Tips on how to take care of the hype
Photographer Sophie Mayanne, artist Jean Jullien and Closer & Closer agent Drew Melton discuss how to manage pushy journalists, projects that go viral overnight, and the accelerating cycle of hype young creatives face
"When I started behind the scars, I had no intention of making it big at all," says photographer Sophie Mayanne. The project, which features portraits of people with scars in addition to the stories behind it, unexpectedly went viral in 2018 after being picked up by national newspapers in the UK.
It was a challenging experience for Mayanne, who at the time had no experience dealing with the press. "I didn't really know how to deal with it," she tells CR. “I didn't have an agent, and the girl in one of the photos had a PR agency – they called me and said that's not right, they have to ask your permission, and all of these papers are owed Money for using this image. I was like right? I didn't know you could ask for that. "
Mayanne says it's been a steep learning curve, but also a good foundation for regaining control of her work. Like many newcomer creatives, the photographer had never received training in dealing with the press or the attention that comes with starting projects – although this is an increasingly important part of the practice of many artists, illustrators and photographers.
Image from Sophie Mayanne's Body Proud Mums campaign for Mothercare – a project she believes has helped her country get press attention for Behind The Scars