What would I alter: Rebecca Swift, Getty Photos
Getty Images is home to over 200 million assets for news, sports, entertainment, advertising, stocks, and more. As a source of visual content, new images are constantly being created for the world. However, when the coronavirus hit, recordings, events and meetings were immediately canceled and the offices adopted a policy on working from home. However, there was still a demand for images from the media, platforms, organizations and governing bodies, but there was a new specific genre of images related to coronavirus. For example, in the beginning there was a need for pictures of people in line for the supermarket and empty streets, then there was a need for self-cars and online shopping, and now a socially distant life is visually represented.
For Dr. Rebecca Swift, Senior Director and Global Head of Creative Insights at Getty Images, it was a time of quick adjustment and working with limitations. “I've worked in this industry in previous crises and haven't seen anything like it in the past,” she says.
Swift made sure that Getty's photographers and videographers had a new focus, but that strange time has also given her time to think about what changes need to be made in the photography industry. Here she talks about how her team has adapted, acknowledging the prejudices of the industry and the role it can play in changing them.
Woman sitting in the sea, Sophie Mayanne