The Toledo Museum of Art (TMA) is set to host a spectacular culmination of America’s premier exhibition of Ethiopian art, marking the end of its nationwide tour with a unique showcase that includes non-fungible tokens (NFTs).
In a groundbreaking move, TMA has welcomed the Ethiopian art collective Yatreda as their second digital artist in residence, succeeding the Nigerian NFT sensation Osinachi, who held the position in 2023. This year, Yatreda is poised to present an exclusive installation as part of TMA’s presentation of “Ethiopia at the Crossroads,” a collaborative effort with the Walters Art Museum and the Peabody Essex Museum.
Entitled “House Of Yatreda,” the installation will not only display a selection of their renowned NFTs but also introduce a fresh series. This fusion of historical artifacts and contemporary Ethiopian art promises to be a bridge between the past and the present.
Yatreda has already begun integrating into the TMA community, taking on the expanded responsibilities of this year’s residency. They are engaging with the local scene, fine-tuning “House of Yatreda” alongside TMA curators, and providing guidance to the local artist Jordan Buschur. The residency will reach its zenith this autumn with a Christie’s auction featuring Yatreda’s works, alongside Buschur’s inaugural mint.
Hot on the heels of this announcement, TMA unveiled TMA Labs, a new division dedicated to exploring cutting-edge technologies like artificial intelligence, augmented reality, and Web3, all aimed at enhancing data and operational efficiencies.
Yatreda has transformed Ethiopia’s rich yet often underrepresented history and national identity into striking black and white animated images, minted entirely on the Ethereum blockchain. Celebrating Ethiopia’s status as one of the two African nations that were never colonized, Yatreda’s art pays homage to the country’s victorious resistance, particularly on Adwa Victory Day.
Kiya Tadele, the visionary behind Yatreda, has observed a gap in the documentation of Ethiopia’s history, a privilege often afforded to other nations. Yatreda, which means “fence” and “debt” in Amharic, was a nickname given to Tadele following a psychic’s prediction of her future beauty. Tadele’s journey began with modeling and photo editing in Addis Ababa.
Collaborating with her sisters Roman and Suzy, her fiancé, and friends, Tadele leads Yatreda in creating and capturing scenes that connect Ethiopia’s historical narrative with its current and future trajectory. Their creations are minted on platforms like Foundation and sold through Christie’s.
Screenshot of Medusa, Andromeda of Aethiopia. Source: Yatreda
Yatreda’s work, including one of the top lots at Christie’s NFT sale during Art Basel Miami Beach in December 2023, reflects meticulous research by Roman and costume design by Suzy, ensuring historical fidelity and visual splendor.
The artworks embody the essence of *tizita*, an Amharic concept that evokes a sense of nostalgia, brought to life through slow-motion animation that imparts a breath-like quality to the digital pieces.
“Our modern canvas is video and blockchain instead of ink and leather,” Tadele expressed, highlighting the transition of Ethiopian art into the digital age.
TMA is not alone in its venture into the Web3 art space. Tadele recalls connecting with the renowned Web3 art developer Lady Cactoid and learning about her curation of NFTs for the Los Angeles County Museum of Art (LACMA). She appreciates the collective efforts of museums like MoMA, LACMA, and TMA in embracing and strengthening the bond between traditional and digital art.
TMA has the distinction of being the first museum to host a metaverse exhibition in Decentraland in 2021 and believes it is the pioneer in offering a digital art residency for NFT artists.
Sophie Ong, TMA’s assistant director of strategic initiatives, shared that TMA’s selection of Yatreda for this year’s residency aligns perfectly with the theme of “Ethiopia at the Crossroads.” The exhibition, which has garnered acclaim from esteemed publications, spans two millennia of Ethiopian history and features over 200 artworks, including ancient artifacts and contemporary pieces by artists like Julie Mehretu.
Screenshot of Queen of Sheba. Source: Yatreda
As TMA prepares to host “House of Yatreda,” the collective is deeply engaged with the Toledo community, sharing their vision and even hosting authentic coffee ceremonies, a revered tradition in the birthplace of coffee culture.
Meanwhile, TMA collaborates with contractors to develop a platform that will enable visitors to collect free Proof of Attendance Protocol artworks and other NFTs from Yatreda and Buschur throughout the fall.
Blockchain technology has not only facilitated the sale of ephemeral art by artists outside the mainstream but has also fostered a sense of belonging, as Tadele believes. She envisions a digital ‘home’ for art that embodies continuity, future, preservation, and ownership.
Whether Toledo will emerge as America’s next Web3 hub is a question that time will answer.