Secrets of the art market - an art dealer lifts the veil
Published 27 January 2025 in Art for All
By Nolan Stevens
Art dealers play a crucial but often unseen role in the art world, bridging the gap between artists, galleries, and collectors. Behind the scenes, they help shape markets, elevate careers, and navigate the complexities of valuing and sourcing art.
In this first installment of our series exploring careers in the art industry, we sit down with South African art dealer and gallery owner Choni Gavin. With years of experience and a keen eye for emerging talent, he shares his insights into the business, the artists to watch, and advice for navigating the art world as a collector.
What’s something about art dealership that people don’t realise?
Choni Gavin: Many people don’t realise how much art dealership is about community. As a dealer, I often work with artists from underrepresented or marginalised backgrounds, helping them navigate both local and international markets. It’s incredibly rewarding to see their voices amplified and their work appreciated on a larger scale.
What’s something about art dealership that people don’t realise?
Choni Gavin: Many people don’t realise how much art dealership is about community. As a dealer, I often work with artists from underrepresented or marginalised backgrounds, helping them navigate both local and international markets. It’s incredibly rewarding to see their voices amplified and their work appreciated on a larger scale.
What’s the most common mistake new collectors make?
CG: New collectors often neglect researching provenance or the artist’s background. This can lead to purchasing overvalued or even inauthentic works. South African collectors, in particular, should verify the authenticity of artworks and understand the artist’s position in the market. Working with reputable galleries or dealers and seeking expert advice can help avoid these pitfalls.
What trends or themes do you think will dominate in 2025?
CG: Themes like identity, environmentalism, and decolonisation are becoming increasingly prominent. I also see a rise in digital and mixed-media works, where traditional African elements are combined with modern techniques. Art that reflects socio-political narratives or promotes sustainability will continue to gain traction.
What advice would you give to new collectors who feel overwhelmed by the art market?
CG: Start by focusing on genres or themes that resonate with you personally. Building confidence as a collector takes time, so don’t rush. Attend exhibitions, join collector groups, and read art publications. Most importantly, find a trusted dealer or mentor who can guide you. The more you learn, the more comfortable you’ll feel navigating the market.
What does your daily work as an art dealer look like?
CG: No two days are alike, but my core responsibilities revolve around sourcing artworks that clients are seeking, often at competitive prices. This means I’m constantly in touch with sellers, collectors, galleries, and artists. I also dedicate a lot of time to marketing, whether through online channels or direct relationships, and managing the logistics of sales—like storage, shipping, and framing. My main clients are private equity collectors, corporations, and a small circle of established artists whose careers I help manage.
How do you assess the value of an artwork? What factors matter most?
CG: For works in the secondary market, auction records and gallery prices are my go-to resources. They give me a baseline for pricing. But when it comes to emerging artists, it’s less straightforward—it often relies on intuition and experience. You look for artists with a unique voice, strong technique, and growing interest from reputable galleries or institutions. Factors like the artwork’s medium, size, provenance, and critical recognition all play an important role in its valuation.
How do you spot emerging artists with long-term potential?
CG: Emerging artists often first gain recognition through local exhibitions, gallery representation, and competitions like Sasol New Signatures. I pay attention to those with a distinct, consistent style and a growing reputation among critics and curators. But I’m also cautious. Artists whose work becomes overly commercialised or whose market value inflates too quickly without institutional or critical support can be risky
What qualities help an artist stand out and find success?
CG: In South Africa, artists who succeed often reflect the country’s socio-political landscape in their work, but they also bring a unique voice to these narratives. A fusion of traditional African techniques with contemporary forms is especially striking right now. Artists who engage with both local and global conversations—whether about identity, environmentalism, or decolonisation—tend to capture attention and achieve longevity in the market.
