Alvi urges commercial appreciation of folk artists, craftsmen

ISLAMABAD: President Dr Arif Alvi Sunday said that while promoting the country’s cultural heritage, it was also a must to focus the commercial appreciation of the folk artists and craftsmen who kept the culture alive.

Addressing the award distribution ceremony among artists and craftsmen who participated in 10-day Lok Mela concluded here on the day, the president said Pakistan was rich with cultural heritage particularly the Buddhist artifacts.

He said the folk culture and artifacts also attracted the tourists as mostly tourists were interested in visiting buildings and heritage sites to judge the nation’s history as well as the development.

He said that taking advantage of the available space at Lok Virsa, the frequency of Lok Mela-like activities should be enhanced for encouragement as well as the commercial uplift of the artists.

The president also offered a lobby of the Aiwan-e-Sadr for curation with artworks for promotion of art and cultural heritage through the visiting high profile dignitaries.

He said the government alone could not promote the art and culture rather it required the activities like exhibitions and fairs like Lok Mela, though he observed that the nostalgia was also driving the people back to local culture and art.

Lok Mela

gives  direct sale

opportunity to artisans

National Institute of Folk and Traditional Heritage (Lok Virsa) Executive Director Talha Ali Khan said Lok Mela has given central importance to artisans to sell out their products directly to consumers without the involvement of any middleman or commission.

He said: "The Mela is a common platform for all Pakistani folk artists, folk musicians and other performers to participate and broadcast their creative arts."

The event played a vital role in bringing provincial harmony and national integration, Talha Ali added.

He said around 500 folk artists, artisans and musicians from across the country had taken part in the event. "Other than the tourism and archaeology industry, the cultural industry has also the potential to create handsome revenue generation," he added.

Lok Virsa has showcased the true image of the country, like a mini Pakistan in Lok Mela 2020 while representing all parts of the country in its unique colors by displaying the wondrous assemblage of Pakistan's cultural heritage in traditional milieu. - APP 9�=%`MF�