Photo How To

Photographers have always looked to the fine art field as a marketing outlet for their personal work but can you really make money from art sales? How do you establish yourself in the business? What are the best marketing tools for finding gallery representation and fine art clients? Is your work truly “fine art”? Certainly there will be many similarities to marketing consumer or commercial photography but the fine art world has some unique pitfalls and opportunities to watch for if you plan to expand into this field.

There are many kinds of white light. At first this statement seems like it doesn’t make sense, but if you look closely at a typical light bulb in your living room (the old kind, not the new florescent type of bulbs) and compare it with, say, a daylight florescent fixture, the light bulb is much more yellow than the florescent light. Similarly, if you compare sunrise and sunset lighting to the light from an overcast sky at noon, the lighting from low angled sunlight is very yellow—it looks golden, in fact—and the cloudy sky produces a white light that is more bluish.

Even with today’s “everyone with a camera is a photographer” syndrome, the event photography business is still ripe for making sales. With event photography, clients can’t use stock photos and shooting their own images often turns out to be below par, at best. It is a very specialized field of professional photography requiring both personal and business skills.

Back in the 70’s when I started my photography career as a street photographer/photojournalist we had some pretty hefty equipment. Protecting it from the elements and potential thieves was our main concern. We didn’t have much in the way of small photo bags other than pricey leather ones that protected the gear but screamed: “Take me. I’m expensive!”

Are you someone who appreciates the richtones, colors and textures of 19th and 20th century alternative photo processes? With onOne Software’s Perfect B&W (www.ononesoftware.com), you can imbue your own images with these classic looks, and you won’t have to spend days in the darkroom to do it. Options include Platinum and Palladium, the warm beige tones and mottled surface of Calotype, the blue hues of Cyanotype, the buff tones of an Albumen print, the velvety reds of a warm Carbon print, even the look of a Tintype and many more.

Beyond learning how to handle cameras and photo equipment, working as a photo assistant will teach you many lessons that will go a long way toward helping you build a successful career. Skills you’d most likely garner include learning about project management, studio protocols, location procedures, dealing with clients, preproduction and postproduction work, and more. These are all essential business skills and can often be learned only “on the job.” Indeed, talk to many established pros today and you’ll find that’s how they got their start.