They are producers and other consumers of African imagery worldwide. The visual story told of our home continent outside of Africa tends to be biased towards valid yet narrow stereotypes: the wildlife, the tribesmen, the poverty. Marketing content around the continent too often uses imagery that does not reflect their target market. The Africa we know, along with millions of others, is a melting-pot where the undeniable unique needs often result in unique innovation; home of tech startups and co-working centres, the birthplace of mobile money, the home of some of the world’s fastest-growing middle-classes. Still, the images used to talk about our home, and the images we use to talk about ourselves, don’t talk about this Africa.
By empowering photographers around the continent to sell their images online, and providing the world’s richest repository of stock photography content focused on Africa, they hope to change this visual landscape.