Tamworth Country Music Festival is an iconic event in the Australian country scene.

As the nation’s biggest festival, the event consists of 10 days, 700 performers, 2,800 events, 300,000+ music lovers, and a whole lot of logistics.

To capture a massive range of festival photography across spread and varied sites, local council commissioned a media team to document content from all events. Photographers were to shoot the action, edit the images and distribute to outlets immediately.

Capture, edit, share, repeat.

Visual media team representatives spent full days shooting festival photography, travelling between multiple sites to capture content requested. With photography styles as diverse as the sites themselves, images ranged from live events, to editorial sessions, to lifestyle and community content.

As the festival’s hectic daily schedule made for many last-minute photo shoots, responsiveness was key. Many photos were captured, edited and delivered within 24 hours of the event, if not less, and 400 images were sent on average each day.

Provided with an image wish list if time allowed, photographers managed to capture all additional content requested – expanding the festival’s promotional and sponsorship library for the future. Many of the set-ups were staged with real festival-goers, who were selected from crowds and directed by the team.

Festival photography was positively received by press and published by a range of leading media outlets including The Australian, The Weekend Australian and The Daily Telegraph. Feedback from news editors was particularly humbling, with publications personally praising the quality of the images.

I wanted to pass on some feedback I received today from The Australian. They were so impressed with your photos, the editors and picture editors have put in a recommendation for your reappointment for TCMF photography. They were especially impressed that this was your first time shooting for national editorial publications, because your photos speak volumes. As Director of C7EVEN, I would also like to pass on my thanks. Because your photos were so good, we got so many stories run online and in print. This makes us look good too, because the stories we pitch actually get a run. Thanks again.

Sara Crowe
Director, C7EVEN Communications

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