cover_portrait by Jonathan Daniel Pryce Garconjon.com
We’re talking about Adam Katz Sinding, whom everyone knows for work on his site le21eme.com, and who all, or most, usually misspell both of his last names. After inheriting his first Nikon camera from his father, Adam began his career as a photographer shooting landscapes and abandoned buildings around Seattle. After moving to New York, fashion came into his life. His talent turned his hobby into a career as a photographer, creating advertising campaigns, look books and editorials. Over time he has become a constant presence at all fashion weeks, and when we say all, we mean everywhere from Copenhagen, where he now lives, to Russia, New Zealand or the United Arab Emirates. He is an artist on the go, animated by passion and a tough temperament, whose only vice is never stopping.
Who is the strongest influencer on social media?
I suppose Chiara Ferragni still reigns supreme in the fashion realm. Otherwise, of course, the Kardashian/Jenner/Hadid clan are clearly at the top.
Do you consider yourself an influencer given your social media following?
Although I suppose by definition I would be considered as such, I don’t identify with this title. Also because I don’t think my engagement is very high.
How are social media channels important for your work?
I am very much reliant on Instagram and Facebook with my business. Without these channels, my business would not be the same, and I wouldn’t have the same size audience seeing my work. It’s like a tiny digital Art Gallery, curated by you.
Do you also use your personal image to promote your work and get more likes and followers? Does it, or doesn’t it work that way?
I try to avoid posting photos of myself on my Instagram channel. I feel that, although it seems that my followers like this kind of photo, I have no desire for people to only follow my account and my work due to “me” but instead due to my photos alone. I post my #AKSForeheadSelfie as a “fuck you” to the normal narcissistic selfie that the world seems to have deemed acceptable. I see the classic selfie as completely self important and… mostly boring.
What content performs best online?
Sadly, the most commercial content… or images with bright colours such as red or pink or yellow. Often the quality of the actual photo has very little to do with how well it performs.
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