THE LENSCULTURE GUIDE

FOR EMERGING
PHOTOGRAPHERS
TABLE OF CONTENTS

01
Emerging Talent © Z SÓF I A PÁL Y I
Finalist / Portrait Awards 2015

02
Photo Competitions

03
LensCulture Submission Reviews
© JOD Y M I L L E R
Finalist / Earth Awards 2015

04
Portfolio Reviews

05
Marketing

C O V E R I M AG E B Y © ANNABE L OOS T E WE E G HE L , FINAL IS T , E XPOS UR E AWA RDS 2015 © ANNA GR Z E L E W SK A

Winner / Emerging Talent Awards 2015
Helping photographers move forward creatively and
professionally is at the core of what we do at LensCulture.
Over the years we have worked hard to develop resources,
tools and opportunities to do just that.

To create this guide, we asked our network of photography industry professionals to offer their ad-
vice on photo competitions, portfolio reviews and marketing for photographers. We also collected
all of the previous resources and words of wisdom we gathered in the past and put them into this
master guide for emerging photographers.

This guide is chock-full of expert insight and lists of resources for you to use right now. We have
also included fellow photographers’ stories for further inspiration! Before diving in, we should
mention that our annual Emerging Talent Awards is now open for entry—a great opportunity to
share your work, receive critical feedback and advance both creatively and professionally. Don’t
miss out!

We hope you find lots of useful information in this guide. Cheers and happy shooting!

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 01

EMERGING TALENT
© E M I L Y SH E F F E R
Winner / Emerging Talent Awards 2015
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PARTICIPATE. ENGAGE. SHARE. CONNECT.

We believe that competitions are one of the best ways for photographers to gain valuable internation-
al exposure and connect with the photography industry. That’s why we invite you to enter our annual
Emerging Talent Awards, which are dedicated to discovering the best emerging photographers from
all over the world.

The chosen photographers have been exhibited at the renowned International Center of Photogra-
phy in New York as well as in galleries around the world. With each edition, we give out $20,000 in
grants; we also offer opportunities for exposure at international photography festivals. The winners
are included in our annual photobook, The Best of LensCulture, which is distributed and sold world-
wide. Don’t miss this chance to show your work to a global photography community of over 3 million!

© D E L P H I N E S CHACHE R © DAVID FAVR OD © FA BIA N MUIR © SIA N DA V EY © PASI OR R E NSAL O

Finalist / Portrait Awards 2014 Winner / Exposure Awards 2013 Finalist / Magnum Awards 2016 Juror’s Pick / Emerging Talent 2014 Finalist / Exposure Awards 2015
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WORDS OF WISDOM FOR EMERGING PHOTOGRAPHERS

Why not go for the edge? Life is short. The biggest risk you can take is to wait, instead
of doing what you love. You can’t plan anything anyways, so you might as well
take a chance on something you’re passionate about…Tap into your own feelings,
strike a chord in the viewer. Tell a story and reach down to express some real emotion.

DAVID ALAN HARVEY

Photographer,
Magnum Photos

To take photographs means to recognize — simultaneously and within a

fraction of a second — both the fact itself and the rigorous organization
of visually perceived forms that give it meaning. It is putting one’s head,
one’s eye and one’s heart on the same axis. — HENRI CARTIER-BRESSON

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Owning a topic, or a technique, is usually what sets new photographers apart

from the crowd. To do this, you have to have a passion for your subject and the
confidence to keep working at it—no matter what people tell you.

BRONWEN LATIMER

Multimedia Officer,
The Pew Charitable Trusts

Be honest—about your passions, about your position, about what you have to
say. Imagine that I’m walking down the street and you, a complete stranger, stop me.
Before you do, think about why you are coming to me, why you are telling me this? It
can be a small subject or the whole world, it doesn’t matter, but you just need to be
a legitimate speaker for whatever subject you choose. I will be interested if you are
CRISTINA DE MIDDEL
honest.
Photographer,
Magnum Photos

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PHOTOGRAPHERS’ SUCCESS STORIES

Being named an Emerging Talent in 2015 was the best thing that has happened to
me in my 30 years as a photographer. Before that, my pictures had only really been
looked at by friends, family and occasionally been shown in various publications...but
I woke up one morning to messages from friends congratulating me on having
my photos in their UK morning newspapers and then they went viral online
overnight...I recommend anyone who is serious about their photography to enter this
year’s competition. It really does provide much needed exposure and the LensCulture
team are extremely supportive. I can’t thank them enough.

FLOODLIT FOOTBALL GROUNDS

OF SUSSEX, ENGLAND AT NIGHT
Winner
Emerging Talent Awards, 2015 IAN HUGHES

Emerging Talent 2015

Photographer

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Since I was selected, I have received unparalled attention. My series was

published on several websites and journals from across the world—The Guardian, New
East, Burn Magazine, The Calvert Journal, London Independent Photography, FK Annual
(yearbook of Latvian Photography 2016) to name just a few. I was invited to participate
with the project in the Angkor Photography Festival, the Kaunas Photo festival
(Lithuania), in a general exhibition of Riga Photo Month 2016 and the still ongoing
Month of Photography in Minsk. Even if time has passed since this competition, I
still feel guided and supported with important news, useful advice and long-lasting
opportunities and benefits from the community.

SIT SILENTLY
Winner
Emerging Talent Awards, 2014

KATRINA KEPULE

Emerging Talent 2014

Photographer

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LensCulture is one of the most successful platforms for contemporary photography.

They discover talented photographers and expose them to an international audience.
I had an exhibition in Barcelona and an artist talk in London after winning this
award. Also, many galleries later became interested in my works. I highly recommend
you, my photographer friends, to try to show your works to the world.

STREETS IN HONG KONG

Winner
Emerging Talent Awards, 2014

SARAH CHOI

Emerging Talent 2014

Photographer

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 02

PHOTOGRAPHY
COMPETITIONS
© Y I JUN L I AO
Winner / Exposure Awards 2013
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PHOTOGRAPHY COMPETITIONS
Competitions are an excellent way to get your work in front of the people who matter—influential
jury members who can have a career-building impact on any photographer. That said, there are a
lot of photo competitions to consider, and the quality and results vary widely. We asked hundreds
of photographers who entered our competitions, as well as photography experts, to define the most
important factors for choosing competitions. Here is a checklist of things to consider when entering
a competition.

© H AN N AH C O O P ER MCCAUL E Y © E DUAR DO L E AL © HELGE SKODV IN © MOLLY LA MB © Z OR A M UR F F

Winner / Emerging Talent Awards 2015 Winner / Earth Awards 2015 Finalist / Magnum Photography Awards 2016 Winner / Emerging Talent Awards 2015 Winner / Emerging Talent Awards 2015
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HOW TO EVALUATE PHOTO COMPETITIONS

Hosting Organization

Look for organizations that are well-known and well-respected in the international photography
world. Influential organizations can provide winning photographers with meaningful exposure that
can lead to career-building opportunities.

The Jury

An influential jury panel with decision-making power in the photography community can be one of
the greatest assets offered to you when entering a photo competition. Think about whether or not
the people on the jury can help your work be featured, published, shown or acquired.

Exposure Opportunities—Exhibitions

Exhibitions are great for your CV and can help to legitimize you in the photography community.
That said, there is a wide range of exhibition prestige, so it’s worth looking into where a show will
be, if it’s offered, and who will be in attendance.

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Exposure Opportunities—Printed Publications

Having your photographs included in a printed publication of award-winning work has long lasting
benefits, and can help put you and your work in front of important people who may not be able to
attend an exhibition.

Exposure Opportunites—Online

The overall value of an award package should last beyond an initial cash award or press release, and
provide you with continued opportunities for growth. Online promotion can exponentially increase
awareness of your work in the photography community.

Cash Awards

Cash awards demonstrate that there is tangible value to the work you are doing, and the money can
often help fund continued work, new projects, or publication of a book. Awards or grants can keep
your practice alive and allow you to focus more attention on your photography.

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Theme

Themed competitions can be helpful by offering you an opportunity that is particular to your spe-
cialty. While not all competitions have themes, you might be asked to submit to a specific category
or genre. Take the time to look into themes and categories that best represent your work to maxi-
mize your shot at being selected for an award.

Eligibility

Read the rules and guidelines for eligibility carefully. Make sure you fit any requirements for age,
location, themes and levels. Pay attention to instructions about the number of images you can sub-
mit, naming and numbering the photos, or adding captions and text.

Entry Fees

Often, entry fees are necessary to offer award packages and keep helpful organizations running.
Compare fees with other competitions, and if they seem reasonable, make sure you understand all
the costs involved. Sometimes winners will be required to pay additional fees to cover costs of exhi-
bitions, for example, so make sure to read all the rules.

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Photographer Rights

You should always retain all copyrights to your own work. Competitions may want to use your
winning photographs to help publicize you and your work (which is great!), but make sure it’s
done fairly. You should always be credited for your work and it should never be used without your
permission.

Feedback from Previous Winners

Looking at previous winners and their experiences after their award announcement can be a good
indicator of whether the competition is worthwhile to enter. It’s always a good sign if you’ve seen
their work displayed in other places and if they are willing to tell the world how much the competi-
tion helped them gain more recognition.

After the Competition

Sometimes competitions offer benefits for participants beyond the deadline. For example, look for
awards that receive publicity from online and print media—a great way to enjoy continuing world-
wide attention. There might also be follow-on opportunities for all entrants, not just the winners.

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10 TIPS FOR ELEVATING YOUR COMPETITION ENTRIES

WITH LAURA PRESSLEY

1 Put Your Best Images First

Grab jurors’ attention right away and show the images with the most impact, emblem-
atic of the project as a whole, at the beginning of the submission. Jurors view hun-
LAURA PRESSLEY
dreds of bodies of work during the review process, and just like writing an arresting
Ms. Pressley directs one leading paragraph of a book, you want to start strong.
of the most effective and
outcome-driven programs for
photographers in the world,
CENTER’s annual juried
photographic portfolio review
event, Review Santa Fe.

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2 Simple, Clean Language

A clear, simple artist or project statement makes for a stronger submission. Clearly
state your project’s focus in the first sentence or two. Explain why the subject of your
work is a unique and compelling perspective on an important, timely subject matter.
Answer “Why is this important?” for the here and now.

3 Resolved Technique

The technique should be perfect or near perfect. Remember, judging is typically a sub-
tractive process—so don’t give the jurors a reason to say no. Poorly edited images will
detract from the success of the submission. It’s important to recognize that you are
judged by your weakest, as well as your strongest images.

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4 Remove Redundancies

We recommend a tight edit on submissions; remove any images that may be redun-
dant or not as strong as the other images. It’s better to have fewer strong images than
dilute your message with images that are not adding new information.

5 Show Something New

There is nothing more exciting to a juror than finding work that feels fresh and shows
the viewer something new about our world. Don’t be afraid to submit work that feels
different than most of what you see.

6 Authenticity

Show jurors why they should care about the work by sharing a bit of your personal
connection to the subject matter through your statement. Jurors are looking for an
answer to the question why YOU are making these images at this time.

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7 Personal to the Universal

Work that is relevant to a national/international audience should go beyond the per-

sonal and speak to a moment in time (political, social, technological, emotional, etc.)
on the issues of our changing world, of our future, or our collective past. If your work
is very personal, explain its connection to the universal; or, if it is broad, explain your
personal experience within the subject matter.

8 Time-Sensitivity

Subject matter that is relevant now tends to be most competitive. If you made work
in the past and you wish to get it recognized, the best time is an anniversary of that
event or when there is new information revealed to add to the understanding of the
subject. Most work is in some way relevant now, as it is being created in light of the
artist’s engagement with the surrounding world.

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9 Form Complements Content

Form is your technique and content is your subject matter. Jurors are looking for
inextricably linked and complimentary form and content of the work. (An example
of combining the content with the way in which the object is made would be In The
Garden by Beth Dow. The work of the historical English garden was printed with a
long-held traditional platinum/palladium process reinforcing the concept and feel of
the subject.)

10 Show Truth and Beauty

The most competitive submissions tend to have an element of truth with an

aestheticized approach. Work that is beautiful without a larger purpose or converse-
ly, journalism without strong aesthetic signifiers, tend to not be as competitive as
work that has elements of both.

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WORDS OF WISDOM FROM COMPETITION JURORS

Every great picture tells a story and should be able to stand on its own, but viewers
are often eager to know a little bit more about what the photo is about. So a simple
title or caption, or a few words, can make a great photo really come to life in
someone’s imagination. If you’ve created a series of images, think of them as a story.
By providing context for the story, and momentum with your edit and sequencing, you
JIM CASPER
will keep your readers engaged from start to finish…and the memory of your project
Editor-in-Chief, LensCulture will linger in their minds, encouraging them to continue to think about the issues and
ideas you have presented.

Look and think before opening the shutter. The heart and mind are the
true lens of the camera. – YOUSUF KARSH

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...when I judge a contest I look for photographs that make me feel something.
Anything. I also look for stories that are original. I see thousands of stories a year
and most are sadly quite similar. So a story that I haven’t seen before, or a unique
approach to a story that I have seen before goes very, very far. Take chances!

JAMES ESTRIN

Photo Editor,
New York Times Lens Blog

What separates a good photo from a great photo is a feeling somewhere

between what I feel physically and what I would call an ‘aesthetic experience.’
It’s almost like the beginning of a love affair, you are just drawn to the image, you are
lifted off your feet, you are moved. You just have to have it. You want to ask them to
dance.
SARAH LEEN

Director of Photography,
National Geographic

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PHOTOGRAPHERS’ SUCCESS STORIES

Since I was named an Emerging Talent, I received a lot of visibility for my project. My
work was exhibited in Barcelona and shortlisted by VII photographer Stefano De Luigi
for a contest by Life Framer. I was also published in Bloomberg Business, the BBC, Colors
Magazine and many blogs and websites...It has been a great opportunity to move
forward in the industry and to be named among the top 50—it really gave me a
sense of pride and a new impulse to pursue my career. I know that it made me feel
more confident with myself and the project.

HEAVILY LOADED
Winner
Emerging Talent Awards 2014

EUGENIO GROSSO

Emerging Talent 2014

Photographer

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It started with an e-mail from the Daily Mail, after they had seen the article on
LensCulture and Spiegel. They asked a couple of questions and put it on their website.
After that, a bomb exploded in my mailbox. I got interviewed by The HuffingtonPost,
Redbook, Feature Shoot, Refinery29, WunderWeib and many more. Then, I found myself
on the frontpage of Yahoo, Cosmopolitan, Marie Claire, Empowering Women and so
many more...This media attention resulted in the sharing of my story world-wide
as well as selling many prints and books. I’ve even been offered an opportunity
to exhibit in New York City!

UCP-UMCG
Juror’s Pick
Emerging Talent Awards 2015

LAURA HOSPES

Emerging Talent 2015

Photographer

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It’s been a really busy and fantastic year...biggest of all, my “Northwoods Journals”
book was released in November! It’s been mentioned in a few year-end / best of list
— most notably by Photo Eye, Lenscratch and Flak Photo. Also, just yesterday, American
Photo featured the project on their front page! So that’s just a few things...all very
exciting!

NORTHWOODS JOURNAL
Winner
Emerging Talent Awards 2015

KURT SIMONSON

Emerging Talent 2015

Photographer

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10 PHOTOGRAPHY COMPETITIONS TO ENTER

1 Aperture Portfolio Prize
VISIT THE SITE »

2 CENTER Choice Awards

VISIT THE SITE »

3 Wildlife Photographer of the Year

VISIT THE SITE »

4 Communication Arts Photography Competition

VISIT THE SITE »

5 International Photography Awards

VISIT THE SITE »

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6 LensCulture Competitions
VISIT THE SITE »

7 Photolucida Critical Mass

VISIT THE SITE »

8 World Press Photo

VISIT THE SITE »

9 Sony World Photography Awards

VISIT THE SITE »

10 FOAM Talent
VISIT THE SITE »

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 03

REVIEWS
SUBMISSION
© JUL I A F UL L E R TON- BATTE N
Finalist / Magnum Photography Awards 2016
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LENSCULTURE SUBMISSION REVIEWS

We believe that every photographer who enters competitions deserves thoughtful feedback on their
work. That’s why we designed our Submission Review service to help you be more successful in fu-
ture photo competitions. This is a service for you to receive critical and constructive feedback on
your photography from top photo editors, curators, publishers, gallerists, educators, critics, consul-
tants, and other industry professionals. This continues to be one of the most valuable services we
offer for photographers—read on to learn more!

© C H E R Y L M E DOW © PAT R ICK WIL L OCQ © EL RONO © JORGE DE LA TORRIENTE © JE NNI F E R M C C L UR E

Finalist / Earth Awards 2015 Winner / Emerging Talent Awards 2014 Finalist / Portrait Awards 2015 Winner / Emerging Talent Awards 2014 Winner / Emerging Talent Awards 2015
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PHOTOGRAPHERS’ FEEDBACK ON THEIR SUBMISSION REVIEW

I really have to say thank you (BIG TIME!) to the LensCulture team: first of all, for
the submission review I received after the LensCulture Award — it really helped
me to re-edit the 8 pictures for the World Press Photo Award submission, where
I then won 2nd prize! Second, for the publication of this story on the front page of
LensCulture. Your article went online just a few days before the judging process, so it’s
very well possible that that was also helpful for convincing the jury. Keep up the great
work at LensCulture, you do an amazing job for photographers and the photography
world!

L EA RN M OR E A B OU T S U B MI S S I ON R EV I EWS »

CHRISTIAN BOBST

LensCulture Visual
Storytelling 2015 Finalist

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Not in my wildest dreams did I expect such a positive response! Thank you! It
gives me validation to continue on my photographic journey, always being honest and
true to what I see and feel. Besides this, I received a very encouraging and thorough
critique of each image. Also noted and appreciated were all the relevant and further
reading links. Thanks so much.

L EARN MOR E A B OU T S U B MI S S I ON R EV I EWS »

JAMES NIVEN

Photographer

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I found the comments most perceptive, precise and accurate. I will certainly
bear them in mind when resuming this project (or other projects of a similar stylistic
profile). I appreciate the fact that the reviewer meticulously analysed all the technical
details of the photos, as well as the general idea underlying the whole series. Thank
you very much!

L EARN MOR E A B OU T S U B MI S S I ON R EV I EWS »

ALICJA DYBOWSKA

Photographer

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ADVICE FROM THREE SUBMISSION REVIEWERS

Practice, practice, practice. We all start somewhere, and understanding your gear and your own
vision is imperative towards creating images that will draw the viewer in as well as make you want
to push your skills further. Read books on photography. The library has nothing but free books
and seeing the images in print will give a more tangible experience towards the reason we
take photos. When you get butterflies from an image you took, that is the style that will drive you.

To me, photography is an art of observation. It’s about finding something

interesting an ordinary place… I’ve found it has little to do with the things
you see and everything to do with the way you see them. — ELLIOTT ERWITT

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Always take your camera with you. Shoot constantly, edit later. And then ask yourselves
these questions: What do you want to communicate? Who is your target audience and how
are you employing subject matter, composition and technique to communicate content? What
is your end goal? Are you striving to be a fine artist? Photojournalist? Portrait artist? Supplier of
web content? Will you be printing and selling your photographs, selling online, etc.? How have
photographers you admired reached their goals? Look at the CVs of photographers you admire or
those who take similar images. Where have they exhibited? Where are their images published?

Do something because you love it. Practicing photography, in any capacity that you find, may or
may never lead to the kind of audience you hope it might—so you have to decide for yourself if you
care enough to look when no one else does. And if you still want to, then go for it... Love, passion—
these words have become endlessly conceptualized but their intention is to discover the
root of what you care about most. Go right into the darkest, deepest foundation you have and
you will find yourself progressing toward a path of making the work that gives back something
beyond anything you could imagine.

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 04

REVIEWS
PORTFOLIO
© BE NOI T PAI L L É
Winner / Emerging Talent Awards 2015
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PORTFOLIO REVIEWS
We asked the LensCulture community what information would be the most useful in order to help
photographers move forward in their careers. One of the top requests we received was for further
insights into the portfolio reviews happening around the world and how to best prepare for them.

To help you, we tapped into our network of portfolio review organizers and gathered insider tips
and advice on how to present work at portfolio reviews. Read on for the most valuable information
that we found.

© C AR O L I N A S AN C HE Z-MONG E © MIK A S PE R L ING Á LV A RO CA LV O © GA RETH BRA GDON © K AR M E N AY V AZ Y AN

Finalist / Exposure Awards 2015 Winner / Emerging Talent Awards 2015 Winner / Emerging Talent Awards 2015 Finalist / Magnum Photography Awards 2016 Winner / Visual Storytelling Awards 2015
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HOW TO PREPARE FOR A PORTFOLIO REVIEW

Before a Portfolio Review

GET TO KNOW THE REVIEWERS. Nearly all the experts we asked said doing a little research to get to

know the personality and taste of your reviewers is a step you simply can’t skip in preparing for a
portfolio review.

EDIT YOUR PORTFOLIO SMARTLY. No matter what body of work you want reviewed, take the time to

edit your portfolio carefully and organize it for easy viewing. Also, make sure to be focused on a
particular project (or two) instead of showing scattered, general examples of the work you do.

PREPARE YOUR MATERIALS. In addition to bringing along your portfolio, a common recommendation

is to prepare materials to leave behind for your reviewers. Your “leave-behinds” should be small
enough to fit in a pocket and include an image that makes it easy for your reviewer to remember
your project when they look back on all the work they reviewed that day.

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During a Portfolio Review

KEEP TRACK OF TIME. Most portfolio reviews are limited to around 20 minutes, so make sure you

leave time after your presentation for your reviewers to speak and give you feedback.

BE OPEN TO FEEDBACK. Remember that you attend portfolio reviews to get valuable feedback from

people in the industry, so keep an open mind!

TAKE NOTES. It’s a good idea to bring a pencil and pad of paper so that you can take notes from the

feedback your reviewers give you. You can also record the conversation, which will allow you to
focus more clearly on what the reviewer is saying. Often, it is easy to forget the details of a conver-
sation without some tidy notes to jog your memory!

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After a Portfolio Review

FOLLOW UP WITH YOUR REVIEWERS. You should always send a thank you note, when possible, and

follow up with any additional materials your reviewers requested.

EDIT YOUR WORK. Take the feedback you received and use it as an opportunity to re-edit your work

with a fresh set of eyes and a new perspective.

STAY ACTIVE IN THE COMMUNITY. Remember that meeting experts and photographers in the industry

is a chance to grow your network and stay connected. Those connections you make are meaningful!

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TIPS FROM EXPERIENCED PORTFOLIO REVIEWERS

Attending a portfolio review is perhaps the most efficient investment you can
make in marketing your work. Sitting face-to-face with industry professionals who
you would not usually find accessible can be priceless—they are there to specifically
offer opportunities and/or feedback in a supportive environment. Portfolio reviews are
an intense experience, both for the reviewers and photographers. Professional and
LAURA MOYA
personal relationships are forged, networks are strengthened, and the immersion in
Executive Director, all things photographic around the clock can be a cathartic, inspirational adventure!
Photolucida

There is only you and your camera. The limitations in your photography
are in yourself, for what we see is what we are. — ERNST HAAS

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Try to create a consistent thread or theme in your portfolio. A consistent voice is a

sign of maturity in an artist, rather than a scattered presentation of more random,
“greatest hits.” Maturing as an artist and finding your own authentic voice takes time,
years actually. Don’t seek fame and approval before the work is ready, or you may be
setting yourself up for a lukewarm reception and disappointment. Most importantly,
BRIAN TAYLOR
never let anyone take the wind out of your sails. Listen with one ear open and one ear
Director, closed! You must have thick skin in the art-world! As Henry Miller advises, “Paint as you
Center for Photographic Art like and die happy.”

Regardless of how you feel inside, always try to look like a winner. Even if
you are behind, a sustained look of control and confidence can give you a
mental edge that results in victory. – DIANE ARBUS

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Always bring a tightly edited body of work to a review. More than one body of work
is fine, but they should be separate. It is also important to have some goals in mind
before the review: are you looking for opportunities to exhibit or looking for feedback
on a new project? The best way to prepare for a portfolio review is to research the
reviewers. You will get the most out of the review if you know who will be a good
JENNIFER MURRAY
fit for your work. Also, a high degree of professionalism is expected: images that are
Executive Director, well printed and easy to handle in a portfolio box (no sleeves please) and a business
Filter Photo Festival card so the reviewer can follow up and see more work on your website. Lastly,
remember that you came to hear what others have to say about your work so be open
and give the reviewer time to comment.

Be daring, be different, be impractical, be anything that will assert integrity

of purpose and imaginative vision against the play-it-safers, the creatures
of the commonplace, the slaves of the ordinary. – CECIL BEATON

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RESOURCES FOR PORTFOLIO REVIEWS

Photolucida: The Photography Review Festival
How-to Guidebook

Every other April at Photolucida, an international set of photographers and The Photography Review Festival How-to

reviewers gather in Portland, Oregon for a five-day celebration of photography

Guidebook
A guidebook for presenting work at photography festivals

Presented by Photolucida and friends

that includes lectures, workshops, and exhibition collaborations. Photolucida

(2nd ed. March 2007)

asked several photographers who frequently attend review festivals for their col-
lective wisdom about how to make the festival experience as positive and suc-
cessful as possible.

R EAD T HEI R ADVI CE ON PRESENT I NG WORK A T A P H OT O F ES T I V A L »

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FotoFest: Portfolio Reviews for Artists

FotoFest’s purpose is to promote the exchange of art and ideas through

international programs and the presentation of photographic art. They host
the Meeting Place portfolio reviews during the Biennial.

G ET T HEI R GUI DE ON PREPA RI N G FOR P OR T F OL I O R EV I EWS »

Mary Virginia Swanson: How to Prepare

for Portfolio Reviews

Mary Virginia Swanson makes it her goal to help photographers find the
strengths in their work and identify appreciative audiences for their prints,
exhibitions and licensing placements. Her informative seminars and lectures
on marketing opportunities have proven to aid countless photographers in
moving their careers to the next level.

D OWNL OA D HER GUI DE ON HOW T O PREP A R E F OR P OR T F OL I O R EV I EWS »

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 05

MARKETING
© C AM I L O R AM I R E Z
Winner / Emerging Talent Awards 2015
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MARKETING FOR PHOTOGRAPHERS

The world of marketing can be overwhelming and intimidating. With so much to cover in such a
broad topic, we’ve touched on a few easy ways you can take your marketing efforts to the next level,
including actionable tips as well as a list of resources available on the internet, for free.

© T H I E R R Y B OR NIE R © R AINA S T INS ON ©JA IME PUEBLA © RENA TE BEENSE © TH I E R R Y K ONAR Z E W SK I

Finalist / Earth Awards 2015 Winner / Exposure Awards 2013 Winner / Emerging Talent Awards 2015 Winner / Emerging Talent Awards 2014 Finalist / Earth Awards 2015
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THE BASIC MARKETING CHECKLIST

Start a Facebook Page

First, we’ve found that building an artist’s Facebook Page is more effective than simply using your
personal Facebook profile to promote your work. By building a Page, you can take advantage of a
number of tools to optimize how you share your work: these include deep insights into the level of
engagement your work is producing as well as which posts are doing best.

Start Networking

Getting yourself out there on social media as well as at in-person events can have a huge impact on
your marketing efforts. Make sure you attend all the local events where other photographers and
industry people might be, and bring along business cards or samples of your work to distribute.
Collect email addresses from everyone you meet and start communicating with them regularly
through an email newsletter.

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Improve Your Website

Update your website frequently to stay ahead of online best practices. Once you have a format
you’re happy with, putting up new work on a consistent schedule is hugely important. There are a
ton of great tools available that make it easy for you to build an awesome site that is optimized for
search engines, marketing, and selling your work.

Start Blogging

Frequent blog posts not only give you material to share on social media and send out to your email
contacts, but it also gives you an avenue to improve the way your website performs. New posts that
cover relevant topics help search engines keep ranking your website higher on search results so that
more people will find you.

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WHAT’S POSSIBLE WITH EFFECTIVE MARKETING:

KIRSTY MITCHELL’S AUDIENCE GROWTH
LensCulture Visual Storytelling Awards 2014 Winner Kirsty Mitchell
is a great example of a photographer who has built a huge audience on
Facebook—currently at over 350,000 people! Her fans helped her set
a record for the most successful Kickstarter photobook campaign ever,
raising over $500,000 for her Wonderland book. Kirsty is an inspiring
example of what’s possible when photographers build their own audience
on Facebook.

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GOING DEEPER ON FACEBOOK

Creating an artist’s Facebook page is a great way to stay in touch
with your growing audience. This is NOT the same as just having a
personal Facebook profile. If you don’t have a Facebook page, you can
create one here.

Your page can serve as a gathering point for all your photography on
social media. Once you have created the page, start posting often and
share the page with your friends to grow your audience.

For example, Alain Laboile, a photographer on LensCulture, has used his

Facebook page to grow a following of over 22,000 people [shown left].
This group of people—who love and support his work—are available to
him whenever he has a new photo or project to share.

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Tips for Starting an Artist’s Facebook Page

1 First, we’ve found that a Facebook Page is more effective than simply using your personal Face-
book profile to promote your work. By building a Page, you can take advantage of a number of
tools to optimize how you share your work: these include deep insights into the level of engage-
ment your work is producing as well as which posts are doing best.

2 Make sure to select a profile photo that let’s people know exactly who you are, and a cover photo
that is a good representation of your work. Update the cover photo often to showcase differ-
ent projects you’re working on.

3 In the Artist, Brand or Public Figure page option, you should select Photographer or Art-
ist. This will help make your page visible to those interested in the arts, specifically photography.
Note that you can link your page to your personal website or LensCulture Portfolio, which will
allow people to discover even more of your photography.

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SHOWCASE YOUR WORK IN A PHOTO ALBUM

Photo Albums are one of the best ways to get your audience to interact with your work.
Albums let you upload a group of photos all at once, providing you with a great way to
focus your following on a new project, or share a competition entry that you want to
get feedback on.

You can also “pin” your album to the top of your timeline (see instructions below).
This means that any time someone visits your page, the album is the first thing they
will see. At LensCulture, we use this strategy as a way of highlighting something new
and making sure our audience doesn’t miss it. Many photographers, like Alain, also
use it to engage with their Facebook fans.

As most people are simply posting single images to Facebook, that means a well-curat-
ed album will set you apart. Besides your usual postings, think of albums as a different
point of engagement with your fans, offering them a deeper way to interact with your
work.

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How to Pin a Facebook Album to the Top of Your Timeline

1 Select a group of photos that go together as a series—wheth-

er it’s a new project or a competition entry that you are
working on—and upload those into an album on Facebook.

2 Give your album a title representative of the project and a

description that will offer helpful context for those reading
the post.

3 Publish your Facebook album to your page.

4 Once the post that announces your newly published album

has appeared on your Timeline, click on the drop down
menu on the upper-right hand corner of the post. Click “Pin
to Top” and your album will stay there until you unpin it!

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POST OFTEN: NEW PROJECTS, NEWS AND RECOGNITION

Do you have a special project you want to promote to your audience, like a photography book? How
about an exhibition, award, media feature, etc...? Your Facebook page is a great place to post up-
dates on your work, including photos of your book (consider including photos of book spreads),
announcements of your exhibitions, even a mention of you or your work in a blog. Don’t be shy!
According to Facebook, only 16% of posts reach their fans. That means you can post as
often as you have content to share.

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Post About Your Exhibitions

Has your work been featured in an exhibition?

Collect photos of your work up on the walls at galleries, museums, and

shows and get those shots up on Facebook!

Showing your work being featured in live events illustrates how active you are in the
photography community, as well as helps to promote the event itself.

This is a great way to make your fans aware of how your career is progressing and also
offers an opportunity to have industry professionals see that your work is currently
enjoying real-world exposure and recognition.

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Post When Your Work is Featured

When your work is mentioned in blogs, publications or press, make sure to

make that known on your Facebook page.

Press mentions are a great way to let people know who is talking about your work, and
to inform your fans on new projects or special awards you’ve received.

Recognition is important, and you should be proud every time you receive it! Post
links to articles that mention your work or awards you have won so people
can read about your special moments.

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Post About New Projects, Photo Books, and Videos

Are you releasing a new photo book or have a new project about to launch? Get it up
on your Facebook page!

Your fans want to hear about new opportunities to engage with your work, and letting
them know about a new release is the best way to do that.

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JOIN FACEBOOK PHOTOGRAPHY GROUPS

Facebook Groups offer access to a number of active photography communities, often
focused on specific topics. We strongly recommend you join all the groups that are rel-
evant to your work and to the topics you’re interested in.

Facebook Groups are also a great place to post your work, particularly your submis-
sion to the LensCulture Emerging Talent Awards 2016. Over half of photographers
who enter our competitions share their work on Facebook. You can get exposure for
your work, as well as get feedback from the community on how to improve it before
the deadline on Tuesday, October 18th.

How do you find good photography groups to join? Simply search Facebook for
“Groups about Photography”—you’ll even see groups your friends have joined!

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ADVICE FROM A PHOTOGRAPHY MARKETING EXPERT

Follow some basic rules when making your art: conceptualize your project, conduct
thorough research toward its production, and title the work consistently, as this will
become a system for organizing and researching your work over time. Always make
the images to the highest possible standards and research the best final print output
and presentation (seek professional guidance if appropriate and necessary here).
MARY VIRGINIA
SWANSON Consider the market for your work when applying the price point which each series
will begin selling for.
Educator, Author,
Entrepreneur

Pick a theme and work it to exhaustion…the subject must be something

you truly love or truly hate. – DOROTHEA LANGE

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FREE RESOURCES FOR MARKETING YOUR PHOTOGRAPHY

1 11 Ways to get Free Marketing for your Photography from
Digital Photography School
L EA R N MOR E »

2 Three Ways to Market Your Photography Business

LEARN MORE »

3 The Photographer’s Guide to Facebook from Photoshelter

LEARN MORE »

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4 99U: Professional and Creative Advice From Behance

LEARN MORE »

5 Creative and Professional Advice From Eric Kim

LEARN MORE »

6 Petapixel: 25 Great Online Courses & Tutorials

LEARN MORE »

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 M AR O E S J K A L AV IG NE MA NDY BA RKER AL I A AL I
Finalist / Magnum Photography Awards 2016 Finalist / Visual Storytelling Awards 2014 Finalist / Exposure Awards 2015

A special thanks to all the contributors for their valuable time and advice.
If you have any suggestions for how to make this guide better, please send your ideas to editor@lensculture.com

Discover daily photographic inspiration at www.lensculture.com

And to find out more about the current LensCulture competition, visit www.lensculture.com/awards

LENSCULTURE GUIDE © 2018 LENSCULTURE, INC.