The market is changing and its time to wake up.

The digital verses film arena is now left derelict. The fight is over and the future has won. But it’s left a place for the traditionalist to carry on. Now perhaps this makes a difference to the private, fine art photography collector but with; Giclee, c-type and fiber based prints from digital files—it's anyone’s game. The point now is—our new friend and foe—Branding. And yes it stinks of the corporate corridor but damn your pics would look good on their walls. And we are all hungry for a slice of that fine art pie—scruples anyone? Here's the example.

I know two photographers: one who has been taking pictures right back into the early eighties in and around one of the Seven Wonders of the World. (Please feel free to guess) Ten years into his project he was interviewed by the editor of a local magazine, to whom the photographer confided all technical information and shooting details. I still have the article. The editor promptly left his job and went to mimic the photographer’s work. A year later he was selling the ripped of work and has made a great business out of it. He has been "found out" many times but the punters don't care. They just want a picture to take home with them. So the point in this case is marketing and not the art—theft. It’s starting not to matter. I know it sounds daunting, and I haven't finished yet.