SYLVANUS URBAN Sylvanus Urban - The Space Issue | Page 52

Q
Taking Stock
VISUAL CONTENT MATTERS
Sylvanus Urban X Stocksy United
The
words
“stock
photography” generally elicit a
strong negative reaction for the
aesthetically inclined amongst
us; that’s because traditional
stock photos give more cheese
than a bag of Doritos, and
are equally unhealthy, serving
up more than anyone’s daily-
recommended intake of toxic
stereotypes. Luckily, Stocksy
United is proving there is an
approach to stock photography
which beautifully dodges the
all too common tropes and
successfully disrupts the current
business model.
This is the new way to
shoot stock – below Kynan Tait,
Stocksy United's Video Content
Director explains why.
HOW IS STOCKSY UNITED
RADICALLY DIFFERENT THAN
OTHER STOCK PHOTOGRAPHY/
VIDEO WEBSITES?
We’re smaller and proud
to be. We prefer the quality
over quantity approach, putting
aesthetics and curation in
the forefront. Nobody enjoys
looking at traditional “stock”
websites - people do it because
they have to but I believe you
could get lost in our collection
quite happily.
We’re also a co-op which
means our artists own the
company, receiving dividends
at the end of the year on top of
receiving 50-75% royalties on
52
their sales. They are more involved in the direction and strategy with
us than they would be with the larger agencies.
WHAT MAKES A VISUALLY COMPELLING STOCK PHOTO?
DOES THAT DIFFER FROM VIDEO?
HOW
Nothing more than what makes a compelling photo otherwise.
Stock doesn’t need to be, nor should be, its own category separate
from fine art or commercial photography. It was the creation of that
category or style that made “stock” such a cringe-worthy word in
respected design communities.
There are photographers and agencies out there that will continue
to throw a model against a backdrop and dress them in a number of
outfits and uniforms, have them play with as many props as possible and
sell them to clients looking for a quick, cheap turnaround that satisfies
all their search keywords. I’d consider that a soulless endeavour that
bears no relation to why any photographer started taking pictures.
Video is no different. We’re inspired when we see real life or
surreal life, even. Genuine moments, interaction and aspiration. People
are inspired when they see something made with passion or created
thoughtfully. I think that’s universal - from people to clients, buyers and
large billion-dollar corporations alike.
PEOPLE LOVE TO THROW AROUND THE WORD “AUTHENTIC”
SO MUCH IT LOSES ANY SENSE OF MEANING. DOES THIS WORD
RESONATE WITH STOCKSY UNITED AND IF SO WHAT THE HELL
DOES IT ACTUALLY MEAN? HOW DO YOU AVOID THE TERRIBLE
TROPES ASSOCIATED WITH TRADITIONAL STOCK PHOTOGRAPHY?
“Authentic” does have meaning but it’s been abused like any other
buzzwordy catchphrase of the moment. I like to think it resonates with
us as it always has though we avoid using it as much anymore.
The terrible tropes that everybody thinks of when they hear “stock
photography” are not likely to go away so long as people are buying
them. It’s bizarre to me but if there weren’t a market for it, it wouldn’t
exist.
The only way of combating that stigma is for us to exist and to
show people there’s a marketplace for something a little more real.
HOW HAS THE INDUSTRY CHANGED SINCE STOCKSY UNITED
LAUNCHED?
The Space Issue
S y l v a n u s - Ur b a n . c o m