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.


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

– 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 2. The Changing Fine Art Market, December 2, 12:00-13:30 pm EDT

– The future of the brick-and-mortar gallery exhibitions.
– Contracts and expectations between gallery and photographer
– Generating publicity with and without an exhibition.

Speakers: Anna-Patricia Kahn, Larry Rothman

Session 3. The Photographer-Gallery Relationship, December 8, 12:00 – 13:30 pm EDT

– How galleries choose the photographers they represent
– Expectations and responsibilities in the photographer-gallery relationship

Speakers: Alec Soth

Session 4 The Buyer’s and Curator’s Perspective, December 9, 12:00 – 13:00 pm EDT

– How museum curators evaluate and buy prints
– Understanding exhibitions

Speaker: TBC


  • 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.
  • Participants who are not able to attend will receive the video and audio of the seminar after the event which can be viewed for a month

About the speakers

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.

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.

Alec Soth’s work is rooted in the American photographic tradition that Walker Evans famously termed “documentary Style.” Concerned with the mythologies and oddities that proliferate America’s disconnected communities, Soth has an instinct for the relationship between narrative and metaphor. His clarity of voice has drawn many comparisons to literature, but he believes photography to be more fragmented; “It’s more like poetry than writing a novel.” Aside from his many critically acclaimed personal projects, selected clients include The New York Times Magazine, The New Yorker, W Magazine, Vogue, GQ, Wall Street Journal Magazine.

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