Digital Press Kit

How to Prepare a Digital Press Kit

Artist & Gallery Resources

By Mark Shapiro | The Art Fair Advantage

One of the most powerful marketing tools an artist or gallery owner can create is something most people never think about until the last minute:

A digital press kit.

Unfortunately, the moment you need one is usually the moment you do not have one.

A journalist calls.

A gallery requests information.

An art fair marketing team wants to feature your work.

A podcast host asks for images.

A designer asks for background material.

And suddenly, you are searching through old files trying to find a decent photograph, an updated biography, and properly labeled artwork images.

Sound familiar?

A professional digital press kit solves that problem.

What Is a Digital Press Kit?

Think of it as your professional introduction package.

A digital press kit gives media professionals, galleries, collectors, designers, consultants, and event organizers the information they need to talk about you accurately.

The goal is simple:

Make it easy for people to promote you.

If someone wants to feature your work, interview you, write about you, or introduce you to a collector, they should not have to chase basic information.

Your press kit should make you look ready.

What Should Be Included?

I recommend creating a folder on your computer and in cloud storage.

Include the following:

Artist Biography

Keep both short and long versions.

For example:

75-word biography
250-word biography
Extended biography, if needed

This allows you to quickly provide the right version depending on the opportunity.

Artist Statement

Include a concise explanation of your work, inspiration, process, and current collection.

Keep it clear.

Write for real people, not only for academics.

Professional Headshot

Include one current, high-resolution image of yourself.

This can be a clean headshot, studio portrait, or professional image of you with your work.

Artwork Images

Include 10 to 20 professional images from your current collection.

Every image should be labeled clearly with:

Artist name
Title
Medium
Dimensions
Year created
Retail price, if appropriate

Professional images are extremely important. Poor photography can weaken strong artwork.

Exhibition History

Include important art fairs, gallery exhibitions, museum exhibitions, solo shows, group shows, and notable presentations.

Keep this section organized and current.

Awards and Recognition

Include selected awards, publications, interviews, press mentions, podcasts, residencies, grants, and special accomplishments.

Do not overload this section.

Choose the items that build credibility.

Contact Information

Make it easy for people to reach you.

Include:

Website
Email
Social media links
Phone number, if appropriate
Studio location or city, if appropriate

A press kit without clear contact information defeats the purpose.

Create Both PDF and Digital Versions

In 2026, I recommend maintaining two versions.

Press Kit PDF

This is one clean, downloadable document that includes your biography, statement, highlights, selected images, and contact information.

It should be easy to email and easy to read.

Cloud Folder

Use Google Drive, Dropbox, OneDrive, or another cloud storage system.

This is where you can keep high-resolution images, larger files, headshots, and updated documents.

A cloud folder is especially helpful when someone needs images for press, marketing, catalogs, social media, or publication.

Why It Matters for Art Fairs

Many art fairs work with marketing teams, public relations firms, media partners, newsletters, social media teams, and content creators to help generate attention.

If your work is selected for a feature story, interview, podcast, newsletter, collector preview, or social media spotlight, they often need information quickly.

The artists who respond fastest are often the artists who receive the most exposure.

Preparation creates opportunity.

Keep It Updated

Review your press kit every six months.

Add:

New exhibitions
New collections
New awards
Recent publications
Updated artwork images
New biography information
Current contact details
Recent press mentions

An outdated press kit can create confusion.

A current press kit creates confidence.

My Final Thought

Your press kit should feel like your website.

Your website should feel like your booth.

Your booth should feel like your artwork.

Everything should feel connected.

A professional press kit tells the world you are ready for opportunity before opportunity arrives.

And trust me, when that phone call or email comes, you will be glad you prepared.

See you on the show floor.

— Mark Shapiro
The Art Fair Advantage