Next Up: Joanne Hollings Explores the World Through a Landscape Portrait Lens

Hailing from New Zealand, Joanne Hollings is constantly in motion.

The globetrotting photographer has never shied away from showcasing herself in her work, which combines self-portraiture with stunning backdrops from her extensive travels. From craggy mountain ridges and majestic sand dunes to snow-capped trees and sublime blue waters, Hollings has captured a diverse range of terrain with a distinctly personal touch.

After moving to the United States in 2016 to pursue a tennis scholarship and study engineering, Hollings discovered her passion for photography and began doing client work for Canon, Adobe, Sheraton, and Hertz. In 2021, she immersed herself in the burgeoning photography NFT scene and began minting her work on platforms like SuperRare, with her debut 1/1 selling for 6.24 ETH ($20,000). Since then, she has navigated both the highs and lows of the market while selling out all of her 1/1 works.

“My process with photography varies,” Hollings explains. “Sometimes, I let the landscape inspire me and go in with fewer expectations, and on the other hand, I’ll have a story to tell or an idea in my mind that takes a bit more planning to find the right location and atmosphere for the shot. “

Every week, nft now’s Next Up showcases a new artist from our curated list of ascendant talents who have been making significant waves throughout web3. This week, our spotlight turns to Joanne Hollings.

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How did you first become interested/involved in photography?

From a young age, I was so fascinated by the world. I would study the atlas and watch travel videos growing up. My dad also backpacked a lot when he was younger and had so many amazing stories to tell. When I moved overseas to the USA to study engineering and run track, I picked up a camera to document moments and memories on my travels. Photography then became a creative outlet for me outside of the stresses of my degree and performing at a high sporting level. I would shoot with friends from university as well as visit beautiful places on my summer breaks.

“Through my art, I inspire people to find beauty in the everyday world around us as well as motivate people to get outdoors and off the beaten path.”

JOANNE HOLLINGS

How would you describe your art?

Through my art, I inspire people to find beauty in the everyday world around us as well as motivate people to get outdoors and off the beaten path. I also use my art as a way of telling my story as a solo female traveler who isn’t afraid to do things alone and push herself outside her comfort zone. I combine my modeling skills with my photography skills to really showcase my versatility in what I do. Through this, I am able to tell my story on a deeper level and be a voice for other women.

What’s your process like? And where do you usually find inspiration?

My process with photography varies; sometimes, I let the landscape inspire me and go in with fewer expectations, and on the other hand, I’ll have a story to tell or an idea in my mind that takes a bit more planning to find the right location and atmosphere for the shot. I think that’s what’s special about photography; some shots are a beautiful spontaneous moment, and others are the result of extensive planning. I find inspiration through poetry; I love to write music, and this has often helped guide me in the direction I want to go with my photos. I also draw inspiration from researching places online and from other amazing pioneers in the landscape and conceptual photography realm.

“I think that’s what’s special about photography; some shots are a beautiful spontaneous moment, and others are the result of extensive planning.”

JOANNE HOLLINGS

What was your breakthrough moment in web3?

I would say my breakthrough moment was getting onto SuperRare back in December 2021. From there, I ended up selling my genesis 1/1 within 24 hours of minting for 6.24 ETH and the second piece for 6.5. This allowed me to quit my tennis coaching job and go full-time into photography. I used those sales to invest in my gear, as mine desperately needed an upgrade at the time. Those sales really helped solidify my place as a photography artist in the space. I am forever grateful for that moment; it really gave me the belief that I could make it as a photographer full-time.

What are the biggest challenges facing rising photographers in web3?

I’d say the hardest challenges photographers face, like with other mediums, is gaining visibility. The timeline is often crowded, and it can be hard to get eyes on your work. Another challenge would be market conditions; it’s been a pretty slow period in art, and this is due to how the crypto cycle works. So, I think it’s important as a photographer to have work outside of NFTs so you can be patient and mint intentionally.

“I think it’s important as a photographer to have work outside of NFTs so you can be patient and mint intentionally.”

JOANNE HOLLINGS

What advice do you have for rising photographers in this space?

My biggest piece of advice is to stay true to yourself and remember your why. Showcase your passion on the timeline and be proud of the art you produce. Stay patient and don’t pressure yourself; think with a long-term mindset, what legacy do you want to leave in this space, and what do you want to achieve with your art.