Nowadays, everyone is a creator, equipped with a pro-level camera in the form of their smartphone, and social media. So how do the real pros stand out in the digital space? We recently watched iconic photographer Rankin give his advice.
"Five years ago, most people's pictures were pretty s***," Rankin said. But a new normal is emerging. Images are getting more sophisticated thanks to technology and a more performative society– in which people are used to becoming and creating content. "Amateurs are professionalising, one TikTok at a time – it's a cultural land grab," he asserted.
