Shifting Focus: How Online Exhibitions might open new doors for KZN Artists
For many of us in the Durban and broader KwaZulu-Natal art community, exhibiting work has traditionally meant well-lit spaces, carefully hung artworks, and that unmistakable buzz of an art show in full swing. North Coast Artists has proudly upheld this tradition through our biannual exhibitions at La Lucia Mall, and these exhibitions will remain an important part of our calendar for years to come. Now that our most recent exhibition has drawn to a close, however, it feels like the right moment to reflect more deeply on what these spaces offer, and where their limitations lie.
While the mall is situated in an affluent area and provides a steady stream of foot traffic, it does not always offer the ideal environment for artists seeking sustainable growth or meaningful engagement with serious collectors. Many visitors arrive with shopping lists rather than an intention to invest in original art. Subtle narratives, material choices and conceptual depth can easily be lost amid the general retail noise. As artists, we pour ourselves into our work, and it deserves an environment where it can breathe, be contemplated, and be appreciated without distraction.
There is also the undeniable cost and effort involved in physical exhibitions. Pop-up shows require transport, stand construction, setup days, manning shifts and eventual takedown. Beyond the practical logistics lies a significant amount of emotional labour — particularly for artists who are naturally introverted or who find extended periods of public engagement draining. These exhibitions remain deeply valuable for the sense of connection and community they foster, but they also come with constraints that cannot be ignored.
Commission structures in traditional gallery settings present another challenge. Gallery representation plays an important role in the art ecosystem, and commissions are standard practice worldwide. However, when percentages sit between 30% and 50%, they can significantly affect an artist’s ability to reinvest in materials, framing and ongoing creative development. Physical exhibitions can be rewarding, but they are not always financially empowering.
It is against this backdrop that online exhibitions begin to feel not just relevant, but necessary. Around the world, artists are embracing digital platforms as meaningful extensions of their creative practice rather than mere conveniences. For North Coast Artists, the conclusion of our recent exhibition has reinforced that the timing is right to take this step forward, as we move into the launch phase of our new Online Gallery.
An online gallery opens doors in ways that physical spaces simply cannot. Geography dissolves, replaced by a global audience unrestricted by time zones or travel distances. Our artists can now present their work to collectors in Johannesburg, Cape Town, London, Amsterdam, Sydney or New York without packing a vehicle or erecting cumbersome displays. Buyers are increasingly comfortable purchasing art online, and this shift is creating new pathways for artists to connect with collectors who may never otherwise have encountered their work.
Online exhibitions also offer a quieter, more intentional space for engagement. Through high-resolution images, thoughtful descriptions and artist biographies, viewers can spend unhurried time with each piece. The story behind the work unfolds gently, without the interruptions of a busy mall environment. This deeper level of context helps collectors understand the artist’s process, inspiration and journey, while giving artists greater control over how their work is presented.
For KZN artists in particular, this evolution matters. Our region carries a distinctive creative voice shaped by coastline, culture, history and a strong sense of place. These qualities resonate powerfully with global audiences — especially South African expatriates seeking authentic, narrative-rich connections to home. An online platform allows these voices to travel further and linger longer.
The NCA Online Gallery is more than a website; it is a practical tool designed to empower our artists. It offers members a professional space to showcase their work, reach international buyers, maintain a personal portfolio, and do so without the heavy commissions associated with traditional galleries. For those who feel uncertain about technology, support remains central to the process. From uploading images and crafting descriptions to understanding pricing strategies and researching online market trends, this is a platform we are building together.
Moving into the online space does not mean abandoning physical exhibitions. Rather, it strengthens them. By combining in-person events with a robust digital presence, we create a hybrid model that supports sustainability while preserving the community spirit at the heart of North Coast Artists. It allows our art — and our stories — to travel further than ever before.
Art is meant to move, to speak across borders, and to spark connection in unexpected places. By embracing online exhibitions, we are expanding the reach of KZN creativity and opening doors to a future in which our artists can truly thrive.
Guy McGowan
North Coast Artists Chairperson