An exhibition is a natural progression for amateurs and professionals to show the world their photographic work. It has the potential for sales, or finding future collaborations. It could be part of a wider, social tool – images can incite revolutions... or at least conversations.
Showing your work can be a daunting time in your photography progression. You need to deal with attention, questions, and hearing opinions from others. They are also a very important step in finding out what others think about your images.
If you’re looking for some practical advice, or if it's something that suits you or your work currently – read on.
(cover photo by Markus Spiske)
Getting Started – The Big Questions
Where do you start getting started? Do you think about the space first, or which images you want to show? With others or not? If you're having big questions, you are already starting. The first step on your route is always difficult but it can be rewarding and exciting to find your feet. By addressing a few, key points, you can lay down a path - it makes it easier to follow.
Why Exhibit Your Work
Fun or Serious?
The most important starting point is understanding what type of exhibition you want to have. Then you will know a little more about the photographs you will show and for what reason. The images you choose need to connect with the topic and space of the exhibit.
Are you exhibiting your images for fun, or work? By this, I mean, are you trying it out for the first time? Are you looking to see what people think of your images, or as a means to sell images or find clients? or perhaps to make a social statement. Knowing the reason for your exhibition gives you ideas on everything else. Where to hold the showing, with who, what themed images to show, and how much of a budget you should use are all afterthoughts.
Fun Vs. Serious?
By looking at your first exhibition from a perspective of fun, you remove the pressure from yourself and make it more light-hearted. The first few times are important in gaining valuable experience in photography exhibiting. You learn how to select, print, mount, follow exhibition etiquette and deal with attention (or lack of it).
A more serious exhibition is a great stepping stone toward growing your business or brand. Each exhibition is a way for you to connect with an audience, win prizes or support (grants, scholarships), or sell images. If it's in the same vein as your photography business, you need to conduct it in the same professional manner. A serious exhibition can have a serious budget - one that engrosses all processes.
Where to Exhibit
Social or Commercial?
Is the exhibition for social or commercial purposes? If it is your first time exhibiting, it might be best to have a few in a social format rather than jumping into a commercial mindset. You would like to see the ins and outs of showing your work a few times before jumping into the world head first.
A social exhibition would be one in a social space; a local council building or a library. These might incur a small charge for admin, or electricity costs. Usually, they are free as the local council funds artistic endeavors as a part of its social programs and outreach. if you're lucky.
A commercial exhibition would be one in a private art gallery or similar space to sell art. To exhibit here, a strong relationship with the owner or curator is necessary. Or you have an outstanding body of work that is interesting or special. Or you are a well-known artist. Remember, these spaces exist to sell art, and the ones still operating are good at it.
There is a middle area (Socio-Commercial) where an exhibition is possible; a café, bistro, bar, restaurant, or shop. Many people visit these spaces, so holidng a free exhibition entices customers into their commercial space. They can allow you to sell them on an opening day, or after by leaving information next to the images. When sold, it is expected that the social/commercial space will take part of the profit.
Social Vs. Commercial
Social places are a great way to gain valuable exhibiting experience at a very small cost, or even free. If selling them isn't your main goal you can skip some corners. There have been plenty of images I have seen nailed to the walls of bistros – you don’t need expensive frames. You don’t even need an open evening, saving face for many introverts. You won’t be able to interact with the patrons without having an open evening. But the proprietor or organizer of the establishment will pass on comments and titbits of info. Guest books are a great idea too
Commercial spaces will need a very well-thought-out series that fits the place you are exhibiting in. The images need a professional presentation; usually through expensive framing or mounting processes. Past the initial cost, this is the best way to recuperate money back – if your images sell that is. The proprietor/organizer will have the skills and network to show off your images to the most interested parties.
How to Exhibit
Series or Single Image?
The most important question is on you – what are you going to show? What you photograph and the style in which you shoot is paramount. If this will be the first time you exhibit your photography, you might want to start with a single image. This way, you focus on getting one image perfect – chosen, titled, printed, framed – which is much easier than a body of work.
A body or series of images demands repetition, and a thought process that seems to become more than the sum of its parts. Showing 10 images from a series is much harder than 10 singles as they all have to flow together. The cost, time and energy also come tenfold. But, if you can pull it off, a series shows great talent, organisation and skill. Plus, you do have the chance of selling or reexhibiting the same series.
Series Vs. Single Image?
A single image will always be easier than many images or a series. A single image is cheaper to print, frame, mount, and generally carry around. Using a single image opens you to working with others much easier, as a series of work needs more thought. There are higher chances of entering single-image exhibitions until you get to understand how they work.
A series of work is bathed in intent – a single image could be a work in progress, a one-off beautiful moment, or a happy accident. Single images restrict what others see about you and your work. One image is easier to miss or skim passed, so your work needs to be the best it can possibly be. With a series, the audience sees more of you and your style.
Who to Exhibit With
On Your Own or With Others?
Exhibitions are held in two formats; group exhibitions and single exhibitions. Group exhibitions are somewhat easier to find and easier to be part of. There is usually a theme or topic to follow, so ensure your image matches what is being asked before you apply.
A solo exhibition is a great way to divert all attention to you through a one-(wo)man show. Here, only you are exhibiting your images, depending on the topic and size of the place you are exhibiting in.
On Your Own Vs. With Others?
With group exhibitions, all common costs are shared. |The cost of refreshments, consistent mounting, or decorating, are some examples. The cost of printing and framing your work is your own cost, and would generally be the same with a solo show too. The marketing is also shared, as one pamphlet, flyer, radio blast or media post benefits all involved. One reason for a shared exhibition is the lower cost.
A single show is a great way to meet the admirers of other photographers’ work. You are effectively reaching people that you may not have contact with otherwise. A solo show is only showing your work; those attending have to be interested in your subject.
How to Market Yourself
Cheap or Expensive?
It is necessary to promote your exhibition somehow, otherwise, you are relying on 'walk in's'. Marketing your exhibition, even cheaply, will help it to be a success in all walks of life. Online social platforms such as Facebook, Instagram, and Reddit are great places to share your event. Flyers and posters can be a cheap idea for a group event as the costs and work involved are shared.
An expensive marketing route is easily obtained if you’re not careful or well organized. Facebook ads, for example, help to reach others you wouldn’t connect with, but at a rolling cost. Posters and flyers are expensive for good reason; in the right place they can reach a lot of people.
Cheap Vs Expensive
Marketing is very hit or miss at the best of times. For an exhibition, it can be difficult as photography is very subjective. If a venue completed a successful exhibition last week, doesn’t mean the same would happen next week. Promoting yourself cheaply has a very small chance of being financially viable.
Yet, spending a lot of time, energy and money on marketing is no guarantee of success or high returns – a nice poster doesn’t mean you’ll sell any images. It will come down to the theme of your work, who might be interested and trying to target those for the best results.
Case Study
Imagine an amateur photographer returning to London from a documentary project (fair trade coffee farming) abroad. The following is a route that person may take in creating a photography exhibition:
Fun or Serious?
Tim is looking for a fun exhibition space to exhibit his coffee farming documentary project. He understands the project might not be so interesting to a large number of people. He wants to gain some reputation in the London photography circles, but as this is his first exhibition, he isn’t pressuring himself. He won’t be trying to sell his images as he will not use part of his budget to frame and mount them professionally.
Social or Commercial?
Tim decides that because he is unknown to the world of documentary photography, or exhibiting in London, a social establishment will fit best. As his images show coffee farming, they are most likely to be picked up by a bistro or café. As he doesn’t have the budget for a large-scale exhibition, a café or bar will allow him to show his images for free.
He contacts a café in the busiest part of town, 2 months before he wants to exhibit his work. Tim does this by finding the contact details of the owner online and then showing a small portfolio of images he would like to show. He thought about writing an email and even telephoning, yet face to face saves a lot of time. September in London is a good time to exhibit for a few reasons. Firstly, the weather is still nice to go out socially. Secondly, it is out of season, so less focus on tourism.
Series or Single Image?
As his images fit well into a series of works, he decides that a few images work better than one on its own. Each image supports the series and is made stronger by each image. He can afford to print 5 images at a size of 16x12cm and plans to pin them to the wall. This idea is communicated to the owner of the café, who also decides it is the best idea. The owner would also like to concentrate on one artist at a time.
On Own or With Others?
As the café is rather small, Tim decides that this exhibition will be just him, as it is easier to manage. Alone, he doesn’t need to create a social media post looking for similar photographers with a similar theme. He also doesn’t want the chance of someone else stealing the limelight, if any. Tim imagines that it would be easier to have a group exhibition later on, in a large space, when he has exhibition experience.
Cheap or Expensive?
This is Tim’s first exhibition, and his budget is not large. As he wants to see if an exhibition fits his photography and business, he is cautious to spend money on marketing. He chooses to place the event on FB, attached to his photography page. As a social media post, he shares it with his friends, and so does the owner of the café. Tim's friend designs a simple poster for the exhibition, which Tim received in exchange for his photography time. The poster is for the café window, and surrounding area which he prints and puts up a month before the exhibition starts.
On top of this, Tim places a small guest book on the counter for any comments or compliments from the audience. This is a chance to receive some free, positive feedback, and possibly, a contact for work. Tim understands it is important to have a good relationship with the owner, and to follow up any comments from the exhibition.