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VII与佳能:寻找图片社的新出路

发布: 2010-10-22 12:45 |  作者: 黄一凯  | 来源: 《中国摄影》网站

所有图片社都会和相机厂商有一些非常紧密的合作关系,这并不是什么秘密。通常这些合作协议并不要求所有摄影师都必须使用某品牌器材,但依旧是一种互惠互利的合作关系。而VII图片社与佳能合作推出的网站,在帮助佳能公司推销相机的同时,也给VII带来了一条新的道路。

"VII旗下的所有摄影师都是佳能相机的常年用户,"VII图片社执行总监Stephen Mayes如是说。"过去我们主要专注于佳能的EOS系列相机,这也是我们的成员主要使用的器材。但随着小数码锋芒渐露,新功能层出不穷,我们也开始向佳能公司咨询这些相机是不是真的能用。佳能公司说:'当然可以。摄影师们打算拿这些相机干什么?'摄影师们想法各异,答案五花八门。"

Mayes觉得这是一个非常有趣的合作项目,不光加深了图片社与佳能之间的合作关系,同时还因为合作中使用到的G11和S90这两款小数码给摄影师们带来的刺激,让他们以一种完全不同的眼光看待周遭的事物。"这次合作给我们带来了很多意料之外的结果",他以一幅Natchwey拍摄的纽约布鲁克林大桥照片为例说到。"对于我来说,这次合作项目中最有意义的部分就是改变了摄影师看待事物的习惯。"

这次的合作不仅仅是简单的器材推广与使用,在传统市场日渐式微的大环境下,VII更将其视作图片社走出去战略中的一个内在组成环节。"现在我谈得最多的是合作伙伴关系,这是一种长期发展的思路。我们不应该再按照客户或者客户与供应商之间的关系来思考,而是以合作关系思考。这正是我们与佳能现在的做法。我们都注意到了一点,器材的作用不仅仅是拍照片。我们会告诉佳能器材对摄影师的作用。我们会告诉他们摄影师为什么喜欢这些相机,这是他们很急于了解的内容。"

他还说:"我希望扩宽VII的覆盖面,让VII的作品被更多人了解;而对于观看之道的探索讨论是VII的教育使命的核心和组成部分。与佳能的合作对这两方面都大有裨益,一方面能帮我们接触更多的观众,另一方面能发挥VII旗下报道摄影师的专业所长,扩展报道摄影以外的视界。"VII以前所面对的对象都是摄影师,更确切的说是报道摄影师。但它们一直在努力接触更多更广泛的观众,他们可能对摄影有些兴趣,但对VII并不了解。这次合作,就是这个方向的一次努力。"我们在寻找一条摄影作品以外的途径去吸引更多的人。"

但是Mayes也承认,"这次合作一个很大的困难就在于不要让它演变成一次单纯的商业推广。我们并不是做广告的。这些就是我们手中的器材。我们必须把控器材和品牌之间的微妙平衡。毕竟这些摄影师都是记者,而不是广告人或者公关明星。"

每一位摄影师都可以选择是否要参加这次的品牌合作。"他们可以选择,"Mayes说。"你会发现不是所有摄影师都出现在网站上或者使用了全部三种相机。这由他们决定。"不过他后来又说,随着合作进一步深化,有些摄影师们也更愿意讨论这个话题。"这是件好事"。

现在Mayes希望能够通过这次合作带动更多的机会。"我和包括佳能在内的很多客户讨论了未来的发展可能,我们希望能同心协力帮助VII接触更多的人,那些对摄影有兴趣的人。这是我们未来工作发展的基础。"

TAG: VII 佳能 canon
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