FINDING YOUR AUDIENCE:

An Introduction to Marketing Your Photographs

Mary Virginia Swanson & Special Guests:
David Bowman, Lisa Nebenzahl, Mickey Smith, and Wing Young Huie

DATES:
Public Lecture:
Friday, Oct 2, 2026 - Finding Your Audience: In Person, In Print, and Online
One-Day Seminar:
Saturday, Oct 3, 2026 - Developing & Presenting Your Photographic Projects
Small Group Project Reviews:
Sunday, Oct 4, 2026

In-person, Minneapolis, MN

This fall, Mary Virginia Swanson, in partnership with La Luz Workshops, will present a series of educational offerings designed to help photographic artists understand the path to bringing their work to a broader audience. An opening Public Lecture, followed by a One-Day Seminar and a final day of Small Group Project Reviews, will provide attendees with a broad understanding of the market for photographs today and best practices to identify and reach appreciative audiences.

Whether you are producing your first body of work or have completed projects ready to share, these timely presentations will provide a “big-picture” overview of critical skills in research, presentation, and marketing that will become a core part of your creative practice.

Join our photography community for a rich weekend of relevant continuing education.

Three people discussing documents on a table in an indoor workspace.

Mary Virginia Swanson, a native of Minneapolis, is a respected educator and advisor committed to helping emerging and established photographers find the strengths in their work, identify appreciative audiences, and present their work in an informed, professional manner.  Her varied career has provided her with extensive expertise and a deep understanding of the fine print, editorial, commissions, licensing rights, and artbook publishing arenas, having worked with an enviable roster of artists, collecting institutions, and arts organizations.  She frequently serves as a Portfolio Reviewer at industry festivals, and a Judge on contemporary photography and photobook competitions.  

Swanson co-authored the acclaimed "Publish Your Photography Book" with Darius D. Himes, recently updated to reflect the rise of self-publishing, small presses, photobook competitions, and art book fairs, as well as the critical role that unique, limited and library editions now play in the collectible market for photographic artists’ books (3rd edition: Radius Books, Santa Fe, NM, 2023; Korean language edition: Datz Press, Seoul, Korea, 2024).

PUBLIC LECTURE:
Finding Your Audience:
In Person, In Print, and Online

Date: Friday, Oct 2, 6 – 8 pm (CT)

Free for all; advance registration required. Space is limited

We strongly recommend signing up by Sept 3, 2026

ONE-DAY SEMINAR:
Developing & Presenting Your Photographic Project

MVS with Special Guests David Bowman, Lisa Nebenzahl, Mickey Smith, and Wing Young Huie

Date: Saturday, Oct 3, 8:15 am – 5:30 pm (CT)

One-Day Seminar participants are required to attend the Public Lecture hosted on Friday

Cost: $275 USD

We strongly recommend signing up by Sept 3, 2026

*Registering for the One-Day Seminar secures your spot in the Public Lecture.

SMALL GROUP PROJECT REVIEWS

Date: Sunday, Oct 4, 8:30 am – 5:45 pm (CT)

Those who have attended both the Public Lecture and the One-Day Seminar may
apply to join the Small Group Project Reviews

Limit: 12 participants. Application required

Cost: $350 USD (for Reviews) + $275 USD (for One-Day Seminar) = $625 USD

Applications will be reviewed and accepted on a rolling basis. The final deadline for submissions is Sept 3, 2026

*Applying to the Small Group Project Reviews secures your spot in the Public Lecture and One-Day Seminar.

Info Session

We will be hosting a free online information session with Mary Virginia Swanson via Zoom on Tuesday, August 25, at 6:00 PM (CT).

This informal session is an opportunity to learn more about the program, hear from Mary Virginia, and ask any questions you may have.

If you'd like to join us, please email selma@laluzworkshops.com to receive the Zoom link.

SCHEDULE *

PUBLIC LECTURE: Finding Your Audience: In Person, In Print, and Online

Date:

Friday, October 2, 6–8 pm (CT)

There is great joy in sharing your creative work with your family and friends. It is likewise enriching and gratifying to enlarge your community and develop a deeper dialogue about your artistic practice.  

In this evening presentation, Mary Virginia Swanson demystifies the steps to take when seeking to broaden your audience and shares research strategies for discovering appreciative audiences for your work.

Swanson will provide an overview of markets for fine photographs today, from exhibiting in community spaces, academic art galleries and public and private museums, to representation by art dealers and sales through art consultations to corporate collections, as well sales opportunities artists can pursue independently.

She will discuss the path to presenting your work to industry professionals in person, in print, and online, including assessing the value of entering juried exhibitions and investing in portfolio review events whether conducted in-person or virtually. Lastly, Swanson will provide an overview of the marketing tools needed to share your work outside your inner circle.

Time will be allocated for Q&A with the audience, and a reception will follow.

WHO SHOULD ATTEND

Photographic artists, art educators and those interested in engaging with photographs who want to understand the path to bringing their artwork to a broader audience.

Free for all; advance registration is required. Space is limited.

ONE-DAY SEMINAR: Developing & Presenting Your Photographic Project

Date:

Saturday, October 3, 8:15 am – 5:30 pm

This one-day seminar will help participants strategize the path to developing, producing, and presenting a project. The morning lecture will begin with pre-production elements, from becoming an expert on your subject, identifying and confirming access and collaborators, if relevant, and securing the necessary budget to produce the work. Following a presentation by our Special Guests, we will move on to the steps to prepare the work for presentation to its target audience, building contact lists, preparing marketing materials including adding content to your website and creating social media elements, planning for relevant print pieces and begin launching your project’s marketing campaign.

LECTURE 1: Developing Your Project

In this presentation, Mary Virginia Swanson outlines steps to plan for and produce a photographic project. Swanson will underscore the importance of establishing a realistic budget for both production expenses and potential revenue before embarking on principal photography. She will discuss the technical tools and administrative capabilities that should be in place in your studio as you embark on a new project, including the completion of essential statements and essays to pitch potential subjects as well as financial sponsors. She will detail recordkeeping during production of your project and essential visual documentation that will be utilized to introduce the work on completion. The path to securing funding for your project through grants and sponsorship will be discussed, as well as looking into relevant artist residency opportunities. Finally, she will emphasize the imporantce of keeping track of all individuals and/or organizations who lent their expertise, tools, connections, transportation, financial assistance and more, so you can acknowledge their assistance upon completion/presentation.

MINNESOTA ARTIST'S PANEL

Four distinguished photographic artists will present in succession an overview of their creative practice, reflecting on their journeys through project development, completion, public presentation and acquisition, offering best practices that impacted their careers.  Their candid reflections will be followed by a panel moderated by Mary Virginia Swanson, with time allocated for a Q&A session with the audience.

Special Guest: David Bowman

Man with glasses and patterned shirt in front of a detailed map background.

David Bowman grew up in Chicagoland, studied journalism in Madison, traversed the Australian outback via camel, and drifted to the Twin Cities some time thereafter. One of the first people he met in Minnesota was fashion photographer Richard Avedon, who was giving a talk to photo students at the Minneapolis Institute of Art. Bowman asked what advice he might give a struggling artist. Avedon replied: Start working.

Bowman has photographed for publications like WIRED, Rolling Stone, Vanity Fair, The New York Times and National Geographic. Over the course of his career, he earned an MFA, and was named Best Of ASMP by the American Society of Media Photographers. In addition to making photographs for long-term projects, Bowman also teaches art in Minnesota high schools, colleges, and prisons.

Special Guest: Lisa Nebenzahl

Smiling woman with short hair and earrings stands with arms crossed in front of floral artworks.

Lisa Nebenzahl is a multidisciplinary artist whose work ponders themes of resilience and fragility, loss and persistence and the passage of time. She explores these ideas using shadow and light, working with the natural world of plants, water and sky. Her interest in this imagery embraces the interplay of chance and surprise that comes from observing and responding to the natural world. Her practice explores photography, historical photographic processes, the book arts, printmaking, sculpture, and collage/montage. Nebenzahl is a three-time recipient of the Minnesota State Arts Board Artist Initiative grant and the 2020 inaugural McKnight Fellowship for Book Arts. Her work is in the collections of The Getty Research Institute, The Newberry Library, The Museum of Fine Arts Houston Hirsch Library, the University of Delaware Special Collection, the Phoenix Public Library Rare Book Room and the University of Colorado Boulder Rare and Distinctive Collections. Lisa holds a BFA from the Minneapolis College of Art and Design.

Special Guest: Mickey Smith

Blonde woman in a beige knitted shawl sits on a stool, with a framed 'LAST' artwork behind her.

Mickey Smith (US/NZ) is an award winning conceptual artist and photographer. For over two decades, her practice has been engaged with a longstanding inquiry into libraries, books and archives — in particular the social significance of their physical existence or disappearance.

Smith’s work has been exhibited internationally and belongs to numerous public and private collections including the Arts House Trust, Museum of Modern Art Library, North Dakota Museum of Art, Sheldon Museum of Art and Weisman Art Museum. She is the recipient of grants and awards from Americans for the Arts, CEC Arts Link, Creative New Zealand, Forecast Public Art and McKnight Foundation. Her acclaimed touring exhibition, Morphologies, is currently traveling through the United States and New Zealand.

Smith lives and works between Minnesota and New Zealand.

Special Guest: Wing Young Huie

Black and white portrait of a man in a polka dot shirt holding a large camera on his shoulder.

Wing Young Huie has photographically captured the complex cultural realities of American society for 50 years. His photographs have been exhibited in museums and galleries locally, nationally and internationally, but his best-known works, “Frogtown” (1995), “Lake Street USA” (2000), and the “University Avenue Project” (2010), were epic public art projects that transformed Minneapolis and Saint Paul thoroughfares into community galleries, reflecting the everyday lives of thousands of its citizens.

He has received many grants, honors, and awards, including Artist of the Year (Minnesota StarTribune, 2000), McKnight Distinguished Artist Award (the only photographer to ever receive the award, 2018), his sixth book, “Chinese-ness: The Meanings of Identity and the Nature of Belonging” (MNHS Press, 2018) won a Minnesota Book Award and a Northeastern Minnesota Book Award, Award for Excellence (University of Minnesota, Hubbard School of Journalism, 2020), and a Josephine Lee, Asian American Studies Program Community Award (University of Minnesota, inaugural award, 2025).

The Minnesota Historical Society is currently acquiring 5000 of his photographs that reflect his 50-year career, which will all be in their research room and online, to be made accessible for researchers, educators, and the general public.

LECTURE 2: Presenting Your Project

In this presentation, Mary Virginia Swanson will outline the steps to widely sharing your completed project in your preferred final format, be it print portfolios, wall exhibitions, immersive installations, or the book form. She will discuss the importance of establishing a record of each work, with full caption and materials data, creating a visual PDF of the final edit of the project to share, and encouraging testing of papers and presentation tools to finally mock-up the work to scale in preferred materials.  Once you document samples of the work in final format to share on your website, social media, and presentation proposal, and prior to release of the work, set your edition / pricing structure.  

Swanson will offer parameters for establishing targeted contact lists by researching venues, appropriate collections, and/or publishers most likely to appreciate your work, and outline the types of supporting business forms with will be utilized as your work circulates and sells. Finally, she will suggest appropriate paths to meeting with industry professionals and share affordable marketing tools you will want to utilize as you expand the audience for your work.

WHO SHOULD ATTEND

Photographic artists and art educators who want to understand essential research on one’s subject as well as the value of targeting the likely audience(s) and markets that will support the work.  Participants will leave with the key tools and capabilities of your studio practice and gain insights and best practices from respected Minnesota artists reflecting on their creative journeys.

COST: $275 USD

SMALL GROUP PROJECT REVIEW

Date:

Sunday, October 4, 2026, 8:30 am – 5:45 pm (CT)

Mary Virginia Swanson will lead 25-minute individualized reviews. These sessions represent an intensive opportunity to receive insight and advice from Mary Virginia Swanson on topics covering the content and audience for your work.

All participants will have the opportunity to observe reviews of their fellow group members. Maximum 12 participants.

Those who have attended both the Public Lecture and the One-Day Seminar may apply to join the Small Group Project Review. Application required.

WHO SHOULD ATTEND

Photographic artists who seek focused feedback from Mary Virginia Swanson on their current work or completed projects, and advice on likely audience(s) and venue(s), potential sponsorship, and effective marketing tools to broaden awareness of their work.

COST: $350 USD (for Small Group Project Review) + $275 USD (for One-Day Seminar) = $625 USD

* This schedule is subject to change at any time. If a Special Guest must cancel unexpectedly, we will confirm participation of another industry expert with a similar level of expertise to join us. Mary Virginia Swanson and Special Guests have the right to update, alter, and/or include topics that may benefit participants based on recent research or relevant industry changes.

This event will be held at ArtSpace Jackson Flats in Northeast Minneapolis.
(Address: 901 18½ Ave NE, Minneapolis, MN 55418)

If registration for the Public Lecture reaches the capacity of our classroom, we may move the event to a larger venue nearby so that everyone who wishes to attend can be accommodated. Should this happen, all registered participants will be notified by email with the updated location.

Please read our cancellation policies here.

If you have any questions about these educational programs, please reach out to: selma@laluzworkshops.com

We are offering three full Scholarships for the One-Day Seminar. More details soon.