Authorial presentation

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Subject guarantor

Name of lecturer(s)

Hynek ALT, Markéta KINTEROVÁ, Rudolf PREKOP, Noemi PURKRÁBKOVÁ, Martin STECKER, Štěpánka ŠIMLOVÁ

Department

The subject provides Department of Photography

Contents

This class takes the form of an intensive 4-day masterclass that explores the key areas an artist must understand in order to present, communicate, and position their work to a targeted audience within the contemporary art field.

The course examines the contemporary art system itself—its structures, mechanisms, and market dynamics—and the competitive environment in which artists operate today, taking advantage of the opportunities offered by new technologies.

Through lectures, case studies, group discussions, and individual feedback, students are encouraged to rethink conventional models of promotion and visibility, focusing instead on authorial clarity, strategic communication, and critical self-positioning.

Special emphasis is placed on photography and creative practices, addressing the multiple layers of the communication process, including:

•Web presence and online platforms

•Social media as an authorial tool

•Portfolio and project presentation

•Networking as a practice

•Collaboration and experimental approaches

The course connects artistic practice with real-world contexts, enabling students to understand how their work circulates, is perceived, and gains meaning within contemporary visual culture. The workshop combines theoretical input with practical analysis of students’ own work.

The workshop structure is flexible and responsive, with emphasis placed on the specific needs and interests of the participating students. The selection and depth of topics will be adjusted according to the interests and profiles of the participants.

Key topics include:

Photography Institutions

Art Fairs, Photography Museums, Galleries, Festivals, Biennale.

•Overview of structures and roles within the contemporary art system

•Examining the methodologies and operations of each agency

Portfolio Design, Creation & Presentation

•Participating in International Portfolio Reviews

•Submitting work to Festival Open Calls

•Entering international competitions

•Applying to Artists-in-residence programs

Funding Opportunities & Planning

•Grant Proposal writing

•Presenting, negotiating, documenting, and evaluating

•Sponsorship communication strategies

•Crowdfunding campaigns

Online Presence

•Websites Design, content management, communication & networking

•Social media strategies as an authorial tool

•Online sales

Gallery Marketing

•Searching for and approaching galleries

•Contracts, pricing, practices, and restrictions

Photo Book & Publishing Projects

•Design and production of dummy

•Searching for publisher’s collaboration

•Publication VS Self Publications

Copyrights, usage rights

•Understanding intellectual property and legal considerations

•Usage rights in exhibitions, publications, and online platforms

Learning outcomes

By the end of the masterclass, students will be able to:

•Understand the structures, mechanisms, and dynamics of the contemporary art and photography ecosystem

•Present their work with conceptual clarity and strategic awareness in both visually and verbally

•Use digital platforms and social media critically and with an authorial voice

•Design and articulate a coherent portfolio or project presentation

•Develop networking and communication strategies aligned with their artistic practice

•Develop strategies for securing funding, sponsorship, and other resources to support their artistic projects

•Understand the role of the photobook in contemporary photographic practice and develop strategies for publishing or self-publishing

Prerequisites and other requirements

-Participants are expected to submit the following materials before the course:

•Digital portfolio (required, pdf or online format): Presenting finished or ongoing projects.

•Printed portfolio (optional): Can complement the digital portfolio.

•Artist statement and project statements (written).

•Links to website or social media platforms (if applicable).

•Short CV and brief biography (approximately 300 words): Include artistic background, key projects, education, exhibitions, or other relevant experience.

•Questions or concerns related to areas you feel uncertain about and that connect to the themes we will explore (optional)

•3-Minute Pitch: Prepare a brief presentation introducing yourself and your work. This should highlight key projects, artistic interests, and any areas where guidance is sought. Pitches will be presented on the first day of the course.

Literature

INDICATIVE LITERATURE / REFERENCES

Indicative texts

Ceschel, B. (2015) Self Publish, Be Happy, A DIY Photobook and Manifesto. New York: Aperture.

Cobb, P., Hogan, F. & Royce, M. (2018) The profitable artist: A handbook for all artists in the performing, literary and visual arts, 2nd Edition. New York: Allworth Press / New York Foundation for The Arts.

Greenberg, E. & Reznicki, J. (2015) The Copyright Zone: A Legal Guide For Photographers and Artists In The Digital Age, 2nd Edition. New York: Focal Press.

Harrington, J. (2017) Best Business Practices for Photographers. San Rafael, CA: Rocky Nook.

Himes, D. & Swanson, M. (2014) Publish Your Photography Book. New York: Princeton Architectural Press.

Judova, J. (2017) How to Approach a Gallery: and Have a Career in the Art World. London: Independently Published.

Middendorp, R., The El-Art Team & Mathews, C. (2018) Creativity as a Career: The Field Guide for Artists. Amsterdam: House of October.

Murphy, B. & Thompson, J.S.N. (2020) Navigating The Art World: Professional Practice for the Early Career Artist, 2nd Edition. London: Delphian Gallery, Foolscap Editions.

Oktoer Mathews, K. (2018) Unique: Making Photographs in the Age of Ubiquity. Amsterdam: House of October.

Pellerin, A. & Davila, A. (2025) The ArtSmart Method: A Guide to Business Autonomy for Artists. New York: Independently Published.

Piscopo, M. (2017) The Photographer's Guide to Marketing and Self-Promotion. New York: Allworth Press.

Rastenberger, A. & Siking, I. (2018) Why Exhibit? Positions on Exhibiting Photographies. Amsterdam: Fw:Books Editions.

Swanson, M. (2018) Finding Your Audience: An Introduction to Marketing Your Photographs. Tucson, AZ: Independently Published.

Wojak, A. & Miller, S. (2011) Starting Your Career as an Artist. New York: Allworth Press.

ADDITIONAL MATERIALS & RESOURCES

Selected texts, visual references, and online materials will be provided by the instructor.

Following the completion of the workshop, students will receive access by email to a shared Dropbox folder, structured in alignment with the thematic and practical structure of the workshop and the different fields of presentation and professional practice addressed.

The folder will include:

•curated links and online resources

•lecture slides and visual material

•suggested bibliography

•videos and audiovisual references

•case studies and exemplary projects

The shared materials are provided for personal educational use only and are intended to support further research, reflection, and the continued development of students’ individual practices beyond the duration of the workshop.

Evaluation methods and criteria

•Active participation in discussions and practical sessions

•Presentation and critical discussion of personal photographic work

•Engagement with feedback and critical reflection

Note

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Schedule for winter semester 2025/2026:

The schedule has not yet been prepared

Schedule for summer semester 2025/2026:

• Week view
• List

The subject is a part of the following study plans

• Photography CZ - Master_2021 (Required subjects)
• Photography CZ - Master_2021 (Required subjects)
• Photography EN - Master - 2022 (Required subjects)
• Photography EN - Master - 2022 (Required subjects)