View the Schuttersgallerij or Civic Guards gallery, a 17th century portrait gallery portraying members of the Civic Guards. Each member had to pay to be included in the painting. As the fees were high only influencial and important people were portrayed. This was a lucrative business for painters in those days. The best known work of art of this genre is De Nachtwacht (Nightwatch) by Rembrandt. (If you want to see this you'll have to go the Rijksmuseum and pay an entrance fee.)
This is part of Amsterdams Historisch Museum, Kalverstraat 92.