India Rose James: I've replaced my past vices with the addictive thrill of discovering artists

Soho has always thrived on artistic energy. It’s been a refuge for outsiders, a breeding ground for creativity and a place where the unconventional is not only accepted but encouraged. Within its narrow streets, generations of artists, writers, performers and eccentrics have sought and found both inspiration and community.

Paul Raymond, my late grandfather, left his own mark here – not just through the infamous Raymond’s Revuebar but by investing in a neighbourhood that has long defied convention. Even to this day there’s still something electric about Soho – a sense that this is a place where art matters.

In the late 17th century, Soho became a refuge for Huguenot weavers fleeing religious persecution in France, bringing with them extraordinary craftsmanship and a deep-rooted culture of artistry. By the 18th and 19th centuries, the area drew engravers, illustrators and printmakers until it became a proud stomping ground for modernist thinkers, bohemians and radicals.

By the early 20th century, Soho had become synonymous with the avant-garde. The Colony Room Club, hidden behind an unmarked door on Dean Street, was a haven for such artists as Francis Bacon, Lucian Freud and George Melly. A smoky, riotous salon where the boundaries between life and art were frequently blurred, it later became the unofficial HQ for the Young British Artists who redefined the contemporary art scene – Tracey Emin, Damien Hirst and Sarah Lucas were all regular patrons.

My grandfather’s legacy is personal to me. Growing up in an environment where the creative spirit was both celebrated and nurtured, even my early birthday parties took on a different hue. While my friends were completely absorbed by some form of child entertainment, I could often be found sketching in my notebook. It wasn’t that I didn’t love the party or my friends – I did – but drawing was my happy place, and it always has been.

My passion for art has been there for as long as I can remember. My dad, an art school graduate, spotted it early and taught me how to draw, shade, and colour. He kept me stocked with packs of Fimo modelling clay, which I’d turn into tiny farms, complete with little pigs, sheep and cows housed in carefully cut-up shoebox ‘pens’.

That obsession only deepened as I got older. I studied art at GCSE and A-Level, along with textiles and photography, though I wasn’t exactly a model student. Apparently, I still hold the school record for the most suspensions – not the sort of thing that gets a plaque on the wall. But even when school felt like a battle, art was always a constant source of comfort.

I went on to do a foundation course at City & Guilds of London Art School, but I quickly realised that being a full-time artist wasn’t for me. The problem? I wasn’t great at taking criticism. If a tutor asked why I’d done something a certain way, my instinctive response was: ‘Because I wanted to.’ Not exactly the kind of answer they were looking for.

Photography came next, followed by a stint in fashion, but I always found myself circling back to art. Many of my friends were emerging artists, and I started hosting small exhibitions – first for them, then for others.

The thrill of discovering new talent and helping them showcase their work was addictive. I found myself replacing past vices with a passion for art and immersing myself in my favourite artists’ work. When the opportunity arose to open a contemporary art gallery I jumped at it – hence, Soho Revue was born.

But it’s more than just a gallery. Our Revue Residency offers free studio space to artists right in the heart of London, which is practically unheard of these days. We currently have seven brilliant residents, and we’re not just showcasing their work – we’re getting it into galleries and fairs worldwide.

It has never been easy to forge a career in the arts, but today’s challenges are bigger than ever. The creative industries – art, music, dance, theatre, literature, design – are inexplicably treated as secondary to traditional academic subjects, despite generating thousands of jobs, bringing billions to the economy and, crucially, adding joy to people’s lives.

A recent independent study found that schools are being actively incentivised to focus on traditional subjects at the expense of art and music. And now, with AI advancing at lightning speed, creative industries face yet another threat.

Art matters, in all its forms and at all ages. So when Mark Cass asked me to be a judge for the 2025 Cass Art Prize, I immediately said yes. The Cass family’s contribution to the arts is immense – Mark’s great-great uncles helped introduce Monet, Cézanne, and Van Gogh to the world. His late father, Wilfred, was behind the launch of the Fourth Plinth sculptures in Trafalgar Square and commissioned hundreds of works by emerging artists. Mark has continued that legacy with Cass Art stores across the UK – including a site on Brewer Street, in the creative heart of Soho – making high-quality materials accessible to everyone.

This year’s prize fund is £25,000, and I’m especially excited that the winner of the New Talent Award will be given a solo show at Soho Revue. I can’t wait to see the entries across all categories.

Art and creativity have always been essential to human nature, offering solace, connection and joy, especially in turbulent times. Yet, the obstacles for artists keep mounting – from education cuts to AI disruptions.

The truth is, artists are naturally resourceful and resilient. But they also deserve proper support. More than ever, we need to make sure every child gets the chance to discover and nurture their creative passions. Not just for their sake, but for all of ours.

That’s why I believe places like Soho still matter. Its very soul has always belonged to the artists, misfits and renegades. It’s a place that reminds us what can happen when creativity is given space to grow. Through Soho Revue and initiatives like the Cass Art Prize, I hope we can keep that spirit alive – not just preserving Soho’s rich legacy but actively building its future.

Submissions for the Cass Art Prize 2025 close on 13 May 2025. For more information, visit cassart.co.uk/thecassartprize. To find out more about Soho Revue, visit sohorevue.com.