In episode 4 of Art in Focus, host Tristanne Farrell chats to Virginia MacKenny – artist, writer and Emeritus Associate Professor, and Vanessa Cowling – artist and part-time photography lecturer about everything you need to consider when buying photography as part of your art collection. From the evolution of photography as a medium, to international fairs not to miss and vital considerations like covers, edition sizes, paper quality and provenance – this is your essential guide to buying photography as art.
Listen to ep 4 now
— Photography by Pieter Hugo
Photography as a gateway for collectors
Photography offers a compelling entry point for young collectors. As Virginia MacKenny notes, “Buying photographs is a way for young contemporary collectors to start, because generally photographs are cheaper than paintings or sculptures.” This affordability, coupled with the potential for significant appreciation, makes photography an attractive investment. MacKenny quoted Persons Project, a contemporary art gallery located in Berlin, that says the value of contemporary photography has increased tenfold over the last five years.
Navigating the investment landscape
Investing in photography requires understanding the complexities of the medium – because unlike a painting which is a one-of-a-kind, there will be more than one copy of a photo. So, the edition size and what number in the edition you’re purchasing are important. The quality of print – which includes what the photo has been printed on and whether it was developed in a dark room or produced using an ink-jet printer, is important. Cowling explains that who developed the photo is crucial to its value. “If David Goldblatt printed his own photograph, it would be deemed more valuable than one printed by a gallery.” The artist’s involvement in the production process is vital.
Celebrating African pioneers
The conversation highlights the contributions of influential African photographers like Berni Searle and Zanele Muholi, in experimenting and progressing photography as a medium. Searle, known for her interdisciplinary approach, uses photography to complement her sculptures. “The photograph becomes the artwork in the end,” MacKenny explains. Muholi, on the other hand, has created a powerful archive documenting the black LGBTQIA community. Cowling says this is significant because Muholi’s work gave a voice to a former underrepresented group. “They made this archive of work that never existed before, and I think that was really powerful.”
Established artists paying it forward
Cowling and MacKenny discuss the importance of established photographers setting up programmes and offering their time and experience to give emerging talent a leg-up. They reference Muholi’s commitment to nurturing future talent through the mentorship programme in Roeland Street, which provides young photographers with equipment and guidance. MacKenny says the tradition of established artists supporting emerging ones is nothing new citing the Market Photo Workshop founded by David Goldblatt in 1989. “Artists have quite a high sense of social responsibility,” she observes.
Emerging talent to watch
The podcast also explores the landscape of emerging photographers in South Africa. Cowling highlights the rich talent pool at institutions like Michaelis, noting that many promising artists are yet to gain gallery representation. Among the names to watch are Nobukho Nqaba, Thandiwe Msebenzi, and Nicole Fraser.
Evolving themes and techniques
Photography is a dynamic medium, constantly evolving with new technologies and creative approaches. MacKenny notes the increasing complexity of contemporary photography, with artists exploring themes of identity, politics, and the environment. “Artists are trying to find ways to communicate the trouble,” she says, highlighting the role of art in addressing global challenges.”
As the conversation concludes, Farrell reflects on the future of African photography. With its blend of affordability, cultural significance, and investment potential, the medium is poised for growth. For collectors and art enthusiasts alike, African photography offers a unique lens through which to explore the continent’s vibrant artistic landscape.
