Last Updated on 02/24/2025 by Nilofer Khan
With the evolution of photography, one often faces varied challenges to accept any change. When the Kodak Brownie was introduced, there was a proliferation of photography, which created issues for long-standing portrait studios. Similarly, when digital came to replace analog photography, there was an obvious hesitance about its capabilities. And, of course, the purists were dead against it. However, these changes never posed a threat to the medium itself; we were just finding ways to change how we make images. However, in recent years, the very existence of image-making has been questioned due to the rapid growth of artificial intelligence. We stand at a point where the whole community wonders: what is the future of photography? To answer this, we attended a talk by New York-based photographer Martin Schoeller at the Xposure Festival. Here’s what he has to say.
All images are courtesy of the Xpsoure festival. Used with permission.
Editor’s Note: The Phoblographer was part of the press trip to Sharjah. We were invited to see the festival, interact with the photographers, and share our insights with our readers. Since we believe in transparency, we want to let our readers know that the trip was entirely paid for, but this post is not sponsored. We want our readers to know what the future will hold.
The Legacy of Martin Schoeller
For the uninitiated, Schoeller is a world-renowned portrait photographer best known for his close-up images of celebrities and public figures such as Natalie Portman, David Lynch, Warren Buffet, Julian Assange, and many more. However, he has also worked on long-term documentary series that highlight the plight of people living on the fringes of society, such as people experiencing homelessness, Holocaust survivors, and those on death row. As someone who has dabbled with varied sides of photography, which includes personal projects and advertorial work, Martin Schoeller believes that the future of photography is certainly very different today. “An artist is somebody who is reinventing the medium,” Schoeller said at Xposure. “There is a line that has been divided more and more, where if you go to a fine art gallery, they will not think it serious because I am not reinventing photography.” In a way, Schoeller stands corrected that fine artwork often gets preference over other genres of the medium in galleries, which makes it challenging for one to pitch.
As it was explained to me when I was going to New York City, we pay $30,000 a month rent. We have a couple of employees. You can see the overhead, the monthly overhead, let’s say $78,000 a month just to cover your expenses. If you sell it for half, you get half of the money. So you would have to sell $160,000 worth of photographs for the gallery, which is great even for that month. And how do they sell $160,000 of photographs for $5,000?
If we are not in fine art, we are not considered artists. That’s one problem for all photographers there.
Martin Schoeller at Xposure
But that’s not all; there is also the price factor when one thinks of showcasing their work. “As it was explained to me when I was going to New York City, we pay $30,000 a month rent. We have a couple of employees. You can see the overhead, the monthly overhead, let’s say $78,000 a month just to cover your expenses. If you sell it for half, you get half of the money. So you would have to sell $160,000 worth of photographs for the gallery, which is great even for that month. And how do they sell $160,000 of photographs for $5,000?” Schoeller explains. The photographer also believes that even having an agent will still pose many challenges for one to find a job as a photographer. That’s also because there is “a lack of magazines,” and a lot of advertising agencies and brands are switching to “very quick videos,” which can shock viewers and get them more views.
So, where does one stand today if one wishes to work on a long-term project? Grants. “I suggest that there is a lot of interest in it (the project one works on) or not always necessarily a person of connection because then the storytelling would be very limited,” Schoeller states. For him, the photographer states, “passion” is a huge part of the creation process since a project can last for several years. “I would get started with a couple of really strong images, and then I would look to get some photo grants from a range of between $10,000 to $50,000 that support my new project.”
If you love storytelling, you should not stop.
Martin Schoeller
However, if one were to start photography today, they are likely to face far more challenges than those who began about a decade earlier. “I think it will be really difficult to make it into photography or the photo industry,” explains Schoeller at Xposure. One reason is that people, especially the younger generation, do not really buy art. “I always like to say about it: older German white men of Porche, this is my clientele. They work with Sylvester Stallone, Robert De Nero, and Meryl Streep. The younger generation of people – they are less connected. The tech guys have made millions of dollars in the technology industry. None of them have any photographs at home. And they don’t want any photographs; they don’t like possessions as much anymore,” he states. “If they buy art, then they buy it because it is going to be worth more money.”
And so, the best idea for anyone who wants to pursue photography now is to diversify. It’s always better to have a stable job and then use that income to fund one’s photography projects. “I know lots of people who love storytelling, and they have another job to make a living. There is nothing wrong with the idea. If you love storytelling, you should not stop.” There is also a rising demand for video, so some photographers can also get into this genre to sustain themselves while they pursue personal projects. It certainly is a challenging environment, and that’s why one must not give up. Instead, it is best to find ways to keep photography going, one step at a time.