International Festival
of photography and visual arts

Escuela PIC.A - The art market and marketing of the artist.

PHotoEspaña > Escuela PIC.A > The art market and marketing of the artist.

The art market and marketing of the artist.

 Chaired by Juan Curto

 The art market has lost its unique character to turn into a multiplicity of markets; each of them relying upon the view point of the analyses and its interplaying. Photography, at the core of this market, it is another way for artists to express themselves and although relatively young, it competes with absolute strength. 

Curiously enough, the art market does not obey strictly to the laws of supply and demand as other markets do. To grasp the present day art situation and particularly that of photography, it is key to understand the underlying motivations of the logic of purchasing as well as the fairs and other relevant agents’ roles. The artistic photograph finds him or herself having to face this market and to find his or her place within it. 

New and emergent photographers are in need of effective help and advice to develop their careers with success. Nowadays this represents a challenge because of the over-supply and demand’s shortage in art. It is unavoidable to know the context in which one would work as well as what you should do to promote yourself and create a brand image - understood from the viewpoint of marketing and personal branding - in this market.



Date: Saturday 10 December 2016, 11:00-14:00 and 15:00-18:00


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