Concerns over rising intellectual theft on social media

The recent surge in social media usage has significantly enhanced the visibility of the visual arts sector, leading to a remarkable increase in art sales. Artists are now leveraging platforms such as Facebook, Instagram, TikTok, and Twitter to showcase their work, using compelling imagery, video content and engaging storytelling to connect with broader audiences.

This digital marketing strategy allows artists to reach potential buyers far beyond their local galleries and foster direct interaction with art enthusiasts and collectors.

However, this expanded marketing potential comes with its challenges. The same platforms that provide artists with a stage have also become breeding grounds for intellectual theft, where original creations are copied or misappropriated without permission.

The proliferation of substandard replicas and imitation pieces has raised concerns about authenticity and quality in the art world. Additionally, the presence of unscrupulous individuals posing as legitimate artists or galleries, often referred to as ‘quacks,’ undermines the community and devalues original works. As a result, these issues complicate the landscape of the art market, calling into question the integrity of the art food chain and the future of genuine artistic expression.

The Guardian gathered that the rise of intellectual theft through social media has led to an influx of street art vendors selling lower quality art pieces at major junctions.

A sculptor and pencil artist, Chika Ndu, emphasised the need for a structured institution to serve as a gatekeeper and to address the challenges posed by these vendors.

Ndu urged the Society of Nigerian Artists (SNA) to take a more proactive role in implementing initiatives that would help educate the public about recognising and avoiding substandard art.

He suggested that collaboration with the National Art Gallery (NGA) could help establish standards that would elevate the quality of art available to Nigerians.

“It may seem challenging since social media in Nigeria is largely unregulated, but a framework can be developed through partnerships with relevant organisations to enhance the perceived value of authentic art pieces,” he asserted.

Sarah Adeyemi, an art collector and painter, echoed the sentiment, advocating for artists to be more strategic in promoting their works in public spaces. She proposed that the NGA could play a significant role in certifying artists, particularly for pieces intended for international markets.

Furthermore, Adeyemi highlighted the importance of establishing guidelines around social media in Nigeria to safeguard the integrity of the art sector. “I believe that some level of regulation on social media platforms would be beneficial. While it may seem drastic, similar measures in other countries have helped preserve artistic value. It is vital for Nigerian art to be valued properly, as the prevalence of substandard prints can undermine the market,” she noted.

The Secretary-General of SNA, Rowland Yohanna Goyit, highlighted the challenges faced by many artists who rely on social media for visibility and engagement. He acknowledged that while these platforms offer opportunities, they also present significant challenges regarding the protection of artists’ rights.

Many artists find that their works are often reposted on social media without proper permission or credit, leading to unauthorized commercial exploitation by individuals or organizations. In some cases, artists’ creations are even reproduced and sold in public spaces without their consent.

Rowland pointed out that platforms like Facebook, Instagram, and Pinterest, while valuable for sharing, can unintentionally facilitate intellectual property theft due to their minimal safeguard measures. He noted the introduction of tools like watermarks and copyright reporting options on newer platforms, but emphasized that these solutions often fall short. The reporting process can be complicated, and enforcement of copyright laws remains inconsistent.

To address these issues, SNA is actively engaging in enlightenment programmes to educate members about the available tools on social media for copyright protection. These programs also encourage artists to regularly monitor their work online to identify and address potential misuse.

Additionally, the society is collaborating with the Nigerian Copyrights Commission to strengthen legal protections for artists. While current copyright laws are challenged by the rapid evolution of the digital landscape, these partnerships aim to create a more supportive environment for artists.

Rowland emphasised the importance of community and collaboration: “The Society of Nigerian Artists is committed to engaging audiences at various levels, focusing on the importance of crediting and supporting artists. We encourage Nigerian artists, both locally and abroad, to join SNA chapters in their states, where they can share experiences, learn from each other, and most importantly, continue their creative journeys.”

In response to how the NGA in Nigeria intends to tackle the menace, the Director General, Mr. Ahmed Bashir Sodangi, announced that the gallery would launch an e-platform system to bridge the gap between artists and the market.

This initiative, according to him, aims to provide authentication for the work of Nigerian artists, ensuring that their creative output is officially certified, exhibited, recognised and documented.

Sodangi further disclosed that NGA has developed the National Arts Exchange Platform, which is an e-platform that allows artists to compete on a global scale and allows them to get value from their works. He further stated that the agency has a back-loading system that allows artists to thoroughly track their works globally.

In his words: “One of the initiatives we have created is the National Arts Exchange Platform, an electronic platform. We have designed an NGA application where artists can register. We capture information about the artist and their artwork. This enables artists to present their work and engage directly with the market.

“This will help bridge the gap, allowing artists to experience actual success in their art. The certification will provide credibility, particularly for artworks being exported abroad. We also have a security back-loading system that enables tracking of artwork globally.”