NotFair 2012, photography by Roy Chu

Notfair is a hybrid of curated survey exhibition and commercial art fair. It puts the spotlight on artists of talent who have yet to emerge from the shadows. It challenges the established gatekeepers of the art world and offers new opportunities for artists and collectors.

Founded in 2010 Notfair is a not-for-profit foundation whose purpose is to help artists gain recognition. Originally launched as a satellite to the Melbourne Art Fair, Notfair is new model of fair that has the look and feel of a Biennial exhibition but all artworks are available for purchase. It is both a fair and not a fair at the same time.

Notfair aims to introduce under-represented artists to art lovers, collectors, critics, curators and commercial gallery directors. Now in its fifth iteration the event has proven to be a resounding success with a stunning number of Notfair artists moving on to successful careers, gallery representation, inclusion in major curated exhibitions, grants, awards and media attention.


The Notfair team.

Sam Leach – Founder and Co-Curator

Dr. Sam Leach is a contemporary artist living and working in Melbourne. His paintings deal with the relationship between humans and non-human animals and between science and art. He has had numerous solo exhibitions and numerous group exhibitions, in Australia and abroad. Recent solo exhibitions include The Ecstasy of Infrastructure, Tarra Warra Museum of Art, 2011, and We have never been modern at the Hong Kong Art Fair. Leach has been the subject of considerable media attention, featuring on the front page of Melbourne’s The Age newspaper, and in an ABC documentary about his work. Leach’s work has won several awards, including the Metro Prize and the Geelong Gallery prize in 2006, the Eutick Memorial Still Life award and the Siemens Art Prize and travelling scholarship in 2007 and both the Wynne and Archibald Prizes at the Art Gallery of New South Wales in 2010. He was granted a Doctorate in Philosophy at the Royal Melbourne Institute of Technology in 2016.



Ashley Crawford – Founder and co-curator

Dr. Ashley Crawford is a freelance cultural critic based in Melbourne. He writes regularly on the arts for The Age, The Australian, The Financial Review, The Sydney Morning Herald, Australian Art Collector, Art World, Art Monthly, Eyeline and numerous other magazines and newspapers. He is the author of a number of books on Australian art including Transformations: The Work of Sonia Payes (Thames & Hudson), Spray: The Work of Howard Arkley (Craftsman House), Wimmera: The Work of Philip Hunter (Thames & Hudson), Gelderland: The Work of Stephen Bush (Sante Fe Museum, USA) and First Life, Xin Dong Cheng (Beijing). He is the former editor of World Art, 21.C and Photofile magazines. He has curated numerous exhibitions including shows for The Australian Centre for Contemporary Art, Melbourne, The Institute of Modern Art, Brisbane, Monash University Gallery, Melbourne, the Centre for Contemporary Photography, Melbourne, the Jewish Museum of Australia and 24 Hour Art, Darwin and was one of the curators of the Tarrawarra Museum of Art Biennial, 2010. He was granted a Doctorate in Philosophy at the University of Melbourne in 2016.


Tony Lloyd – Founder and co-curator

Tony Lloyd gained his Masters degree in painting at RMIT University in 2001. Since that time he has become renowned for his dramatic realist paintings of enigmatic landscapes. Tony Lloyd has had twenty six solo exhibitions over the past twenty years and has shown widely in Australia and internationally. Lloyd’s work has featured in publications such as ART + Climate = Change from Melbourne University Press and New Romantics, Darkness and light in Australian Art by curator Simon Gregg. His works were also featured in ABC TV’s The A-Z of Contemporary Art. Lloyd has held artist residencies at The British School at Rome, Italy and at Canvas International Art in the Netherlands. His paintings are in numerous public collections including the State Library of Victoria, Gippsland Art Gallery, RMIT Gallery, Artbank, the City of Boroondara and the City of Whitehorse. Lloyd has received recognitions for his work, winning the John Leslie Art Prize, the Belle Arti Prize, the Sulman Highly Commended prize, the Gold Coast Art prize People’s choice award, the Boy’s Choice award at the Kings School Art Prize, the RMIT Post Graduate Award as well as Development Grants from the Australia Council for the Arts. Lloyd lives and works in Melbourne.



Michael Landy

Michael Landy has been engaged in the financial services industry for the past 37 years. He has been a financier and financial adviser since 1972 and he is the Director of Eagle Financial Solutions in St Kilda Road Melbourne, Victoria. He specialises in capital raising, company reconstructions and problem solving. His management experience includes directorships and management of finance, manufacturing and technology companies. Landy is a Justice of the Peace of Victoria.


Helen Bogdan

Helen Bogdan was the principal of a specialised Public Affairs consultancy which assisted private, community and government organisations in their communications. The firm was based in Melbourne, with affiliates in London and Los Angeles. Major clients have included Lloyd Triestino and Chandros Lines, Republic of Nauru, Overseas Telecommunication Commission, Community Aid Abroad, the Spastic Society as well as many festivals and arts organisations. Bogdan worked in film and in documentary productions as producer and writer. She was a consultant to many Pacific island states and West Papua in their representations to the United Nations in New York. Her media work included consulting with networks such as the ABC, BBC, Japan TV, NZ TV and SBS and the Cousteau Society. Her community appointments have included membership of the Board of Management of the Royal Women’s Hospital and Ethnic Affairs.


Sonia Payes

Sonia Payes is a photographer, sculptor and new media artist based in Melbourne, Australia. Her body of work explores the narrative of humanity’s capacity to adapt and grow in the ever-changing environment. Payes gained attention with her early portraiture, creating images that both captured and defined her subjects with her photographic essays on 60 Australian artists in UNTITLED. Portraits of Australian Artists published by Macmillan Art Publishing, introduction by Professor Ted Snell, in 2007. Since then she has exhibited in national and international galleries including: McClelland Sculpture Park + Gallery, Melbourne; Fehily Contemporary, Melbourne; Olympia Exhibition Centre, London; Willow Studios, Los Angeles; BOMA Shipping Container Gallery, Queensland; Queensland Centre for Photography, Brisbane; Centre for Contemporary Photography, Melbourne; Queens Wharf, Auckland; Charles Nodrum Gallery, Melbourne; Glen Eira City Council Gallery, Melbourne; Cube 37, Melbourne; ACAF, Hong Kong; Shangahi Urban Planning Exhibition Centre, Shanghai; John Curtin Access Gallery, Perth. In 2014, Payes’s participation in the McClelland Sculpture Survey and Awards led her to win the McClelland Achievement Prize (MAP14) which allowed Payes to realise her recent solo exhibition Parallel Futures, at McClelland Gallery + Sculpture Park, 2016.



Gary A Hershan – Treasurer

Gary Hershan is a Chartered Accountant with over forty years experience working in private practice. Over this time Hershan has developed extensive expertise in taxation, audit, business valuations and financial investigations across a range of industries. Today he works as a Director of a consultancy business he established in 2010 known as Hergard Investments Pty Ltd. Gary spent 10 years with a big four accounting firm before establishing his own accounting practice Hershan & Serebro in 1981. In 1999 he merged his practice with the firm now known as Moore Stephens. Hershan consults to the firm having retired as a partner in 2009. Throughout his career Hershan has served on the Boards of numerous companies and not-for-profit organisations. Hershan is a Fellow of the Institute of Chartered Accountants having been admitted as a member in 1973. He is also a Fellow of the Taxation Institute and was from 1979 to 1995 a State Councillor of the Victorian Division of the Taxation Institute and has served for a term as Victorian State Chairman. Hershan graduated from the University of Melbourne in 1968 having completed a Bachelor of Commerce with Honours.


 Roy Chu 

Roy Chu is a freelance professional photographer and artist. Born in Taiwan, Roy came to Australia and studied Media Studies at RMIT University. Roy works tirelessly in various facets of the Arts industry to produce, support, motivate, inspire and market local artists and events. He recently completed a Masters degree at the Victorian College of the Arts.