Interweaving stories of Western collectors, Muslim traders, African artists and intellectuals, and the filmmakers themselves, the film focuses on a remarkable art dealer from Niger named Gabai Barre. It follows him all the way from the rural Ivory Coast to East Hampton, Long Island, where he bargains for a sale. The film shows how (through occasionally hilarious and frequently fantastic tales about the art objects) he adds economic value and changes the "meaning" of what he sells by interpreting and mediating between the cultural values of African producers and Western consumers.

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