FUJIFILM Partners with Cultura Creative to Champion Representation through Photography

FUJIFILM today announces its first ever partnership with Cultura Creative, working together to increase representation and diversity in the photography community.

BIPOC Photographers and Videographers are hugely under-represented in the stock licensing industry. As an organisation dedicated to creating a more diverse view of the world through stock imagery – both through image subjects and promoting stock creators from BIPOC backgrounds – Cultura Creative is working to change the face of the industry.

FUJIFILM’s partnership with Cultura Creative will make a commitment to work not only with BIPOC Photographers, Videographers and Illustrators but also Make-Up Artists, Stylists, Producers and Editors. Initially a two-year programme, the partnership has been designed to maximise both organisations’ global reach to empower and open doors for more creators than ever before.

Cultura Creative CEO and founder Christina will be speaking at the FUJIFILM stand at the Photography Show on 6th September, announcing more details on the project including an apprenticeship and support both financially and creatively through FUJIFILM’s House of Photography.

“We are delighted to partner with FUJIFILM who share our vision for a more inclusive world of visual communication,“ commented Christina Vaughan, founder and CEO of Cultura Creative. “Cultura was set up to celebrate and promote work from photographers whose voices have not been heard before. FUJIFILM will be helping us develop new talent by providing cameras, access to their Covent Garden Studio and jointly funding a new Apprentice Photographer.

With both of our companies having global reach, we could not be more excited about the societal impact we will create together and the legacy we will create for today and tomorrow’s photographers.”

Theo Georghiades, general manager at FUJIFILM UK shared Christina’s sentiments: “Our passion is photography, so naturally, we love nothing more than encouraging people to capture photographs of the world around them. However, it is a fact that much of the photography we see doesn’t actually reflect the diversity of our communities. We are so excited to work with Cultura Creative to help open doors for new talent to join our industry and look forward to seeing the incredible work our community produces for years to come.”