YOUR WORK AND ITS AUDIENCE: MAKING THE MATCH, NYC 2021

Mary Virginia Swanson & Special Guests  

WORKSHOP DATES

November 1 - November 6, 2021

LIMIT

16 photographers

COST

2,200 USD tuition only
 

APPLICATIONS OPEN

March 29,2021

APPLICATIONS CLOSE

July 29,2021

WORKSHOP SCHEDULE IN BRIEF*

Monday November 1st (9:00 a.m. – 6:00 p.m.)

Our first day will be dedicated to the review and editing of each student’s project. Elizabeth Krist will begin by sharing the steps to edit an extensive photo essay, dissecting its strengths to form a traditional published story. Through a series of discussions, Elizabeth will then guide students towards editing their images for a variety of outlets and to best maximize the potential of each project.

In the afternoon session, Mary Virginia will offer an examination of self-publishing your work vs. being published, and the role of a publication in your career.

Tuesday November 2nd(9:00am–6:00 pm)

During the morning, photographer, editor, and educator Joan Liftin will join us for a lecture on editing photo books.

Today Elizabeth Krist will continue editing each participant’s project. 

Wednesday, November 3rd (9:00am–6:00 pm)

Throughout the morning, Alan Rapp, Editorial Director at Monicelli Press, will join us in the classroom for an in-depth conversation about photo book publishing today. He will lend his advice on when a project is ready for publication, discussing targeting publishers most likely to be interested in your work and how to bring your projects to their attention.

Today’s classroom discussion will focus on audiences who are likely to respond to your work in fine print form. Mary Virginia will provide an overview of the diverse market for fine art photographs today: who buys prints and why, how to introduce your work to decision makers through competitions and investing in face-to-face meetings at portfolio reviews.

One-on-one sessions with Mary Virginia to discuss your project and its audience will begin this afternoon. Participants are encouraged to observe each other’s one-on-one sessions throughout the week.

Thursday, November 4th (9:00am–6:00 pm)

Karen Marks welcomes us to Howard Greenberg gallery where she will share her insights into the fine collecting market and gallery representation today, pricing / editioning your work, and other related topics.

Afternoon classroom discussions with Mary Virginia will focus on making the most of your exhibition opportunities—researching how to identify and build relationships with appropriate venues and collaborating to maximize the benefits of exhibitions for you, the venue, and its community. We will discuss developing sponsor relationships, creating appropriate educational components, and fostering long-term professional relationships from every opportunity.

This will be followed by a lecture on licensing your work in the commercial marketplace, including insights into buyers today, rights language and constructing pricing parameters

At the end of the day, we continue our one-on-one sessions with Mary Virginia.

Friday, November 5th (9:00am–6:00 pm)

We will start the day with a lecture by Jane Yeomans, Photo Editor at Bloomberg Businessweek Magazine, who has deep experience in commissioning photographers to create new work, and in utilizing photo research skills to identify images for licensing as illustrations for the editorial and book jacket markets. Yeomans will bring many examples of projects she has been involved with and share related research and production details. She will advise participants on best practices for you and your work being ‘found’ by editors and researchers today.

Jane and Mary Virginia will discuss the editorial market today, as well as how to target appropriate publications to secure contracts for commissions, and how to then deliver on expectations.  

During the afternoon, Mary Virginia’s presentation will be on how to strategize long-term personal projects through partnerships and collaborations as you work towards presentation, exhibition, and publication.

This will be followed by a presentation on using social media platforms to introduce and engage followers with your creative practice and move your career forward.

We will continue with the last round of one-on-one sessions with Mary Virginia at the end of the day.

This evening there will be a group visit to a local gallery.

Saturday November 6th (9:00am–2:00 pm)

During the morning, photographer Elinor Carucci will join us for a conversation on how to sustain a successful career as an artist today.

Workshop concludes at 2pm today.

* This schedule is subject to change at any time. If a guest presenter must cancel unexpectedly, we will work hard to confirm another industry expert with a similar level of expertise to join us.

WHAT TO BRING

40 IMAGES IN PRINT FORM
Participants should bring a selection of 40 images from the project they submitted. For ease in sharing, please bring 8x10 inch prints (slightly smaller is fine, “work” or “lab” prints preferred).  It would also be helpful to bring an additional 50 images from the same project in digital form, in case faculty might want to see more.

If you’d like to bring a small group of what you consider exhibition prints for sharing with faculty, you are welcome to do so, but not required (unframed, please).

Mary Virginia will issue a questionnaire to each accepted participant about 4 weeks in advance with further instructions on making the most for our time together in New York City.