Winners of the third Hearst 8 X 10 Photography Biennial, an international competition that recognizes the work of eight up-and-coming artists whose vision will shape the future of the creative media landscape
Laura Morton, California
Michael Massaia, New Jersey
Jordan Baumgarten, Pennslyvania
Karen Miranda, New York
Tomasz Lazar, Poland
Al Palmer, U.K.
Kiana Hayeri, Canada
Caleb Cole, Massachusetts
All we are saying, is give peace a chance. It’s a great chant, and a catchy tune. A little ironic too, as John Lennon seemed to be such a combative guy. (According to the documentary I saw last year.) Sure, it would be nice to give peace a chance, but I’d also love it if my fingernails tasted like white truffles.
I’m a pretty mellow guy, myself, far from the drunken lout that once smashed a dude’s head into a stone wall during a fight at Duke. I ended up on the ground, punching up, but told myself it was a draw. I can still hear the frat boys screaming for us to beat the shit out of each other. (Classy.)
I realize that I end up talking about violence a lot in this column, which is strange, given how little of it I see. I’m fortunate to live in a quiet place, in a country with a functioning legal system. (Of course, we have an incarceration rate that ought to give Barack Obama an ulcer, but he’s got enough problems, so I’ll leave him alone.)
Back in the early Fall, we brought you a gripping interview with Alejandro Cartagena, who spoke of the realities of living on the front lines of Mexico’s Drug War. I heard him speak the words, and then spent hours transcribing them, and still it was just an abstraction to me. I hope to never know what it’s like from personal experience, living with that degree of fear.
Fast forward six months, and everyone’s talking about Mexico’s impending economic miracle: a terrific growth rate, and a new President who’s more focused on busting monopolies than cartels. (Though I must admit, it does take some guts to go after Carlos Slim.) Alejandro and I discussed the possibility of misdirection, as there were signs that President Peña Nieto would leave the Narcos alone to import guns from, and export drugs to my blessed United States.
So the Drug War has been pushed off the headlines, and it seems as if the death toll is finally on the wane. In a piece about Mexico that I recently read in the Financial Times, the Drug War wasn’t even mentioned until the last paragraph of a very, very long article. Yesterday’s news, apparently. Making money is more appealing than digging up corpses best left to rot.
But I’m not the Financial Times. Hell, I’m not sure I’m even a real journalist. We’ll buck the trend, therefore, and take a look at “Heavy Hand, Sunken Spirit: Mexico at War,” a book by David Rochkind, published by Dewi Lewis in 2012. Here is your warning: this is not for the weak of will or stomach. Mr. Rochkind is a brave man, and he put himself at significant personal risk to bring back these photographs.
Truth be told, I met David at Review Santa Fe in 2010. I saw an early edit in person, and we’ve kept up since. That makes this the first book review I’ve done in which I was able to see a project evolve and improve. There are many photographs in the book I haven’t seen before, and the breath of the narrative has grown organically, and well. In a perfect world, photographic projects should get better over time, and a book ought to be the best-case-scenario. It is here.
This book was really put together with care. The size of the photos vary, with gorgeous full-bleed double-spreads popping up in just the right spots, and scale shifts keeping the viewer engaged. At one point, I did a double-take at the pairing of Evangelical parishioners in fervent prayer, across the page from a junkie mother shooting up. Escape, meet escape.
The use of color and tension is very strong, and enables the pages to turn, despite the graphic and tragic subject matter. Love, of family and God, even makes a brief appearance now and again. Thank goodness. It balances against visions of the dead, the dying, and the victims trapped in a loop of poverty and violence.
Mexico is an amazing country, with lovely people who deserve better. Obviously, we’re all hoping this phase of its history ends soon, and that the future is bright. It is possible. Let’s not forget, the Aztec founders of Mexico City were among the most bloodthirsty psychopaths who’ve ever lived. Fortunately, people persevere.
Bottom Line: Incredible photographs of a story most would rather forget
We emailed Art Buyers and Art Producers around the world asking them to submit names of established photographers who were keeping it fresh and up-and-comers who they are keeping their eye on. If you are an Art Buyer/Producer or an Art Director at an agency and want to submit a photographer anonymously for this column email: Suzanne.sease@verizon.net
An image from my personal project "Decaying Roses" printed on Cibachrome.An image from my personal project "Decaying Leaves" printed on Cibachrome.Pharrell Williams for Blackbook magazine.An image from my Personal project nudes on polaroids. Shot with Impossible project film.This was one of my first projects for Blackbook magazine when I first started shooting editorials. My art director wanted to find a way to keep my black and white style but blend in color. So we toyed with the idea of CMYK layering through out the story with Jason Sudeikis.I enjoy shooting mens fashion. You can always be a little more rough and raw with the style.
I was shooting Poppy Delevingne when this lady in red walked by. I had no clue she was going to pop out so much but it worked out so well.I constantly shoot for myself. Anytime I have free time I pull models to shoot. I find working with people I don't know helps me learn how to deal with different circumstances.This is from a 16 page fashion story for Oyster Magazine out of Australia. I love red.Brayden Pritchard for Numero Homme #26. We juxtaposed the patterns of the fall season with the organic shapes and lines of a leafless forest.I often shoot to the side for stories. This image is an outtake from a cover story for WWD magazine. It was a story on the science of hair.I always keep the camera ready to go for those happy little moments when a hair stylist is making changes. This was my opener of Marloes Horst for Oyster magazines issue #101. You never know when it will work out well.Heather Huey was shot by Billy Kidd. This is an image from my recent show at Clic Gallery. A series of nudes showcasing Heather Huey's body cages and my photography. The series of images show the maturing female body in different states of form.
How many years have you been in business?
I have been shooting professionally for 4 years.
Are you self-taught or photography school taught?
I attended university late in life for computer tech and dropped out shortly after finding photography. I would say self taught since I didn’t fulfill any formal education past a basic photo 101.
Who was your greatest influence that inspired you to get into this business?
There isn’t one person – there are many that inspired me to get into this business. My mother is a painter who has served much inspiration for as long as I can remember. The music of Iron & Wine and Andrew Bird often drive me on set. The works of Irving Penn, Stieglitz, Steichen, Weegee, Helen Levitt, Man Ray, Andrew Kertesz and Jacques-Andre Boiffard have all been incredibly inspirational. I do have to point a finger at my girlfriend Heather Huey for lighting an inspirational fire under me when we met 3 years ago.
How do you find your inspiration to be so fresh, push the envelope, stay true to yourself so that creative folks are noticing you and hiring you?
I actually try to shoot for myself, to create pretty things. I don’t shoot to be noticed or hired. I figure that if I find it beautiful then I’m probably doing something right. In the end, I need to be happy with what I’m creating. Being hired based on that body of work is a byproduct.
What is your advice for those who are showing what they think the buyers want to see?
Aristotle said, “beauty is what I believe beauty to be.” It’s a great quote that, in my opinion, sums up what art buyers are looking for – what you think beauty is. Everyone has different tastes and not all art directors will agree with you, but that’s ok. Some of them will, and those are the ones you want to work with because they think in the same vein and likely share a similar vision.
Do you find that some creatives love your work but the client holds you back?
If they do, I’ve been lucky not to feel it. I’ve always had great art directors. They hear what the client wants, then translate it in a way that I can understand and embrace.
I’ve also had the good fortune of working with clients who not only share the same vision, but also think and feel the same way I do. I just had a wonderful experience in Paris with a client who had such impeccable taste in beauty, that when she did step in to say something, I jumped at it.
Having said all of that, I am young in the business and have yet to experience some of the situations others have. Hopefully I can stay the course I’m on and continue to work with great, creative, clients.
What are you doing to get your vision out to the buying audience?
Social media. Tumblr has been a huge part of sharing my vision with everyone. It played a pivotal role in my early success – that’s how many of my first jobs came about. Even my agent found me through a blog that was linked to Tumblr. Often when my rep sends me to an art buyer, photo editor or creative they have heard of me before through Tumblr/blogs reposting me work.
Are you shooting for yourself and creating new work to keep your artistic talent true to you?
Always. When I’m hired on a project I usually try to shoot a few things on the side, which are often incorporated into the job afterwards. I just wrapped up and showed a series of nudes in Soho, which culminated in a limited edition book designed by Buero NY. I’m also currently working on a project called “Decaying”, photographing various flowers and leaves in the process of wilting. I’ve always had a fascination with flowers and death – how we cut them, love them and then throw them aside when they start to show signs of age.
How often are you shooting new work?
Almost every day. I shoot 2-3 times a week for various clients and then 2-3 times a week for myself.
Billy Kidd is a young photographer based in Brooklyn, NY and represented by Walter Schupfer in NY, LA and Paris.
APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration industry since the mid 80s, after founding the art buying department at The Martin Agency then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies. She has a new Twitter fed with helpful marketing information. Follow her@SuzanneSease.
I think the key factor is a growing realisation that online ads are not going to pay the bills. Online ad revenue growth at most publishers has slowed to a trickle. What many interpreted as a blip is now an established pattern over several years. As a result, many publishers are revisiting strategic plans and concluding that they have no hope of building exclusively ad-funded online businesses. Paywalls and content revenues are the obvious alternative.
Roger Ballen is among the most talented and successful photographic artists in the world today. He was kind enough to agree to an extensive interview last month, and is also allowing us to publish images from two forthcoming books.
JB: Why did you choose to move to South Africa from the United States?
RB: When I was a young man in my early twenties, in 1973, it was a time of cultural revolution. I guess I was swept up with that. I graduated from University of California, Berkeley, and was quite restless. Previous to traveling from Cairo to Capetown in 1974, two important things happened. One is I got interested in painting for about six months, and the second thing my mother died in early ’73.
My mother had worked in Magnum photos, and also started one of the first photo galleries in the United States, with people like Cartier-Bresson and Andre Kertesz. I’d gotten a real introduction to photography, and had a passion towards the field by the time I was 23. Although at that time, I had a degree in psychology.
Then my mother died in January of ’73, and I began this trip that would take me four and half years, an overland trip from Cairo to Capetown. I got to South Africa, and spent some time here. Then I made an overland trip from Istanbul to New Guinea, and that was about a two and half year trip. During that time, I did
my first photo book, which was called “Boyhood.”
I got to South Africa that way, and then when I got back to America, in ’77 or so, I did a PhD in Mineral Economics at the Colorado School of Mines. Then, I came back to South Africa in ’82. This is an ideal place to practice the business of mining exploration, and anything related to the mineral business. South Africa and the surrounding countries are well-endowed with minerals.
Despite the political problems, I’d liked being here for the first time, and then married a South African lady and stayed here. I’ve been here permanently since 1982.
JB: I imagined it might have something to do with the natural resources. I was raised in New Jersey, in the shadows of New York City, and ended up living in a horse pasture, at the base of the Sangre de Cristo Mountains, in an old Spanish village, because I married a local. So I can relate.
But as far as South Africa goes, co-incidental to this impending interview, I recently came across some information about the place, and thought we could continue to talk about it for a few minutes. Some of the statistics are kind of crazy. According to The Economist, South Africa has the highest rate of income equality in the world, even all these years past Apartheid. I wondered if you might share what that’s like, on the ground level?
RB: South Africa, as you mentioned, is a First World and Third World country. You’re living in this schizoid environment. Where I am right now, speaking to you, could be suburban St. Louis, or Des Moines, or Chicago. With suburbs, shopping centers, and reasonable, suburban houses.
A mile away could be Zimbabwe, or Mozambique. People there are living in poverty and crowded urban conditions. Lots of immigrants from Nigeria and other African countries, mixed up. You hardly would ever see a white person in those places. You have this divided culture, which has been inherent here for two or three hundred years. It’s nothing new. I guess the only difference is, over the last fifteen years, you have a greater amount of very wealthy black people, as well as more middle class black people. But the population is increasing, so there’s still no substantial difference in the unemployment rates, which are still at 40 or 50%.
The gap is not something that’s closed because the government changed. It just hasn’t happened. It was the same before. Or worse before. Or maybe it was even better before? I don’t know.
JB: Do communities build up gates and walls and guard towers? Are places physically cut off from one another, then? Because the violence is pretty horrific, I’ve read.
RB: I guess so. I think most of the violence occurs in these areas that people like myself don’t go into on a regular basis. It’s the violence of people living in poverty, under stressful conditions. You know, you have this in America. You go to urban America and you find the same problems.
It’s really no different. These things are always exaggerated by the media. It’s not a War zone here by any means. You can live your life. There are walls around your house, and you deal with the problem of security. Johannesburg and the other cities have the same problems that any other Third World country might have. A lot of poverty, and a lot of people desperate to survive in one way or another.
I would say, the problems here, they certainly exist, but if you look at the rest of the continent, there are a lot of things that are more positive and dynamic than most of the places in Africa. I am in Africa, not in Europe. It’s relative. What happens here shouldn’t necessarily be seen in relationship to Europe or America. It should be seen in relation to the rest of the continent, which also has significant challenges.
JB: I was curious, because I’ve never been to Africa before. One of the things that I’d read that I thought was hard to fathom, and starts to tie into your work, is that there’s a murder rate of 99 people per 100,000 in the farming communities, in the rural areas, numbers that were off the charts.
I was thinking about the work you’d done in the “Platteland” series, where you were meeting people in the rural communities. I know it was a while ago. I wondered if anything had filtered back to you about people that you knew, of if these communities were now less accessible? If the people that you’d photographed had become victims to crime?
RB: Not really. The countryside is like America. You go down to the South, in the countryside, and things seem relaxed in their own way. The real violence occurs mostly in the urban environments. There are farm murders, but it’s nothing like what goes on in the cities.
Most of the violence here is in the townships, where people are living in difficult conditions. Probably eight out of ten of these murders here occur in these township environments, and most of it is probably related to drinking, and squabbles over women, and money and tribal issues. I’m no expert, but a lot of them have to do with tribal issues.
JB: Why don’t we move along…
RB: I think so, because the media has its own reasons for concentrating on certain places in the world. Somebody’s pushed down the stairs in Tel Aviv, and it will be on the headlines on CNN and the BBC. And if twenty five people are killed in the Congo, it won’t be on TV. It’s where the media is, and how they fabricate the world and create their own political dynamics based on their own ideology, which is based on maximizing their viewer network.
JB: Absolutely. But let’s move, and talk more about art.
I studied Economics in college, before becoming an artist. It’s easy to see the influences in your work, but I didn’t know until I did some research that you had been trained in geology, and worked in the resource extraction industry. I wondered, as you transitioned from that industry to your art career, if you had ever thought about the comparison between the market for precious metals, the way value is constructed for things like platinum and gold and diamonds, relative to the way the market has evolved for contemporary art?
RB: The value is like night and day, trying to compare those two. The value for commodities is very much derived from physical demand, and physical supply. It’s very much a proper market based on actual usage and material consumption. There’s not a huge aspect of subjectivity involved, like there is in contemporary art.
Really, the business of mining, and selling minerals is a much more clearly defined business, a much easier business in nearly every way than being involved in the art market.
JB: At what point in your career did you segue from having a day job to being able to focus exclusively on your art career?
RB: I never really sold any pictures, or offered any pictures in any real way until about 2000, 2001, when my “Outland” book came out. There wasn’t much of a photo market up until the early 90’s anyway. The thing that got the photo market to boil was the technology of large color prints.
The black and white business plodded on. There were some specific collectors who would buy vintage work, historical work, but the average person who wanted to put money into art really wasn’t so interested in photography. And then, somewhere in the mid-90’s, the technology developed to enable people to make larger scale color prints on a fairly regular basis.
Artists could find labs, and get them to produce this type of larger sized work with ease. This equipment started to proliferate, to the point where you can now buy printers, and learn how to print digital photographs in a short period of time.
As a result of this technological shift, large scale color prints then became available to the art market.
I did this purely as a hobby until about 2000. When my “Platteland” book came out in ’94, it caused a lot of controversy, and became a famous book. That gave me the initiative to continue, and from ’94 to 2000, I put a lot more time into photography, but it was still sort of a hobby; a half-profession. When “Outland” was published, it also became a renown book, and I started to sell a lot of photographs. I began to put a lot more of my time into photography, and to see it as a profession rather than a hobby.
JB: Before you were focused on selling prints, books were the final output of your photographic narrative?
RB: Yes, and they still are to this day. I’m much more focused on books. That’s really what interests me. Selling pictures is OK, it’s part of the business, but it’s not a goal in itself. The real goal in my career has always been geared towards making books. Most of these projects take about five or six years to do. I work on them that long, and try to define the aesthetic that comes to mind.
Now, I’m just about finished with a book called “Asylum,” that’s going to be produced by Thames & Hudson early next year. It deals with birds in a Roger Ballen world.
JB: What is it about the book form that is so fascinating to you?
RB: It’s a permanent thing. It’s like getting to the top of a mountain. You’ve actually taken the process through from beginning to end. You’ve made a statement that has a sense of permanency to it. An exhibition comes and goes. Living down here, I don’t spend much time at the shows, if any at all. I get a few newspaper clippings back, but I can’t read half of the newspaper clippings anyway.
And that’s all I get. You think you make a lot of friends during the show, and nine times out of ten, you never see the people again. A book, in a way, is part of you, like your own children.
JB: Of course. That makes plenty of sense. Last week, I was in Texas, and driving home from the airport, which is three hours away, I happened to listen to a Public Radio program called “Afro-pop.” They were focusing on Punk music in South Africa in the 70’s, during the Apartheid era. I didn’t know much about the disappearances, the murders, and the censorship.
The show talked about how Punk came along, and the musicians themselves would challenge the conventional notions, break the laws, and inspire change. Then I also saw that you have a foundation, promoting photography in South Africa, if that’s correct.
RB: Yes, that’s correct.
JB: I was wondering what you thought about the role of art in the 21st Century, and the place of art within culture? I’m not necessarily talking about political or social change, but certainly here in the US, visual art is marginalized compared to cinema and music, and other types of expression.
RB: It’s a good point. I think about it quite often, because I’m quite shocked what I see in the contemporary art market, whether it’s art fairs, or exhibitions. I really scratch my head in disillusionment at people’s choices. Most of the art that I see merely re-enforces what people already know.
I do the art only for myself. I’m not doing it for an audience. I’m doing it to learn more about my own interior. That’s the only purpose. If it weren’t that purpose, then I wouldn’t do it. I’d rather stick to mining, because then it’s just another business.
It’s my own journey into my own life. But if we take that as one point, and then look at the other point: what is the purpose of art for the third party? What do I want my art to do for the other person? To me, art should be making people delve inside. It should be a mirror for their own interiors, as I mentioned for myself. It should open them up from one part of their mind to the other part of their mind. It should be something that maybe even scares them, or gives them a jolt or shock.
Unfortunately, most contemporary art doesn’t do this in any way. The purpose of art is to expand the consciousness of oneself. It’s only through expanding the consciousness of the self that art can have any ultimate effect on a person’s condition.
If we look at art as a political tool, what should art be doing? Art should be liberating the self from the self. It should be helping the person break through his or her repression. I’m a Freudian in some sense. It’s only through liberating our repression do we have any chance of improvement in the world. I’m certainly not optimistic about that happening.
It’s a Freudian interpretation in so many ways. There’s so little art that deals with this. And 99% of the art I see is stuff I’ve seen endlessly before. I might as well go watch a Mickey Mouse film.
JB: I was just about to accuse you of being a Jungian, frankly.
RB: Jungian also. It’s the same sort of stuff. A psycho-analytic interpretation of the mind. It could be like Joseph Campbell. It’s an attitude; a way of life.
JB: It seems like that’s the root of a lot of the symbolic resonance in your work. I read some of Jung’s writings in graduate school, and of course at the time was very impacted by this idea that the Shadow, the dark side, obviously exists within the human condition. Cain killed Abel. Saturn ate his kids.
Jung theorized that when you deny the Shadow, when you repress it, that’s when it comes out in negative and destructive ways, like violence. I suppose others have put this forth to you, but it does seem like your work is a visual manifestation of that idea. Would you agree?
RB: I’m trying to delve into my interior, to mirror the dynamics of that, visually, in some way or another, through a photograph. It’s a process of going down to one’s own shadow zone with a camera and a flash, and once in that place, taking pictures.
I always tell students, on their first assignment, to close their eyes, turn their eyeballs around, and go out and take pictures that reflect what they’ve seen. That’s the sort of thing I’m interested in. These relationships are very complex; very hard to define in words. We’re so obsessed with words, but the better the picture, the harder it is to put a word to it.
JB: Indeed.
RB: To go back into contemporary art again, most of the stuff you can put some silly word to it. I think with my most recent photographs, it’s almost impossible to put a word to it. There are contradictory meanings, there are meanings that there is no word for in the dictionary. The work stands on its own, and has its own essence that is unlike any other essence.
JB: Do you ever censor yourself? Are there things that pop into your mind, and you think, no that’s too hardcore. That’s too dark.
RB: No. My conclusion is the dark is the light. So to me, the darker it is, the more light shines. It means I got down further.
JB: You’ve been able to create the visions you have because, if it’s a part of your psyche, it’s OK?
RB: It doesn’t matter whether it’s a part of my psyche, or a part of anything else. What you see is what’s there. If it’s there, it’s there. If you walk across a dead person in the street, if it’s there, it’s there. If it’s dead, it’s dead. That’s the reality that I come across. It’s not good or bad. It’s reality as you deal with it, like death.
What is death? Is it good or bad? Is it dark? You die. That’s life. It’s not good, bad or anything. It just exists. I just come across things and take them for what they are. I don’t try make value judgements. I just deal with things in front of me, in my own emotional way. Sometimes it has a big impact, sometimes it doesn’t.
But I’m not trying to make political judgements. I feel I need to go further. There’s more to life than having to try to deal with the issue of morality. Life’s a little short for that. I’m not going to solve what’s right or wrong in this world, I can tell you that.
JB: Thank you for sharing. I’ve been wondering these things myself in my growth as an artist. Most readers would probably agree with you about the dearth of quality visions within the world of contemporary art. But whose work, what type of work, which media do you look to, beyond your own experience, for inspiration? Do you have any favorites?
RB: I don’t really work with inspiration. I’ve been working for fifty years, nonstop. I just keep working. It’s like brushing my teeth. If I had to say anything, the thing that inspires me most, by far, is the natural world. Whether it’s looking at the sky right in front of me, watching the sun go down, or looking at a rock in the distance, watching flowers and animals.
That’s why I love geology, because I experience the mystery of the planet and the Universe. To me, that has always been a tremendous inspiration; something that is beyond my own ability to comprehend. It always challenges me. I’d say what inspires me has always been nature.
To go back to art itself, I’m inspired by anything from cave art to the traditional art in New Guinea. And traditional African art is tremendously inspiring to me. But I like artists like Picasso, and some of the Abstract Expressionists. I have a full range of things that I like, and that have had some influence on me. I just take it one by one. If I like it, that’s fine, and it goes in my head somewhere. Maybe it stays there, maybe it falls out. Then I go on to the next thing.
But you know, when I try to make a picture, the key to making the picture can come from a memory I had when I was six years old, or something that happened today. My photographs are made up of thousands of little points. It doesn’t matter, really, that I’m inspired by this or that. I still have to go back to the camera and say, yeah, this picture’s about to come together.
JB: I know inspiration can be a bit of a cliché term, but mostly, I’m asking questions that I want to know. I was curious to see what, within the realm of Art History, resonated with you. I can make assumptions, based upon your work, but the benefit to this conversation is that I get to ask.
For instance, I was at the Menil Collection in Houston last week, and they have a room filled with artifacts from African and Native American art traditions that directly inspired the Surrealists. It was this dark room, all compressed. I was thrilled, as that type of work has had a big influence on me as well. Right outside that room was this incredible exhibition of Surrealist Art, with Max Ernst and others. It was fascinating to get to see the connection between one influence and the other.
RB: You get the jolt, which is what I’m talking about. The things that jolt you are what’s important. You can be inspired, like you said, but then you’re back to square one when it comes to creation. You have to filter what you see, and build on what you’ve done, and something else comes out of it. It’s really hard to know where all this stuff connects. Every time one creates a photograph, one starts from the beginning, like a painter with a barren canvas.
JB: You recently directed a music video for the band Die Antwood. What was it like for you, as an artist, shifting media like that, and collaborating with other artists? What did you learn from the experience?
RB: It was another challenge. It was interesting, I made these installations like I normally do every day. And then I integrated their music within the realm of the installations that I created. So it was a different experience. What I do in a lot of my exhibitions, I just had one in Durban yesterday, I try to make an installation as well as a photo show. I’m expressing my vision in other ways. When people go to my shows, there are not just photos on the wall, there’s an installation that mirrors the place of the photographs.
I think the music video, more than anything else, opened my mind to the size of that market, compared to the size of the photo market. We got 25 million hits on Youtube on this thing. Can you imagine 25 million people seeing a video? Compared to an exhibition, where in a month or two or three, you might have 25 or 30 thousand. But it’s nothing like 25 million.
It was an amazing thing to see the power of music. If you can integrate your work with other fields like that, it’s great, because it propelled what I did into 25 million people’s heads, most of whom would have never seen my work.
JB: That’s why I asked that earlier question. Speaking as a younger photographic artist, I often wonder what we can do to expand the potential audience for our work. I have a belief, as I’m sure you do, that when people experience art objects, that they have the same ability to create a powerful impression in the way that music or cinema does. But our audience has thus far been restricted.
You mentioned your practice earlier, and the rigorous manner in which you work. I was always struck by a quote from Andy Warhol that I once heard in a documentary film. To paraphrase, he said make as much art as you can, as often as you can, as many ways as you can.
I’m attracted to that idea that practice and execution, game-time, if you will, is how you grow. Is that how you came to work as often as you do? To keep the skills sharp and the mind open?
RB: It’s a good question. The first thing is a practical thing. I was fortunate I had another profession, because I never would have survived in this without another profession. That’s the first issue. In fifty years I hardly sold one picture. I had another profession, so I was able to support what I was doing.
If I talk to young people, they have to find the right balance. Because you can’t be expecting to become another Andy Warhol overnight. Your chances of success in this business are much less than almost any other profession as far as making any money. There’s not much of a middle in this business. That’s the first point.
The second point is that, like anything else, practice makes perfect. If you’re an athlete, or a lawyer or a dentist, the more you do it, the better you become at it. I gave a lecture yesterday, and said “What’s the best way of learning about photography? It’s just to do photography. You learn through doing. Furthermore, one needs to rigorously look at your own work and find the holes in it, and close the gaps.”
I don’t think this is any different than any other field. Unfortunately, probably more to do with the economics, a lot of artists can’t do it all the time, because they can’t survive in the business. They have to do other work. It’s not like being a dentist, and being able to get jobs all the time. This is the problem.
Also, it requires a focus on what you’re doing to find new areas to develop into. It’s really difficult. You’re really trying to extend who you are, and find new ways of expressing it. It’s not easy to get on the road and find the path…and stay on the path and disappear into the forest.
JB: Wow. I hate to shift from the metaphorical to the prosaic, but as I know we need to wrap this up, do you have any upcoming projects we can tell the audience about?
RB: The first thing is I’m giving a Master Class at the Palm Springs Photo Festival at the end of April. So maybe some people might be interested in that. And the second thing is I have a show at the Smithsonian Museum that opens on June 19th. It deals with the evolution of drawing and painting in my photography for the last fifty years. It will be up in Washington DC until February of 2014.
Prestel will be publishing a new book of mine in the Summer of 2013, titled “Roger Ballen/Die Antwood: I Fink U Freeky,” and in early 2014, Thames and Hudson will be publishing my latest body of images, titled “Asylum,” that I have worked on for the past six years.
From the upcoming book titled "Asylum"From the upcoming book titled "Asylum"From the upcoming book titled "Asylum"
From the upcoming book titled "Roger Ballen/Die Antwood: I Fink U Freeky"From the upcoming book titled "Roger Ballen/Die Antwood: I Fink U Freeky"
a fundamental rule of online subscriptions: there is zero correlation between value and price. There are lots of incredibly expensive stock-tipping newsletters which have a negative value: you’d be much better off if you didn’t subscribe to any of them at all. And of course there’s an almost infinite amount of wonderfully valuable content available online for free, starting with Wikipedia and moving on through
Design Director: Fred Woodward Creative Director: Jim Moore Director of Photography: Dora Somosi Senior Photo Editor: Krista Prestek Photo Editor: Justin O’Neil Art Director: Chelsea Cardinal
Fine art photography is something that very few photographers can support themselves on. But what photographer hasn’t dreamed of trading assignment work for the life of an artist? Most commercial photographers continue to produce personal photographs of some kind or another throughout their career, and while a blog is all well and good, there’s nothing like the thrill of seeing your photos on the pristine white walls of a gallery. So how do you get there from here? Is promoting to galleries different than to commercial clients? I came to Wonderful Machine with a background in art gallery management, where I handled just about every medium; oil painting, sculptures made of teeth, bronze, and yes – photography. Gallery owners Brian Clamp and Jennifer Schwartz were good enough to answer a few of my questions about how commercial photographers can show their fine art work. And in addition to their insights, I’ll offer some advice of my own on how to get your foot in the door of an art gallery.
Commercial art buyers are accustomed to seeing “personal” or “fine art” categories on photographers’ websites, and in my experience they are generally positive on that. But how does the gallery world view commercial shooters? I spoke to Brian Clamp, owner and director of ClampArt, about how photographers can effectively move between the worlds of commercial and fine art. Many of the artists that Brian carries, including Jill Greenberg, Stephen Wilkes, and Manjari Sharma, are sought-after assignment photographers who also exhibit widely. Brian told me that while there was a time when commercial photographers weren’t taken seriously by curators, this is no longer the case. “I like to know that my photographers work commercially. Successful commercial photographers have artistic ideas that they can better realize with the resources they gain from assignment work. They also tend to have more business savvy than some photographers who shoot exclusively fine art. Experienced photographers understand that they are partners with my gallery; they have their own work to do to get pieces sold, and it doesn’t end when they drop off the work.” Collectors, too, like to know that photographers have created an ad or editorial piece that made a strong impression, which Brian says makes their work easier to sell.
So what are the actual steps you have to take to see your work on a wall outside of your own home?
1) Evaluate. Take a good look at your photographs. Do you have something to say? Do you have a unique, compelling, and cohesive body of work or just a mish-mash of “personal” photos without any unifying theme? Though it’s rare for collectors to purchase an entire series of photographs, a group of photographs that somehow relate to one another are much more interesting to galleries and collectors than one-off pieces. After all, it’s hard to make a profound artistic statement with one photograph. Successful fine art photographers tend to dig deep into a particular subject or style not only to make great art, but to build a brand. Cindy Sherman does self-portraits. Andreas Gursky shoots architecture and landscapes. Gregory Crewdson shoots elaborately staged scenes. What do you do? If you don’t see a cohesive body of work when you look at your photographs, keep shooting until you do.
2) Edit. Once you’ve decided that you do have something worth showing the world, you’ll need to select a finite set of pictures. I find it helpful to edit using tiny prints (the size of a playing cards). (My colleague Paul Stanek prefers editing on a screen using MoodShare.) You might start with a couple of hundred of them spread out on a big table or on the floor. Be open-minded about the editing process. Rather than thinking about how, when and where the photographs were made, let the photos guide you. Look for photographs that naturally go together and that add up to more than the sum of their parts. Edit down to a manageable number (30-40 images), eliminating the weakest photos, redundant photos and photos that don’t support the group. Next, work on your sequencing. People look at photos one at a time, but the order in which you look at them can affect the overall impact of the group even if there’s not a literal narrative. Start with one of your strongest images and one that exemplifies your theme well. Then see how the others fall into place. You might have a slightly different sequence for your website where you will typically display horizontals individually and verticals in pairs. Make sure that those pairs match up well.
3) Marketing materials. You’ll need some basic marketing materials to support your pictures, to make it easy to communicate with people, and to demonstrate your professionalism.
Most important is your portfolio. Commercial clients like to see photographs in book form because it makes it quick and easy to look at and it’s not so different from how they use photos themselves. Galleries will tend to want to see your photographs loose in a clamshell box. It helps them to see your individual photos as objects of art that they can hang on a wall and sell. Each photograph in that particular collection should be printed on the same type of paper. All of the prints should be the same size, which should match the size of the box. The images should have 1-2″ of white space around them. They should be unsigned on the front. The back of each print should be neatly labeled with your name and the title of the work (that way if you’re discussing the photos over the phone, they know what to call each print).
You’ll need simple stationery including letterhead, #10 envelope, crack-n-peel label, note card, and business card. If you don’t have a graphic identity already, working with a professional designer is well worth the investment.
You’ll need an artist statement. It should be just a few paragraphs describing your artistic journey in general and providing context for those photographs in particular.
You’ll need a website. There are so many excellent, inexpensive website templates out there now that there’s no excuse not to have one. (You can find a list on our Resources page.) It’s a great way for anyone anywhere to see your photos instantly. I recommend keeping it simple and elegant, with big pictures and intuitive navigation. The menu should include 1-5 sections of images, an artist statement page, a CV page, and a contact page with your name, email address and phone number (once you have gallery representation, you can substitute in that information).
4) Research. Get the lay of the land. There are many galleries, group shows and competitions out there, but they’re not all going to be right for you and your photographs. Some galleries don’t show photography at all. Some will be too competitive for you. Others will be not competitive enough. Before you contact anyone in the business, you should educate yourself about the industry and start to get a sense of how you might fit into it. See what’s going on in your local area and also nationally and internationally. There are lots of sources for this type of information. Every year, Art in America magazine publishes an extensive list of galleries, museums, and artists in North America. In September, they plan to launch an online version. Art-collecting.com has a great list of retail galleries by city and state. Wonderful Machine also has a list of galleries that show photography on our Resources page. Check with local arts organizations for exhibitions taking place in your area. And you can find opportunities to participate in group shows around the country through the Society for Photographic Education.
Younger galleries tend to be less concerned with exhibition history, and more willing to take a chance on a new photographer whose work they think is interesting and salable. Before you approach a more established gallery about carrying your work, it can be good to gain a bit of experience and exposure from group shows and contests. Jennifer Schwartz, owner of the Jennifer Schwartz Gallery in Atlanta, recommends that photographers consider entering even smalls shows at first. “But be selective about which open calls for group shows you submit to. Enter your work only to shows by jurors with a good reputation, and exhibitions that you are excited about.” She points out that nearly all of these require a submission fee, but not all are equally valuable. Consider the background of the organization putting on the show, and be aware that some are more about making money from those fees than curating top-notch work. As you participate in group shows, make sure you set your sites higher and higher. Galleries want to look at your CV and see that you’ve progressed to bigger and better shows over time. One group show tip from my own gallery experience: when participating in larger shows, sometimes you’ll be told to deliver work ready for hanging between “day x and day y.” This gives them time to deal with new inventory, but it can also mean that they plan to start hanging before the final deadline. Better to get your work in early and increase your chances of a prime spot!
Every time you discover a relevant gallery or industry contact, you’ll want to add them to your contact database so that you can refer to that information in the future. You might not be right for a particular gallery today, but at some point down the line you might be.
5) Submissions. Mass marketing can be an effective tool for commercial photographers. But you’ll need to take a more personalized approach in order to appeal to a gallery. Unless you’ve got a serious reputation already, I’d recommend starting locally. Compile a list of a handful of galleries that might be a good match for you. Then pick one and begin. Read their submission requirements carefully and follow them precisely. If they want to see your photographs on a CD, organize the photos in a way that makes them easy to view. Have the file name match the name of the image. Save them in a universally readable format like JPG or PDF. The files should be large enough to see clearly, but not so large as to take a long time to load or move around. Include in your package a hard copy of your cover letter, CV and artist statement and include digital versions on the CD as well. If they want to see prints, make sure you package them in a way that they won’t get damaged in transit and if you’re not going to pick them up yourself, make it easy for them to ship them back to you. At the submission stage, you don’t necessarily have to have prints framed and ready for hanging. There’s normally plenty of lead time for gallery shows, so you’ll have time for that. And the gallery may want to have a say in how big the prints should be and how they should be framed.
6) Feedback. If you’re doing your art strictly for your own pleasure or artistic expression, it won’t matter what anyone else thinks. But if you want other people to show it and buy it, you’re going to need to pay attention to how they respond to you and your photographs – and perhaps make adjustments along the way. Of course, you’ll have to take what any one person says with a grain of salt. Even the most experienced people will misjudge you from time to time. But the sum total of the feedback over the long term will tend to be pretty accurate. Keep in mind that your personality will play a big part in your success or failure. The way you interact with gallery owners and collectors will color the way they perceive your photographs. Everyone who buys your art is also buying a piece of you.
7) Pricing and editioning. At some point, you will have to start thinking about pricing and (gasp) editioning. As with advertising photography, pricing fine art is not a simple equation. Jennifer suggests that new photographers be prepared to price their work lower than they might like, in order to start building a base of collectors. She recommends that you consider your production costs and compare the price to similar artists’ work. When I asked Brian and Jennifer for some pointers on editions, the response I got from both was a cautious, “…it’s complicated.” Since (most) photographs are not unique objects, editioning is key to creating the perception of scarcity and value. But don’t feel like you have to rush into a finite number of prints before your market requires it! Brian recommends that photographers avoid printing in editions until they have a relationship with a gallery to help guide them through that process. Editions can feel artificial and limiting, but Jennifer points out that it does work in your favor; beyond rarefying your work and commanding higher value, prices tend to climb as an edition is sold off, giving buyers incentive to move quickly on a purchase. Keep in mind that editions are also made by size. The framed 18″x24″ print that looks great on the wall might not sell right away, but the less expensive, unframed 6″x8″, printed in a larger volume, might be easier to move.
8) What not to do. Jennifer Schwartz has written some helpful articles about how not to submit to a gallery that took me back in time to my days at the gallery. I received submissions just about every day, and they looked virtually identical: plain cardboard envelope containing a business card and a sharpied CD. The disc typically contained only images, no resume, no artist’s statement. Often the artist did not have website. Take the same care in branding your fine art materials as you would for your commercial work, and you’re already ahead of the competition. Time and space are precious things for gallery owners, so don’t think that you’re doing yourself any favors by going above and beyond the submission guidelines. Don’t send sample prints or finished pieces unless they’re requested. Most importantly, don’t drop by without an appointment and expect them to talk to you! Artists used to do this to me and it drove me crazy. Stick to their guidelines and work within them to create the most distinctive, eye-catching presentation you can.
Photographer James Hodgins of Sudbury, Ontario has come up with a creative visual solution for a perennial marketing challenge: Convincing clients who think they can shoot their own photography that they will get better results if they hire a professional photographer.“People are visual. When you start talking lights, they tune you out,” Hodgins says. One day it dawned on him to invite a client to tag along on a shoot with her own camera. “I said, ‘You take the picture you would have taken, and then I’ll take mine the way I would.”And that’s how his Crappy vs. Snappy showcase was born. He dedicates a page on his Web site to side-by-side comparisons of his pictures and clients’ pictures, mostly of mining and industrial subjects.
A good photograph is a good photograph in such a way that the process itself might be an integral part of it, but it’s not the focal point. In other words, the moment you can almost separate out the image from the process – just like you’d think about Hipstamatic as picture plus filter – you’re in trouble: Suddenly, the process itself becomes part of what is being evaluated. But who cares whether it took you three days to make a picture or whether you got that great picture seeing something and then snapping it very quickly?
I got home rather late last night. The trip back from London took 22 hours, all told. I was lucky to avoid jet lag while in Europe, but at the moment it’s difficult to remember how to type. My brain is working slowly, like a magpie building a nest, one broken twig at a time.
So I hope you’ll forgive me if this column is on the short side today. Last week in Europe was brilliantly surreal, and I look forward to breaking it down in a series of articles examining the exhibitions and festivals I saw, and the many conversations in which I took part. Lots of coming and going: planes, trains, trams, buses, shuttles, subways, taxicabs, and rambles.
As photographers, we all love to travel. No news there. Visiting new places, with eyes keenly focused, is difficult to beat. Pay attention, and you really don’t know what comes next. For example, my travel mates yesterday included a Mexican vascular surgeon living in Germany, an English planetary scientist en route to a NASA conference in Houston, and a Cameroonian businessman seeking funding opportunities in Santa Fe.
But my travel tales are yet to come. Fortunately, escape, synchronicity, hope, and the joy of discovery are all themes depicted in “departures and arrivals,” a new book by Charles Harbutt, published by Damiani. If you’re desk-or-studio bound at the moment, this one ought to deliver a jolt of the travel buzz.
Mr. Harbutt is a fellow Jersey boy, and has spent much of his life traveling about. He was a journalist, and one time president of Magnum, so I’m guessing some of you might know the pictures. Black and white, and mostly grainy, they’re really excellent.
From the opening highway double-spread driving through New Mexico, a route I cruised just twelve hours ago, through Europe, Mexico, and beyond, the vibe is positive, and the compositions excellent. I was particularly impressed by his use of scale, as he’s always finding ways to frame small and large together to enhance the sense of mystery.
I could go into greater detail, but this a book of photographs that speak for themselves. I will now allow them to do just that. Enjoy.
Bottom Line: Excellent B&W photos from a life of exploration