A first-time art buyer’s guide to CONTRA.Joburg

19 Aug 2025

Buy your first piece of artwork at CONTRA.Joburg. Photo: Supplied.

CONTRA.Joburg lights up the city on Sat, Aug 30 and Sun, Aug 31, 2025. Photo: Supplied.

A chance to meet the artists where the magic happens with CONTRA.Joburg. Photo: Supplied.

If the Joburg art scene had a block party, it would be CONTRA.Joburg. For one buzzing weekend, more than 100 artists, designers, and makers throw open their studio doors and invite you in. It’s not just about looking, it’s about collecting. So, you’ve spotted a piece that makes your heart skip? Don’t worry, buying art isn’t only for the deep-pocketed. CONTRA.Joburg is all about making it easy, exciting, and accessible to take your first artwork home. Here are some tips for buying your first artwork. And if your wallet’s feeling a little light, Africa Collect is there to help you get that dream piece without the financial heartbreak.

CONTRA.Joburg lights up the city on Sat, Aug 30 and Sun, Aug 31, 2025. Book your tickets here.

Visitors taking in art at Bag Factory. Photo: CONTRA.Joburg.

1. Trust your gut

If it moves you, that's enough. Forget "right" or "wrong" – buy what you love. Art is a conversation between you and the work.

2. Ask the artist

Most artists are right there. Ask about their process, what the piece means, or how it was made. Connection deepens value.

3. Know your budget

There's art for every wallet. Many works are under R2,000, and some are available on payment plans via Africa Collect – own now, pay over time.

4. Look for originals and editions

Some pieces are one-of-a-kind. Others are limited editions. Don't be afraid to ask: "Is this an original?" or "How many were made?"

5. Take your time... but not too long

If a piece pulls at you, don't wait too long, others may feel the same. CONTRA only happens once a year.

6. Ask about care

Not sure how to hang it? Frame it? Store it? Ask. Artists love it when you take their work seriously.

7. Start your collection

This is your beginning. Even one artwork can shift a room and say something about who you are.

Africa Collect makes collecting art easy at CONTRA.Joburg

Engage with the artists at CONTRA.Joburg. Photo: Supplied.

Africa Collect is the fintech-style game-changer making art ownership easier than ever. Teaming up with CONTRA.Joburg, the platform gives first-time and emerging collectors the chance to take home the pieces they love – without the upfront pressure. Think of it as flexible payments for your future art collection, breaking down one of the biggest barriers to owning contemporary African creativity.

Co-founded by venture capitalist Thabo Ncalo and cultural entrepreneur Sara Hallatt (the force behind CONTRA.Joburg), Africa Collect is built on the belief that art ownership should be for everyone, not just the elite. At CONTRA.Joburg 2025, visitors can pick a piece they love and apply for a loan on the spot, with approval possible in just 24 hours.

HOW IT WORKS AT CONTRA.JOBURG:
1. Spot an artwork you love at any partner venue.
2. WhatsApp a photo of it, along with the artist’s name, to +27 84 411 2871.
3. Following a quick credit check, Africa Collect pays the artist or gallery directly.
4. The buyer pays a 10% deposit and takes the artwork home.
5. Settle the remaining balance over up to 12 months – with 5% off for Society members.

For more on South Africa's biggest open-studios festival, discover 10 reasons why you should buy your tickets to CONTRA.Joburg. This all-out art weekend takes place on Sat, Aug 30 and Sun, Aug 31, 2025. Book tickets now.