#United States #San Francisco #Photography #VSCO #The Fifty

VSCO Recognizes 50 Unique Photographers with Nationwide Billboard Campaign

In an impressive move to elevate the art of photography across the United States, VSCO has launched a groundbreaking initiative titled The Fifty. This campaign features 50 photographers, one representing each state, showcased on billboards and large-format displays in their home regions, marking a significant celebration of local creativity and diverse perspectives.

Selected from a staggering 13,500 submissions, which represents the largest open call in the brand's history, the initial group of 25 photographers has already been announced, demonstrating a wide array of styles, subjects, and cultural backgrounds. Eric Wittman, CEO of VSCO, stated, "The Fifty started with a simple belief that people are building photography careers in every corner of the U.S., beyond the traditional creative hubs, and they deserve to be seen and celebrated."

The featured photographers vary from seasoned professionals with work showcased in prestigious museums and publications to emerging artists at the start of their careers. Each photograph encapsulates a unique vision, ranging from art to documentary, portraiture, landscape, and more, offering both immediate visual impact and deeper narratives.

For instance, one poignant image captures a wife's grief amidst handwritten notes and yellow daisies left by her deceased husband, while another highlights the empowerment of women involved in classic car culture through the lens of Car Gals. Furthermore, the tradition of Escaramuza—all-female precision horse-riding teams—is presented alongside family rituals and traditional dances like the Diné dance in New Mexico's breathtaking landscapes.

Jon Feinstein, the Lead Curator at VSCO, expressed that what stood out in the selection was not a singular style but the range of interpretations photographers have of their worlds. He noted, "The Fifty gives those images and the photographers behind them a bigger stage and an opportunity to be seen."

The first billboards began surface this week in cities like Atlanta, Chicago, and Seattle, with an exciting launch planned for Times Square in New York City. Currently, 25 of these captivating images will greet onlookers on the iconic NYSE digital billboard starting October 16, with additional installations strategically rolling out across the country.

Importantly, this initiative is more than just a showcase; it represents VSCO’s commitment to nurturing photographers and enhancing visibility for them in their local communities. Each selected artist receives an honorarium, promotion across VSCO’s platforms, a year of VSCO Pro membership, a virtual portfolio review, and access to exclusive workshops tailored to their development.

As photography increasingly shifts toward digital and synthetic forms, The Fifty underscores the importance of acknowledging genuine artistic talent within local settings. VSCO aims to highlight that photography holds significance now more than ever, and the individuals behind the lens deserve recognition and support.

As recipients roll out their works across the U.S., communities can look forward to not just images but stories that resonate deeply and inspire many. To explore The Fifty project further, visit VSCO's official site to discover the full roster of talented photographers involved in this commendable initiative.