Warhol once said, “In the future, everyone will be world-famous for 15 minutes.” In Toronto, we only need 15 seconds.
Imad Elsheik is proving that with his brainchild, PIQUE. The PIQUE movement showcases the talents of 100 young Toronto artists, dancers, fashion designers, beatboxers and more, in just 15 seconds. You’ll be able to check out artists from all over T.O. including, Unity Charity, RISE Edutainment, The Remix Project, BeatBox Canada, CJ’s Skateboard Park and JoyRide 150.
“Social media has shortened our attention spans. We want to see more in a shorter period of time – I’m definitely one of those people…We enjoy watching teasers for a reason,” explains Imad. “The most important goal is to ‘pique’ the audience’s interest in an artist’s talent–to learn more about the artist, hit up their website, go to their shows and pay for their work. PIQUE’s purpose is to bridge that gap.”
The point of PIQUE is simple but it encompasses a greater vision. “I believe if this becomes an ongoing movement, it will not only help the artists but it will help the city as a whole. By presenting large volumes of Toronto-based content, we can raise the bar of talent collectively, as a city.”
Interestingly enough, though always interested, Imad never formally studied photography or videography. He actually went to York for Business but PIQUE gave him the perfect excuse to learn the art of it all first-hand. “However, the most valuable thing was how to better interact with people, work wisely, and react diplomatically…when you collaborate with 100 different people in such a short period of time, you can run into all sorts of problems which may or may not be in your control. When that happens you just need to find a way, a solution–there’s always at least one.”
Here’s a sneak peak of some of PIQUE’s contributing artists:
Nate Smith – Producer
“I started going to The Remix Project and another program called RISE (Reaching Intelligent Souls Everywhere). Going to RISE really showed me to new and amazing people. That’s how I met Imad. I eventually showed him my work and it was synergy from there.”
Noah Tynes – Skater (Photo by Will Jivcoff)
“Skateboarding is my craft, the creativity comes when you keep an open mind and eye.”
Osama Siddiqui – Spoken Word
“In my opinion, spoken word poetry has the ability to really connect with the audience in the way the writer intended. It intertwines writing and rhythm to achieve an emotional impact on the audience, one that cannot be attained through traditional, written poetry.”
For more info: piquetoronto.com
Posted by Samira Zia Rehman