Launch of BMW Art Generation by FNB Art Joburg at the weekend puts Maboneng on the spotlight once again as public interest peaks
By Edward Tsumele, CITYLIFE/ARTS Editor
A friend a few days ago sent me a WhatsAPP message asking for access to this weekend’s art function part of the of the activation of the Art Joburg Art Fair scheduled to take place at the Sandton Convention Centre from 8-10 September 2023.
I rather directed the friend to another art event, a very important exhibition featuring an award winning artist as a solo artist in a museum exhibition. A museum exhibition is clearly an important event in an artist’s art trajectory because of the prestige associated with such exhibitions. For one the exhibition’s run is usually much longer than an exhibition taking place at commercial galleries where there is no luxury of featuring a solo artist longer than for example six weeks as such an exhibition should after a certain number of weeks, should come down so that another artist takes their space.
It is basically a commercial decision with galleries aiming to maximise the monetary position of their space by having as many exhibitions and as many artists as they can, maximising their potential for financial gain. But a museum exhibition is not necessarily motivated by the financial imperative, but by other reasons, especially the educational aspect of art. Therefore having a solo exhibition in a museum put an artists in the spotlight, and this, is important in the career trajectory of young artists, such as in the case I have just pointed out.
However in the case of my friend, even when I tried to encourage her to consider attending this exhibition, she just brushed it aside and insisted instead on whether it was possible to access the event this weekend.
In the media we are used to these sorts of requests from friends, family and even strangers. However when that happens, we immediately know that such an event is likely to be well attended and subscribed, instead of relying on what the PR machinery behind such events say, which in fact is their job to market an event as a top attraction.
Going by the public interest so far in the BMW and FNB Art Joburg Generation art initiative BMW scheduled for its launch at the Centre for Less Good Idea in Maboneng founded by multi-disciplinary South African artist William Kentridge on Saturday, it is clear that the event is poised to attract a huge audience. I am pretty show other colleagues working in the arts media have fielded similar requests for tickets to this event from family, friends and even strangers.
The BMW Art Generation event will give the public access to open studios, performance art, live music, and a boutique lifestyle market with stalls dedicated to demonstrating the very best in design and food and wine experiences.
An initiative of the BMW Young Collectors’ Co. in collaboration with FNB Art Joburg, the The MBW Art Joburg is a star-studded weekend with a programme line up including the likes of Hans Ulrich Obrist, Prof.Thomas Girst, Global Head of BMW Group Cultural Engagement, Dr. Joy Simmons, Chika Okeke-Agulu, Azu Nwagbogu, Rem Koolhaas and William Kentridge.
Tickets for the BMW Art Generation range from R250 to R950. For the programme to purchase tickets, visit artjoburg.com.