APA New York: The Business of Fine Art Photography

Have you wondered how to find the right place in the fine art world for you and your work? Ever asked yourself why some photographs are considered fine art and sell for tens of thousands of dollars while others are not exhibited at all? 

Creating and properly marketing a body of fine art work can be instrumental in developing multiple revenue streams to support your business while at the same time keeping your vision fresh and alive. 

What is a fine art photograph? What is the correct market for your fine art work and how do you reach that market? How should you present your work to galleries, and create marketing materials and a Web site? What do galleries expect? What is the role of social media? Are there alternatives to art galleries? Is book publishing a real option? 

Join APA-NY and Soho Photo Gallery for an in-person presentation and book signing with Thomas Werner the author of the new book The Business of Fine Art Photography.

Thomas is author of the book The Business of Fine Art Photography, Routledge, New York, and The Fashion Image for Bloomsbury Publishing, London. He is a former New York gallery owner, former Director of the photography program at Parsons School for Design, and exhibiting artist show has been reviewed in The New Yorker Magazine. A creative consultant, Thomas works one on one with students, creatives, businesses, cultural institutions, and not for profits helping them refine their communications, and achieve their goals in fashion and fine arts.

Bio: Thomas Werner 

Thomas is the author of the book The Business of Fine Art Photography, Routledge, New York, and The Fashion Image for Bloomsbury Publishing, London. A creative consultant, Thomas works one on one with students, creatives, businesses, cultural institutions, and not for profits helping them refine their communications, and achieve their goals in fashion and fine arts. He is also an Advisory Board Member for Ithaca College’s Executive Education Program, a contributor to Adobe’s Lightroom Academy, an Editor at Large for IRKmagazine, a Paris based fashion and culture magazine and website, founder of Thomas Werner Projects Podcast, the Global Editorial Director at Les Loupes des Steppes Publishing, and past Photography Program Director at Parsons School of Design in New York. Thomas currently lectures internationally on the topics of photography, fashion, innovation, education, and contemporary professional practices, with a series of pre-pandemic presentations and workshops in 6 cities across China. He is the former owner of Thomas Werner Gallery in Manhattan’s Chelsea Art District, and a former National Board member and New York Chapter President for the American Society of Media Photographers. Werner also led a team developing a media and literacy web site and resource center in five languages, Spanish, French, Russian, Arabic and English for the United Nations Alliance of Civilizations/UNESCO. He has worked with the United States Department of State on cultural projects in Russia, and been a photography consultant for COACH and Rodale Publishing, among others. Thomas was a recurrent instructor at the United Nations Education First Summer School, and is now presenting workshops on effective message development, team management and visual communication on an international basis.

For 16 years his research was Russia centric spending an average of 25 days a year there partnering with 32 cultural, educational, and governmental organizations to develop projects in 29 cities. The focus has been the introduction of contemporary education methodologies, and the development of creative cultures within the country. Russian partners have included; The State Hermitage Museum, the National Center of Contemporary Art, Perm Regional Government, The Moscow Biennale for Young Art, National Centre of Photography for the Russian Federation, The Central State Archive of Film, Photographic and Phonographic Documents, The Moscow Biennale, The Pro Arte Foundation, and others. He has curated exhibitions in the United States and abroad, including seven co-curated exhibitions at the State Hermitage Museum in Saint Petersburg, Russia. His private collection of Russian photographs and artifacts have been exhibited internationally.

Thomaswernerprojects.com

Instagram.com/thomaswernerprojects/