Book now through this link (The price of this seminar is $150). 

The gallery world has recently undergone dramatic changes, and dealers and photographers are now using new methods to reach collectors. In this series of discussions, panelists will pull back the curtain on the business of fine-art prints sales, and explain how photographers can adapt to the changing market. Photographers, dealers and gallery directors will explain the fundamentals of pricing and valuing fine-art prints, what to expect (and not expect) from a gallery, and how to forge relationships with collectors. Private and institutional photo buyers will explain what they purchase, how and why.

This seminar will provide photographers new to selling their work an essential understanding of fine-art print sales, and give experienced artists insights into collectors and museum acquisitions and how best to market their work today.

Each attendee will receive recordings of the sessions upon completion of the seminar.


FREE: Session 1. Seminar Launch with the Magnum Gallery Team, November 30, 12:00-13:30 pm ET

What role does a brick-and-mortar gallery play in today’s changing fine-art market? In this free webinar session, Samantha McCoy and Nicolas Smirnoff of Magnum Photos galleries will offer their advice on what photographers need to know about the business side of fine-art exhibitions and describe the process of opening Magnum’s new gallery in Paris. They will share their expertise in exhibition planning and in presenting photographic work to both collectors and museums. While offering a unique perspective on the changing art market, this free session will also provide a helpful overview of the issues and topics to be explored during the upcoming webinar series“The Complete Guide to Selling Fine Art Prints.”

Book your ticket for this free lecture here. 

Session 2. The Business of Print Sales Today, December 1, 12:00-13:30 pm ET

– Understanding editioning, pricing and how to track your inventory of limited editions (PDF and intro slides on this topic)
– How photographers are reaching collectors and curators
– What photographers need to know about the gallery business

Speakers: Khalik Allah, Tom Gitterman

Session 3. The Changing Fine Art Market, December 2, 12:00-13:30 pm ET

– The future of the brick-and-mortar gallery exhibitions.
– Contracts and expectations between gallery and photographer, and between photographer and collector.
— How, what and why a collector buys.
– Generating publicity with and without an exhibition.

Speakers: Anna-Patricia Kahn, Larry Rothman

Session 4. The Photographer-Gallery Relationship, December 8, 12:00 – 13:30 pm ET

–  Art galleries vs. photo galleries
–  Working with online viewing rooms, virtual exhibitions, and online presentations and acquisitions
–  Managing the relationship between photographer and multiple galleries

Speakers: Alec Soth, Karena Liebetrau

Session 5. The Buyer’s and Curator’s Perspective, December 9, 12:00 – 13:00 pm ET

– How museum curators evaluate and buy prints
– Understanding acquisitions, and identifying decision-makers

Speaker: Nancy Kathryn Burns & Eve Schillo


  • The event will take place on Zoom Video Webinar
  • The Magnum Learn team will be on hand to help with any difficulties joining the event
  • All participants will be encouraged to submit questions using the chat option
  • We encourage participants to arrive 15 minutes earlier to check in
  • We encourage participants to rename their Zoom profile accounts to their names as indicated in registration applications. This will allow the Magnum Learn team to admit participants from the waiting room to the webinar.
  • Each attendee will receive a recording of the sessions upon completion of the seminar, which can be viewed for a month

About the speakers

Khalik Allah is a New York-based photographer and filmmaker who practices Camera Ministry with an eye as open as his heart. The resulting work has been described as “street opera” and noted for its beautifully visceral humanity. After a number of short films that reflect relationships formed through portraiture, Allah advanced his artistry with the feature length documentary Field Niggas (2015), shot at nighttime on the corner of Harlem’s 125th St. and Lexington Avenue. This corner also served as the basis for his first photography book Souls Against the Concrete, published by University of Texas Press in 2017. Allah continued with Black Mother (2018), an ecstatic expression of reverence and realities across Jamaica. This award winning film has been seen in festivals, museums and schools around the world; further released in the UK and the US through distributors Dogwoof and Grasshopper Film. Allah’s films are available on the Criterion Channel. Khalik is currently at work on his second photo book from 125th and Lexington. Khalik became a Magnum Nominee member in 2020.

Nancy Kathryn Burns is the primary steward of the Worcester Art Museum's collection of pan-Atlantic prints, drawings, and photographs, representing over half of the Museum's permanent collection. Since her arrival in November 2008, she has served as the curator or co-curator for 16 exhibitions including Leisure, Pleasure, and the Debut of the Modern French Woman (2011), Winogrand's Women are Beautiful (2013), Cyanotypes: Photography's Blue Period (2016), Rediscovering an American Community of Color: Photographs of William Bullard (2017), Monet's Waterloo Bridge: Vision and Process (2019) and Photo Revolution: Andy Warhol to Cindy Sherman (2019). Burns has received various accolades for her work including a first place Award for Excellence for an Outstanding Exhibition from the Association of American Curators (2017). She is also the co-author of Rediscovering an American Community of Color: The Photographs of William Bullard, 1897-1917, winner of the 2018 Historic New England Book Prize. Burns received her MA at Brown University with a focus on European art after 1850.

Tom Gitterman founded Gitterman Gallery in New York City in 2003 after he had been working in the field for 13 years working for Pace/MacGill Gallery Zabriskie Gallery and Howard Greenberg Gallery. Gitterman Gallery is committed to presenting connoisseur-level photographs and photographic based art. In addition to representing artists, estates and private collections, Gitterman maintains an inventory of selective work that spans the history of the medium. It includes examples of work by established artists and artists who have been overlooked by the history of the medium.

Holly Stuart Hughes is an independent editor, writer and grant consultant. The former editor-in-chief of PDN (Photo District News), she has organized panels and lectured on artist’s rights and the business of photography around the U.S., and served as a portfolio reviewer at several photo festivals. A graduate of Yale, she has written on photography and media for, The Telegraph, Multichannel News, Taschen Books, American Photographic Artists, Carlton Publishing, and Blouin ArtInfo Media.

Karena Liebetrau is a curator based in South Africa, currently working at Goodman Gallery, across their locations in Johannesburg, Cape Town and London. In her capacity as a curator at the gallery, she manages the Estate of the photographer David Goldblatt, and works with artists William Kentridge, Nolan Oswald Dennis and Mikhael Subotzky. She has contributed to museum exhibitions around the globe, including David Goldblatt’s major retrospective at the Museum of Contemporary Art in Sydney, and most recently William Kentridge’s survey show, More Sweetly Play the Dance, at MUDAM in Luxembourg. Before joining Goodman Gallery, Karena worked as an arts educator for a non-profit exhibition space in London, and later for a private gallery.

Anna-Patricia Kahn is the director of CLAIRbyKahn, a dedicated photography gallery represents some of the most notable photographers of the 20th and 21st centuries, including Philippe Halsman, Jacques Henri Lartigue, David “CHIM” Seymour, Inge Morath, Erich Lessing, and Lee Miller. Ms. Kahn also works closely with prominent contemporary photographers such as Chien-Chi Chang, Tomasz Lazar, and Petr Lovigin. During her time as a war reporter in the 1990s and a Middle East correspondent in the 2000s, she collaborated with iconic photographers such as Erich Hartmann. However, Ms. Kahn noticed that great photographers were often dismissed as documentarians instead of artists, which motivated her to found CLAIRbyKahn in 2008 to advocate for the great works of photography and to foster emerging artistic talent. Since that time, she has curated more than two dozen exhibitions on three different continents and served as an editor for the publication of more than a dozen photography folios.

Larry Rothman is a retired attorney from Washington, DC. He began collecting photographs in the mid-1980's after attending a lecture about John Pfahl’s Altered Landscape project. He now has almost 500 images in his
collection, mainly of color landscape work. Larry’s collection includes work by well established landscape photographers; work by new and emerging artists; color FSA prints; color work by photographers better known for their
silver prints, and lesser known artists who worked in color in the 1960's, 70's and 80's who are now being rediscovered. Work from Larry’s collection has been in a major museum landscape photography show. He belongs to a small
group at the Denver Art Museum that supports photography acquisitions; regularly corresponds with artists, galleries, independent dealers, and museum photo curators; and has lectured on his own collection and about how we look
at and understand photography.

Alec Soth (b. 1969) is a photographer born and based in Minneapolis, Minnesota. He has published over twenty-five books including Sleeping by the Mississippi (2004), NIAGARA (2006), Broken Manual (2010), Songbook (2015) and I Know How Furiously Your Heart is Beating (2019). Soth has had over fifty solo exhibitions including survey shows organized by Jeu de Paume in Paris (2008), the Walker Art Center in Minnesota (2010) and Media Space in London (2015). Soth has been the recipient of numerous fellowships and awards, including the Guggenheim Fellowship (2013). In 2008, Soth created Little Brown Mushroom, a multi-media enterprise focused on visual storytelling. Soth is represented by Sean Kelly in New York, Weinstein Hammons Gallery in Minneapolis, Fraenkel Gallery in San Francisco, Loock Galerie in Berlin, and is a member of Magnum Photos.

Amber Terranova is an experienced NY-based photo director, educator and visual producer. She is currently a BFA faculty member at The School of Visual Arts and the Education Director, Americas with Magnum Photos Education. Amber has extensive marketing, photo directing, commissioning and consultancy experience for multiple major brands and publications around the world. She has worked as a photo editor at New York, Outside, Photo District News, The New Yorker and People. In 2013 Amber was the interim Director at the Bilder Nordic School of Photography in Oslo, Norway. Amber is committed to photography education and to helping photographers realize their creative and career potential. She has taught photography workshops in the US, Europe, Asia and has been a guest lecturer at several institutions. In addition, she has judged a number of international photo competitions. Amber is an advisory council board member for CENTER, a non-profit that honors, supports, and provides opportunities to gifted and committed photographers.

Samantha McCoy is the director of the Magnum Gallery in Paris. Sam grew up in New York City and has been at Magnum Photos for four years, previously at Magnum, New York, where she worked in artistic direction and editing online. She moved to Paris in August 2019, launching the Square Print Sale’s European distribution before taking over the Paris gallery in March 2020. Before Magnum, Sam was the gallery manager at Jason McCoy Gallery in New York. A member of the ADAA, Jason McCoy Gallery specializes in modern art in both the secondary and primary markets. In New York, she curated exhibitions that were profiled in the New York Times and the Washington Post. A native to the art world, Sam is the daughter of Jason McCoy and the great-niece of artists Jackson Pollock and Charles Pollock

Nicolas Smirnoff is Gallery Director, Magnum Photos, in London. Nicolas, who grew up in Arles, in the South of France, has previously served cultural organisations including dOCUMENTA (13) and Pace Gallery, where his role was instrumental in establishing the gallery’s presence in London and Europe, increasing the reputation of its artists and leadership, and strengthening relationships with collectors and public institutions through client cultivation, public relations campaigns and programming of exhibitions. In his tenure at Pace Gallery, Nicolas also produced several catalogues including The Calder Prize, Lee Ufan, and Caro, Hoyland, Noland. In previous roles in London, Barcelona and Paris, he has delivered campaigns and strategic advice for private and public clients that include the LUMA Foundation, the Lyon and Sharjah Biennales, Yvon Lambert, and the Royal Academy of Arts. He has also contributed to The Art Newspaper and Flash Art, writing news and reviews. A regular speaker at Christie’s Education, Sotheby’s Institute, and Artiq, Smirnoff is on the board of charities Siobhan Davies Dance, Art Night and advisor to Migrate.
Eve Schillo curates exhibitions that span photographic history and appear in galleries dedicated to American, Latin American, Modern, Contemporary, and Japanese Art, as well as those devoted to photography. Recent projects include an exhibition celebrating Mexican photographer Mariana Yampolsky (2018); This Is Not a Selfie (2018 + tour); Sarah Charlesworth: Doubleworld (2018); Larry Sultan: Here and Home (2015); and Road Trip: Photography and the American West (2014). Her exhibition on California photography, Golden Hour - neither a history lesson, nor a photo history tutorial - is on tour through 2022. Areas of interest include Latinx makers, experimental and time-based media, and of course, California and The West, early through contemporary work.

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