Presence in the Art Market – Portfolio, Strategy and Marketing

Simon Melchers is a gallerist, agent, and consultant in the cultural sector. For many years, he directed ARTCO Gallery, with locations in Berlin, Aachen, and Brussels, and has worked closely with internationally renowned artists such as Roger Ballen, Johanna Maria Fritz, Nikita Teryoshin, and Gideon Mendel. He has extensive experience working with galleries, participating in major international art and photography fairs as Photo Basel, Paris Photo, and Photo London and in the strategic positioning of photography within the international art market.

In this “photography workshop”, participants gain a practical understanding of the dynamics of the photo art market. The workshop combines group portfolio discussions, insights into gallery work and market mechanisms, and concrete strategies for the professional marketing of your own work.

The workshop begins with group portfolio reviews. Each participant presents selected works, and together we discuss strengths, sequencing, narrative clarity, and modes of presentation. Through exchange and critical feedback, we collaboratively establish the foundations for developing your own work and positioning it successfully in the photo art market. This approach allows all participants to benefit from different perspectives, learn from one another, and gain a clear understanding of how to present their photography convincingly.

In the second part of the workshop, Simon Melchers shares insides about the photo art market: How do primary and secondary markets function? What role do pricing, editions, and sales strategies play? How do you work professionally with galleries, curators, editors, or exhibition partners? What expectation galleries and artists should have? Participants receive practical strategies for portfolio presentation, network building, and enhancing digital visibility — from website presence to social media — with the goal of strategically positioning their work.

The workshop concludes with a strategic planning session for marketing the portfolios. Together, we discuss how to make your work visible and marketable — whether through gallery representation, exhibitions, self-marketing, or editorial and magazine exposure. Every participant leaves with concrete, actionable steps to strengthen their artistic positioning and achieve long-term success.

This workshop combines work on your own portfolio, learning through exchange with other photographers, and practical insights into the international photo art market. Participants gain a deep understanding of how to present their photography professionally, position it strategically, and successfully market it over the long term.

Biography:
Simon Melchers was born in 1992 in Würselen, near Aachen. In 2017, he completed a Bachelor of Arts in Visual Communication with a focus on Photography at ABKM Maastricht. He went on to complete extended work residencies in the USA, South Africa, and Morocco. In 2023, he served as a juror at the San Diego Medium Photo Festival. Since 2020, he has been the managing director of ARTCO Gallery Berlin GmbH, and since 2023, also the managing director of Culture Invest UG. He runs the gallery together with his partner Benjamin. In addition to the Berlin space, they operate a gallery in Aachen and a project space in Brussels.

The gallery program features artistic positions across painting, sculpture, and photography, with a particular emphasis on contemporary works that reflect and engage with global themes.

For more information:
www.artco-gallery.com