We caught up with the brilliant and insightful April Mata a few weeks ago and have shared our conversation below.

Hi April, thanks for joining us today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

In 2017, my then-husband and I rented a building with -$400 in our bank account. Yes, negative. We had accidentally paid our car payment twice, and suddenly, we were in the red. The building, an old speakeasy, had a $3000 monthly rent, but I somehow convinced myself we’d make it work. Why did I believe that? I honestly have no idea. I have always been keen to take risks; I believe that bold results require bold action. So, while everyone, including my bank, said no, I said yes. I took our refund check and made the deposit to start our adventure, and oh, was it an adventure.

Initially, the plan was for the space to house my creative agency. I use the term agency lightly because it was just me. But when I walked through those doors and saw the first floor’s open layout and worn terrazzo floors, it hit me — this could be a gallery. Not just could, but should as I noted the lack of local galleries offering space to upcoming artists in our area. We needed a safe space to create art. Art that was more than just landscapes and pretty pottery. I wanted the art on our walls to be loud and low-brow. I wanted the voices that no one else took time to hear. “Alter Egos” was born, with the gallery downstairs and artist studios upstairs. It felt like a bold step, but one that made sense in my gut.

Alter Egos quickly became a hub for creativity and community. The shows were vibrant, the energy electric. Artists and art lovers filled the space, and I thought we were onto something sustainable. We hosted parties and filled our walls with art of all ages. We hosted paint parties and kids’ day camps. We were published locally multiple times, but to be honest, even with the buzz, money was tight. It was hard to get people to come to us, and an idea was born: the “Art Bus.” We would bring the art to them. We sat in many meetings, making plans and strategizing how to make this happen. We closed our gallery doors excited to transition into our bus in the coming months — and then COVID hit.

At first, it felt like the end. This is where I should warn others of taking a risk, right? I should count this as a failure and be more sensible, right? But in reality, it was a new beginning. The gallery may have closed, but the connections I made during that time opened doors I never imagined. In fact, that bold risk ended up paying me over and over again. I became deeply involved in the local arts scene, working for the local arts council and serving on multiple boards. I was hired to speak at events! People seek me out for artists, festivals, and more for my voice. Those experiences led me to start my nonprofit, Black Artist Forward, which supports Black artists in finding jobs, grants, and opportunities. If I hadn’t taken that risk, I would still be at home dreaming of a better life, but now I’m living it.

The gallery was a risk. A huge one. But it changed the trajectory of my life in the best way. And while Alter Egos had to close its doors, it sparked a fire that hasn’t gone out. One day, I plan to reopen — and when I do, it’ll be with even more purpose than before. But for now, My heart is so full of all that I am doing in the arts as an artist and as president of an organization that is making leaps and bounds in the arts. I’m excited to see what risk I’m going to take next.

April, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Many of you may not know my name, and that’s by design. For most of my career, I’ve been the force behind the curtain—a creator, advisor, marketer, consultant, designer, coordinator, and manager. I’ve worked tirelessly in the background, shaping some of the most impactful events and campaigns. But now, I’m stepping forward—not for recognition, but to be a voice for my community.

I was born an artist, raised by generations of educators and orators who instilled in me the power of knowledge and the responsibility to share it. Art feeds my soul, but teaching fuels my heart. I don’t speak to be seen; I speak to stand in the gap for those who fear the microphone, for the voices that are too often silenced in the rooms where decisions are made. When I speak, I see transformation. I see understanding take root. I see lives shift. That is my purpose, and it’s what drives me every day.

As a champion for the arts, and more specifically for black artists in rural and underserved communities, I wear many hats. I advocate for accessible funding and the visibility of black art, speaking to arts organizations and leaders about the changes we must make. I teach artists to see themselves for who they truly are: entrepreneurs. I create and host workshops and events. I mentor emerging talent. Most importantly, I build bridges—connections that spark real change and open doors that once seemed permanently shut.

Black Artist Forward was born out of necessity. The disparities were glaring—black artists had less access, less knowledge, and fewer opportunities than their peers. We represent less than 2% of the art in major galleries. This is unacceptable, and it must change. We are claiming our space in the marketplace and rewriting the narrative.

We began with Kissed by the Sun, a traveling art exhibit that, in its first year, reached nine festivals and major events. Today, it’s a centerpiece at prominent events every month, and it’s only growing. Through our Creative SideQuest initiative, we’re fostering community and collaboration. Through the Thrive Fund, we’re providing emergency support to artists in need. Every step we take is fueled by a determination to ensure that black art is seen, celebrated, and impossible to ignore.

This is more than a mission—it’s a movement. Together, we are building a future where black artists thrive, where their voices are amplified, and where their work takes its rightful place on the world’s stage.

In your view, what can society to do to best support artists, creatives and a thriving creative ecosystem?

The best way society can support artists, creatives, and a thriving creative ecosystem is simple: buy art directly from artists. In a world dominated by mass production and convenience, capitalism has made it far too easy to settle for reproductions of art that cost mere pennies. Add to this the challenges of art theft and the rise of AI-generated imagery, and it’s clear that conventional artists are fighting an uphill battle.

That canvas you picked up at Target? Sure, it looks great on your wall, but it’s important to remember that it’s often based on the work of a real artist. Even when artists manage to get their pieces into major retailers, they only earn a fraction of each sale. When you choose to buy directly from an artist, you’re not just purchasing a unique, one-of-a-kind creation—you’re ensuring that 100% of the profits go to the person whose vision brought it to life.

More than that, your purchase can be a lifeline. Many artists are at a breaking point, teetering on the edge of giving up their craft. Your decision to support them could be the encouragement they need to keep going, to keep creating, and to keep enriching the world with their talent.

Supporting artists isn’t just about buying art—it’s about valuing their contribution to society, recognizing their struggles, and choosing to stand with them in a system that often undervalues their work. Every purchase, every kind word, every moment of recognition matters. Together, we can build a world where creativity thrives and artists are empowered to keep inspiring us all.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

For the longest time, I believed that the title of “artist” was something that had to be granted to me, like a badge of honor only the greatest fine artists could wear. I thought it was reserved for those whose work hung in galleries or whose names were spoken with reverence. But here’s the truth I had to unlearn: being an artist isn’t about meeting someone else’s standard. It’s about embracing your own creativity, no matter the subject, medium, or discipline. If you create, you are an artist.

The most empowering moment comes when you decide for yourself, today, that this is who you are. No more second-guessing. No more playing it safe. We often hesitate to claim the title because we fear someone might expect us to paint like Rembrandt or create with the precision of a master sculptor. But what if that expectation isn’t real? And even if it is, how many of us have encountered people who demand the impossible or the nonsensical? Their expectations don’t define you. You are an artist simply because you create.

I’ll never forget my first day of college in Art History class. My professor asked, “What is art?” As we discussed and debated, we realized that art is everything. From the pencil in our hands to the intricate designs of everyday objects, someone envisioned it, crafted it, and brought it to life. Art doesn’t need to be liked or understood. It doesn’t even need to be appreciated. You can hate it, loathe its very existence, and yet—it’s still art.

The only thing standing between you and the title of “artist” is your own hesitation. So let it go. Claim your right to create, to express, to be. You are an artist because you choose to be, and that is more than enough.

Contact Info:

• Website: https://www.blackartistforward.com
• Instagram: @blackartistforward
• Facebook: @blackartistforward
• Linkedin: @blackartistforward
• Other: Threads: @blackartistforward

Image Credits

Photographer credit on graffitti background orange chair photos: JaLantai McClendon