The Business of Fine-Art Photography
with Thomas Werner
September 26 – October 17, 2026
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
WHO SHOULD ATTEND:
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 12:00 – 3:00 pm (Mountain Time) on Saturdays starting September 26 and ending October 17 (four online group sessions). Enrollment is limited to 12 participants.
Zoom Video Conferencing software (available for no charge from Zoom.com) will be used to facilitate the class sessions. Further details will be emailed to registrants.
These live online sessions take place in the standard Zoom meeting format. Students can use their microphone and camera, see and hear the instructor and other students, and participate in live discussion and interaction throughout the sessions.
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.
Policies:
View Withdrawal and Transfer Policies for online programs.
Recording class sessions using personal devices or third-party tools is not permitted. Session recordings are provided by Santa Fe Workshops and are available to enrolled students for two months after the class. This policy helps protect the intellectual property and privacy of both instructors and students.
about
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.
Website: Thomaswernerprojects.com
Instagram: @Thomaswernerprojects
