For centuries, patrons of the arts have remained far removed from the artists whose work they endorse. Interested in the artists’ work and practice, but disconnected from the artist’s live experience, the relationship centered around the material. A collaboration between BMW and FNB Art Joburg, the BMW Young Collectors Co. initiative was developed to champion Africa’s art market by cultivating a new patronage, a patronage that would grow the support systems artists have.

Born from the action-based FNB Art Joburg, one of the initiative’s objectives is to forge a culture that makes engaging with the local creative economy second-nature for its members. This is achieved through facilitating organic encounters with key players in the arts throughout the year.

Aimed at CEOs, founders, and entrepreneurs under 40, the initiative exists to develop a new generation of art collectors by affording them access to first-hand social experiences with the country’s leading artists, galleries and art patrons.

Looking to protect and serve the arts as much as they collect, this generation of imminent collectors have the opportunity to participate in the arts with a depth that comes from having first-hand insider knowledge.

Introducing the BMW Collectors Co. 

The introduction of The BMW Collectors Co. marks a natural evolution in the commitment to fostering long-term sustainability in the African contemporary art ecosystem. While The BMW Young Collectors Co. successfully seeded a new generation of art patrons, the need for intergenerational dialogue, mentorship, and continued support became increasingly apparent. By extending the invitation to individuals over the age of 40, The BMW Collectors Co. ensures that this important work does not stop with one age group. It grows richer, more informed, and more resilient.

Sustainability in the contemporary African art world cannot be achieved through single-generation participation alone. It requires layered support systems, where experience, resources, and networks are shared across age groups to nurture a more balanced and enduring ecosystem. The BMW Collectors Co. provides a crucial platform for seasoned collectors and professionals to not only remain active participants but to serve as mentors, collaborators and advocates for younger collectors and emerging artists.

This intergenerational model strengthens continuity in art patronage—ensuring that as trends shift and market dynamics evolve, the core value of supporting African creativity remains intact. By encouraging both emerging and established collectors to engage meaningfully with the continent’s artists, curators, and institutions, the programme helps build a resilient foundation that will support African art locally and globally for years to come.

Importantly, expanding the collector base also enhances the ecosystem’s financial sustainability. The continued involvement of older collectors brings diverse purchasing power and influence, increasing the potential for meaningful acquisitions, institutional partnerships, and long-term investments in the arts. This collective action not only benefits artists and galleries, but also the infrastructure surrounding them.

With The BMW Collectors Co., the vision is clear: to establish a robust, inclusive patronage model that supports African art holistically; one that champions both the emerging and the established, ensuring the ecosystem remains self-sustaining, representative, and relevant. It is a movement that invites all stakeholders, regardless of age, to take an active role in protecting, shaping, and celebrating African cultural heritage.