This chapter examines the relation of artists with the art contemporary fairs. Art fairs are a crucial element of the contemporary art market. Especially, art fairs play a major part in the market for contemporary art as a substantial commercial vehicle for art galleries and artists. The art fairs’ organizers had to develop creative events (exhibitions for honored artists, awards, and prizes to support participating artists) to stay connected with their audience and provide visibility to the art galleries. The chapter examines the case of the Art Thessaloniki International Contemporary Fair, and especially through: a) the organization of the exhibition of Opy Zouni as an honored artist during the Seventh Art Thessaloniki International Contemporary Fair (23-26.5.2024), and the b) The organization of the Opy Zouni awards for three participated independent artists during the Eighth Art Thessaloniki International Contemporary Fair (15-18.5.2025).