A New Direction - Part 2: POSITIVE ACTIVISM
An adherence group in Lesotho - made in collaboration with PEPFAR, 2021
In this terrifying world of AI generated images and ubiquitous content creators, many photographers need to find a new way to exist. The challenge is to make the work that you are passionate about, paid for by people that appreciate it and to earn enough to keep the lights on, the kids fed and the dream alive. That, to me, is success.
oh, and to make work that cannot easily be generated by AI because otherwise you are soon going to be out of a job - sorry!
There are two parts of my work that I am passionate about: art and advocacy. I love selling my work to people who appreciate it, and I love making work that changes other people’s lives for the better.
In the past I have made human rights projects that have significantly impacted class action court cases (The Price of Gold, 2016), and others that have given a valuable voice to people whose livelihoods were being threatened for someone else’s profit (Postcards From Xolobeni, 2017). These are the projects that change lives, these are the ones I feel compelled to make more of.
The Mission
Simply put, the mission is to collaborate with non-profits and public interest law firms to make powerful photographic content that tells the human stories behind current, pressing issues of social injustice in South Africa. And offering this service for free.
The Problem
In order to make valuable work I need to fund it. Actually, I need to fund me.
Making the work is relatively cheap for me to do; I have all the equipment and the skills that I need, so my expenses are normally travel related and, because most of the work that I make is now in South Africa, the travel isn’t a major expense.
But at 45, with two kids and a mortgage, I have a responsibility to generate an income, and without one I cannot justify making human rights projects.
“So why not just charge the non-profits and law firms?” I hear you shout …
In my experience, since COVID, budgets have become tight. There is less funding to go around, and the organisations that I need to work with cannot usually justify spending that money on photography. It has become a “nice to have” even though it can often prove to be vital in galvanising public support.
Most organisations that need what I do are already working at capacity and are desperate for help to be heard above the noise.
“So why not charge the newspapers and magazines who publish your stories?” I hear someone else suggest…
I could, I often do, and I will continue to do so when offered. But the amount that they pay is minimal compared to the time it takes to create the work. Mainstream media outlets often want exclusivity, or first publication, when they are paying, so that reduces the possibilities even more.
How much better would it be to be able to offer the work without needing to be paid? To spread it far and wide without the promise of exclusivity but with the promise of high quality and minimal expense. That is a better model for advocacy because it is much more likely to be published broadly and advocacy is all about building support.
A Possible Solution
Sell the artwork to pay for the activism.
Perhaps it’s a bold idea but I already sell the artwork.
Now I’m not just selling you a piece of art, I’m selling you an investment into social change. A chance to make a difference in other people’s lives, by doing the same thing as you were going to do before, by buying a print.
But the offering is so much bigger than that because now you are part of the story, and you deserve to know what happens and what change your money is making. And then you get to make it part of your story.
I call this Positive Activism.
Positive Activism
By buying a piece of my art from my online store, you are helping to fund my ongoing human rights work for a year.
When you buy a print you also receive:
A book, published every August, containing all the projects that you have helped to support that year.
Regular updates about publications, exhibitions and the advocacy work that you are helping to fund.
Exclusive access to bonus content and behind-the-scenes footage.
Your name listed as a benefactor in the book and on the website.
Discounts on further print purchases.
Maybe
Maybe you think this is a crazy idea. Maybe you think it’s exciting. Maybe it’s just what you have been waiting for.
Maybe you want a piece of art on your wall that is a conversation starter, a reminder that your money has gone further than just an aesthetic pleasure. And maybe you want to keep up with that story and enjoy the journey. Maybe you want more than that, maybe you want to have a say.
This isn’t for everyone, I know. But it is for some of you. And if I can find enough of you, together we could do something special.
Let me know your thoughts.
