I wanted to go ahead and devote a post to the book. I read all of the book except "Goals to Action." I went ahead and wrote a sort of book review, recapping the high points on what Schwartz talks about. I definitely did find this source book helpful and it's one of those tools I would hang onto and keep coming back to for references:
As we know, Jennifer Schwartz’s “Crusade For Your
Art: Best Practices for Fine Art Photographers” is a great, up-to-date source
for a fine art photography career. In addition, some of the material Schwartz touches
base on is generally great material for marketing purposes, not just for
photographers, but for artists and other academic trades.
Some
of those elements being the development of good artist’s statements, developing
a good internet foundation from website to social media outlets, and an
understanding of the “do’s” and “don’ts” of exhibitions, contests, revenue
income, and existing venues to partake in. Schwartz writes the book revolving
around the photographer and does a grand job breaking down the process.
She
starts with a well-rounded explanation of “making the work.” Obviously, a
photographer needs a good substantial body of work that addresses a specific
meaning from current affairs, documentation, subject analysis, or whatever
interests the photographer has. She talks about techniques on self-judging a
photo series, whether or not one singular photo will make or break the series.
She mentions “Residency Programs” which is interesting for means of the fine
artist. When school is over and the hustle and bustle of real life takes over,
sometimes it’s tough to have an environment to continue producing work and
these “Residency Programs” provide a good place to work on art.
Schwartz
then takes time to discuss “stage setting.” She goes on about specific detail
techniques about issues an emerging new artist may not have known about. The
issues revolve the body of work the photographer is working on, and they are
editing and placement, statements, sizing, editions, pricing, and branding.
Then she leads into development of a functional website that interacts well
with social media. The photographer will understand clarity between an overall
artist statement that coincides with project statements. She identifies sizes,
editions, and pricing brackets, and how to go about marketing different prints.
Then she talks about branding and developing a good logo, even logos as simple
as your name in a nice font. The website and social media is a given, but
Schwartz mentions ways to go about the new age communication professionally.
In
another section, Schwartz tells the photographer about commercial and
non-commercial exhibitions. She states places like botanical gardens, PTA
meetings, and medical centers are great non-profit places to showcase work that
contribute to the practicalities of these institutions. University galleries
are usually willing to do the same. She explains the professional process of
staking out time from willing galleries and museums to review series’ work and
possibly submit a CD of it. To be respectful, setting appointments and being
organized is better than half-fast throwing together a CD, putting it into a
folder, and giving it to a curator’s mail box. She definitely informs the
photographer about contests usually held by photo blogs. Schwartz gives a vast
list of the blog’s websites. Then “Call for Entries” is a relieving mention
about curated group shows holding juried shows that could select and showcase
your work. It’s a great way to start getting exposure and building your CV, and
it helps for getting into exhibitions. Finally, she talks about how a
photographer could go ahead and sell work on their website. However, if they’re
affiliated with a gallery, they need permission or a mention of the curator
selling the work. It would be like selling through their gallery.
So, we have a little bit more of the
book to finish. She will talk about a final step of “Goals to Action.” The
photographer should have a feeling of accomplishment from the knowledge obtained
from Schwartz source book once upon the conclusion. She supplies many useful
resources from popular photo blogs and residency programs to portfolio review
establishments and contributors who helped write Schwartz’s book w
