Justin Bieber will be at Art Stage Singapore.

Well, sort of. The buzz surrounding the teen pop idol is the focus of My World, Singaporean artist Ang Song-Ming’s installation comprising, among other things, a pair of purple sneakers similar to the Biebster’s and an “autographed” poster — the result of Ang’s painstaking efforts to copy it.

“They all draw a parallel between how a pop star is constructed and how artworks are made,” he explained.

It’s a work that somewhat echoes the visual art’s superstar status this week, what with the third edition of Singapore’s marquee international art fair kicking off on Thursday at the Sands Expo And Convention Centre and other smaller shows flanking the event. And with all that buzz, it’s the perfect opportunity for the local art scene to make its presence felt and make it their world.

A COUNTERPOINT

“There are many auxiliary activities happening at the same time and many people are flying in for Art Stage, so local artists and galleries will definitely receive exposure,” reckoned Ang.

His work is part of the group exhibition I’m An Artist. Now What?, one of two mini-showcases under the fair’s Singapore Platform organised by the National Arts Council. The showcase will also be the biggest project so far for its curator, Charmaine Toh. Having previously organised shows in independent spaces or schools, she welcomed the chance to do something of this scale.

“For an independent curator, it’s very difficult to raise money to do a show, and this is one of those rare opportunities to do that,” she said. “It’s the highest-profile show for me, in terms of eyeballs, and the first that I’m doing in a commercial platform.”

Indeed, while the fair is primarily a commercial exercise, non-commercial institutions have cottoned on to the possibilities such an event offers.

Some schools, such as the Nanyang Academy of Fine Arts, have been given booths to showcase their artists.

The Substation, too, will be presenting artist Debbie Ding under the fair’s Special Programme, adding a “counterpoint” to the commercial galleries.

“We’re hoping to gain a wider audience and additional exposure to people who may not already know of the work we do,” said Substation general manager Emily Hoe, adding that it hopes this will lead to eventual Substation collaborators. The artist of choice, too, hasn’t been thinking in commercial terms. Ding, who, like Ang, is a first-time participant at an art fair, will be presenting works that have been recently exhibited at The Substation as well as those developed during an artist residency in Paris.

“I hadn’t really thought much about it being ‘commercial’ to be honest,” she said. “I’m more interested in making interesting and meaningful works rather than sellable art.”

HARD SELL

Of course, selling art is still the main reason for Art Stage Singapore, and participating Singapore galleries have their game plan down pat. Contemporary photography gallery 2902 Gallery is replicating the same successful formula from last year: Showcasing a single artist. This time, the gallery is bringing in New York-based photographer John Clang.

“To some people, it may seem like we’re putting all our eggs in one basket, but it makes sense to present one artist who represents the kind of art that 2902 carries — and then they can go and look at who else we have to offer,” said gallery director Gwen Lee.

Does “home advantage” work for a Singapore gallery? Aside from logistics benefits, Lee said it wasn’t a big factor.

“I don’t think it gives an edge in terms of people wanting to buy a work,” she said. “After all, we’re talking about a platform that is of international quality and scale and you’re pitching your own artists against those of other regions. Every artist’s work stands on its own.”

Interestingly, Clang also has a solo show at the National Museum of Singapore at the same time, lending a bit of “institutional cred” to one of Singapore’s most well-known “art exports”. The same can be said about Zhao Renhui (2902 Gallery’s featured artist last year), whose works will be exhibited at the Singapore Art Museum as one of the artists in the Presidents Young Talents (PYT) exhibition.

CONNECT THE DOTS

Meanwhile, some non-participating galleries, knowing that all eyes will be on Art Stage Singapore once it opens, scheduled exhibitions ahead of the art fair, such as those at the Raffles Hotel Arcade, which banded together to put on their own mini-event last week.

“From previous experience, trying to programme anything in the gallery during that week is pretty useless,” said Benjamin Hampe of Chan Hampe Galleries, which has its own ongoing Singapore group show. “We didn’t put on a show thinking we’ve got a hoard of people coming that week. If we get people coming because of Art Stage, it’s just a bonus,”

Others didn’t even realise Art Stage was happening. PYT artist Zaki Razak was so engrossed with preparations for PYT, he wasn’t thinking about anything else. While he recognised that that audiences would overlap, he hasn’t been losing sleep over it. His work, Revising Art: The Ten Year Series, will be a long-term makeshift “art school” in the form of a tent set up at SAM’s lawn, which kicks off with a demonstration on how to make samosas. For Zaki, the public he plans to connect with through the work — which will also include subjects like science, theatre, dance and music — extends beyond the week’s art madness and will run for nine months.

But sometimes you get perfect synergy. Goodman Arts Centre (GAC) is holding its first open house for visual arts tenants called Kampong Goodman. It’s an event that’s been a long time coming, said Jacquelyn Soo of Singapore Contemporary Young Artists, which is co-curating the show. “We would have done it even without Art Stage, but since they’re here and since there are artists (in GAC) who wanted to work together, we thought we might as well.”

The point, of course, isn’t who’s selling works and who’s not.

“It’s all about helping each other,” said Soo. “It would be good for Art Stage audiences to come to here, visit the artist studios, and maybe go beyond just the idea of buying art.”

So while “Justin Bieber” will be at Art Stage, that could pale in comparison to the local art scene’s presence — if they play their cards right.

Art Stage Singapore runs from Jan 24 to 27, noon to 7pm (Thursday and Friday) and 11am to 7pm (Saturday) and 11am to 6pm (Sunday), Sands Expo And Convention Centre Hall D, E and F, Marina Bay Sands. Tickets at S$30 (single day), $60 (season) and S$11 (concession) from Sistic. For details, visit www.artstagesingapore.com.

For more on visual arts events happening this week, visit the Singapore Tourism Board’s site (www.yoursingapore.com/singaporeartweek).