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Matt Bailey

January 25th, 2011

Marketing for Fine Art Photographers

Posted by Matt Bailey

An interview with Mary Virginia Swanson, creative consultant on making and marketing art. Written for our friends at APA National.

MB:  First of all, thank you for taking the time to add your insight and expertise on this subject for the rest of us to benefit from. As we’ve discussed in the past, I started out as a fine art photographer in the late eighties, well before the internet gave artists access to a global marketplace.  I’ve seen first hand how commercial photographers have gone from shipping physical portfolios from agency to agency as their primary form of promotion to circulating links to a wide distribution list with a well designed email campaign.  How have you seen the world of promotion and commerce change for the fine art photographer over the last 10-15 years?

MVS:  Today, introducing your work to new audiences or keeping in touch with those whom you’ve met should be consistent in brand identity and intention whether it is in print or via email.  Depending on the market segment you are targeting, using social media such as Facebook and Twitter may be appropriate.  Regardless, your website should be the anchor of your marketing, featuring a tight edit of images, and a clear message, with simple navigation.

Portfolio review events have evolved in recent years to become an important  forum for artists ranging from FotoFest’s “Meeting Place”, a component of its biennial festivals (est. 1986 in Houston, Texas), to nearly 20 events per year available to photographers in the US alone.  Some are juried, such as Review Santa Fe, others are regional in focus, and still others offer meetings with a range of international curators, gallery directors, photo editors, publishers and more.  Some events now offer opportunities to meet with industry professionals in one market segment, others, with a broad cross-section.  I encourage anyone considering attending a portfolio review event to weigh the price, the value of potential contacts and the opportunity they will or will not have to meet with reviewers who are a priority to them at this time in their career path.   These events offer an opportunity to gather together with their peers and to begin professional relationships; whether participants work to grow the relationships they begin at review events is up to them.

Posted in Marketing / Matt Bailey / Q and A

Our thanks to APA for the following article, penned by our very own Matt Bailey.

Do you want to add more dimension – and distinction – to your brand? Start using video on your website.

Video can help you market yourself as a professional who brings more to the table than a handful of carefully selected images. It can help you develop an effective brand, communicate your personal vision and illustrate what it’s like to work with you. And, with a slew of HDSLR cameras on the market and numerous other gadgets to help you capture video, it’s never been easier.

Where should you start?

The uses of online video can range from highlighting your videography work to showcasing a slideshow of stills. You can also use videos in lieu of a traditional “bio” page, to present testimonials or as a behind-the-scenes look at how your studio operates.

To view some different ways that photographers are using video online, check out these photographers’ websites:

Emilie Sommer

David Emmite

Justin Francis

Mark Wallace and

Jules Bianchi.

Follow the link if you want to read  the full article @ APA

Posted in Matt Bailey / Photography and tagged with ,


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