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Cultura bringing ‘European-flavoured’ RF images to the world
A new specialist library has launched in London featuring European-flavoured royalty free stock imagery. The company is distributing its first set of more than 5000 images through traditional stock licensing channels including Getty Images, Corbis, Jupiter images, Veer, Masterfile, Photolibrary, Etc. “In a market full of generic looking imagery our goal is to raise the creative bar and to produce outstanding photography for our distributors and their customers. Our other goal is to create a community for our photographers, one that encourages interaction and the sharing of ideas” states Anthony Harris CEO of Cultura Images.
Harris, a former Vice President at Getty Images, launched Cultura images in 2007 with a network of 17 founding photographers from across Europe. The company has stated plans to build its library from approximately 5000 images to more than 8000 images by the end of the year. All images are offered as for royalty-free licensing available in standard RF file sizes. Harris adds “We shoot everywhere in Europe, from the Mediterranean to Northern and Eastern Europe and Scandinavia, avoiding over-exposed locations. Believability, high production values, clear concepts and originality of ideas are key to our images”.
http://www.CulturaImages.com" title="© Phillip Lee Harvey - http://www.CulturaImages.com" src="/images_MT/Phillip_Lee_Harvey_Cultura.gif" />One of Cultura's founders, multi award-winning photographer Tim MacPherson, explains the attraction of being part of Cultura: "Through this unique collaboration we can tap into expertise across Europe as we plan our shoots. It creates a level of photographer interaction that wouldn't normally be possible, and yet we have global distribution through the biggest players. It's the best of both worlds. Photographers traditionally operate as individuals but at Cultura we are building a unique community within the industry - one that is passionate about photography."
When asked about the threat of micro-payment stock photography companies poaching business from a new royalty-free collection, Harris commented: “I think microstock has been a wake up call for the industry. The market has been saturated with generic looking images, some of which is now well served by the microstock photographers. We all need to raise our game and work harder at offering customers a high value and relevant alternative. Cultura was formed just as Microstock has been taking off, so we've the opportunity of defining our creative direction and content plan with that in mind”.
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