During a seminar titled “The New World of Online Magazines and Curator Web Sites” this afternoon at PDN PhotoPlus Expo, photographer Sophia Wallace posed a question to photographers who’ve been hesitant to harness the full power of the internet for fear that their work might be stolen: Should you be more afraid of image theft, or of working in obscurity?
This rather direct question, which had resonated with Wallace after she heard it at another talk recently, gets to the heart of the decision that photographers must make in today’s market. You can embrace online publishing on blogs, online magazines, Tumblr pages and the myriad other platforms on which people are looking at imagery these days, or you can keep your work to yourself.
Suffice it to say that nobody in the audience was interested in the latter option. But in case they were, Wallace and fellow photographer Manjari Sharma shared stories about their own experiences that made a strong case for diving headlong into promoting one’s work online.
By getting their work featured by online platforms, such as those run by moderator Stella Kramer (StellaZine) and panelists Julie Grahame (aCurator) and Michael Itkoff (Daylight), each of the photographers had built momentum for bodies of work that eventually led to concrete achievements like exhibitions, advertising commissions and essential project funding.
After having her work circulate one image at a time across various online publications (and in a couple of print magazines), Wallace received what she termed “the email she’d been waiting for.” It was from a curator asking if she would show her work in a three-person show at Colgate University’s Clifford Gallery with photographers Catherine Opie and Jo Ann Santangelo. During her presentation Wallace also showed how, through Google analytics, she could track who was looking at her site and where they came from. It was amazing, she said, to realize that people all over the world were looking at her photographs.
Sharma showed two projects that she’d promoted online. A series of portraits of people taken in the shower in her Brooklyn apartment was discovered by art directors at the ad agency JWT in Delhi, which lead to a commission to replicate that work for ads for a German maker of shower heads that was expanding their business in India. Sharma’s photographs appeared on billboards in 23 cities, she said.
After she created a well-produced Kickstarter video to raise funds for her project Darshan, several photo blogs and other online publications wrote about the work. She ended up raising $26,000 of funding over the course of three months.
Each of the panelists encouraged the audience members to build networks online through Facebook and Twitter, and to help promote other photographers whose work they appreciate. Wallace made the point that opportunities for group exhibitions often come from other artists, and introductions to clients often come from fellow photographers.
Kramer also made another useful point for photographers who might still be hesitant to publish their work online: “The more you are associated with your work, the harder it is to steal it,” she said.