Now that desk-top publishing is a reality, everyone can publish the book that they have been quietly polishing over the years. Memoirs “for the family”, a racy novel (are you the next Wilbur Smith?), archival research that really should not be lost, you can do it. Problem comes when you want to distribute your gem. Even if you are able to persuade a national chain or at least your local book shop to stock copies, they will display them only for a week or two, hold them on their shelves for only a few months. Selling is a battle.
So with art. The production, fraught with birth-pangs and sometimes self-doubt, is the easy part. It is the selling that takes the real effort. Some time back, I punted “The Artist’s Handbook”, available in the Overstrand Library, which gives practical tips on the business of art but there really is no short cut. Artists need to produce the art that is within them and the struggle to sell is part of the winnowing process separating the “painters for pleasure” from the committed artist who “kannie anders nie”.
Galleries
This is where galleries come in. They are always on the look out for work that they feel they can sell. Just as the old-fashioned publishing house does not only print your book, it offers critical advice, editing, support and much more. Visual artists (and self-publishers) skip this part of the process. But good galleries can fill the gap and guide and nurture the artist as well as market the art.
Art Fairs are another way of getting work sold. Dealers or galleries will take a stand at a fair and display their artists’ work. It is in the dealer’s interest to put up a good show so the selection is rigorous. The costs of advertising and attracting a good crowd are split and of course a fair can create its own magic, just as a gallery opening can do. The art-buying public often likes to be seen buying and a social occasion can help the decision to purchase.
Joburg Art Fair
The second Joburg Art Fair , at the Sandton Convention Centre, will be open to the public from 3-5 April. There’s a featured artist, Jane Alexander, (well-established and represented in our National Gallery,) some special projects, furniture design, books, art talks, video art and the stands of some 26 galleries . And of course there are the parties, led by Absolut Art. This vodka brand has made art sponsorship its special niche and I have not heard any artists complaining.
Ross Douglas, director of the Fair, make the point that not one of the world’s 300-odd art fairs focuses on contemporary art from Africa. This year’s fair, he says, will showcase the work of more than 400 artists and 32 designers from the continent, with the majority coming from South Africa. As the art world focuses more sharply on value, art from South Africa will become of greater interest.
More detail on www.joburgartfair.co.za.
Auctions
Most of the auction houses in Cape Town include art in their offerings. Some, like Stephan Welz/Sothebys, Ashbeys and Rudd’s have built up reputations for fair dealing over the years while the newly-formed Strauss and Co relies on its well-known and knowledgeable partners and staff. Now we have, in Hermanus, Whale Rock Auctioneers who had their first fine art, antiques and collectibles sale on Sunday at premises in Hermanus Business Park, behind CTM . The sale was well conducted by Jason Children who dealt at a fair pace with the 255 lots on offer. The furniture seemed a little over-restored and under-described in the catalogue and the modern Oriental rugs were too many, but the venue was comfortable and spacious. A selection of attractive artworks were on offer and the top price achieved was R176 000 (including buyer’s premium) for a delightful little Hugo Naudé oil, “Tamatiebank”.
It is likely that future monthly auctions will be on Saturday mornings from 11am, still time for weekend visitors to arrive and look in. If the sales are able to attract bidders from areas like Cape Town and Stellenbosch and if they are supported by residents selling furniture and art of quality, we shall have a real asset to enhance Hermanus as an art destination. Whale Rock’s conditions of sale have the usual caveats about descriptions and deals carry a buyer’s premium of 10% but sellers should be able, at least in the early days, to negotiate the seller’s commission which could make local selling more attractive.
Innovative selling
If you are not in the auction or art fair category, consider the Vermont Art Circle’s idea of a Bid and Buy exhibition. Next chance is from 15h00 on Friday 3 April at Sandbaai Art and Stationery in the Super Plants nursery. Glenda Pope will be opening the 14-member show and the idea is that prospective patrons place bids in sealed envelopes which are opened by the artist only at the end of the show – 11 April. If the highest bid exceeds the reserve price, the artist finalises the sale.
Walker Bay Art Gallery
Francois Grobbelaar of Walker Bay has opened another gallery at Kanonkop Wine Estate near Stellenbosch. The estate has shown a consistent record of success and ArtsPage hopes the gallery, situated in an atmospheric converted barn will do likewise. My picture features the interior with Louis Chanu’s bronze, “Forgotton Games”, a life-size rendering of a Swazi youth playing with a bicycle rim. The bronze is one of an edition of ten. More work may be seen on www.chanuart.co.za.
Hornbill Gallery
On Wednesday 6 April at 18h00 Hornbill opens with a show of Amanda Reyneke van den Berg, Rouvé de Flamingh and Erna Dry. It is entitled “Feathers” and Nico van Rensburg will be the guest speaker. Come and enjoy the work, the company and a drink. One of Rouvé’s oils, “Catching Dreams…” is illustrated.
Contact me at niblos@telkomsa.net with your news and views.
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