Getty Images has announced the return of its creator community event in Australia, Create By Getty Images. Formerly known as iStockalypse, this revamped event is part of a global series that allows Australian photographers and videographers to connect and learn from Getty Images’ creative experts.
Create By Getty Images offers an immersive experience designed not only for current exclusive Getty Images and iStock creators but also for new talent in commercial photography and videography looking to join the company’s creator community.
During the event, attendees can enhance their skills through training, including how to produce successful content and meet the visual needs of Getty Images’ and iStock’s global customer base on a local and regional scale. New creators will also have the chance to create high-quality, premium creative content for their portfolios on Getty Images’ and iStock’s global platforms.
“Getty Images is one of the only content companies that truly invests in its creator community,” said Kate Rourke, head of creative at Getty Images.
“We work closely with our creators to produce highly differentiated visuals for both our extensive pre-shot creative libraries and Custom Content solutions. Our collaboration goes beyond concept creation—our data-driven insights from our VisualGPS platform, combined with our dedication to authenticity, result in visuals that resonate deeply with global audiences”.
Despite efforts to ensure that people of all ethnicities, gender identities, and backgrounds see themselves authentically reflected in visual content, a gap remains in representation within Getty Images’ creative libraries. Currently, less than 5 per cent of the content within Getty Images’ content includes individuals from Australian Indigenous communities featuring as the main subjects in images.
To address this, Create by Getty Images is inviting Australian Indigenous photographers and videographers to participate in the event.
“Diversity behind the lens is just as important as diversity in front of it,” said Rourke.
“Our mission is to capture the full spectrum of human experiences, which involves supporting underrepresented creators who bring their unique perspectives to commercial photography and videography. To tell authentic visual stories featuring Indigenous Australians, it’s crucial that this content is captured through the experiences and perspectives of their own community”.
The Sydney event will take place on 9-10 November 2024.
