Corporate Social Review Magazine 1st Quarter 2012 | Page 30

As Pieter said to me, South Africa has long struggled to accept photography as an art form– certainly not on the same level as painting or music or dance or any of those obvious creative expressions. After all, a photograph – no matter how beautiful – is still just a photograph, isn’t it? Pieter’s answer, like his pictures, was elegant and compelling. “What is lost is the soul. That intangible essence of the thing that exists between the digits; between the technical specs. The difference between a guy with a camera and an artist with a camera is that the artist will give you something that speaks to your soul.” “Anyone can shoot a 1000 digital shots and hope to get lucky. What I try to do is shoot a dozen perfect pictures. And that ability to see with eyes that see, and see so much more is the product of 43 years of looking through the lens and seeing what cannot be seen; freezing a moment.” Pieter was on a roll now, shooting off words like a Digital shutter bug with a big memory card and no deadline … “Every business, every brand, everyone is always trying to cut through the clutter. We all strive to make that connection, to get people to stop and see – see our brand, see us, see our soul; the essence of what and who we are.” So, what makes these intangibles worth the price? Not every picture paints a thousand words. Some of them just sit and mutter in the corner. But the right pic- ture, speaks a thousand words and a thousand more. A great picture speaks to the soul … Corporate art like Pieter’s is not a commodity. It’s not just a glossy print on thick paper. It’s an investment in something that is more than just valuable. It’s priceless. Pieter’s Top Pic(k)s: Pieter’s greatest desire is to show people the art that happens between a great photographer and his lens. Here’s a few places he suggests you look if you want to feed your soul: Nadev Kander – He’s a commercial photographer who Pieter very much admires and a simple Google search will reward you with some stunning, beautiful and evocative images. Harry de Zitter – He started in South Africa, but he’s now a globally recognised commercial photographic artist. Check out some of his work at: www.dezitter. com/ Cindy Sherman – She recently sold a single print for $3.9 millon. This is her website: www.cindysherman. com/ Andreas Gursky–His photograph of the Rhine just sold for $4.3 million. Google will show you images and you’ll find out more about him here: www.matthewmarks.com/artists/andreas-gursky/ Important South African names: David Goldblatt, possibley the most famous South Arican photographer whose Documentary/fine Art photorpahy is available through Linda Goodman Gallery. Michael Meyersfeld, award winning Commercial and Fine Art photographer whose work can be seen on www.meyersfeld.com 28 CORPORATE SOCIAL REVIEW