Di Sara Guerrini
It’s St. Valentine’s day and we decided to celebrate our love for archives and libraries with a new homepage showcasing one the most contemporary and high-end solution for picture editors and art/photography related professionals: PLATNUM.
If you are comfortable with picture researches, you will soon notice that there’s nothing similar to PLATNUM: a fluid, inspirational, visual brainstorming through incredibly well selected photo material.
We have interviewed Susanne Bransch-Abatenni founder of PLATNUM and of the well-renowned Bransch photo agency and artists rep. Please check YP hosting PLATNUM’s images on the brand new homepage or fully enjoy the PLATNUM experience here: platnum.co
When and how did Platnum start?
I have been working on the concept since 2013, and officially went online September 2015.
PLATNUM was born as a result of a few questions:
• How do I as an agent (BRANSCH) get new clients?
• How does a photographer, who is in today’s world a “Visual Artist,” reach new clients?
• Who decides who will be requested for a shoot?
• In which way and by whom will the contract be handled?
• Now there are fewer or smaller art buying departments in advertising agencies, how do you find customers and become their creative partner?
• When everyone’s work is visible across all borders and equally visible on the Internet, how can your client recognize quality?
• How do you define quality? • Is there an understandable reason to separate art from commerce?
• What is the role of agents/representatives today?
How many images can a user navigate today at Platnum?
Platnum has a wide variety and large amount of images for our users to discover and find the perfect one, for inspiration, reference, purchase, or more. We have 170,000 images in our archive at the moment, with 21,000 images tagged and searchable at the moment. We are increasing this amount every day, and soon will have all our images available and searchable.
Platnum is not a traditional stock library. What is it Platnum? What’s the main innovation that it has brought to the photo industry?
Platnum is an online marketplace that connects innovative visual artists with creatives, buyers and editors. It provides inspiration as well as solutions for visual needs of any kind, promoting work internationally and making artists searchable and visible. PLATNUM not only helps buyers; it assists visual artists in finding new customers, licensing finished productions and selling art.
Today, everything is searchable online by keywords and categories: books, travel, movies, hotels, even a life partner. The difficulty with visual artists is that you already have to know them by name to find them online. On Platnum, the work of visual artists is curated and presented with other amazing, innovative visual artists. The work is the star and the image leads you to the image maker, not vice versa.
What was the biggest challenge you had to master to become what you are today?
It was difficult to merge three very different industries together on one website: connection/inspiration, stock and fine art. The biggest challenge was, and still is, to create a visually inspiring but also technically functional and easy-to-navigate website.
Who is in charge for photo editing at Platnum and what’s his/her background?
I work within a team of five. I originally started as an art buyer in advertising agencies, and for the past 27 years I have been an agent of visual artists. All of my team members have a photo background – in advertising, for magazines, or in image production. This central focus with different viewpoints gives us a dynamic, fresh take on the image industry.
What type of buyers/users are your most loyal ones?
This is hard to say – we have a very diverse and international group of buyers from a wide range of fields: magazines, advertising agencies, direct clients, architects, designers, and art lovers, to name a few.
What’s your next goal?
Our goal is to continually grow and create connections without losing the consistent high quality of the PLATNUM ARCHIVE.
Sara Guerrini, Senior Photo Editor Yourpictureditor
Credit photo: From the series Personal by Mauricio Alejo / Platnum