AS SEEN AS POSSIBLE
FINDING NEW AUDIENCES
The digital age has accelerated and subverted the process of producing, sharing, and promoting artworks to such an extent that it is now clear that it needs to reconsider and redefined. One could describe this lecture as a general exploration of major areas an artist must know in order to share and promote his / her work to a targeted audience. We will refer to the general principles, practices, and techniques, ways to approach the art market, and institutions of contemporary art. The field of inquiry is the market for contemporary art itself, the factors that determine the system, and the competitive framework that the artist must move today, taking advantage of the opportunities that new technology offers. We will discuss and define the role and degree of influence of curators, collectors, art critics, museum and festival managers, and gallery owners.
It is an overview of different communication strategies and practices an artist could follow to approach its audiences and to understand the art market system.
Lambros Papanikolatos studied Marketing Communication and Advertising and received an MA in Photography, with distinction, from the Film and TV School of the Academy of Performing Arts (FAMU) in Prague. He received the Alexander S. Onassis Public Benefit Foundation Scholarship (1999-2001) for his MA studies and a Fulbright Grant to study/research in New York (2003-2005). His work has been exhibited widely and is part of public and private museum collections. He has gained extensive experience in cultural projects consultation, production, and coordination, through his collaborations with international photography festivals and cultural institutions. (Festival of Light, Houston FotoFest, European Month of Photography, PhotoBiennale Thessaloniki, J.F. Costopoulos Foundation, National Museum of Contemporary Art,Athens, Benaki Museum, Athens, etc.). Since 2011 he has been seriously involved in numerous curatorial projects and book publications. He has been teaching photography at the Athens School of Fine Arts, in the Continuing Education Programme in Photography since 2016. He is Professor in the Master of Arts in Photography & Visual Language Programme (Advanced Professional Photography), at Middlesex University, London & AKTO College in Athens. From 2019 he is the project leader of the continuing education program in Greece of the Frederic Roberts Foundation.