The Business of Fine-Art Photography

with Thomas Werner

October 28 – November 13, 2024

Mondays and Wednesdays; 12:30 – 2:30 pm (Mountain Time)
  • Tuition $625.00

Course Description

Ever wondered what the right place is for you and your work in the fine-art market? Perhaps you’ve taken it a step further and thought about the best way to present your work to exhibition spaces and curators. You might be curious about how galleries and museums select artists and what a contract should contain. Maybe you’re questioning the value of the gallery system and starting to think about alternatives … or considering whether book publishing is a real option for a photographer. And what about the role and importance of social media?

Properly marketing a body of fine-art photography can be instrumental in developing additional revenue streams to support your business. During this workshop, author, former New York gallery owner, and working professional Thomas Werner shares extensive firsthand knowledge on topics related to the business of fine-art photography, from the ins and outs of the art market to publishing and promotion, as well as crafting compelling artist statements and bios—plus much more.

You don’t need to have a project completed to take this workshop, since we discuss existing bodies of work and the kind of imagery you are making now. Wherever you are in your artistic or business process, Thomas helps you develop a pathway that defines the best choices for you and your career, putting you on track to reach your goals while keeping your vision fresh and alive.

Additional Information

Advanced Amateurs, Professionals
What You Should Know:

The workshop is open to all who have an interest in the fine-art photographic marketplace. No level of photographic technical ability is required since this is not a workshop to make new images.

Special Notes:

Class will meet 12:30 – 2:30 pm (Mountain Time) on Mondays and Wednesdays starting October 28 and ending November 13 (six online group sessions). Enrollment is limited to 12 participants.

Zoom Video Conferencing software (available for no charge from will be used to facilitate the class sessions. Further details will be emailed to registrants.

Santa Fe Workshops always aims to produce a high-quality experience for our online attendees. That said, variables including regional and local internet provider speeds, traffic on Zoom's servers, and your own computing hardware can contribute to a less than ideal streaming event. While we do our best to minimize the impact of these variables, they are outside the control of Santa Fe Workshops.


View Withdrawal and Transfer Policies for online programs.

For the convenience of participants, recordings of each class session are posted privately for one month after the end of each session. Santa Fe Workshops takes the recordings down after one month to protect the intellectual property of our instructors.

Fine Art, One-of-a-Kind, Professional Development
Thomas Werner

Thomas Werner is author of The Business of Fine Art Photography and The Fashion Image. He is a former New York gallery owner, former director of the photography program at Parsons School of Design, and an exhibiting artist whose work has been reviewed in The New Yorker. Thomas is also a contributor to Adobe Lightroom Academy, an editor-at-large for the Paris- based fashion and culture magazine/website IRK Magazine, and founder of Thomas Werner Projects Podcast. As a creative consultant, he works one-on-one with students, creatives, businesses, cultural institutions, and nonprofits, helping them refine their communication and achieve their goals in fashion and fine arts.

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