CONDUCTOR: Art Fair of the Global Majority

Hayworth supported Powerhouse Arts to introduce CONDUCTOR, a new art fair centering artists and galleries from the Global Majority—regions including Africa, Latin America, the Caribbean, South and Southeast Asia, the Middle East, Oceania, and Indigenous Nations. Curated by Adriana Farietta, the fair made its public debut with a 2025 preview, laying the foundation for its inaugural full-scale edition in 2026.

Hosted at Powerhouse’s state-of-the-art facility in Gowanus, Brooklyn, the preview offered an exhibition-style presentation featuring artists such as MAHKU (Brazil), Gabriella Torres Ferrer (Puerto Rico), Amanda Phingbodhipakkiya (Indonesian-Thai diaspora), Khaled Jarrar (Palestine), Modupeola Fadugba (Nigeria), Tracey Moffatt (Aboriginal/Australia), and Suchitra Mattai (Guyana/South Asian descent), among others. By reducing barriers to participation and offering fabrication support onsite, CONDUCTOR reimagines what an inclusive, future-forward art fair model can look like.

Hayworth led the comprehensive press and positioning campaign for the 2025 preview—developing messaging alongside PHA President Eric Shiner and Curator Adriana Farietta, orchestrating media relations, and negotiating a high-profile exclusive newsbreak article with ARTnews. The campaign secured coverage across major art trades including Artnet, Artforum, The Art Newspaper, Observer, Hyperallergic, BOMB, and Burnaway.

To further amplify reach, Hayworth executed a tightly-targeted paid media strategy across Artnet's digital ecosystem, leveraging partner content, newsletters, and display ads. With over 800 attendees across the preview and public days—and notable presence from figures like NYC Cultural Affairs Commissioner Laurie Cumbo—the fair affirmed its potential to reshape the market for underrepresented voices.

CONDUCTOR exemplifies a new model: mission-driven, materially supported, and globally minded. As Hayworth continues to advise on the fair’s rollout, 2026 promises an expanded vision grounded in access, experimentation, and cultural exchange.