With the launch of South Africa’s first Instagram auction house last week, art bidding is making its way from auction halls and onto social media. Apollo Auctions, founded by three young Cape Town entrepreneurs Johan Schwela, Blaise Janichon and Joe De Wet, offers upcoming artists and designers the opportunity to showcase and sell their work online.
Having already sold their first piece for the year, To Hold to Love by Danielle Clough, Apollo Auctions hopes to transform the marketing potential of social networks into sales by bringing together the necessary requirements of a successful bidding process into one convenient space for both artists and buyers.
Co-founder and former financial manager of Cape Thoroughbred Sales, Joe De Wet brings his expertise in the auction and business industries to the project. Through Apollo Auctions he believes that an alternative for high cost gallery offers has been found, saying, “We use the global platform of Instagram media to promote artists’ work across the world, ensuring that they get a greater audience without the heavy overheads and risks of a fixed location.”
Next in line to have his work auctioned off starting today (10 December) is Ross Symons, known as @white_onrice on Instagram. Just before quitting his job, Ross started Instagramming different origami objects every day, gaining a significant following that has since resulted in commisions for installations and paper art.
The final auction of the year takes place on 17 December featuring the conceptual yet simplistic work of illustrator and designer Jaco Haansbroek.