jordanian art

featured culturalist: hind joucka founder of 'artmejo'

part of the 4-part interview series for issue #5: "reclaiming empowerment"

"Fertility" by Yazan Setabouha courtesy of artmejo

"Fertility" by Yazan Setabouha courtesy of artmejo

Hind Joucka is the founder of Jordan's first online platform for the arts 'artmejo'. I met Hind on a sunny morning in Dubai during Art Season where she had just attended the launch of MoMA's latest publication "Modern Art in the Arab World" - which features her grandfather's work on the cover - and we immediately hit it off! Hind's fierce passion for the arts is contagious and her pioneering energy is undeniable. Hind's late grandfather, Syrian artist Mahmoud Hammad, is known for pioneering Modern Art in the region and I truly believe that the apple does not fall far from the tree. 

As a woman and as a pioneer for the creative scene in Jordan it only made sense to feature Hind as part of the series. Below is our interview: 

Hi Hind! Tell us a bit about yourself. (The facts and the quirks!)

I am an art journalist based in Jordan, founder of the online gallery ‘artmejo’, a platform for artists and art enthusiasts to connect and explore new talents in the region, and co-founder of ‘Art at the Park’, a cultural fair that brings together art, music, literature and dance. I also give art tours around Amman with Airbnb and work as an Online Marketing manager for The Jordan National Gallery of Fine Arts. In between juggling work, I like to pick up a new hobby every once in a while that I know I’ll eventually get bored of and quit after a month or two!

How did you begin your journey with artmejo?

artmejo was created back in 2014 as a university project when I was studying Journalism at Kingston University, London. I came up with the idea of an online platform specifically focused on the art scene in Jordan, that aims to bring together all art events and activities happening in the country under one umbrella. Galleries’ online presence wasn’t as widespread as it is today, which meant that if you were interested in attending art exhibitions, you had to be on the gallery’s mailing list. What we’re trying to do is to make all these events and activities, which are already free and open to the public, more accessible to everyone. Around two years ago I decided to quit my full-time and my half-time jobs and focus all my time and energy on artmejo. Today, artmejo’s services have slowly grown to cater for areas which were otherwise missing in the art scene here in Amman. We provide various services to galleries, artists and clients by linking them with one another, selling artworks and curating spaces. I’m proud of all the small feats that have come along the way, but the project I’m the most proud of is the Marriott Amman Hotel lobby curation project. I learned a lot from that experience and I got to work with three of the country’s top galleries to create a homogenous collection of artworks by artists from all over the region.

"Mountain" by Adnan Samman courtesy of artmejo

"Mountain" by Adnan Samman courtesy of artmejo

In this issue of follow the halo, “reclaiming empowerment” is our inspiration. What does empowerment mean to you?

Empowerment is synonymous to expression. It is being strong and confident enough to express yourself and your opinions despite social and political stricture. It is letting your inhibitions run wild and free no matter what medium you choose to do it through. No one grants us empowerment - it is within us, we create our paths and we decide what’s wrong or right. It goes beyond gender, race and class.

"Almost night" by Ghadeer Abu Bukha courtesy of Artmejo

"Almost night" by Ghadeer Abu Bukha courtesy of Artmejo

As a curator, art buyer, and journalist, how do your roots/heritage influence your view of the art world and love for the arts?

I come from a family of artists starting from my grandparents, down to my parents and brothers. My grandfather Mahmoud Hammad and my grandmother Dora Fakhoury were part of the modern art movement in Syria and the Middle East, my father is an architect and artist and my mother is currently working on a catalogue raisonne for my late grandfather. I’ve been attending exhibitions since I was 8 years old and I’m convinced that the more we open ourselves to all types of art, the better we get to understand an artist’s work, their unique style, technique and any overlying or underlying motifs within a piece of work. Of course, growing up surrounded by a specific style of art inadvertently influences your taste but I’m fascinated by anything created through a person’s imagination and skill.

What are your sentiments on the current growing art scene in the Middle East? In your opinion what are its strengths and what are its challenges?

It’s honestly such an exciting time for art in the region and in the world in general. The whole world is now connected online, making it easier for artists to showcase their works and for people to open up to new styles. Artists from different cultures and backgrounds are creating movements of self expression and pushing boundaries, and the online revolution is allowing them to spread beyond physical borders. The challenges? Our region is unfortunately riddled with political and religious unrest, which in turn is building a gap between Eastern and Western art scenes. Surroundings feed into an artwork’s subject matter more often than not, and so we see a lot of works from this region being influenced by conflict. Wars have birthed influential art throughout the years, such as Pablo Picasso’s ‘Guernica’ and Palestinian artist Ismail Shammout’s ‘Odyssey of a People’, so I think this aspect of it shouldn’t be viewed as a challenge, but more of a reality that we’re living.

"Single Man" by artist Kholoud Abu Hijleh courtesy of Artmejo

"Single Man" by artist Kholoud Abu Hijleh courtesy of Artmejo

In your opinion, how can audiences better empower artists and the creative sector in the region?

We have to value the artist and the artwork they create equally. Ask any upcoming artist about the word they hate the most and they will tell you it’s ‘exposure’, because this is the word often used as an excuse when a job or a project doesn’t have enough budget to pay the artist. It’s frustrating because this ‘alternative’ to getting paid isn’t used in other careers. Obviously exposure is very important and some work is sometimes worth doing for free, but it shouldn’t be the new normal to ask an artist to put time and effort into an artwork without providing them with tangible return. This is how we can empower the artists of now; present them with opportunities that allow them to sustain themselves and continue working within their passion as a feasible career path.

What advice might you give young aspiring artists from the region?

What I’m about to say might be contradictory to my previous answer, but my top advice is for them to collaborate! Merging creativity and talent with like-minded or completely opposite-minded people is wonderful and everyone learns something new through it. As I said before, we’re living in the time of amazing technology that allows us to reach out to people from across the world with a click of a button. Get in touch with other artists that you admire no matter where they are and explore ways where you can collaborate on a project together. Chances are, they’ll get flattered and will be excited to brainstorm ideas!

What are your plans for the future?

I am currently working with Jordanian artist Sama Shahrouri on artmejo’s online magazine. This will be an informative publication for creatives to express their views on art in the region, and will delve into art exhibitions, events and conversations happening in the art world on both a local and international scale. I hope we’ll be able to keep coming up with new ideas and projects that further enrich the art scene in Jordan and in neighbouring countries, encourage up and coming artists and link them with one another.

artmejo was recently commissioned by, an initiative of Her Majesty Queen Rania Al Abdullah's foundation, to bring local artists together for a collaborative project. artmejo is also a platform for art collectors, artists and art loves alike. For more about Hind's work and artmejo you can follow them on instagram @artmejo or 

To learn more about artmejo you can find them on or @artmejo on instagram.