Beyond Aesthetics: What Drives Collectors to Purchase Art?

by Richard Mudariki

Installation short of the exhibition Tributaries: Narratives from Zimbabwe

In my many years of practice as an artist and later on as a cultural producer, I have come to understand that the decision to buy art is influenced by both personal and social factors. The reasons people choose to invest in original works of art reflect a complex interplay between personal satisfaction, social status, and investment potential.

The African contemporary art scene is vibrant and deeply rooted in cultural traditions, making the choice to purchase art go beyond mere decoration. Original works of art by visual artists from Zimbabwe in particular are collected based on several unique motivations that are reflective of both individual preferences and broader societal influences.

Installation shot showing an artwork by Portia Zvavahera (image courtesy of the artist and artHARARE)

For many art collectors, art serves as a profound means of personal expression and connection. When an individual decides to purchase an artwork, it is often driven by a deep emotional response. They may be drawn to a piece for its aesthetic impact, craftsmanship, or ability to convey particular ideas or emotions. In a country where traditional and contemporary art forms coalesce, buyers often seek artworks that resonate with their personal experiences or cultural heritage. This emotional connection can make the artwork feel like a valuable addition to their home or workspace, providing not just visual appeal but also a sense of personal fulfillment.

In addition to personal satisfaction, artworks can be a symbol of status and achievement. Owning original artwork can be perceived as a marker of success and sophistication. This is particularly evident in urban centers like Harare or Bulawayo, where art collectors and enthusiasts display their acquisitions as symbols of their refined tastes and financial success. For some, the act of buying art is as much about showcasing their social standing as it is about the art itself.

The social dynamics of art ownership are also notable. Artworks displayed publicly can signal to others the buyer’s cultural engagement and appreciation for the arts. In Zimbabwe’s tight-knit communities, owning and displaying art can communicate messages about one's values and interests. This public display of art not only enhances the aesthetic environment but also reflects the owner’s identity and their engagement with Zimbabwe’s rich artistic heritage.

Economic factors also play a role in art purchases. While works of art are often seen as a luxury, buyers consider both the immediate pleasure of owning a piece and its potential future value. Although the art market can be unpredictable, some buyers view art as a prudent investment. This is especially relevant in Zimbabwe, where economic conditions can fluctuate, making the long-term value of art a significant consideration. The decision to buy art may involve a degree of financial speculation, with buyers hoping that their acquisitions will appreciate in value over time.

Moreover, the increasing prominence of Zimbabwean artists on the global stage has added another layer to the art-buying decision. Exposure through international exhibitions, media coverage, and online platforms can elevate the status of Zimbabwean contemporary art, influencing buyers who want to be part of this growing recognition. Collectors may be motivated by the potential for their purchases to gain acclaim and value as Zimbabwean artists continue to gain international recognition.

Ultimately, the decision to buy art in Zimbabwe is shaped by a combination of personal desire, social aspirations, and financial considerations. Whether driven by a passion for art, a desire to make a statement, or a strategic investment, each purchase reflects a unique intersection of these factors. As Zimbabwe’s art scene continues to evolve, understanding these motivations can provide deeper insights into the vibrant and diverse world of art collecting.

What motivates you to collect art? Tell us in the comments below