New show explores 70 years of Magnum commercial photography

‘Open for Business’ spotlights 7 a long time of commercial photography by Magnum artists

‘Open for Company: Magnum Photographers on Commission’ at Foam Amsterdam explores the concealed stories at the rear of Magnum photographers’ professional assignments

The area amongst a photographer’s unbiased get the job done and their business operate is stuffed with contradictions and connections it’s exceptional for a person side to exist without a trace of the other. For most, the cycle will work as follows: particular function appeals to industrial shoppers seeking to attract on the artist’s viewpoint, which then money the future chapter of own perform, which then draws in new commissions, and so on.

Each sides gasoline every other though searching for frequently opposing sorts of achievements, as cultural accolades and monetary benefits are not generally aligned. Maybe this rigidity in between the two sides propels photographers forwards as they find out a equilibrium concerning aesthetics and ethics.  

Gucci make-up trend shoot, Brooklyn, New York City, Usa, 2019. © Bruce Gilden/Magnum Shots

Revealing this typically concealed complexity is ‘Open for Enterprise – Magnum Photographers on Commission’, an exhibition introduced by Foam Amsterdam (on look at till 7 September 2022). For extra than 75 years, Magnum’s roster has been having on various commissions ranging from reporting for NGOs to fashion shoots for the chicest of publications to advertising and marketing tinned meals. Magnum has carried out it all, whilst also producing some of the most unforgettable imagery of our time. 

Curated by Anne-Marie Beckmann, director of Deutsche Börse Pictures Foundation, and Mirjam Kooiman, curator of Foam, eight exhibition chapters have readers along a journey as a result of assignments that occupy the intersection of art, documentary and commerce. 

Artists include things like Olivia Arthur, Henri Cartier-Bresson, Bruce Davidson, Elliott Erwitt, Jean Gaumy, Bruce Gilden, Jim Goldberg, Harry Gruyaert, Alex Majoli, Steve McCurry, Cristina de Middel, Rafal Milach, Inge Morath, Trent Parke, Martin Parr, Paolo Pellegrin, Gueorgui Pinkhassov, Mark Energy, Alessandra Sanguinetti, Alec Soth, Newsha Tavakolian and many additional. §