Magnum Photos partners with Leica [update]
Magnum Photos has announced a "technological and photographic collaboration" with Leica that will see the camera manufacturer "sponsor the creation of a series of independently produced multimedia essays" by Magnum's photographers
Author: Olivier Laurent
24 Feb 2011 Tags: Magnum photosLeica
Building on their "shared history", Magnum Photos and Leica have announced a partnership that will see some of the agency's photographers create a series of multimedia essays "that will take a deeper look into the stories behind the photographs." Magnum says that the work "will highlight the personal journeys and insatiable curiosity of Magnum photographers."
As part of the deal, Leica and Magnum will also use the production of these new essays "as an opportunity to learn from Magnum photographers' experiences in the field with the latest Leica equipment." The two companies add that "Magnum photographers' input will contribute to Leica's extensive ongoing user research efforts, with the shared goal of continuing to develop the Leica portfolio and tool-set to serve the needs of photographers world-wide."
Magnum and Leica agreed on the deal in December 2010, which saw Magnum photographer Jonas Bendiksen, the agency's current president, meet with Leica's CEO Alfred Schopf in Solms, Germany. The deal was reviewed and approved by Magnum's board, BJP understands, which has been confirmed by Jonathan Roquemore of Magnum.
Speaking to BJP, Roquemore says that the deal is a continuation of 70 years of Magnum photographers and Leica working together. However, he's quick to point out that the deal is "all about new content and new work. It's a way to produce new essays," he explains. "It's editorially-driven, and is not an advertising campaign."
The new multimedia essays will be produced from Spring 2011. "We'll start with five essays, but based on their success, it'll be a continuing relationship. You can consider these five essays as part of the first edition."
All Magnum photographers have been encouraged to submit ideas for possible features. A committee made up of representatives from Leica and the agency will select the best ones, says Roquemore. However, he adds, the goal in the long-term is to support all projects.
Magnum photographers that are not currently using Leica's cameras can also submit projects for consideration. "Magnum is a cooperative," says Roquemore. "We've never imposed any cameras on anyone. The photographers can use the cameras they want."
Leica will also provide resources and technological support to Magnum's photographers, BJP understands, especially if they are working with recently-released models or equipment that has yet to be released. Leica adds that Magnum photographers, through their projects, will be "leveraging current and future Leica technologies."
Bendiksen commented in an official statement: "The purpose of Magnum and its member photographers is to continue our long-standing commitment to discovering, witnessing, and communicating visually the sentiments of mankind. With this new agreement, Leica is making an important statement in support of that shared responsibility."
Meanwhile, Stephan Daniel, Leica's head of product development, said: "The cooperation between Magnum and Leica will help us to create even better tools for professional photographers, both by getting their feedback with actual equipment and by testing future products. Stressing a camera or a lens under harsh circumstances is a welcome and important addition to our internal test procedures, making our products even more perfect for the hard daily work of professionals."
While the essays will be first published on the Magnum and Leica websites, Roquemore suggests that they will also be available for distribution via other outlets.
The deal echoes that of VII Photo's with Canon, which saw some of the agency's photographers use and promote the qualities of the camera manufacturer's latest products in a bid to reach new audiences. Read our full report here.
Comments
The m9 looks like a real camera, but it isn't. Digital is the way back into the cave; of cheap, mass-produced crap. No one can fault Magnum here, they've been sell-outs for decades. But Leica, come on. A blatant marketing ploy. In the end, however, I don't mind as long as the revenue from idiots paying 20k for an S2 allows them to continue production on the m7 and mp.
Leica, can U help sponsor my appreciation of a common breakfast that is boxed for our morning pleasures.
It's $3.98 a box and I know you can afford the relationship!
We'll do one will little 'L's' just so U can luv us more!
Just Joking...Perhaps!
Magnum and a camera manufacturer?
This affirms my decision to pre-order a Fuji Finepix X100!
now there will a leica ration line featuring all the magnum folks and like it happens in any drought-like condition a stampede is about to take place inside the august interiors of magnum...and expect the old magnumhunks to be elbowed away by the young artsy magnum blokes who are oh-so-nervous about the magnum roof above their head being blown away by a storm -
ok sorry just kidding - love you leica, will you sponser free m9's for my comment.
The link is direct and goes back to before Magnum's beginnings as H C-B was using Leicas as soon as he could get one.Around 1929.
This meant many of the people he worked with saw what these little machines could do, and from around 1930 until the Korean War (when the superior Nikons took over for a while) , the Leica was the pen of the photojournalist.
Like many others before me, I became a photojournalist as a direct result of my usage of the Leica.
The early pre M series machine force you to look at the world through a tiny finder with no parallax correction.
People would curse me for cutting off the top of their heads as a result, but I learned to do it often on purpose because with nothing on top you concentrate better on the expression of the face.
Plus, and it is a big plus, these rangefinder machines are best used without focussing, in daylight. You just use the depth of field scale on the lens. Point and shoot, bingo.
The M series give a clear parallax corrected view of the subject, and any fool can tell you that every single photojournalist in the UK throughout the 70s was using M2 and M3 Leicas with 50 and 35mm fast lenses- I had a 35 f1.4 summilux on an M2 and a Canon 50 f1.4 on an M3
Additionally the smaller frame floating within a much larger field of view gives you complete contol over when where and how you frame the shot.
A DSLR or an SLR cannot do this at all: it gives you a pre-determined specific tunnel vision of what is in front of the lens, and to regain the same freedom you needs must use zoom lenses AND keep taking your eye away from the viewfinder
Everyone, and all as a direct result of the influences of Magnum Photographers- absolutely pointless to deny it.
I still work this way, but simply cannot afford an M9, or rather TWO M9s and several lenses.
Many Magnum photographers cannot afford them either.
Only stockbrokers, doctors, lawyers and politicians, and businesses can afford these prices.
Therefore IF Magnum WANT to keep their image as providing use with machines we can use to make a decent record of events with following a tradition dating back now some 80 years, they must needs GIVE us the cameras to do so.
We cannot afford them- and students certainly cannot afford them
I am still waiting for mine as I have, unfortunately, to use inferior machines, that go wrong all the time, and weigh three or four times as much.
What amazes me is that none of these companies fosters good photography at all, when the publication of really good pictures made with their machines is the best publicity they can hope for.
Hopefully Leitz and the other major manufacturers will begin to enable poorer
peoples to use decent machines to record their lives: there is little point vaunting press freedoms etc, if your staff simply cannot afford a decent camera
Does this mean that Leica is finally going to build a pro level digital M-body that features environmental sealing and has a decent size buffer?
Maybe even throw in a new line of sealed lenses?
High capacity battery pack, the size of a Leicavit?
An X2 with a real viewfinder (oh, wait, that's the X100).
I love you Leica, except for when you are catering to dentists and gear polishers.
The Leica was always the camera of choice for foreign correspondents because it was not battery- dependent. This takes us up to the introduction of the M7, although the MP stepped in to fill the gap. Digital cameras are useless if you are going to cover any sort of overseas conflict, batteries are unobtainable and mains current long out of use due to bombardment. Take any model from the M1 to the M6 and plenty of film! You will be well paid for your results. Digital? No thanks.
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