HeatherMortonArt buyer interviews Maureen Martel about marketability

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As Heather explains in a blog post yesterday, she was intrigued by a comment Maureen had made in an interview last month with Miki Johnson’s RESOLVE blog:

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“Application for the marketplace is also key. Key key, key key, key. If you can’t apply it, you can’t satisfy the client.”

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Maureen was referring to the role that marketability plays when Stockland Martel are considering signing a photographer. And Heather wanted to know more about how one assesses marketability. “The idea of ‘marketability’ fascinates me,” she writes. “I often see work that I love, but I struggle with its commercial application.”

So she interviewed Maureen, who talked in detail about her process and explained how that process applied to the newest members of agency: Nino Muñoz and Jason Hindley.

Maureen notes, for example, that she establishes a marketing strategy for a photographer after she’s reviewed all of his or her work. And then she narrows that work down to the images that conform to that strategy. In the case of Nino, she explains, “that meant some very successful images went to the wayside. And that’s okay. I want that kind of precision. When I promote these images to my marketplace, anyone looking at them should be able to describe Nino’s personality—that’s how strong those images are.”

She goes on to explain an important caveat to that approach, but you’ll have to visit Heather’s post to get the scoop.

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