Boitshoko and her friend, Lisa, at the FNB Art Joburg. Image: Supplied.
By Boitshoko Shoke
My recent visit to FNB Art Joburg, which is Africa’s leading and longest-running contemporary art fair, was more than just a casual stroll through curated masterpieces.
Accompanied by one of my closest friends, Lisa, the experience turned into a reflective exploration of the ever-evolving art landscape in Africa.
We found ourselves immersed in a world where creativity and entrepreneurship blend seamlessly, showcasing the power of art to not only provoke thought but serve as a commercial and cultural force.
In recent years, the global art market has seen a surge in interest in African art, with the continent's artists gaining recognition on the world stage.
According to the ArtTactic 2022 African Art Market Report, African art sales reached approximately $225 million that year, demonstrating a growing appetite for African creativity among international collectors.
This represents a significant increase from previous years, marking a notable rise in interest and valuation of African art.
Additionally, art auction houses like Sotheby’s and Christie’s have reported record-breaking sales for African artists, with the market value for contemporary African art doubling over the past decade.
South Africa has been at the forefront of the trend – Johannesburg and Cape Town have emerged as major hubs for contemporary African art.
South African artists such as William Kentridge, Zanele Muholi, and Nelson Makamo have become internationally recognised, fetching impressive prices at auctions and gaining global collectors. Kentridge, for instance, sold one of his works for $1.56 million at Sotheby’s in 2021, reflecting the potential for South African art to compete on the world stage.
The burgeoning market presents significant opportunities for South Africa to strengthen its role as a leading exporter of art in Africa.
By tapping into the growing demand, the country can expand its economic footprint in the global art economy. As we wandered through the exhibits, my friend and I couldn’t help but discuss the commercialisation of art in South Africa, a transformation driven by brands like Lulama Wolf, who has seamlessly integrated her work into fashion and lifestyle brands, and MaXhosa, who has elevated African design to the global luxury market, exemplifies this new era of art entrepreneurship.
The shift has enabled artists to expand their reach beyond gallery walls, creating sustainable business models that merge art with fashion, design and other industries.
While the FNB Art Fair in South Africa stands as a major platform for African art, several other prominent art fairs drive the creative economy. Notable examples include 1-54 Contemporary African Art Fair, which has become a leading international event with significant sales, Art X Lagos in Nigeria, which positions Lagos as a key player in the global art market, the Investec Cape Town Art Fair, which highlights South Africa’s global art influence, and AKAA in Paris, which broadens the commercial reach of African art in Europe.
Each of the fairs plays a crucial role in showcasing and expanding the global presence of African art. And despite the successful platforms, Africa’s art economy remains largely underdeveloped.
There is immense potential for South Africa and the continent as a whole to tap into the art sector as a catalyst for broader economic development.
The rise of digital platforms and e-commerce has revolutionised the art world, offering African artists new ways to commercialise their work.
Online art marketplaces like Artsy and Instagram have become important tools for African artists to sell their work to a global audience.
Moreover, the use of non-fungible tokens presents new opportunities for African artists to enter the digital art space, creating a direct connection with buyers and reducing the reliance on traditional intermediaries like galleries and auction houses. South African artists and entrepreneurs can take advantage of the trends by creating platforms that showcase and sell African art digitally, reaching collectors who might not attend physical fairs. The integration of digital tools into the art ecosystem could also democratise access to art, making it easier for artists from rural or less connected areas to monetise their work.
Another area of opportunity lies in fostering public-private partnerships to support the commercialisation of art.
Governments and corporations can invest in initiatives that promote African art globally, such as sponsoring international exhibitions or creating cultural exchange programmes that facilitate the movement of African art into foreign markets.
In an article by Ebewo & Sirayi, which explores the concept of art/cultural entrepreneurship, the authors emphasise the importance of fostering talent and supporting the creative economy through education and infrastructure. To fully unlock the potential of Africa’s art economy, similar steps must be taken today.
Expanding art schools, galleries and artist residencies will provide artists with the skills and opportunities needed to succeed. Governments, private companies and NGOs can play a pivotal role by offering grants, scholarships and collaborating with international art institutions. Such investments will not only nurture African talent but also increase the global visibility of the continent’s rich artistic contributions.
As our gallery visit came to a close, my friend and I paused to reflect on how much we had taken in. It wasn’t just the beauty of the artwork or the stories behind each piece; it was the undeniable fact that South Africa’s art landscape is more vibrant than ever before. The blending of art, culture and commerce presents an exciting future for artists across the country. For us, this was more than just an art appreciation exercise– it was a reminder of the power that creativity holds in shaping not only the cultural fabric of our nation but also its economic trajectory.
Boitshoko Shoke is the research and impact manager of 22 On Sloane, Africa’s largest entrepreneurship campus.
BUSINESS REPORT