This expression highlights the profound impact of a photo, which not only conveys deep meaning and invites diverse interpretations but also possesses the ability to craft compelling visual stories that shape society's perspectives.
In today's rapidly evolving digital landscape, photography has discovered fresh avenues of expression. Digital platforms and social media channels have empowered players in the photography industry to push creative boundaries in unprecedented ways.
As people engage with visual content in increasingly sophisticated ways, photography has emerged as one of the main pillars in the modern creative industry that contributes to the economy.
Photography is one of the 17 sub-sectors of the creative economy in Indonesia, alongside other sub-sectors such as Game Developers, Architecture, Interior Design, Music, Fine Arts, Product Design, Fashion, Culinary, Animated Films and Videos, Visual Communication Design, Television and Radio, Crafts, Advertising, Performing Arts and Publishing.
Creative Economy Minister Teuku Riefky Harsya stated that the 17 sub-sectors have different market strengths. The creative economy industry is able to absorb 24.92 million workers, and by the end of this year, it is estimated to employ 26 million people.
Until the first quarter of 2024, the creative economy industry has recorded brilliant performance. The estimated added value of the creative economy is 749.58 trillion rupiahs, or 55.65 percent of the target of 1,347 trillion rupiahs.
In the context of the creative economy, photography functions as a powerful enabler across other sub-sectors. In the design sphere particularly, photographic content revolutionizes multiple areas - lending sophistication to graphic work, bringing product concepts to life, and transforming interior spaces into visually compelling environments.
In the advertising and marketing industry, technical photography skills are used for advertising photos, social media, and branding campaigns that help companies build their image and market their products.
Photography has become inseparable from the travel and tourism landscape, serving dual roles in destination promotion and preserving journey experiences.
Craft artists can also use photography to market their products. Beautiful and aesthetic visual materials are one of the factors that can make business products more popular in the market.
Challenges
Indeed, the potential of photography in the creative economy is very promising. However, players in this industry face numerous challenges.
The integration of high-quality cameras into mobile devices has reshaped industry dynamics. The accessibility and technological sophistication of smartphones have unlocked photographic possibilities for the masses, blurring the lines between amateur and professional image creation.
Statistical data for 2024 adapted from the Photo Aid page states that smartphones capture 92.5 percent of all images and only leave 7.5 percent of images produced by conventional cameras.
Around 1.8 trillion photos are taken annually, meaning five billion daily, or 57,246 photos every second, thereby making the market highly competitive. Photographers must continue to innovate and improve the quality of their work to stay relevant.
Creativity and quality are the keys to surviving in an increasingly saturated market.
The next challenge is the issue of copyright and appreciation for work.
Many photographic works are uploaded to the internet and other digital platforms in this digital era. Plagiarism and unauthorized use of works are often challenges photographers must grapple with to protect their work.
In fact, the government has regulated intellectual property protection through Law Number 28 of 2014 concerning Copyright.
The regulation explains that photographic copyright can be registered at the Directorate General of Intellectual Property Rights (HKI).
In addition, the Directorate General of HKI has also prepared a complaint service for photographers looking to sue parties that use their photographic work without permission.
Opportunities in sight
With the various challenges that exist, the photography industry still offers myriad opportunities that can be developed, including creating visual entrepreneurs.
Freelancing or becoming a freelance photographer can serve as an alternative creative business.
Visual-based digital platforms or stock photo sites can be used to reach a wider audience and generate passive income through image sales.
Online training and workshops are also great opportunities for photographers to share knowledge. The expanding pool of photography enthusiasts simultaneously drives demand for expert practitioners while fostering vibrant creative communities.
Moreover, the diverse ecosystem of social platforms, each with its distinct audience base, presents lucrative opportunities for photographers to evolve into influential visual content producers.
In this context, photographers should focus on static images and be good at writing narratives, ideas, and concepts to produce strong visual storytelling that attracts the audience's attention.
Photography is an integral part of the creative economy that continues to grow rapidly in Indonesia.
Success in this industry is determined not only by technical skills but also by the ability to adapt to technological developments and market trends.
