Cultura Creative champions diversity in stock photography
Image Source today announced the launch of its new initiative to champion diversity in the stock content industry with the launch of its new site at Cultura Creative, a premium stock licensing site to promote and celebrate creators of colour. BIPOC (Black, Indigenous and People of Colour) photographers and videographers are massively under-represented in the stock licensing industry. The Cultura Creative initiative will recruit, support and develop multi-racial photographers, videographers and illustrators of colour. It's intention is to inspire an entire eco-system, making a commitment to work not only with BIPOC photographers, videographers and illustrators but to work with make-up artists, stylists, producers and editors from the BIPOC community and creating an entirely inclusive premium stock collection.
Cultura Creative is part of the Image Source family, an independent award-winning high-end stock agency founded in London in 1999 by Christina Vaughan, herself from a tribal background. She said, "at Image Source, we have always brought different people and cultures together. Diversity and Inclusion is part of who we are and it has been vital to building a successful business. We believe diversity brings benefits for our clients, our business and our people. We want to reflect the communities in which we operate as these different perspectives drive innovation. We have always believed strongly in authenticity and we want to switch our focus to behind the lens and ensure we are promoting and celebrating creators from BIPOC backgrounds to come work and shoot for us."
The Cultura initiative aims to bring about positive and meaningful change in the industry in the sort of content we see but also in supporting creators from BIPOC background who are often disadvantaged in getting a break in the stock photography industry. We will be paying better than average royalties ensuring that our creators are fairly rewarded and in addition, paying 10% of every licence in to a community fund that will support opportunities and education in the BIPOC creative industry to support our long term vision of a more representative creator environment."
For more information visit www.culturacreative.com
About Image Source
Image Source, the parent company of Cultura Creative, was founded by Christina Vaughan in 1999 as a leading pioneer of premium stock imagery for photographers across the world. In its 21 years of business, it has generated more than 5 million licenses and paid out millions of pounds in royalty payments to a talented worldwide network of photographers. Vaughan has won many awards including the prestigious Lloyds TSB Asian Woman of Achievement Entrepreneur of the Year and Image Source the highly coveted Queen's Award for International Enterprise.
