The art photography market - Italy

1.1 Definition and scope of study

Photography, in general, encompasses several functions, each of which has its own market (the OPI): information, creation, entertainment, etc. Art photography therefore refers to the creative part of photography and the artistic use of this technique to fix images with light. According to the Almanart glossary, art photography is defined as: "the use of photography with artistic intent and approach, as opposed to its common use in reportage or for historical, advertising, or family purposes”.

Art photography involves a number of different professions, including:

·      manufacture and sale of cameras,

·      photo lab activities (printing, cutting, assembling, etc.)

·      activities of professional photo agencies

·      art market activities (galleries, auction houses, etc.). 

Globally, the art photography market can be considered as growing. It is possible to observe a growing trend also in the prices of photographs recorded during the auction sales recently carried out. 

In Italy, too, this market is defined as growing. Over the years, many galleries have opened to the public and among the most important ones, we can mention Studio Trisorio in Naples, Metronom in Modena, Contemporary Cluster in Rome and Galleria Carla Sozzani in Milan. 

Instead, as far as the most famous Italian art photographers are concerned, we remember Gianni Berengo Gardin, Luigi Ghirri, Ferdinando Scianna, Oliviero Toscani, Ugo Mulas and others. 

In addition to being sold at auction, art photographs are increasingly being sold online. The most popular sites used by clients for this purpose are: Yellowkorner, Contrasto Galleria (a Milanese art gallery that has a well-stocked online archive), AD Gallery, Saatchiart, etc. 

The prices of art photographs vary greatly and can even cost a few hundred thousand euros.  

It is also important to consider the effect that the recent pandemic has had on the art industry in general. In contrast to museums, the various art galleries kept their doors open during the health crisis, which made it possible to keep business stable throughout the period.