African cultures came into western purview with the onset of European imperialism and subsequent colonialism. Ironically, while the colonialists described the highly stylized and generally abstract art forms of this region as “primitive”, Western society, in particular the Parisians, came to appreciate the powerful originality of non-Western art. Parisians began to glorify “exotic” cultures for their freedom from the taint of civilization. The appeal of the primitive constituted a rebellion in the first decades of the twentieth century to challenge all that preceded it.
Avant-garde artitsts turned their backs on academic standards and the tyranny of representation. They pioneered an authentic “stripped down” style that evoked rather than described experience. They found their inspiration in the arts of the non-Western cultures; primitivism, abstraction, and experimentation were hallmarks of the modern revolt against convention and tradition. The new style was inspired by the arts of Africa which were featured in Paris art exhibitions and theatrical productions. Arts from Africa helped Parisians to discover the significance of art as a fetish, that is, as the palpable embodiment of potent magical forces.
The erotic nature of African art was pushed onto the African culture by Europeans as well. Africans were perceived as exotic, a quality and characteristic that French intellectuals, artists, and society in general wanted exposure to. The term negrophilia is one which is often applied to describe this time in Paris; A time when Parisians fell in love with black culture. The French became absorbed but the exotic nature of African culture and artists such as Josephine Baker. The new culture allowed Europeans to escape from their cultural norms into a new exotic world. Although, this time seemed to be one of cultural acceptance it was not. Europeans still believed Africans to be different and unusual and most of the artistic expression, such as music, was changed by the black performers in order to please Europeans. Africans and their culture were still seen as foreign and primitive, stereotypes were still applied and expectations continued to be set in place. The acceptance of African culture stemmed simply from the fact that Europeans wanted an escape from their lives and found that escape in the culture of Africa.