Ulrik Tofte Captures a Different Side of Africa
Vasiliki Marapas — October 10, 2014 — Fashion
References: ulriktofte.biz & featureshoot
Ulrik Tofte's latest project, titled 'The Key is Not to Blink,' focuses on the growing middle class population in Northern Ghana.
The changing socioeconomic climate has resulted in a shift to a more individualistic culture; one in which young people can dare to dream. However, these dreams may conflict with traditional values; pop culture and consumerism are likely to collide with ancient beliefs and family commitments, creating a shaky landscape for youth to navigate.
One thing is for sure: this series is a departure from the typical photography we're used to seeing out of Africa, featuring crippling poverty, famine and war. Instead, Tofte's series is a narrative hope, desire, anticipation and redemption. Progress may be slow, but it is possible. The greatest difficulty for these countries will be reconciling the future and the past.
The changing socioeconomic climate has resulted in a shift to a more individualistic culture; one in which young people can dare to dream. However, these dreams may conflict with traditional values; pop culture and consumerism are likely to collide with ancient beliefs and family commitments, creating a shaky landscape for youth to navigate.
One thing is for sure: this series is a departure from the typical photography we're used to seeing out of Africa, featuring crippling poverty, famine and war. Instead, Tofte's series is a narrative hope, desire, anticipation and redemption. Progress may be slow, but it is possible. The greatest difficulty for these countries will be reconciling the future and the past.
Trend Themes
1. African Middle Class - Opportunity to explore and showcase the growing middle class population and their shifting values and aspirations in Africa through marketing campaigns, product development, and services.
2. Individualism Vs. Traditional Values - Opportunity to create innovative solutions addressing the conflict between individualistic culture among African youth and traditional values, including technology platforms, educational programs, and community outreach.
3. Hope and Progress - Opportunity to promote the stories of hope, progress, and positive change in Africa through media campaigns, social initiatives, and cultural events.
Industry Implications
1. Photography - Opportunity to capture and showcase the diverse narratives and perspectives of African middle class communities through creative and authentic photography.
2. Consumer Goods - Opportunity to tap into the growing African middle class market with consumer goods and services reflecting their unique aspirations and values, and to support local entrepreneurs creating innovative products.
3. Education and Training - Opportunity to provide education and training programs empowering African youth to navigate the changing socioeconomic landscape, reconcile traditional values with modern aspirations, and drive positive change in their communities.
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