Making the most of an art exhibition
be like Lara.
Discernment and the ability to decide quickly are essential for success in art exhibitions. Iconic pieces will not wait around for you, so you need to be prepared to act fast. I'll tell you a short story based on real life events that illustrates this point.
Meet Lara. Lara is a clean energy consultant and fashion designer. She had been a silent observer of all Patrons MCAA events. After seeing how well the third edition of #SIC3 themed; Women in Arts went, she vowed to attend the fourth edition #SIC4 in June 2023. She personally reached out to the curator who happens to be an acquaintance of hers. She got invited to the exclusive collectors night of art<>ssembly, #SIC4. The collectors night is a privately held cocktail event which typically preludes the official opening of the exhibition to the public. She was one of the first few to be present. During her time there, Lara fell in love with Ikeme—-one of the exhibited pieces by Sotonye Jumbo. When she saw that like her, other attendees showed very keen interest in Ikeme, she immediately spoke for it and it was tagged for her. Excited, she took many pictures with her newly acquired art. She even video-called close friends to share the excitement she felt. One of such friends rushed over to the venue to see for herself. Thereafter, she and her friend made their way to the next event.
Later that evening, a fresh wave of curious and interested collectors swarmed in. One of such collectors was Nnamdi. After making his rounds through the exhibition hall, Nnamdi showed very keen interest in Ikeme and Ikeme alone. When he learned it was already spoken for, he felt aggrieved and requested the curator to ask if Lara was willing to sell Ikeme to him at 25% more. The curator promised to give it a shot. Lara was stunned when she learned of this. It wasn’t even up to 24 hours since she made this purchase and already, there’s a secondary buyer interested in this piece. She asked to think about it. She thought hard and long about it and reverted the very next day to say she purchased Ikeme because she really resonated with it and would only sell if Nnamdi was willing to double the catalogued price. Nnamdi thought hard and long about it and decided not to proceed with this purchase.
Did you notice how quickly the value of that art piece escalated? For many reasons and this, is why I strongly advise that you consider art as an investment vehicle. You don’t even need to break the bank to get into it.
Interestingly, the live scenario described above between Lara and Nnamdi is not new. This happens at every exhibition curated by Patrons Modern & Contemporary African Art.
There are a myriad of reasons why people attend art exhibitions and if, like Lara and Nnamdi, your intention is to also make a purchase, today’s digest is a mini masterclass for collectors on how you can make the most of art exhibitions.
Art exhibition Etiquette - before the event
1. Be in the know
If art exhibitions are your thing, do your research. When there’s an upcoming exhibition, the organisers would typically announce this way ahead of time in multiple publications. You can be in the loop by subscribing to their newsletters, following their social media pages, or be a member of collector groups where members would share information of what’s news.
2. Conduct your research
As you would a conference, a seminar/webinar, or any other social gathering, mark your calendars the minute you learn about an upcoming art exhibition. Conduct your research on the exhibiting artists, medium, and styles. Look up reviews of the organisers and artists where they exist, the artist profiles, and other exhibition information to build an understanding of the theme behind the event and the artworks that will be showcased. Also, look up the sponsors and partners and their shared mission behind it. This advance preparation will help you approach the exhibition with context and background knowledge, thus, enhancing your overall experience.
If an online catalogue is provided ahead of time, you can peruse such a catalogue to gain a deeper understanding of the exhibited pieces, so as to discern which artworks will be of great value to you.
3. Communicate and commit promptly
Understand that the art curator’s job is to advise you as you build your collection. Once you identify a piece that catches your fancy, immediately speak to the curator about your interest in purchasing it. It is advisable to make a down or full payment as this signals strong purchase commitment on your part. This is especially important if you are yet to build a relationship with the curator.
Curators are heavily invested in selling as many pieces as possible before the exhibition opens to the public. Your clear and polite communication with him/her on what your end goal is, is strongly advised.
4. Lobby your way to the private viewing
Oftentimes, private viewing events present an opportunity for collectors to meet-and-greet the exhibiting artist(s) and other collectors in their class. This event is typically reserved for a crowd of collectors the curator strongly believes have the purchasing power.
If you are friends with the curator or a member of the organising committee, do what you can to get invited to this private event. Not only is this an opportunity to hear from the horse’s mouth, it is also a networking opportunity for you to meet with serious art collectors with whom you may form long term personal relationships.
Art exhibition etiquette - at the event
1. Engage with the art in focus
Don’t only attend for the chatter, take your time to engage with the artworks in focus. Observe each piece, paying attention to the details, styles, techniques, forms, and emotions conveyed through them. Try to consider the artist's intention and the message behind each piece. Take note of your personal reactions and feelings.
When you see an art piece you like, take a picture of it so you can remember to come back to it if there’s a purchase interest.
When you do get to chatter with other guests, ask intriguing questions. Share your perspectives on how each artwork makes you feel. These are great conversation starters with strangers in attendance and often makes for rich and meaningful conversations.
2. Seek interpretation and perspectives
Don’t be shy to ask the dumbest questions to gallery assistants, curators, or even the artists themselves. It would surprise you that art exhibitions often provide additional resources like gallery guides, artist talks, or guided tours. Take advantage of these opportunities to gain insights into the artworks from experts and artists themselves. Take the time to ask questions, discuss interpretations, and seek different perspectives. This will enrich your understanding of the artworks, your vocabulary, and help you appreciate them even more from various angles.
3. Follow the rules, but have fun!
Art exhibitions are a great way to learn about art, meet new people, and have fun. So relax, take your time, and enjoy the experience. Don’t forget to take nice pictures and make good videos of yourself. Find out what works at each exhibition. Some galleries may not allow you to take photos of artworks on display unless you are in it. Either ways, be sure to make the best use of your time there and make each moment memorable so you can always relive these treasured moments with self, family, and friends.
4. Reflect on the art and discuss it
After the exhibition, take time to reflect on your experience. Consider the themes, ideas, and emotions that resonated with you. Introspecting can deepen your understanding and allow you to make personal connections to the artworks. Additionally, discuss the exhibition with friends, fellow art enthusiasts, or even online communities. Sharing and exchanging thoughts and perspectives can provide new insights and perspectives on the exhibition.
Applying all the tips discussed in this digest will certainly set you apart from other exhibition attendees and greatly improve your overall experience and collection taste.
In the light of the above, will you be RSVP-ing to small & Iconic’s 5th edition themed 5 in Focus? Visit the website to get started: www.smallandiconic.com.
