As in any other art business, the path to publish and gain visibility often requires faculties that are not directly linked to the art & craft a specific artist masters. So, no matter the quality of your product, you don’t necessarily know how to approach people in order to market it. More concretely: Vivian Maier had no idea how to turn a hangar full of negatives into paper prints.

After developing the photos, John Maloof chose a modern way to expose her work, by putting it on tumblr and letting the internet audience decide about the quality. Positive resonance received, he probably gained enough motivation to pursue the search of suited exhibition platforms, and despite the daunting task, he finally was successful.

(tbc)