TURN BLACK X SAM MADHU
Navigating through the bustling crowds at the India Art Fair, Sam effortlessly guided us to her favorite exhibits. Trusting her discerning eye, we followed her lead—and were not disappointed.
Sam Made is a digital artist based between Berlin and Chennai, whose work explores themes of femininity, South Asian identity, and futuristic elements. We had the opportunity to speak with her about her creative process, artistic vision, and sources of inspiration.
Sam is seen in our Caro Hand-Embroidered Set, from Perception A/W’24
Could you introduce yourself and your work?
I’m Sam Madhu, a digital artist based between Berlin and India. I work with 3D and CGI programs. My artworks explore the human body, feminine identity, South Asian culture and speculations of the future.
Can you share some of the key influences that have shaped your work and creative journey? Do you feel you’ve found yourself through your art?
I love to draw a bridge between the past and the future. I’m really inspired by symbols and objects that I’ve seen growing up — scriptures, statues and temples. I’m also really into science fiction and futurism – so films like the Matrix and Blade Runner have inspired me as well. In my twenties, I felt like had really found myself through my art. But now at 30, I’m realizing that your identity and your art are a lifelong process. So you lose and find yourself at many points along the way.
Do you feel representation in today’s world has come a long way?
I feel like we are in a much better place than where we were before, but we have a long way to go. I’d love to see people genuinely understand each other’s perspectives – rather than have representation for representation’s sake.
How would you describe your sense of style?
Minimal. Dark. Silhouetted. I love wearing black. I feel like myself when I wear black. I love Japanese minimalism, but I also love dressing like a goth.
In your recent series, Reincarnations: Ghosts of a South Asian Past, you explore reimagined South Asian beauty. What inspired you to delve into the lost cultural identity shaped by our colonial history?
I consider myself a South Asian futurist. I like imagining how our future could have developed in a world where colonization didn’t happen. How would indigenous practices and beauty standards have evolved in a world dominated by technology? I love making female characters – so I thought it would be interesting to imagine a series of female characters from the future, but inspired by the past.
How do you think your art influences your interpretation of daily life?
I walk through the world as a South Indian woman, so I’m constantly questioning my identity. Where do I stand in this world? How do others see me? How do I see myself?
What keeps you going?
The thrill of having your art be seen, appreciated and cherished.
How did the shift to Berlin impact you?
Berlin made me a lot darker. Before Berlin, I was using a lot of neon colours. Just more colours in general. I miss that sometimes. But now it’s very hard to go back to that. It makes me cringe. Berlin really sucked the colours out of me and made me very dark, which I don’t think is completely bad. It is what it is. But I am curious about getting away from the darkness and seeing how I change.
What according to you is lacking in the Indian art scene, and what do you feel it possesses?
I feel like the way digital art is shown is still pretty basic. It’s either on a very basic screen, or it’s all about art that is very technologically advanced. I’d love to see digital artworks being treated like paintings or sculptures.
Are there any obstacles you’ve faced in your journey that shaped you?
I guess the biggest obstacle is myself. I can be lazy sometimes. And negative self-talk doesn’t help either. But I guess every creative person struggles with self-criticism.
What advice would you give to younger artists venturing into the art world?
Just go for it, don’t think too much. Just feel, and then do.
What’s next for you?
I’m not completely sure. Now that I have a base in Berlin, I’m going to move back to India and set up a base here as well. I’d like to create more artworks, push myself and make really crazy things. I want to look back and be proud of what I’ve made.
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