Thomas Werner: The Business of Fine Art Photography - Part II: The Difference Between Commercial and Fine Art Vision

In February Thomas Werner presented "The Business Of Fine Art Photography Part I" in San Francisco and Sacramento. The program was so well recieved we've invited him to return to present parts II & III in the series. These sessions stand on their own so you needn't have attended the first one to benefit from this all day event with two parts that will clarify your vision and understanding of the Businsess of Fine Art Photography.

Saturday April 7th, 2007

Thomas Werner: The Business of Fine Art Photography - Part II: The Difference Between Commercial and Fine Art Vision

What is the difference between a fine art photograph and a commercial image? Why are Andreas Gursky's images of a 99 Cent Store considered fine art and selling for millions of dollars while your images are considered commercial photographs? How does one learn to see as a fine art photographer? What do you need to be aware of as you look through the lens or edit your work? What is the difference between the language of fine art and the language of commercial photography?

Many photographers understand how to edit and market their portfolios for commercial work, but have a much more difficult time editing and marketing their fine art work. As part of this session, Thomas will conduct two "public" portfolio reviews of individuals from the group. (To be considered for one of these two reviews, you must bring a CD or DVD of your work to the session. The CD or DVD must include between 12 and 15 cohesive images at 72 DPI, sized between 8 and 10 inches on the long side of the image). Attendees will watch as Thomas discusses the vision of both photographers, the appropriate market and cohesiveness of each photographer's work, the flow of each edit, how to market your fine art work and the appropriate places to do so.

Portfolio Reviews: Saturday Afternoon (reservations required- Thomas will be able to review only 10 portfolios)

These individual Portfolio Reviews with Thomas will last 15 minutes each and must be reserved as time is limited. Please bring no less than 12, and no more than 25, prints for review. One or two cohesive bodies of work are preferred. You may bring work on a CD or DVD, but prints are preferred and better for review as they are what you will be presenting in a gallery and will offer the opportunity for better feedback and a stronger review.

Speaker:

Thomas Werner graduated from The University of Wisconsin with a BA in Communications and an emphasis in film, as well as The Art Center College of Design in Pasadena with BA in Photography and a film minor. He was a scholarship student at The Art Center as well as the speaker at graduation. Werner currently resides in New York where he is the owner of Thomas Werner Gallery in Manhattan’s Chelsea art district and the Director of the BFA program in Photography at Parsons The New School of Design. Werner also works as a commercial and fine art photographer with a studio in Manhattan, his clients have included: Bank of America, Swiss Re, Courvoisier, Twentieth Century Fox, COACH, The New York Times, E! Television, William Morrow Publishing, Glamour, Face, Forbes and People Magazine among others. Werner was elected as a Director to the ASMP National board after serving three years as the President of ASMP’s 800 member New York Chapter. He is the co-founder of ASMP’s nationwide Fine Art Specialty Group, the former President of the ASMP Foundation and the chairman of the Strategic Research committee. Thomas is currently touring internationally lecturing on The Business of Fine Art Photography, Contemporary Video Art and the Future of Video and Installation, and The Difference Between Commercial and Creative Vision. He has worked as a photography consultant for COACH and a consultant for Rodale Publishing on special projects regarding contracts, licensing, negotiations and image usage. His fine art work has been exhibited in galleries around the country, and is included in numerous private and corporate collections.

Sponsors:TBA

Venue:TBA

Date:
Saturday April 7, 2007
9:30 a.m. - 4:30 p.m.
Break 1:30 Portfolio reviews begin 2:00 p.m.

Cost:

Morning Session:
ASMP members $35
Students $25
General $60

Afternoon:
Portfolio Reviews session: $35 (limited number available by reservation)

Click here to register online
Besides registering through the National website, you can register by calling ASMP at (215) 451-2767, ext. 1203. Or you can download a registration form (PDF) and fax it to (215) 451-0880. Pre-registration must be received two days prior to event. Registration on the day of seminar is an additional $10.00.Advance Tickets: through Pay Pal (Please bring printed Pay Pal receipt to the event)