The market for selling photography has changed dramatically since the Covid-19 pandemic, with a significant number of galleries and art fairs closing, meaning the challenges and opportunities for emerging artists have shifted too. This 1-year mentoring programme, which I have run for 10 years, has been completely re-written for 2024-25 to teach emerging artists how to market and sell their photographs directly to customers, instead of relying on galleries and agents. Meetings can be in person or in a series of 1.5 hour sessions on Teams/Zoom/FaceTime or WhatsApp.
Who are you as a photographer and why should people care? Let’s be completely honest. What is unique and interesting about your photographs? What is the story behind your work and why would people buy a print?
You’ve spent years developing your portfolio, and now comes the challenge of exhibiting and selling. The ambition of this year-long mentoring programme is to help emerging artists establish a marketable artist identity, and teach them the business principles of how to market and sell their work. This is an opportunity to gain an insight into the highly specialised work of photography sales 1-2-1 from Luke Whitaker, who runs Bosham Gallery, voted Best Boutique Fine Art Gallery 2020, 2021 & 2024 in the Global Business Insight Awards.
OVERVIEW
The first part of the programme is focused on helping you establish a marketable artist identity. We start with a review of your photographs in order to curate a coherent body of work with a consistent aesthetic, so that you can present a clear USP; in particular, trying to identify unique images to offer for sale. My ambition is to get to the heart of what you are most passionate about, to throw a spotlight on the type of photographs that you need to work on, and help you develop a project that brings meaning and purpose to your photography; along with a sense of fun and enjoyment.
Once we have established a marketable artist identity (we will write your artist biography) and curated a tight body of work, it will form the basis of a project I will help you develop and work on during the course of the 1-year programme (we will write an artist statement) and agree your goals (for example, x number of print sales years 1-2, a solo exhibition, or a book publication and so on). To follow, I will teach you the business principles of marketing and selling photographs in today’s post-pandemic marketplace; and will work with you to grow an audience for your work, and help you achieve your goals.
I will help you establish how best to print, edition, price, and frame your photographs, and create the marketing materials to offer them for sale. A key part of selling is complete clarity of sale, and I will help you create the marketing material to show your work’s provenance. Considerable time is spent on a sales strategy, researching and testing the market for your work to identify your target audience, and establish the best sales channels to reach them, helping you grow an audience for your photographs and achieve sales.
PROGRAMME STRUCTURE
The programme begins with 2 days covering the following topics:
Artist identity, printing, framing, limited editions, pricing, marketing strategy, sales strategy, exhibiting, publishing books & submitting qualification panels.
After our initial 2 days together, 4 further half-days are allocated (meeting Luke for 4 hours once per quarter to review your progress) and time is allocated to print critiques. Throughout the year you will have access to Bosham Gallery’s printing and framing service for your work at discounted rates (including scanning, digital retouching and preparing files for print). As well as our scheduled meetings, Luke is available on the phone when you have a problem, or need his input.
- 2-day 1-2-1 workshop with Luke Whitaker
- 4 further half-days 1-2-1 with Luke Whitaker including two 2-hour print critiques
- Bespoke printing and framing service at discounted rates
- Calls/support with Luke Whitaker for queries and advice as needed
REVIEWS
"Luke’s help curating my photographs for my first solo show at the Palazzo Delle Prigioni in Venice in 2023 was the best investment in my photography I have made. The printing, framing and marketing materials that Luke’s team handled on my behalf were first class and helped me secure my first sales, which led to a very profitable second solo exhibition in Germany where I sold 7 limited-edition photographs.” Adriano Henney, 2024
"Luke Whitaker helped curate my photographs and designed the layout of my work for a group show at the Royal Geographical Society in Kensington, London in 2019. Luke advised on all aspects and requirements to ensure it was a profitable show, and his input was invaluable in helping me sell 10 framed limited-edition prints. He edited my artist statement and biography, his team handled the digital post-production, printing and framing of my photographs, he guided me on key decisions such as print size, limited edition size and pricing strategy, as well as creating the marketing materials I needed during the show. I highly recommend Luke to other photographers." Peter Geraerts, 2019
Read full reviews of my mentoring programme here. Read success stories from artists Margaret Soraya and Yi Sun who have been mentored by Luke Whitaker here and here. Before embarking on a 1-year mentoring programme you might be interested in a 2-hour print critique here.
TO BOOK
To book onto the programme please use the BUY link below. If you have any queries before booking or you would like to discuss if this programme is right for you, please email me here and we can book a call to discuss your photography and ambitions. Payment can also be made in two installments by request.
