For more information please visit

www. reflectionart. org

About Perform

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Recently, arts' groups within performing arts' fields as

theater, music and dance are facing major problems due to the lack

of productions, and art spaces and venues for reaching diverse

audiences, as well as the very limited financial resources. Moreover,

the insufficient professionalism in managing performing arts has

a great impact on their sustainability. Also, lack of the ways of

connectivity and collaborations between artists locally, let alone

internationally, may lead to a negative impact on their capacity

development, either artistically or managerially. As an answer to

these problems 'PerForm' intends to work with these groups in order to strengthen

implementation and development of performing arts in Alexandria, Egypt.

Concept

Reflection for Arts, Training and Development (NGO) established PerForm to meet the

needs of performing arts groups, support them to realize and implement their visions, and build

sustainable practices; these would be by providing consultancy and administrative support,

through offering effective mix of training programs and cultural exchange in order to support

the capacity building required for the development of their artistic work, as well as increasing

access to performing arts through developing audiences. Moreover, assisting in providing fund

at strategic moments and that will be in partnership with cultural organisations in order to

generate opportunities for those artists through stressing on the power of building connections

and cooperation via small coalitions to face financial and administrative challenges and supports

the growth by interdependence and ~collective strategies of survival.

About Perform

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Aims • To empower, strengthen the capacity and visibility of the independent performing arts groups

in Alexandria.

• To create more sustainable, viable, diverse and vibrant performing arts life, which will have

greater impact on developing the whole cultural scene in the city of Alexandria.

• To reach out new spaces, partners and investing the accumulative successes of the groups in

widening audience segments.

Strategies We are committed to make the arts more accessible to a wide range of people, and promoting

the work and contribution that all artists make to the quality of life in Alexandria. We believe

that this will be achieved by providing services and by nurturing and promoting local artists and

arts organisations through:

• Offering advocacy in the field of managing community arts projects, programs and initiatives.

• Provide the required knowledge to produce arts projects.

• Generate shared learning and skills-transfer.

• Build strategic partnerships with artists, arts organisations,. agencies, and local and

international bodies.

• Assist in finding potential sources of fund and markets to the art projects.

• Assisting in coordinating and facilitating arts activities

• Providing administrative support, fundraising·, marketing and promotion to various

performing arts groups.

About Perform

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Target groups

• Performing arts groups

• Individuals who are performing arts managers or have the passion to build their career within

this field.

• Independent performing arts organisation

• Organisations that are using performing arts within their projects and/or initiatives.

The project focuses on those target groups who are based in Alexandria with an available chance

for some others from other Egyptian governorates.

Main Partners Suppoting organizations

SWEDISH INSTITUTE ALEXANDRIA

Collaborated organizations

••••••

d!J ai 2 , uJ ~I d!4i~ L'Atelier D'Aiexandrie

Groupement D'Artistes et D'Ecrivians

C I amaa r s t u d i 0

r •

About Perform

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Activities In order to achieve the objectives of the project, the project took a number of activities and

events. The project organized a number of orientation sessions about the project, its objectives

and how to join it, addressing a number of artists and representatives of the organisations who

fall within the target group. This was in a number of related places, Geographically in the city of

Alexandria, as well as the diversity within the target segments.

The project had launched its call for candidates to join its training program on August 4. Then,

29 application forms had bee submitted until the closing date on August 16, 2017. On August 18,

the project announced the accepted 15 participants who attended the first workshop but only 12

participants had shown commitment to all subsequent training stages.

The training workshops were generally divided into 3 phases. The first phase began with the

hosting of the Goethe Institute for a total of 45 hours divided into 9 days from 20 to 30 August

2017. The second phase began on 23 and 27 October with a total of 25 working hours. The third

phase began on 6 till 10 November 2017 with a total of 20 working hours, and it is worth to

mention that the last two phases were hosted by the Jesuit Cultural Center. During the inter­

workshop periods, several individual meetings were held to follow up the development of each

participant's work on his/her project. Each participant, who completed the training, had been

awarded a certificate of attendance and completion of training.

The workshops were conducted by:

o Ahmed Abou Elnasr Eldeeb

(principal trainer, who developed the workshop plan and phases)

o Nora Amin

(Trainer on "Fundraising and Generating Income for Performing Arts Projects")

About Perform

o Maher Sharif

(The Importance and Methods of Creating an Artistic Archive)

o Islam Kamal

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(The importance and Methods of Audio/Visual documentation for Performing Arts

Performances)

o Abdalla Daif

(The experience of Gudran for arts & Development organisation -challenges and successes)

o Hassan El-Greetly

(The experience ofEl-Warsha Theatre Group- 30 years of challenges and successes)

These workshops were extensively covered by 90 hours of group

training and about 70 hour of individual follow-ups each of the

following topics:

1. ((Strategic planning for marketing and building audience for

performing arts projects"

2. ((Strategic Management of Resource Development for Art

Organisations"

3. <Resource Development and Income generation for Performing

Arts Projects"

4. ((Documentation and Archiving .. Why and How?"

5. ((Understanding Intellectual Property and Copyright"

6. ((Concepts on Cultural Policies"

7. ((Experiences in the management of performing arts groups"

About Perform

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Perform-arts.net , Website (Performing Arts Platform- an emerged project):

During the preparatory stages of the project, the

importance of mapping of the cultural and artistic

practices in Alexandria has emerged. The importance of

this process is that it can build a network utilizing assets

found in a community. and allow the community to

discover the resources that contribute to realizing the

uniqueness of the environment and qualities of that

place.

Perform-arts.net is a research project designed to

generate and analyze information on cultural uses and

practices in public and publicly-accessible spaces in

Alexandria (at present) and Egypt (in future strategic

stages).

About Perform

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The scope of this project is to create a valuable information database which maps out the

cultural use of public and private spaces across the city. This project will deliver an interactive

online database to locate and identify artists, performing art groups and their studios, as well as,

performing arts facilities, and relate,d associations, services, opportunities, information and

research resources, as well as communities related to performing arts such as local, regional and

international networks.

This Performing Arts Platform is accessible to the public and can be used by individuals,

organisations and policy-makers in the planning of any activities or events. Furthermore,

researchers are able to directly contribute to development of the platform by adding layers of

data obtained through their own research.

The Performing Arts Platform will allow arts practitioners to address challenges in the artistic

and cultural sectors through the assessment of cultural infrastructures across the city. Also, It

helps

improve the base of information on cultural assets in municipalities to inform a wide range of

planning decisions. Moreover, It helps build networks and stronger collaboration across a wide

range of cultural groups and activities.

Through innovative marketing methods, the Performing Arts Platform will be implemented by

engaging as many partners as possible.

About Perform

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the following figure explains the type of data that is collected and presented via

perform -arts. net.

perform-arts .net

About Perform

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Alperformagia is a forum whose activities are carried out in

partnership with the Jesuit Cultural Center from 13 to 21 December

2017. The organisations and groups involved in the project will

participate in planning and organizing this event. It consider to be a

non-academic and non-formal graduation project, as the trainees

-under the supervision of PerForm-. As the· trainees through the

forum practically practice the planning, preparation, implementation

and evaluation of the effectiveness of their capacity to work together,

which make it necessary and even mandatory to respect diversity, and

availability, these are some of the problems that we have observed

during our work, and this forum will consider to be an example of the

ability to solve many of these problems.

In addition to the diversity of the activities among the various

forms of performing arts, it is considered to be an award for all

participants after their long and relatively difficult journey of

training. The forum included 11 performances ranging from dance,

music and theater. 9 performances had been presented by the

participating groups and organisations, as well as two performances

to be hosted by the forum to enrich the diversity of the event.

About Perform

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The 11 participated performances are;

1. East for Arts Group, who presented '<.Ad'ook Tasjod"; which is a performance contains

Sufi-folk storytelling, music and singing. Directed by: Sherif Mahmoud. 2. Bikas &Ballas, who presented ((Bikas & Ballas 1 '~ which is a performance contains the arts of

pantomime and singing.

3. Qarar Ezala Band, who p~esented a concert and celebrated launching their new album

((Dour Mal'oob'~ Also, the music concerts presented storytelli~g art.

4. Nightmares for Performing Arts, who presented a theatrical drama play; ((The Case is Closed'~ directed by: Wagdy Hassan.

5. Noah Ship for Independent Theatre Group, who presented a theatrical drama play;

((Balad El-Mahboub'~ directed by: Tamer Mahmoud.

6. Chaos Group for Experimental and Contemporary Arts, who presented a performance titled

((Dystopia VR" , which contains dramatic performing and dance, directed by: Mohamed Farag

El-Khashab. 7. The Different Group for Performing arts, who presented a dance performance titled

((Rejected", and it is the production for the group, directed by: Mohame Osama Atta.

8. Alexandria Theatre Group, ~who pr~sented theatrical drama titled ((Night of the

disappearance of the eagle", directed by: Ahmed Askar.

9. Alex Scene Group, who presented the play ((Caligula'~ directed by: Ahmed Ezzat El-Alfy.

Meanwhile, on the first night the forum hosted the performance ((Resurrection'~ which is a

dance performance for LaMusica Independent Theatre Group, directed by: Nora Amin. On the

last night the forum hosted a dance performance titled ((Masculine Reflections, Presented

by Mr. Loser", directed by: Mohamed Foad.

About Perform

Meeting and discussions on the future of the Performing Arts

(Alexandria as a start)

Perform meeting was held on 24th and 25th Janu-

ary 2018, and organized by the project to:

• open communication and collaboration chan­

nels between performing arts groups and cultural

institutions in Alexandria.

• set diverse future joint plans for performing arts production.

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Perform

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• discuss the proposed solutions for the

performing arts production in Alexandria and

plan how these solutions will be implemented.

Future of PerformiiJ.g Arts Alexandria

• present Perform project's outcomes and what

has been achieved by the partners and

participants.

• launch Perform-arts.net website, as an active platform for performing arts stakeholders.

The meeting discussed how to build creative strategies to overcome the current

challenges that are facing the performing arts practices, considering them as a part of the

creative economy. The meeting represents an opportunity for dialogue, interaction, the

exchange of knowledge, and the promotion of Alexandrian performing arts. Perform

meeting gather those in charge of performing arts activity in Alexandria, including artists,

managers of performing arts troupes, organizations, institutes, artistic and cultural who

participate and/or support the performing arts productions in Alexandria. Perform

meeting represents an opportunity for dialogue, interaction, the exchange of knowledge,

and the promotion of Alexandrian performing arts.

About Perform

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Funding

Perform project was implemented by a grant from the European Union through its 'Med

Culture' program to support culture in the Euro-Mediterranean region, to the 'SouthMed CV'

culture alliance in the Southern Mediterranean. With the organizations mentioned. The

SouthMed CV alliance is chaired by Interarts for International Cultural Cooperation, based in

Barcelona, Spain. The alliance includes: the German Commission for UNESCO (Germany},

Beshira Center for Art (Tunisia}, Gudran For A.rt & Development (Egypt), Khayil for Arts and

Education (Lebanon), National Center for Culture and Arts (Jordan}. Reflection for Arts,

Training and Development has obtained all necessary licenses to accept the grant from the

competent authorities in accordance with the legislation operating in Egypt.

Funded by:

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Of CULTURE N THE SO\JTHERN MEDITERRANEAN

SouthMed CV's partners:

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