How we create a diverse portfolio
In royalty-free stock photography, there is permanently competitive solid pressure. Who has the best photographers, the best prices, and covers all the hot image concepts? It has always been important for Westend61 to optimize our portfolio in line with market developments constantly. Together with our photographers, we also want to stand for progressive imagery, away from the norm. In this way, we can offer contemporary stock photography, that particular something, and a diverse visual language.
International orientation is the basis for diversity and, therefore, the cooperation with photographers from all over the world. Among other things, the contributions of our community in Southern Europe have become increasingly important in recent years. This is why the Italian art director and editor Giorgio Fochesato has a crucial role for Westend61: He focuses on the large photographer community in creative hotspots such as Milan or Barcelona and helps the talents there to exploit and develop their potential.
A TRAVELER SUITED FOR THE JOB
Considering his career, Giorgio Fochesato was predestined for this task. For years he circled the globe as a lifestyle and travel photographer and supplied several photo agencies with his stock photos. The 41-year-old traveled to more than 40 countries before settling in Verona a few years ago to start a family with his partner. In the summer of 2015, he joined Westend61, where initially he also worked as a photographer.
However, the value of Fochesato’s good network in the international photography scene was soon recognized, as these contacts offered Westend61 the opportunity to gain a stronger foothold in the international market. A firm cooperation was settled, and, since then, Fochesato has supported many Westend61 photographers throughout Europe.
SPANISH STOCK PHOTO MARKET AS AN INSPIRING IDEA POOL
“Working as a travel photographer was a dream job, but today I also enjoy helping other photographers develop,” says Giorgio himself. In his home country of Italy alone, there are around 15 men and women behind the camera with whom he, as art director, maintains contact between them and Westend61 and offers them what sets Westend61 apart from other agencies: in addition to personal support and creative exchange, a good feeling of belonging to an enthusiastic community rather than an anonymous company. “At Westend61, we have a network where everyone supports each other,” says Giorgio.
Over the past year, Spain has increasingly developed into a rich idea pool for Giorgio. Cooperating with the photographers there has helped Westend61 to establish itself even better than before as a set player in the international stock photography market, he explains. Giorgio currently supports no less than 60 photographers in Spain. “This is very important for the Westend61 community, because there are a lot of very creative people there,” he noted.
Alongside Madrid, Barcelona, the cosmopolitan capital of the region of Catalonia, has crystallized as a focal point of Giorgio’s work. He gives the following reasons for this: “It is simply a very international city; you find models from all over the world there; the weather is usually good; and the photographers there are not only very cosmopolitan and creative, but also self-confident and claim to be the best.” Also, and this is a not insignificant plus: “It is not as expensive there as in Frankfurt or London.”
BARCELONA COMMUNITY AS VISTA LAUNCHPAD
Southerners from the Iberian Peninsula have their own approach to photographic projects and sometimes a different eye for models. The result is their accent in the imagery, which then adds another exciting nuance to the colorful world of Westend61. This pool of images has also given rise to our Vista collection, to which photographers from all areas of our community have now committed themselves. We love the collection because subtleties like this often determine which agency can deliver the perfect individual image message to a potential client.
Giorgio is convinced: “The high quality that Westend61 offers in its German content is very important. But the level of competition is also rising, and there is strong opposition, making it more difficult to be successful. So, ideally, we have to be able to serve as many different channels as possible in order to survive in the international environment.” This also means that, in addition to good photos, well-made videos are becoming increasingly important: “Because watching moving pictures is simply part of our lives—that’s why video is a must,” says Giorgio.
Giorgio regularly travels to Barcelona not only to brief the photographers there on their work, but also to take up and discuss their many ideas with them in order to develop concepts for new photo projects. And, of course, he is always on the lookout for new talent, because the dazzling diversity of the Westend61 portfolio lives from the imagination and creativity of the photographers and must be constantly enriched with new ideas—from as many sources as possible.
