Creative: Review Santa Fe

I first attended Review Santa Fe as a photographer back in 2007, or maybe it was 2005, or 2006. Doesn’t really matter, but what I remember was how analog everything was. Standing in line, early morning, turning a corner to see an enormous blackboard with hand drawn names. Editors, agents, curators, gallerists, art buyers, etc. You had seconds to choose who you wanted to see. Some names already spoken for, so an instant Plan B was essential. If you drew a number toward the end of the line you were stuck with whoever was left. Thankfully, the roster was stacked, so there was no bad choice.

The key to the event was that it was juried.

You had to be selected. Submit portfolio, hope for the best, and if chosen you went full attack mode. This was a combination sprint with a little MMA thrown in for good measure. Creative combat. I’m here to gain traction. I’m here for career. My experience was eye opening, but in both expected and unexpected ways. I learned as much about what I didn’t want to do as I did about what I did want to accomplish. I found people I dreamt of working with and others that didn’t fit well with my ideology. This is normal but it felt a bit shocking at the the time. (Was also approached by publishers for the first time.)

Here is a description of the event.

For more than 20 years, the Review Santa Fe Photo Symposium has provided opportunities for photographers and lens-based artists to expand their audiences, engage in critical discussions and connect with their community. One of the country’s original juried portfolio review events, Review Santa Fe marks its 23rd year in November 2024.

Our premier program serves local, national and international constituents, offering portfolio reviews with esteemed industry professionals from such organizations as National Geographic, The Washington Post, Harvard Art Museums, the Phoenix Museum of Art and many more. For non-participating photographers and photo enthusiasts, Review Santa Fe includes a public exposition and book fair, scholar lectures and more.

Last night was the Portfolio Walk and Book Fair. I’ve had a booth at this event for the past few years. First, it’s only ten minutes from my house, which is rare to have such an incredible event in such close proximity to home. Second, the event is open to pros for the first hour and then open to the public for the next two. Both sets of visitors are interesting. I must have spoken with a hundred friends and industry folk. This is always a reunion of sorts.

One strange event was how many people came up and said “I really enjoy your YouTube channel.” And the diversity of this group was what was so surprising. My wife said “I can’t believe how many people asked about your channel and how wide ranging they were.” Being approached about my channel is a good thing because it means I’m providing something valid, but I also find it semi-embarrassing. I’m not a YouTuber, and I don’t feel like my films are anywhere near what I would like them to be. A part of me thinks I’ll remedy this, but another part of me knows I will most likely retreat from it entirely and go back to wandering with camera and notepad.

My one-off books are the star of the show.

By a long shot. My “one-off” books are edition-of-one collaborations or journals. They start as Blurb books and are modified after the fact. Two people asked to see “straight” books while the rest all went straight for the personal artifacts, and I’m talking hundreds of people. Just so you know, 1,000 people attended. And some of my “modified” samples are from you. Flemming’s Peru Book is always a popular item. Most people know a version of Blurb but certainly don’t know the full package. My job is to show samples that make people think. MagCloud was and is super popular with this crowd. Blue Sky Gallery was next door to me, and their entire table was nothing but MagCloud magazines. Dear Dave was on the other side of me, and his publication is gorgeous, but not printed with Blurb or MagCloud.

This event is truly for the photographers. Each with a table, showing off what it is they do best. Deals are being made. Jobs are being secured. Foundations of the future are being forged. People like Tony Chirinos, and many, many more. It takes guts to go this route today. The industry route. There is a lot to be said for creating a YouTube channel and going after views and likes. There are almost no barriers to entry going the YouTube way, but it also takes giving up something essential, and thankfully, a lot of folks are not ready to give that up.

Call it pride, knowing, or an understanding of what is possible if you can find a way to make great work. If you can play the game, and retain a sense of who you are, well, this is where the real action takes place. But you are gonna take your lumps along the way. This is where the definition of tenacity, perseverance, and refinement of craft emerge from the developer. When everyone else has left to attend the party you spin the door back into the red light, knowing their is still work to be done.