Alberta’s largest Indigenous arts and entertainment collective unites community

Lorrie Lawrence is the Executive Director of the I.A.M. Collective, which she helped create in 2018. Photo by: Gavin John

Written by: Gavin John

Lorrie Lawrence’s colourful ribbon skirt and warm smile trail the aisles of the Old Strathcona Farmers Market in the heart of Edmonton’s vibrant Whyte Ave. While pointing out vendors that she knows, a woman touches Lorrie’s shoulder, excitedly exclaiming “Lorrie! Where have you been? I miss you!” The two of them were stall neighbours at the farmers market last year. Lorrie tells her that she is now the Executive Director of the organization that she was a part of as a vendor.

The Indigenous Artist Market Collective, or I.A.M. Collective, was founded in 2018 by Lorrie and her friend after seeing the need for better representation and opportunities for Indigenous artists in her city. Since its inception, it has grown to represent almost 170 members and goes beyond traditional artists. 

The growth of the I.A.M. Collective not only came out of a need for representation, but as a desire from Lorrie to grow a thriving and uplifting artist community in the city. Lorrie’s connection to Edmonton runs deep and it’s clear that she has made a difference in many people’s lives here.

“We’re not just artists anymore.” Lorrie explains. “We have entrepreneurs, entertainers, facilitators, knowledge holders, and language holders.”

This community of artists strives to break down barriers that have previously kept Indigenous artists out of mainstream markets and opportunities. To that end, I.A.M. Collective has achieved much in just five years. Today, the collective is the largest Indigenous arts and entertainment collective in Alberta, and travels around the province to promote their work and increase awareness of authentic Indigenous art, culture, teachings, and skills. 

“We’re building a community and not just for ourselves but the people that interact with us, our visitors, our allies, our international visitors.”  

This was a daunting task, and the path taken was not an easy one. For many Indigenous people living in large urban centres like Edmonton, remaining connected to Indigenous culture and community was a challenge. 

“As urban Indigenous people, we’re disconnected to our own communities.” Lorrie explains. “Before, we’d get together for powwows, potlatches, feasts, wakes, and any chance we could get to come together as a community. But in an urban setting we lose that.” This need for community among Indigenous artists was emphasized by the competitive nature of the industry, with artists often competing for the same jobs and opportunities. 

“We support each other, we made our own community, our own little tribe in a sense,” Lorrie says. Her tribe is a thriving and diverse community that has now gone beyond traditional indigenous art. “We’re not just beads and buckskins anymore.”

Victor Paul-Elias, Indigenous Tourism Alberta and Catalyste+ Good Relations mentor (left) supported Lorrie with invaluable practices and insights into marketing, branding, financial management, and diversification of income streams. Photo by: Gavin John

At I.A.M.’s Board of Directors meeting in downtown Edmonton, Victor Paul-Elias, Indigenous Tourism Alberta and Catalyste+ Good Relations mentor, gives off a calming demeanor and it’s clear when he is actively listening. He intently watches Lorrie speak to the gathered group as she describes I.A.M.’s long term goals. Over bannock and stew, the meeting was organized for each of the dozen directors to share their insights and learn from Victor on how to best approach the business aspect of the collective to ensure a successful future.

“We want to raise everybody up.” Victor said to the crowd. “You have strength in numbers, a great set of values, and a strong community.” 

I.A.M. has been a member of Indigenous Tourism Alberta for several years, and when the Good Relations Mentorship opportunity came up, Lorrie immediately put her business forward. The collective had grown considerably in just a few years—enough that when official leadership was needed, Lorrie stepped up and assumed the role of Executive Director. 

The Good Relations Mentorship was I.A.M.’s next step in building their future. During the meeting, Victor listened to each of the directors and provided insight to each in turn. He tailored his response to both their individual practice and the collective as a whole, ensuring that the lessons learned for each member was a lesson for all.  

“He’s helping a lot with the grant applications; he’s been really huge about helping me understand and bringing it down to layman’s terms.” Lorrie says. “He’s just really willing to be patient.” 

Lorrie, who describes herself as the “mom of the group” has often dropped everything to help members in need. Whether it be housing help, food, or even rent at times, there’s no doubt that she cares deeply for each one of the members well being.

Photo by: Gavin John

Praising Lorrie for her empathetic and people-first approach to business, Victor is proud to work with a business with strong values. He provided the group with invaluable practices and insights into marketing, branding, financial management, and diversification of income streams. Empathetic and tailored business advice is exactly what Lorrie sees as vital for the future. 

“The ITA & Catalyste+ mentorship is exactly what I.A.M. Collective needs to ensure that we’re successful and around for many more years to come.” 

Victor squints intently at the delicate fish scale he holds in a pair of tweezers, gently placing it on the piece of leather. The facilitator of the class walks between the participants looking at their artwork. Fort Edmonton Park’s Indigenous People’s Experience frequently holds hands-on learning workshops and arts exhibits to share Indigenous knowledge. Behind the class, a long table hosting several of I.A.M. Collective’s members were set up. Art, jewellery, paintings, and crafts on sale side by side. 

Lorrie’s journey with I.A.M. Collective has been a rewarding one. Through Victor’s support, she turned obstacles into assets. There were many reasons why Indigenous artists could fail, with systemic barriers to opportunities and a hyper-competitive market that could incentivise competition over cooperation. Yet Lorrie persevered and built something beautiful. The ITA & Catalyste+ Good Relations Mentorship with Victor was built on respect and understanding. It will elevate I.A.M. Collective to new heights. Building off a success story, their potential is limitless. 

Victor said it best when speaking to the I.A.M. Collective board of directors while breaking bannock and stew. “Never believe that a few people don’t change the world. Indeed, that’s all who ever have.”