Why do some unknown photographers outsell world-famous photographers?

Unknown photographers often outsell famous ones because they simply out-execute them from a marketing standpoint. The famous photographers could sell much more if they put effort into marketing or hired competent staff to handle it for them. They’re not putting enough time and effort into their own marketing, which is how they get beat regularly by artists who aren’t world-renowned. It all comes down to marketing—that’s what determines success once you have the basic selling infrastructure in place.

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Asked by teaching point · Answered by Patrick Shanahan · art-marketing-podcast · 2020-06-22