South African Art Hub Launches Free Platform for New Artists

Art on Target gallery director Bretten-Anne Moolman believes every artist deserves a chance to shine, whether they're fresh graduates or corporate retirees picking up a paintbrush for the first time.

Her gallery in Nelson Mandela Bay, South Africa, runs a unique exhibition called Curator's Choice that brings together 10 artists from wildly different backgrounds. This year's show features everyone from 20-somethings to an 80-year-old, mixing self-taught creators with formally trained professionals.

The selection process itself breaks all the rules. A panel of more than 20 people chooses the artists, including professional artists, art educators, students as young as six, and local art lovers. They pick from hundreds of submissions to the gallery's annual open exhibition, where all works sell at the same price and display without signatures.

For many selected artists, Curator's Choice marks their first public exhibition ever. Moolman gives them eight months to prepare new works, covering all participation costs herself.

The program grew from Moolman's vision that galleries should do more than just hang art on walls. She's run Art on Target for over a decade as a combined studio space, exhibition gallery, and art school offering classes for kids through adults.

Her gallery also sponsors talented students who can't afford professional training. Through partnerships with Nelson Mandela University, she gives fine arts students real experience in curating exhibitions and running an art business.

The Ripple Effect

The impact reaches beyond individual artists. Art on Target just launched Targeting Talent, a competition for young creators aged 5 to 19, complete with expert judges and prizes across four age groups.

Curator's Choice showcases everything from traditional painting and sculpture to experimental techniques with ceramics and alternative processes. The diversity reflects Nelson Mandela Bay's creative heartbeat, proving the city's art scene is thriving.

The exhibition attracts graduates, families, and art enthusiasts who pack the opening nights. Artists bring their supporters, creating a community celebration that reinforces why the program matters.

By removing financial barriers and offering professional exposure, Moolman helps artists generate income while building confidence through public feedback. Some participants have gone on to solo shows and placed works in national galleries.

The model shows what happens when one person decides access matters more than exclusivity.