On June 17th, photography fans can collect a piece of Magnum history for the bargain price of $100. Tagged #MAGNUMSquare on Instagram, the flash, two-day sale will offer 44 museum quality (6×6) prints from Magnum’s famous photographers, all signed, at a price affordable to a wide range of collectors. The initiative is only the latest intended to introduce a new generation to one of the world’s most revered photography collectives. At the helm of this new school “identity makeover” is 25-year-old Magnum Photos Creative Director Gideon Jacobs. Jacobs is a digital native, reared on the language of the internet, and excited by the possibilities of the “interwebs,” as he called them. While he identifies first as a writer, his role at Magnum is to imagine, or “ideate,” on photography’s role as a communicative tool. For Jacobs, this means drafting new initiatives, scouring for new partnerships, or crafting new means of engaging audiences through Magnum’s network.
“Every art form, every business, every person in this world who is on the grid to some extent is having their relationship with online media changing constantly,” he said. “In my opinion, Magnum is really thoughtfully grappling with and adjusting to the evolution of media in this age.”
